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Patient Attraction Episode 943
In Patient Attraction Episode 925, I told you about Facebook’s errors in calculating the amount of time people spent watching paid ads. It turns out that wasn’t the only Facebook goof by any means! After the break, I’ll be back to tell you what Facebook’s follies mean for dentists. Stay tuned.
– Thanks for watching the Patient Attraction Podcast™.
– I’m Colin Receveur, Founder and CEO of SmartBox Web Marketing.
– Let me say right up front that I’m not, and never have been, a huge fan of Facebook for dentists.
– While the ROI has gotten easier to measure, the reach of everything but paid ads has been eaten away until it’s practically nothing.
– I AM a big fan of being able to track your marketing ROI accurately, and Facebook’s errors make that harder than ever.
– The most recent news is that Facebook’s 7-day and 28-day organic reach totals were summed incorrectly because duplicate visitors were included.
– In fact, 7-day totals were a third too high, and 28-day totals were inflated by more than 50 percent!
– Just to confuse things even further, it now looks like the numbers for “videos watched at 100 percent” might increase by 35 percent!
– And what shows up as “referrals” in Facebook’s Analytics for Apps dashboard included clicks to like a photo or video, or even to view media!
– Facebook has implemented fixes for these problems, particularly for paid ads.
– But all these errors have to make you wonder whether you’re going to know what you’re actually getting in exchange for your marketing dollars.
– When you add in the fact that people don’t look on Facebook for a dentist, the investment is even more dicey.
– If you’re going to spend money on paid online ads, put them where people are looking for dentists – Google.
– Until Facebook’s metrics are shown to be accurate, it’s just too great a risk.
– Join me for our next podcast.
– Until tomorrow, keep moving forward.