Reach People Near Your Business with Local Awareness Ads
January 27, 2015
With its 1.3 billion users and wealth of targeting options, Facebook is an incredibly powerful platform for reaching large, global audiences while maintaining narrow targeting. However, not every marketer wants their campaign to reach hundreds of million users. Sometimes it makes more sense to keep it local.
Advertisers have a new goal they can achieve with Facebook ads: local awareness. This new ad product, which can be selected as an objective at the start of a campaign (see image below), lets advertisers go a level beyond advertising by zip code to reach an audience that falls within a certain radius of a single location. This hyper-location targeting is perfect for brick-and-mortar stores that want to boost foot traffic or awareness for a store opening or promotion in a small area, or to promote local events that will appeal most to those nearby.
So what makes for a successful local awareness campaign? Below, we walk through a few things you should keep in mind while setting up campaigns, designing ads, defining targeting, and measuring success.
Campaign Set-up: Getting it Right
Initiating and managing a local awareness campaign is unique from other objectives in more than one way.
- A Facebook Page associated with the business location you want to promote is required.
- Reach is limited to a certain radius around your business. The minimum radius is one-mile, the maximum is 50-miles. We go into more detail on which increment to chose below.
- Bids are optimized toward unique daily impressions. Different than standard CPM, this bid type ensures the highest unique reach on a daily basis.
- Budget cannot be set by day or week, only by the lifetime of a campaign.
Now that we have that covered, let’s get into best practices.
Choose Imagery that Encourages Customers to Explore
Through Ampush-run tests, we found that images that clearly emphasize the presence of a brick-and-mortar location tend to attract more clicks and engagement than product- and lifestyle-themed imagery. Using imagery of your physical location adds a touch of personalization to the ad that Facebook users aren’t used to seeing and encourages them to visit the physical location, rather than just shop or register online.
Targeting is Based on Location, Not Individuals
In order for someone to see your ad, they must first be within a specific distance of your business, and second have location services enabled on their mobile devices (or have your current location set at the location you want to target).
Depending on the location of the store you’re trying to promote (i.e. Times Square in New York versus a mom-and-pop store in upstate), potential reach can vary widely. For stores located in areas with less foot traffic or that are less densely populated, it might not be feasible to layer additional targeting on top of the existing restrictions. Keep in mind that the smaller your audience, the more you will have to pay to reach them, so aim to find a balance between the two extremes.
One way to expand your reach is to increase the radius within which the audience must be located. The minimum is one mile, but this can be increased in one mile increments up to 50 miles. Keep a close eye on performance for each distance as this could vary based on the location of your store – you may find that opening your reach to five miles expands reach while maintaining a high level of engagement, or completely drops off. Test each to know for sure and re-allocate budget accordingly.
Consider Using Other Channels to Benchmark Success
Local awareness ads are still relatively new, making it difficult to know how effective they are at driving people into physical store locations and generating in-store lift. To make matters of measurement trickier, it is impossible to know if the viewer of the ad clicked on the “Get Directions” CTA, which sends users to their default map app and should signal the viewer’s intent to visit, or a different part of the ad, which sends users to the store’s Facebook Page. The best way to measure performance at this time is to compare cost per reach to other local advertising tactics that target customers in a small area, such as print circulars.
Generating brand awareness has always been a primary concern for advertisers, but local awareness campaigns take it to a new level by taking advantage of Facebook’s location information. Not only are they more precise and cost-efficient than traditional advertising methods, but by designing a targeting strategy around the people in your area, you can drive higher-quality audiences to your store or event.