Yes, the cost of Facebook ads has risen over time, however, if your ad costs have jumped up significantly, or the same budget is not getting nearly the same results it used to, then you have probably hit a Facebook landmine.
Nearly always the damage is self-inflicted either by the practice owner or their marketer.
The number one trigger is trying to trick Facebook’s algorithms into bending or breaking their rules. This can result in severe consequences for your marketing efforts. For instance, some practices try to advertise prohibited services by not mentioning them directly in the ad or using alternate words and spellings.
However, Facebook’s AI also checks your website and landing pages and is not easily fooled. If they catch a whiff of deception that can be all it takes to receive an account suspension or even a personal ban from ever-running ads.
Facebook’s punishment mechanisms have evolved over time. Initially, they would simply ban ads that didn’t comply with their guidelines. However, they now allow some non-compliant ads to run but significantly increase their costs. This way, they still generate revenue while penalizing those who try to game the system.
Instead of attempting to outsmart Facebook, work with the platform and follow its guidelines. Facebook’s suggestions are usually accurate and can help improve ad performance. Recognize that Facebook has a vested interest in your advertising success.
Trying to trick Facebook is like declaring war on your biggest ally and becoming their enemy. By working in partnership with Facebook and abiding by their rules, you’re more likely to achieve marketing success.
Of course, there are many more things to know in order to create a consistent flow of qualified new patients for your practice.
To save time, many practitioners choose to partner with my agency, The Customer Factory.
