“Oh we’re not gonna take it
No, we ain’t gonna take it
Oh we’re not gonna take it anymore”
Twisted Sister, “We’re Not Gonna Take It”
WARNING: Prepare for an EPIC rant.
Facebook really ticked me off this morning. And it’s certainly not the first time.
I was getting ready to run an ad on Facebook’s platform that would market our company. I put ample time and care into creating one that described our service and how we provide world famous value to our clients.
When it came time for the image selection, I wanted something that would resonate with dentists. So, I chose a tasteful, and pretty close-up image of someone’s teeth and their great smile. Simple and harmless.
10 minutes later, I received a notice that my ad had been rejected.
After some digging (because far be it from Facebook to make it easy to understand how to do something on their platform, even when you want to give them money), I found out I had violated Section 19 of their TWENTY-NINE (!!!)-section Prohibited Content policy.
Here’s the text from that page*:
“Ad images focusing on zoomed body parts”
Ads must not contain “before-and-after” images or images that contain unexpected or unlikely results. Ad content must not imply or attempt to generate negative self-perception in order to promote health-related products.
Really, Facebook? “Negative self-perception?” I’m trying to capture the attention of dentists by showing them pictures of great looking teeth. This isn’t about appealing to self-worth or perception. And I’m certainly not promoting a health-related product.
I was simply trying to promote the ONLY 4X-Inc. 500/5000 Magazine Approved dental marketing agency that’s been recognized by thousands of world-class dentists and industry professionals…and pay you to do so!
This is why I NEVER EVER rely on Facebook as a main source of marketing and neither should your practice. How is a dental practice supposed to market themselves as the “go to” dentist in their city without showing what they do for a living and use images of teeth?? It makes it nearly IMPOSSIBLE to show off your clinical skills and amazing services, not to mention your ad won’t get the mass appeal to your audience and your ad will get ignored.
Case in point, I was doing a private consulting day the other day with a very successful dentist from Illinois who told me a few months back he hired a very prominent and well known dental social media/website company to “promote him on Facebook” and other social sites. Can you guess what happened? He lit a few thousand dollars on fire 🔥! The ads constantly got rejected, no one was interacting with his social media posts… it was a total money pit. He’s happy now because we’re now handling all his marketing efforts, but that is beside the point.
The powers that be over there are dramatic, flakey and unpredictable. Their terms of service and “community standards” seem to change on a daily basis, depending on who’s reviewing the ads and posts that day…which is a total and utter joke, as they don’t actually give you a way to contact them easily or directly!!
It’s one thing to monitor activity on your platform for safety issues, but to flat out sell that content — personal content that users thought was being kept private — for financial gain?? Where does it end?? This has impacted peoples trust with Facebook and they simply don’t trust what they see anymore, which results in your practice not getting any Return On Investment via social media. That is common sense at this point!
(Breathe, Graig. Breathe.)
It simply reinforces why I believe so strongly in Google’s search and review platform to be the cornerstone of solid dental marketing. There are no games. No wonky rules or shifty, inconsistent regulations. It’s simple and consistent. You don’t even have to pay to play, as Google’s platform is free to use for all dental practices.
Google reviews are based on something you already have; happy patients who can’t wait to refer you to their friends and family. Using Google’s platform, you have the ability to create your own solid and long lasting online property that is a better marketing asset than anything else out there. It’s 1000X more powerful than your website (which is nothing more than a glorified brochure in this day and age!). It’s the true evolution of “word of mouth”, which has moved from offline to ONLINE and unless you’re taking full advantage and owning your Google search and review platform, you’re missing out on thousands in patients and production. The high-quality fee for service patients are on GOOGLE, not social media, you need to be where the people with interest and money are and the data tells us that is just plain ol’ Google! 🙂
Dump Facebook and their nonsensical rules. It’s time you invest your time and effort (which isn’t nearly as much as you think) with a platform that can result in a windfall of new Pay/Stay/Refer patients.
If you’d like to learn more about how to utilize Google and other online platforms to attract more highly qualified patients WITH MONEY…click here for a proven practice specific dental marketing game-plan => https://www.localsearchfordentists.com/game-plan
Have Fun & Do Something Great!
CEO Local Search For Dentists ®, The ONLY 4-TIME Inc. 500/5000-Approved Dental Marketing Agency
CEO New Patients For Life™
#1 Best Selling Author
Dental Economics Magazine Author & Contributor
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