Facebook local ads have come a long way in the past year to compete with Google. This is great news for retailers everywhere, since they now have more options to drive targeted traffic to their stores.
The key to an effective Facebook local ad strategy is knowing what you want and understanding how to use the ads for maximum effect. That is why we go through some Facebook local ad secrets below.
7 Facebook Local Ad Secrets
1. Have a purpose
Unlike Google, not all Facebook users are directly looking for a reason to visit your store. Instead, they need to have a reason to visit it.
This can be something as simple as offering a special over the weekend, or announcing a new store opening or offer. Either way, have a purpose for the ad.
Generic ads that solely provide branding are not as effective on Facebook. They forget about you the moment they get to the next item in their newsfeed.
Conversely, you can run ads like the one that AirAsia did for their contest to fly 302 friends and you to Australia. The campaign was targeted directly at locals in Kuala Lumpa. Because users had a purpose in signing up, they eventually received over 12,500 applicants along with 2.3 million views of their campaign.
This is the power of making them stop for a moment to learn more about your business.
2. Have a call-to-action
Speaking of purpose, you need to have a call-to-action in every ad you create on Facebook.
Facebook just announced how you can use the call-to-action button on your page with your ads to drive more offline sales.
The buttons include Get Directions, Call Now, Learn More, and Send Message.
The value of a clear call-to-action cannot be underestimated on a site with over 300 million photo uploads every single day (Source: Gizmodo).
3. Workplace Targeting
One really cool feature for businesses is the ability to target specific workplaces.
For example, if you own a restaurant in a downtown area you can target local business professionals through the Campaign Audience feature on Facebook ads.
When creating your ad, be sure to use the Interests section. There you can type in some of the businesses that are located near your restaurant.
You might even want to create multiple ads for multiple businesses. For example, if BHP Bilton and Wesfarmers both have offices in your area then you can create a separate ad for each with ad copy directed at each business.
How cool would it be if you ran separate Facebook local ads offering 10% specials today to people at different businesses? That way you could even track which companies spend the most at your restaurant.
The key here is to ensure that you have employees who are within walking distance, as they can then come in during their lunch hour.
Note: Do not be creepy with your Facebook ad. It is okay to mention a specific company, but do not give that ‘we are big brother, we are watching you’ vibe if you target specific companies.
4. Top events
Facebook local ads are not just great for stores. They are also a tremendous resource for event and conference planners.
Now you can target prospects in specific areas to drive them to your upcoming event.
Remember how we said that you need to have a purpose? An event is a great reason to get people to stop and enquire more about your business.
5. Zip and geographic targeting
Another feature Facebook added were the Facebook map cards.
These new cards provide relevant business details for prospects to check out. According to Facebook, your “card includes a map pin for your business location, distance to business, hours of operation and a direction link.”
Combine this with the features that allow you to target prospects around the pin of a map in Facebook ads, and this can easily be a winning combination.
6. Retargeted ads
While this is not exclusively for local ads, Facebook retargeted ads help you connect with previous customers and prospects through their system.
You need to upload any list you might have through the Facebook Power Editor in Google Chrome. It is a bit of a pain, but it really is a tremendous method of connecting and urging previous customers to purchase from you again.
7. Measure results
When the ad is done, your work has just begun. That is because the ad can always be optimised to improve your results.
Facebook local ads are part science and part art. Therefore, use the art to create a dynamic ad with a great call-to-action that can help improve your results.
Then monitor the results to do even better in the future.
Facebook local ads provide a lot of opportunities to retail stores and restaurants looking to expand their presence on Facebook.
You now have the ability to target specific demographics in your area using the Facebook map or zip code database.
Combine this with the retargeting and added call-to-action buttons, and you can see how local businesses can benefit from Facebook local ads.
If you still need help benefitting from Facebook local ads, then reach out to us for a FREE session with one of our Facebook marketing experts. We can walk you through the best strategies to use with your Facebook local ads.