Google now has 92% of the UK search engine market, it was named Britain's Number One brand for 2010 and has been cited as one of the most important creations of the 20th century. With nearly 50% of the world online population on Facebook and 1.5 Million businesses already using Facebook ads now is the time to look "under the bonnet" of Facebook.

1. 1 Coming to your practice soon

2. FACEBOOK SUCCESS= BUSINESS PAGES PLUS ADVERTISING
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3. FACEBOOK MARKETING OVERVIEW
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1. Create Facebook Page
2. Invite those who know Sunlight to Like the page
3. Define the audience you’d want to have a “dialogue” with
4. Share content of value to your audience – not just
promotions
5. Promote content to Fans and target audience (Paid for)
6. Keep it Social – content of value (4 posts) versus
promotions (1) i.e. Keep to a 4:1 content ratio
7. Offer content for download (GuidesTips etc.) in exchange
for emails (Paid for)
8. Use email marketing to continue the dialogue (Free)

4. FACEBOOK ADVERTISING OVERVIEW
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5. COMMON MYTH – “MY TYPE OF CUSTOMER IS NOT ON
FACEBOOK..”
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6. ARE YOU SURE? -HAVE YOU ASKED THEM ALL!
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1.15 Billion
active users
699 Mn
users
per day
43% of all online
consumers are
social media fans
or followers

7. DEFINING THE AUDIENCE
 Typically* Men OrWomen?
 Typical* Age Band?
 What Brands DoThey Love?
 WhatTv And Films DoTheyWatch?
 What Interests DoThey Have?
 UseToolsTo CreateTheTypical Practice Patient Profile
https://yougov.co.uk/profiler#/
* NotALL Patients – Aged And Gender Most Likely To Be
OR
Create MultipleAudiences OfYour Patient Base – Such As; Children ,
Older, Parents Etc
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8. PROFILE OF READERS OF VOGUE - LIFESTYLE
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Facebook advertising
system has 100’s if not
1,000’s of these Interests
can target by

9. PROFILE– READERS OF VOGUE - BRANDS
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Facebook advertising system has 100’s if not
1,000’s of Brands can target.
e.g.Vogue has 6.4 Million fans on Facebook

10. WHO TO TARGET? – PEOPLE WHO ARE INTERESTED IN
BRANDS RELATED TO YOUR PRODUCT/SERVICE
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“Reach your audience based on their
interests. This can include interests shared on
their Timelines, apps they use, Pages they
liked and other activities on and off of
Facebook. Interests may also factor in
demographics such as age, gender and
location.”
1.4 Active Users Filter by 100’s
of : Brands +
Interests+
+demographic
s + location
Target your ideal audience

11. FACEBOOK FAN DIALOGUE LOOKS LIKE
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Audience research
How CanWe Help?
Free –TipsAndGuides In
AdditionTo Relevant OffersYou Have
Their Needs?-
PainAnd Gain Points
Teeth look great =
Happy confident patients
Looking after
teeth
Brace options

12. FACEBOOK OVERVIEW – CAMPAIGN BUILDING
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Audience
Research –
Ideal Clients
On
Facebook?
Quantity?
Location?
Best
Campaign
Type For
Objective?
Offers/
Resources*
available/eas
y to create
(*Guides etc.)
Creative
Elements For
Campaigns:
Images
Copy
Landing
Pages

13. WHO TO TARGET – PROSPECTIVE CLIENTS
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People who have visited
your website or subscribed
to your email list are already
prospective clients –
Facebook can help target
these people
How?
Website visitors – tracking code placed on site creates a CustomAudience
on Facebook's ad system we can use .
Email lists – load into Facebook and matches to emails used by people to
logon to their FB account

14. ADVERTISING FORMATS – “PLACEMENT”
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Desktop News Feed
Right Hand Column
Mobile News Feed
In Facebook View “Placement”

15. FACEBOOK CAMPAIGNS OBJECTIVES
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Click here and goes
to a page on your
website
Generally Links to an
existing story on
Facebook page. As an
advert can be
targeted to reach
more than just Fans of
your page
Asks you to “Like
Our Page” and CTA
button to make
easy to do just that

16. -What You Get
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Page Management
£195 +VAT per month*
Advertising Management
£350 +VAT per month**
Daily updates on your page containing topical
information, links to your blog, special offers,
information useful to your target market
Careful analysis of your target market
and existing subscribers (if applicable)
Full competitor analysis
Identification of objectives for your
campaign (more fans, signups to your
email list, downloads of a report etc.)
Replies to commenters Full competitor analysis
Weekly page optimisation
(time and type of posts)
Creation of dozens of targeted Ad Groups
Monthly reporting Weekly reporting
*A setup fee of £195+VAT applies in month 1 to cover
creation of your Facebook Page Cover
**A setup fee of £350+VAT applies in
month 1 to cover the setup of the
targeting & creation of multiple images
Page & Advertising Management
£475 +VAT per month (Normally £545 + VAT)

17. GOOGLE ADWORDS – PAY PER CLICK
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18. ADWORDS ELEMENTS
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19. PROCESS
 Research keywords that your customers use when
searching for your services
 Write advertising copy which grabs attention &
encourages relevant clicks
 Choose & refine a suitable web page to send traffic to,
delivering what you promised.
 Provide tracking codes to enable accurate measurable
analysis of what’s working.
 Agree which geographical area you need to cover in line
with your business plan.
 Determine your monthly click budget which we manage
on your behalf.
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20. OVERVIEW
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21. KEYWORD RESEARCH
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Is key to Success in AdWords.
Better to bid for an win “big slices of lots of
small pies rather” than waste budget trying
to “win a small slice of a big pie.”
NBWhere Pie = Keywords!

22. KEYWORD SEARCH FOR “DENTAL IMPLANTS”
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Looking at the initial keyword research (See sample below) you can expect to pay £3.29 per click to have your sales message
seen by a audience of just under 21,000 a month. With this in mind, we recommend a monthly click budget of £250-500 per
month depending on the number of Implant cases you’d like to create (per month)

23. AD COPY TO ATTRACTS CLICKS- BID
STRATEGY FOR POSITION
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 Ask Questions
 Curiosity
 Be Specific – Ad Headline
Can Only Be 25 Characters!
 TalkTo A Need OrWant
 Solve A Problem
 UseTitle Case As It Reads
Better
Top of Page ads now attract
X10 the clicks of ads on right
hand side

24. LANDING PAGES
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 Be Specific
 Use Images
 Strong And Easy CallTo
Actions
 ProvideTestimonials/
Credentials
 Provide More Evidence
And USP’s

25. TRACKING RESULTS
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26. GEOGRAPHICAL TARGETING
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Simple Radius Targeting From
Your Location
More Complex Bulk LocationTargeting-
E.G Good For London And Other
Large Conurbations

27. BUDGETING APPROACH FOR SUCCESS
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What Budget DoYou WantTo Spend?
How Many New Clients (£P) DoYour WantTo Attract?


ROIApproach – Invest £1To Gain £5 – How Many £’s DoYou Want!?

28. AdWords – What You Get
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AdWords Account Management
£350 +VAT per month*
Initial keyword research for your approval before
we commence building full campaigns
Full competitor and market analysis
Campaigns built out for you and fully optimised
depending onYOUR objectives
Mobile adverts and mobile optimisation
Full advice on your landing pages
Daily bid optimisation
Ad copy testing (Split testing)
Fortnightly reporting
Remarketing campaign to follow your
potential buyers around the web
Suitable for a monthly spend of up to £2500
Clicks budget payable direct by client
to Google (NB Google’s terms of service)
*A setup fee of £350 +VAT applies in month 1

29. 29
30 years marketing and sales
experience, including working for
three of the entrepreneurs from
Dragon's Den
Social Media Reach
+
Direct Expertise
= More Patients
/Treatments /Awareness
Fellow of the
Institute of Direct
and Digital
Marketing
4 Years Social Media Management
and PaidAdvertising ( AdWords and
Facebook) expertise
Joined
Smile
Marketing
in 2010
GRAHAM– SOCIAL AND PAID SEARCH

30. Thank You
t. 0845 287 3051
m. 07973 698 877
info@smiledentalmarketing.co.uk
www.smiledentalmarketing.co.uk
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