Chiropractic Marketing Tips | Google vs Facebook: How to Choose the Best One For YOU

Hey everyone, Dr. Vince here with another episode of Dr. Vince Presents. This is number 14, something like that. Google versus Facebook, who to choose, who's gonna win? And so let me ask you a question. Have you ever struggled with marketing online? Have you ever been frustrated with your return on investment? Or just not sure which one to use. We're gonna dive into all of that stuff today. When I, you know, first started doing, you know, Google and Facebook ads, you know, I struggled. And before that, I struggled finding someone that could do it properly, you know, that wasn't gonna give me the runaround and wasn't some, you know, kid in, you know, his mom's basement, that type of thing. But I got to a point where I didn't want to rely on anybody else. anymore. And so I just said, forget it, I'm just going to learn it. And it's not that tough. You know, what I would recommend is if you are— for me, the threshold is about $30,000 per month in gross revenue. If you're below that, I would say, look, just go ahead and learn it. If you're above that, if you're like $40,000, $50,000, $60,000, it may make more sense for you to outsource, right? Because you can leverage your time better and It's going to just give you time to focus on other things and then it's just a matter of finding a really good person to do it. But if you do want to do it yourself, literally, I mean, just go to Google and say, how do I create Facebook ads? Or, you know, another source is Udemy, udemy.com. It's an online learning platform. Courses are like $10 or $15. They're always on sale and you know you just sign up for a course and 3, 4 hours you just burn through it, the videos, and then it's just testing and tweaking and rinse and repeat, right? So, you know, in terms of should you hire or should you outsource or do it yourself, that's my kind of thought in terms of the threshold. If you're going to pay someone, in terms of the cost, You're probably looking at around, at the bare minimum, $500 a month, typically around, you know, $700, $1,000, $1,500, maybe even $2,000 if they're super, super good. And then your ad budget on top of that, right? So that's their time to build the ads, optimize the campaign, maintain the campaign. There's not a ton of maintenance, but the key is really testing and tweaking until you get an ad that's working and you have a low cost per click and it's generating new Patience, of course. So that's kind of a quick overview. Let's talk, dig into a little more of Google versus Facebook. Boom. So push versus pull is how I look at it, right? So with Facebook, people aren't searching for natural headache treatments or car accidents or anything like that. They're not searching for anything. They're actually, you know, maybe they're searching for their old girlfriends or they're on, you know, they're just on their feed. They're looking at stuff, they're posting in groups, whatever. They're not looking for us, right? And so, say I'm looking for dentists, like I want to advertise to dentists. Well, I can put my ad in front of dentists very easily. So, Joe Dentist is dinking around on Facebook and boom, my ad pops up. Now, whether he decides to move forward or not, You know, it comes down to the ad, the copy, and whether he has any interest whatsoever in terms of my service, right? Versus poll, right? So that's push. We're pushing our ad on people that are just on the world's largest social network. Google, on the other hand, people are actively searching, right? It is a search engine. Man, I'm smart today. So people are searching for headache treatment or knee pain, natural treatment for knee pain, whatever it may be, they're searching for us. And then if that matches with our keywords that we put into our campaign, and if our bid is high enough, we will show up somewhere on the right side, or if we're doing really well, at the top. And they will then click on our ad, and then they, boom, they go to our second step. And we're gonna get into where they go in just a second. So, pros and cons. Facebook, pros, super platform. Well, it's a super platform, Dr. Vince. No, super easy to learn, right? And then it's just a matter of testing, and it's low cost. You can test like, I don't know, $7 a day, $10 a day until you get, you know, a low cost per click and a good conversion. Patients are showing up and all that type of stuff. The cons on Facebook is I just haven't seen the quality be super great. It's not terrible, you know, it still works, and I think the money or the return is there, but the quality seems to be a little iffy because, again, they're not looking for us, so we just kind of popped into their little world, right? It's like someone just knocking on your front door. Hello, I got an offer for you. You may or may not be interested. You may even be annoyed. Which a lot of people get annoyed at all these ads on Facebook. But that is the reality that drives their business, and that's fine with me because it works for all of us. Now let's go to Google. Google. Google's gonna be more expensive. It's a little more complicated in terms of creating the ad and the bidding and all that type of stuff. But you also are only— like with Facebook, you know, you can use ad, you can have You know, you can use ad. Good Lord. You can use video. Video works very well on ads. You can use great pictures and they have a nice stock image selection. For Google, it's all text-based for the most part. And so you have to be really good at copy, right? So that you can grab their attention with just a short, very short sentence. And then, you know, you have a little bit, I think it's 3 sentences total. And so you don't have as much real estate as you do with Facebook. So it's trickier, and I think there's more skill involved using Google AdWords. But the quality is better because again, they're searching for us. Now it's going to be a little more expensive, but I prefer Google. I think that I'd rather pay more, a little more money, per lead, have a better quality patient, so that we utilize our time better. So, that's kind of pros and cons. I just recommend, hey, look, test each. You know, whether you're doing it yourself, you're hiring someone, test each. You know, spend $500 or $1,000 per month, or over a couple months, see what type of return on your investment. Just track everything. So, let's go over some tips and tricks. We talked about Facebook. I do recommend using video for that, and you can do something like this. You can, where it's, you know, Hi, I'm Dr. Vince Leone. Person-to-camera or direct-to-camera. You can have screen flow where you're, you know, you're showing your computer screen and maybe you're going through a PowerPoint. You can do stock images that are to music and you just cycle through images. Or you can outsource it. Great website called fiverr.com, F-I-V-E-R-R dot com. And there's several of these types of sites, but you can outsource a video and say, well, I want it to say this and I want the image to say this, and they'll put it together with some music. And I think video ads are somewhere— they typically recommend around 15 seconds. So they catch the eye and they have music and all that stuff, so it's good. So I recommend that if you're using Facebook, I'd recommend you do that. On Facebook also, I wouldn't recommend using their lead gen ad because it's— the threshold for someone to sign up is too easy, right? So it pops up right Within their feed. All they do is put their name, email, and phone number, and then, you know, it closes out, boom, you get the lead, and they're off. And sometimes they even forget they even submitted the damn thing. So, it's just crazy. People are like, you know, ADD. I literally just read this stat. Goldfish has, they have an attention span of 9 seconds. We are currently at 8 seconds. So put that in your pipe and smoke it. So moving on, I would recommend whether using Facebook or Google, drive them to a landing page, okay? And I wouldn't recommend doing like, you know, just a very generic back and neck pain chiropractic special, right? $29 for an exam and consultation, whatever it is. Again, very nonspecific. You're just kind of— General. You're kind of a generalist, right? Generalists don't get paid as much as specialists. So I would do condition-specific ads, whether it's Facebook or Google, condition-specific ads and condition-specific landing pages, right? So let's use knee pain as an example. On the ad, you can say, do you have knee pain? Would you like to avoid drugs and surgery? Check out our revolutionary approach. On the landing page, they click there, they go, they go to your landing page, And you can use like ClickFunnels or LeadPages. I like ClickFunnels, but there's several of them. But the point being is, on the landing page, I would recommend first do a little video, like literally 30, 40 seconds of you just saying, hey, I'm Dr. Vince. Thank you so much for taking the time to come and check out our services for knee pain. We're located at blah, blah, blah, blah, blah. I've developed a super unique and highly effective approach. It's non-invasive, FDA-cleared, all that good stuff. So please take a minute to read below, and it'll really go in depth on, you know, the causes of knee pain, the typical treatments, why those aren't always the greatest. And then I'll go in detail what I do to treat these knee pain conditions. And then if you're interested at that point, just put in your name, your email, and your phone number. We'll get right back to you and get that appointment scheduled. That's it. Okay, that's your video. And what's nice is, and again, it has to look professional. You know, get a lavalier mic, put it on some sticks, which is a term for a tripod, so it's steady. You know, frame it up so you're using the rule of thirds. Get a couple lights so that you look good. Now, if all that sounds like a pain in the ass, Then go to Mr. Google and say, wedding photographer in your city, okay? And you say, hey, I need you for 2 or 3 hours. I wanna shoot some videos at my office. I'll give you $200. What do you say? They'll be like, sold! Because they don't have people calling them really. And for a couple hundred bucks, they have all the equipment, and they'll come out and they'll shoot it real nice. They'll mic you up and it'll sound great, look great. Boom. That's probably the best solution. situation if you're not going to continue to make a bunch of videos. But, quick intro video, put your face in front of the camera so that the patients can start to develop a little bit of a relationship. You know, if you're good on camera, if you smile, if you seem like a nice guy, it's going to start breaking down those little walls and they're going to say, okay, do I want to go to this doctor over here with this website that I don't know what he looks like? Very cold, whatever. Or I can go to this doctor who seems to specialize in knee pain. He looks nice. He seems like a nice guy. And then, but they need to read that information, right? I want them to kind of work for the appointment a little bit, right? So I want them to educate themselves about their condition. And then at the end, if they still feel that it's right for them, because maybe they're not. Right. Maybe it's not a good fit. Then, only then, then they put in their information, and then they're much likely, more likely to show up and to be a good quality patient. So, condition-specific ads, condition-specific landing pages. So, that's it, guys. Google versus Facebook, who won? I'm gonna give it to, gosh, man, I mean, I use both. I'm gonna give it to Facebook. I think that I like— I know I like the quality of Google better. I like the functionality of the Facebook platform. It's easier, you can do some, like I said, the video stuff and those types of things. So I think it's a toss-up, but it just comes down to testing. You just got to test it out and see what works for you, what works for your budget. But again, don't feel like you got to hire somebody. You can do this. Trust me, if some kid in his mom's basement can do this, you can do this. You can do it, doctor. Okay, I'm Dr. Vince. This was episode 14 of Dr. Vince Presents, Google versus Facebook. I hope this was super valuable for you, and I'll see you next week. Take care.