While not every business has a storefront, most businesses do rely on some amount of local traffic for their business to survive. As a marketer, you have the ability to promote to a very specific area & to a specific set of people. With Facebook Local Awareness Ads, the task of marketing to locals is streamlined. It still requires A/B testing and a working knowledge of your demographic, but the ability to TRULY TARGET locals is amazing.
Get Started. From the Facebook Business Listing, select the appropriate Ad Account and click Create Ads. At this point, you’ll be able to begin defining the parameters of your advertising objective: campaign objective, ad set & ad.
The Local Awareness objective will be the starting point for your campaign. Be sure to provide your campaign a name with the specifics of the marketing objective, but be sure to keep it general since you can develop multiple ad sets within this campaign.
Once you’ve set your basic campaign objective, you now need to define the parameters of your ad set. Here’s where you will define your audience, set your budget and schedule the length of your campaign.
Target your audience. Set a radius around your business from 1 to 50 miles. Define the target age of your ad set, as well as the target gender (male/female/all). As I mentioned before, you can create multiple ad sets within your campaign. For example, you might want to run Facebook Local Awareness Ads in the winter to 3 different groups of locals. To do this, you’d setup a campaign with 3 ad sets. (ex. Women 25-35 within 1 mile of your store, Men 30-45 within 1 mile of your store, and all locals 25-45 within 5 miles of your store).
Set your budget & schedule. The strength of your campaign is really limited only by your budget as long as your target demographics are well-defined. You’ll note that as you change your daily spend, the Estimated Daily Reach will update in the right column as well. This is a useful feature to reference in your budgetary planning or if you’re trying to make a case to your company regarding social spend.
My biggest suggestion at this point is to always start with a lower budget that you can build on as you develop and tweak your campaign. I always suggest defining a start and end date to your campaign. The last thing you want is a campaign exceeding budget because you forgot to deactivate the ad set.
Facebook Local Awareness Ads
Insert your images, ad copy, links & call to action. Now that everything behind the scenes is set, you can begin designing the ad.
Add your images. Or, utilize the expansive free stock library available to you from Shutterstock. Either way. Facebook allows you to use up to 6 images to create your ads and I suggest you use all 6. Use this opportunity to do a little A/B testing. As your local awareness ad runs, you can simple deactivate the ads with low-performing images.
Input your ad copy. As you fill out the available fields, you’ll get an ad preview in the side window that shows you the proof of the ad based on placement (desktop or mobile). For other Facebook ads, you are given the opportunity for placement in right column ad space, partner networks (ie. video games with ads), and Instagram, which is owned by Facebook a new to the ads game.
Define a call to action & link (based on your CTA). In my experience, Facebook Local Awareness Ads are the most useful when the call to action is set to Like Page. The CTA almost always results in a lower cost per conversion (where a page Like is your conversion). A really interesting A/B test would be to setup 5 ad sets, each with a different CTA using the same set of photos in order to see what drives the best response with the lowest cost.
If you choose a call to action requiring a link, don’t forget to setup tracking so you can see the user flow as customers click your ad and visit your website.
Submit your ad. Approval from Facebook usually takes less than 15 minutes and then you’re live! Within minutes, your ads will be displaying to locals and soon after, you’ll be able to start tracking the performance of your ads.
Go forth and be productive.