Driving Foot Traffic and Increasing Awareness with Facebook Local Business Ads
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“Boost your business with Facebook Local Ads! Learn how to drive foot traffic and raise awareness for your brand. Read our expert tips now.”
In today’s digital age, social media has become an essential part of a successful marketing strategy for businesses of all sizes, including bookkeeping and accounting firms. Facebook, being the world’s largest social media platform, offers businesses an opportunity to reach a vast audience and drive foot traffic to their physical locations through Facebook Local Business Ads.
With Facebook Local Business Ads, bookkeeping and accounting firms can increase awareness of their brand, promote their services, and engage with potential customers in their local community.
In this blog, we will explore how Facebook Local Business Ads work and share tips on how bookkeeping and accounting firms can leverage this powerful tool to increase foot traffic, drive sales, and establish themselves as leaders in their industry.
What are Facebook Local Awareness Ads?
Local Awareness Ads are shown to Facebook and Instagram users who are near one of your locations. Still used for the same thing, they were renamed Reach Ads in April 2017 because they maximize the number of people who see your ads and how often:
These campaigns are like Page Likes campaigns in that they both increase the number of people who see the ads. But Local Awareness Ads are meant to increase foot traffic, while Page Likes Ads are meant to increase Facebook traffic and the number of people who follow you.
With the change of name, it also brought to:
- If you have more than one business location, you should target more than one address.
- People can be included or left out based on their location, demographics, interests, and behaviors.
- Targeting based on languages and links
- Advanced planning and control of the budget
- More formats
- More “Call to Action” buttons
Since these ads make people near a business more aware of it, they’re great for people who run restaurants, cafes, stores, bars, or any other kind of business with a physical address.
You should know that
Local Awareness Ads were made with privacy in mind, which is why advertisers choose places instead of specific people to target with these ads. Facebook doesn’t tell advertisers which specific people are in any audience, and people have full control over what recent location information they share with Facebook. They only see ads based on where they were recently if their phone’s location services are turned on.
How to Get Facebook Ads to Reach People in Your Area
To raise awareness, you can choose to maximize your reach or impressions for the whole campaign, set frequency controls for how many times a person sees your ad, and set the minimum number of days between each ad impression.
But Facebook found that ad reach is much more important than engagement when it comes to getting people to buy things in stores. So, because Facebook Reach Ads raise awareness, they also help boost foot traffic and sales by letting businesses:
Bring attention to sales
Tell people about a deal you’re running, like a flash sale, a holiday giveaway, or a special for happy hour. Give people in the area a reason to come to your business location.
Talk to people there
Does your business have anything to do with where you are? Tell people. Tell a story about where your business came from and talk about any products or services that are unique to your area.
Connect with people
Share the history of your business or any of its special features to make it easy for people to understand your mission and products.
In addition to these specific ways to use Local Awareness Ads to advertise, you should also keep in mind some best practices.
Why Facebook Ads Work for Local Business
1. People Don’t Search on Google for Items They Buy Locally And Frequently
In the world of local business advertising, Google is often the first platform that comes to mind. While this may be a good starting point for many businesses. It’s not always the most effective solution. For products and services that people purchase frequently and locally, such as groceries, dry cleaning, or cosmetics, people are unlikely to search for them online. Instead, they simply want to find the nearest store to make the purchase immediately.
To attract in-store sales through online ads, businesses need to target the right people in their local area and ensure that their ad reaches them in a place where they are likely to see it. Facebook is the perfect platform for achieving both of these objectives. With Facebook Local Business Ads, businesses can effectively reach their target audience and increase foot traffic to their physical locations.
2. You Can Easily Target People Within a Certain Geographical Area of Your Business
Facebook allows you to target your Facebook ads with geofencing. This makes it easy to only show your ad to people who can walk or drive to your store.
3. You Can Easily Promote Coupons And Offers
Using either a 3rd party Facebook coupon app or Facebook’s Offers app, you can easily advertise your coupons and drive people to claim them on Facebook.
4. You May Target People Who Have Already Bought From You
You can target people whose email addresses or phone numbers you have by using Facebook’s Custom Audience option. And if you use any kind of loyalty program, you will have this kind of information.
7 Tips for Local Awareness Ads on Facebook (with examples)
1. Start With Relevant and Effective Copywriting
Facebook ads should always be vibrant, interesting, and fun to read. It should also match your image to boost relevancy, response rate, and return on investment (ROI). Your ad should make it clear to everybody who sees it what you’re selling and what they should do:
Also, it should be clear and exact so that the message doesn’t get lost or confused. The point of your writing is to get readers to do something, not to show off your vocabulary. So be sure to write in a style that makes the offer easy to understand.
Note: Text on photos should be avoided or at least kept to a minimum, because if there is too much text on the image, your ad might not reach its full audience.
2. Use Facebook’s, Retargeting Tool
Facebook retargeting is one of the finest ways to re-engage people who leave your site without converting by presenting them with a tailored ad that motivates them to convert:
With this advertising, you reach out to people who have already interacted with your business, like…
- Visitors to the site in the past
- Customers from before
- Current email subscribers
This is important since they already know your brand and are far more likely to buy from you than people who haven’t talked to you yet.
3. Leverage Video
People are watching more and more videos on Facebook every day, therefore you’re missing out if you’re not using video ads.
Even better, Facebook video ads can work even better than image ads by:
- Starting strong —People frequently stop watching a video after the first few seconds if it doesn’t interest them, so grab their attention right away. The opening 10 seconds of your video can make or break it.
- Being real: Facebook is a place where people want to interact with other people, so even as a company, your video ads should still feel personal and approachable. Talk to your prospects and consumers directly and provide them with stuff that is true, honest, and easy to understand.
- Use vertical videos: Most people hold their phones vertically, so if you use a vertical or square aspect ratio, you’ll cover more of their screen.
4. Read the Rules for Local Facebook Ads
- The best size for an image is 1200 x 628.
- Image ratio: 1:9:1
- Text for the ad: 125
- Headline: 25 people
- Thirty-two characters
- Placement: News feed on desktop, the news feed on mobile, right column
5. Choose the Best Call-to-Action
With Facebook Local Awareness Ads, there are four Call-to-Action (CTA) buttons, and all of them can be quite useful for getting people to your store, getting new customers, and increasing sales:
This call-to-action button is best for getting people to come into your store because it lets people find your store’s location from their phones:
The send message CTA helps you get more leads by letting potential customers send private messages right from your ad:
Find out more:
When a prospect clicks this CTA button, they are taken directly to your website or post-click landing page, where they may learn more about your business or offer:
6. Keep Track of And Measure How a Campaign is Doing
After running a Facebook Reach Ad, you should keep track of how it did and look at its key metrics (reach and frequency) to see how many people saw it and how often.
The cost per 1,000 people reached is measured by the reach goal. This tells you how much it costs to show your adverts to people. Also, the frequency metric can help you figure out if your ads were seen often enough to have an effect.
Note: Think about how well-known your brand or product is among your consumers. If people are already familiar with your brand, they don’t need to view your commercials as often. If they don’t know your brand, you might try to show them more commercials.
7. Split-Test Your Ads
Before putting a lot of money into Facebook ad campaigns, it’s crucial to test them with A/B splits. This lets you find out which ads are working and which ones aren’t.
This is made possible by Facebook’s built-in split testing functionality, and advertisers are encouraged to try the following:
- Ad kind
- Target audience CTA Offer
Keep in mind that each ad variation you test gives you additional information about what your audience likes in an ad. (and better campaign results). So, it’s best to try as many different ads as you can.
Use Facebook Reach Ads to Get More People into Your Store
Reach advertisements are something you should buy if you operate a local business and want to raise brand awareness, get more foot traffic, and make more sales. Follow the aforementioned recommended practices to reach users while they’re near one of your locations and get them in the door.
Download the Instapage Ad Specs Guide for help choosing more advertisements, making them seem good, and getting people to click on them. Inside, you’ll find all the sizes, file formats, and other information you need to make advertising that work well on all platforms and devices.
Facebook Local Business Ads are a powerful tool for driving foot traffic and increasing awareness of your business in your local area. By following best practices such as targeting the right audience, using eye-catching creatives, and providing clear calls-to-action, you can create a successful local business ad campaign.
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