Welcome to the MedSpa marketing show, your go-to source for digital marketing insights and strategies that will help grow your medical aesthetic practice. In today’s episode, we’re diving into the dos and don’ts of creating paid ads for medical spas, skincare clinics, and plastic surgery on Facebook and Instagram.
Why are Paid Ads Important for Your Practice?
Regardless of whether your practice is fully booked or not, paid ads should be an essential part of your business strategy. In this blog post, we’ll discuss the reasons why you should consider using paid ads, the challenges you may face, and strategies to create effective ads that get approved and yield results.
Creating Effective Paid Ads
1. Know the Platform
When we refer to Facebook or Instagram throughout this article, understand that they fall under the meta brand. Facebook ads cover both platforms and even extend to advertising on websites and apps.
2. Move Beyond Boosted Posts
While boosting posts can give your content a temporary push, it’s not effective for generating new clients or driving specific actions like booking consultations. To achieve desired results, it’s crucial to run ads through platforms like Facebook Ads Manager or Meta Business Manager.
3. Understand Compliance
Paid ads for medical spas, skincare clinics, and plastic surgeries are not straightforward due to strict compliance regulations. Failure to adhere to these regulations can result in ad disapprovals or even the closure of your ad account.
Here are some important compliance guidelines to keep in mind
Before and Afters
Before and after images are not allowed in paid ads. This restriction originated from the strict regulations surrounding weight loss drugs, but it applies across the board to all marketing efforts. While you can still showcase before and after results on your social media feed, avoid using them in paid ads.
Prescription Medication Terms
Depending on your location, you may be prohibited from using prescription medication terms like Botox or Ozempic in your ads. Facebook and Google thoroughly review not only your ads but also your website content, including confirmation and thank you pages. It’s essential to craft your ad content carefully to comply with these restrictions.
Avoid Negative Targeting
Negatively targeting personal attributes or health-related concerns is against platform policies. Phrases like “Are you tired?” or “Does your creepy neck bother you?” should be avoided to prevent disapprovals or restrictions.
Follow Community Standards and Content Guidelines
Facebook and Instagram have separate community standards and content guidelines covering various areas like safety, violence, integrity, and objectionable content. Ensure your content aligns with these policies to avoid rejections.
Nudity
Nudity in ads, even for medical purposes, can be problematic. While there may be some instances where it’s permissible, proceed with caution and follow platform guidelines.
Report Fake Accounts
If you encounter fake accounts commenting on your posts, report them to the platform. Facebook and Instagram can take action against these accounts, ensuring a safer advertising environment.
Paid Partnerships
If you engage in paid partnerships or collaborations with influencers, make sure they properly disclose the partnership and include the necessary labels like “Paid Partnership” or #ad. Non-compliance can lead to ad disapprovals or even trouble for the influencer’s own account.
Strategies for Success:
To avoid Facebook jail and run successful paid ads, consider the following strategies:
Educational Content with Reels
Create educational content using Instagram Reels. While you must avoid direct use of terms like Botox or Ozempic, you can discuss results, issues, and concerns while showcasing your expertise. However, ensure compliance with the set guidelines for prescription medication terms.
Gain Medical Exemption Approval
If you’re a medical-led practice in countries like the US, Canada, or New Zealand, you can apply for a medical exemption from Meta. This exemption allows you to advertise medical services like Botox or other prescription treatments by following the approved guidelines. Additionally, LegitScript is another platform that covers Facebook and Google ads, allowing you to advertise medical services.
Dedicated Landing Pages
Set up dedicated landing pages that do not include the restricted terms. You can utilize standalone landing page tools or create simple, separate landing pages within your website. Be mindful of the content and media on these pages, ensuring compliance with the regulations.
Promote Free Consultations
Focus on promoting free consultations or offers instead of directly advertising the services that are restricted. Discuss the benefits without using prohibited terms and entice potential clients to engage with your practice.
Email and Messenger Lists
Grow your email and messenger contact lists to establish direct communication with potential clients. Once they become a part of your list, you can market to them without the same restrictions that apply to paid ads.
Keep Ad Copy Short and Simple
Less is more when it comes to ad copy. Avoid overusing the word “you” and minimize the use of negative targeting phrases. Let your media and creative content do the work of capturing attention and driving action.
You Need to Know
Successfully running paid ads for your medical aesthetic practice requires careful attention to compliance guidelines and strategic planning. By understanding the restrictions and implementing the strategies mentioned in this blog post, you can create effective ads that drive results without risking ad disapprovals or account closures. Remember, paid ads are a valuable tool to increase your visibility, generate leads, and grow your practice.
Don’t let the complexities discourage you. With a well-thought-out approach and a focus on compliance, you can navigate the fine line of paid ads for medical spas and aesthetic services.
To learn more valuable insights and tips on marketing your medical aesthetic practice, don’t forget to subscribe to the Medical Spa Marketing Show and follow us on Instagram at @theaestheticjunkie.
Together, we can take your practice to the next level.
Resources Mentioned in this Show
Apply for an exemption from Meta
Apply for approval from Legit Script
How to set up successful email marketing for aesthetic practice
