Boosting local traffic with Facebook Ads
Talking to a lot of private business owners, specifically ones that have a physical location (not web based only), proclaim strongly that Facebook ads are not for them, that money spent would be money wasted.
I basically want you to know that this is very much not true. In fact, not only does Facebook provide everyone with advanced location targeting options, Facebook has actually created ad campaign formats specifically for your business - Local Awareness Ads. (Another type, Offer Claims, will be covered in a later post!)
With Local Awareness Ads, you get to target a specific geo-location (address, GPS, zip code, etc...), select a radius (e.g., 15km), and target everyone in that area, according to your other various targeting settings such as age, gender, interests, and other advanced demographics.
What this basically means is that, if someone who fits your target user profile is in the location that you set (e.g., near your store's actual location or near a competitor's location), that person will be targeted and if they browse Facebook, they will potentially see your ad.
What you need to get started
- A Facebook page
- A Facebook ad account (to pay Facebook and control your ad campaigns)
- A profile of the people you would like to target (age range, gender, general interests)
- A location to target
- What you want those who see your ad to do (e.g., call you, message you, get directions, visit a webpage)
Creating the ad
Getting started, I must tell you that unlike some of the more common Facebook advertising objectives, "Local Awareness" ads must be created from the Power Editor. You can access the Power Editor from your Business Manager's menu in the upper left hand corner.
Once you select Power Editor, click the "create campaign" button, give your campaign a name, and select "Local Awareness" from the campaign type drop down list. Then you proceed to create your first ad set and ad.
You set up your ad sets and ads as you would normally do, by adding targeting settings, bidding settings, and runtime settings. The location you provide for this campaign is key.
For the ad itself, you can choose if clicks on the ad take the user to your Facebook page or an external website. In addition, you can choose one of five specific Call-to-Actions, that when clicked prompt the user to act:
- Like the Page
- Call You (actually dials your registered number from their phone)
- Get Directions (user is given directions to your location)
- Learn More (takes them to your link)
- Send Message (prompts the user to send you a message via Facebook messenger)
Once you have set these options, provided your images and text for the ad, you are ready to launch. Make sure you also follow best practices for setting up your other ad sets, as you want to make sure you are set up for success, which means being able to learn as much as possible from your campaign data about your ad images, ad text, your target audience, etc... For more information on how to set up a solid campaign, please read this blog post!
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