In this guide, we review Facebook Marketing For Hotels, Facebook Marketing For Insurance, Facebook Marketing For Law Firms, Facebook Marketing For Lenders, and Facebook Marketing For Local Business.
Do you have a hotel business? If so, you are probably familiar with the importance of having a strong online presence. Consumers can research hotels just as easily on their computers or smartphones as they can by going to your physical location. However, there are many facets of digital marketing that make it more difficult than traditional advertising methods like print and television ads.
Facebook Marketing For Hotels
Facebook is a popular social media website that started in February 2004 as a place for college students to stay in touch.
Facebook is one of the most popular social media websites in the world, with more than 1 billion active daily users. Users spend an average of about 30 minutes per day on the site. Facebook’s mission is to connect people and build communities—in addition to being a place where you can stay in touch with friends and family, it also has groups dedicated to hobbies and interests.
Facebook has more than 1 billion active daily users who spend an average of about 30 minutes per day on the site.
Facebook has more than 1 billion active daily users who spend an average of about 30 minutes per day on the site. According to Facebook, the average age of a user is 29 years old, and most people are between 18 and 54 years old.
The average age ranges from 25 in India to 35 in Brazil. There is also significant regional variation in usage: 42% of all American Internet users visit Facebook at least once per month (as opposed to 19% of Chinese internet users).
People don’t go on Facebook to buy things.
People don’t go on Facebook to buy things. They go there to connect with friends and family, find out what their friends are up to, reconnect with old friends, share photos and videos, and generally just chill out. You might think that all of your hotel’s Facebook followers would be interested in booking a room at your hotel—but they’re not. What they want is the experience of visiting your establishment; they want to feel like they’ve been somewhere special without actually having been there (that’s why so many people are obsessed with TripAdvisor).
Marketers have found that getting people to respond to their posts increases brand mentions by 80 percent, click-through rates by 130 percent, and conversions by 50 percent.
Marketers have found that getting people to respond to their posts increases brand mentions by 80 percent, click-through rates by 130 percent, and conversions by 50 percent.
The same holds true for social media. A study of Facebook posts from restaurants showed that the more comments, likes and shares a post received, the more likely people were to visit the restaurant’s website in search of information and reservations.
There are six steps to building an effective Facebook marketing plan for your hotel business.
- Define your audience.
- Target them in your posts.
- Be sure you are posting content that is relevant to everyone following you and posting content they will want to read and share with others (not just about the hotel).
- Post often enough so that it does not appear that no one is at the helm of your Facebook page, but not so much that it becomes annoying to follow you on social media (this means posting three times per day).
- Don’t be afraid to be funny or slightly controversial from time-to-time (you don’t want people asking themselves why they follow the page), but always maintain a professional tone
Define your audience and target them in your posts.
The next step is to define your audience and target them in your posts. You want to post content that is relevant to everyone following you, but also posting something they will want to read and share with others. The key here is regular posting, as well as frequently posting.
If you do both of these things, then you’ll have a good chance of attracting new followers who will begin engaging with the content on an ongoing basis because it’s relevant to them or even helpful for their business processes.
Be sure you are posting content that is relevant to everyone following you and posting content they will want to read and share with others.
Be sure you are posting content that is relevant to everyone following you and posting content they will want to read and share with others.
If all of your followers are hotel guests, then your posts should be about things that relate specifically to hotels. If all of your followers are residents of a certain town who love visiting the local restaurants, bars and shops around town, then focus on those aspects instead!
Post content regularly and frequently in order to build a relationship with followers and keep them engaged and interested in what you have to say.
- Post content regularly and frequently in order to build a relationship with followers and keep them engaged and interested in what you have to say.
- Posting content regularly and frequently is the key to building a relationship with followers, but it’s not enough on its own. You need to ensure that the quality of your posts is high by adding value for your audience as well as posting whenever they are most likely to engage with you:
- On weekdays between 9am-5pm when most people are at work or school
- At peak times (e.g., morning coffee break) when they may be using social media platforms on their phone or tablet
Engage with other businesses and users by responding quickly to any comments or questions on your page.
- Respond to comments, likes and shares. It’s important to respond to user-generated content on your page. People love interacting with businesses on social media, and the more you engage with these customers the more likely they will be to recommend your hotel to others.
- Use Facebook Messenger. If a visitor asks a specific question in their comment or post, consider using Facebook Messenger so they can get an immediate response from you directly.
- Respond to posts from other businesses that affect your business positively or negatively (e.g., offers) in order to show support for them while strengthening relationships within the community as well as demonstrating openness and transparency.
Use post insights metrics provided by Facebook to determine how well your posts are performing so you can tweak them if necessary.
Facebook provides a wealth of data about your posts that can help you determine if your posts are performing well, and if not, how to make them better. The metrics included in Facebook’s post insights include likes, comments, shares and reach. To use this information effectively, look at the average number of interactions per post as well as their distribution. If you notice that most of your posts are receiving few likes while some receive more than others, it may be time to tweak your strategy so that all of your content reaches its full potential on Facebook.
Facebook Marketing For Insurance
If you want to get more leads for your insurance agency, using insurance Facebook posts can help you to generate more interest and get your business more exposure online quickly and at an affordable cost.
In this post, we explore Facebook insurance lead ads and share with you some Facebook marketing ideas for insurance agents to help you understand the best ways to market your business on Facebook and get the best return on investment from your insurance social media posts.
Getting Started with Insurance Agency Facebook Posts
Knowing where to get started with how to market your business on Facebook is a lot easier in 2019 than in previous years.
The platform has really come along way in recent years, and its intuitive design and Facebook ads set-up process give you lots of options.
Over time, your Facebook insurance lead ads will help you to generate more revenue, and you will learn through trial and error some of the Facebook business best practices for how to run your insurance social posts.
Here is a step-by-step guide to setting up your first insurance Facebook ads campaign.
All the below actions are accessible from the Facebook Ads Manager.
Step 1 – The Objective
Facebook Ads offer an intuitive solution that can be tailored to a number of different marketing objectives. This enables you to focus on getting customized results that drive a positive ROI.
Conversion – This is where your objective is to persuade your prospects to buy something. (Eg. Store Visits, Conversions, Catalog Sales.)
Consideration – This is where your objective is to encourage people to ask for more details about something you offer. (Eg. Engagement, Traffic, Messages, Video Views, App Installs, Lead Generation.)
Awareness – This is where your objective is to generate interest in your product or content. (Eg. Reach, Brand Awareness.)
There are a number of sub-categories that are listed for each objective, and you can tailor your objective to match with the specific stage of the buying process your target audience is at.
These subcategories make it easier to refine the best option for your Facebook insurance ad campaigns.
Step 2 – The Audience
As of 2019, Facebook has approximately 2.3 billion active monthly users, and this number is growing.
This makes the process of refining your target audience so important, as it can really help with your Facebook insurance leads conversion when you are able to get this right.
There are a number of different audiences that you can focus on when you use Facebook ads for your insurance agency.
Lookalike Audiences – This feature will help you to find people that are similar to an existing group or audience.
Custom Audiences – This feature allows you to upload a contact list to help you define your existing audience demographics.
Core Audiences – This gives you the option to manually select an audience with a specific set of criteria. If you know the ideal age range, employment status, location and other specific data for your ‘ideal customer,’ this is a great way to really pinpoint and target your Facebookinsurance ads for success.
You can use Facebook ads for insurance leads to help you find a new audience or to reengage with an existing one. This is one of the major reasons why Facebook insurance leads ads can be so effective for an insurance agency marketing strategy.
Step 3 – Placement of the Ad
The placement of your Facebook Ad is simply a reference to where your insurance ad is displayed on the platform. Some placements get far better coverage than others, and this is why it is important to get your insurance Facebook ads in the right place.
Facebook will recommend that you use their automatic placement service; however, while this might make the set-up of your Facebook insurance ad campaigns quicker, it isn’t the most effective way to get started advertising on the Facebook platform.
Begin with selecting the ‘Feeds’ option, as the vast majority of Facebook users will regularly and routinely view the feeds from their mobile or desktop.
Step 4 – The Budget
When reviewing all of the marketing ideas for insurance, Facebook insurance sales can be so attractive due to the relatively low-cost associated with Facebook ads. In this stage of the process, you can set-out exactly how much money you are going to spend on your Facebook leads for insurance.
The overall cost and success of your Facebook insurance ads will depend on your ad auctions and the performance of your ads relative to your audience and their specific interests.
Auctions for Facebook ads will typically take place when someone who meets the pre-determined eligibility criteria you have set out. This is something you can automate, and you can also put certain controls in place to make sure that you do not overspend on your budget.
Step 5 – The Format of your Facebook Insurance Ads
There are many different types of formats for Facebook advertising that you can choose from.
This gives you the option to completely tailor your insurance Facebook ads to suit your chosen audience and purpose.
The different types of formats are listed below.
Step 6 – Order
This step is easy and straightforward. You will need to review your Facebook ad specifics and confirm that everything is ready to be submitted for approval.
Step 7 – Review Progress
Now that your Facebook insurance campaign has gone live, you can get stuck into the analysis and start measuring the performance and overall success of your insurance agency Facebook posts.
If you have multiple Facebook insurance ads running at the same time, you simply need to select the ad you want to review, then select ‘view charts’ to get started.
You will notice that the specific metrics align with your original Facebook insurance ad campaign objectives.
From here, you can review what is working and what might need adjusting for better performing Facebook ads for your insurance agency.
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Facebook Insurance Ads Best Practices
To save you time and money, we will now share some exclusive Facebook marketing tips for your insurance agency to help you hit the ground running with your first Facebook ads campaign.
Here, you will find answers to some of the most common questions insurance agents ask when setting up a new Facebook campaign for their insurance agency:
Rule #1 Content is King
When you set up a campaign on Facebook for your insurance agency, you’re not only competing with other advertisers for the time and attention of your desired audience, you are also competing with all of the other photos, videos, and posts on their feeds.
For this reason, you need visuals and messaging that is on-point and which grabs their attention fast.
You need content that reflects your brand, your business, but which resonates with the target audience you have selected.
If you want to know exactly what to include in your Facebook insurance ad, you need to consider four main points:
1. Your audience2. Their pain-points3. Your unique proposition4. A compelling call-to-action
Four Tips for Creating Great Content for You Facebook Insurance Ads
Do I Need The Facebook Pixel?
This is an absolute must if you have your own website, and if so, you need to install the Facebook pixel on your website immediately. It is essentially a piece of code that gives you the ability to be able to track and measure the actions and movements that your website visitors take.
Tip: Don’t just install the base code; take it a step further by setting up an ‘event code.’ Doing this will then set up a record of all leads within your insurance Facebook ads account, allowing you to determine the exact cost per lead, as well as being able to show you clearly which ads are and are not working for your Facebook insurance ads.
Continue To Learn About Your Target Facebook Audience
This has been covered somewhat in our step-by-step guide to getting started with Facebook advertising for insurance agents; however, it is so important, that we wanted to elaborate the point a little further.
If you cast your net too wide, you might end up missing out on key insurance leads from Facebook.
Understanding your customers, knowing who buys your insurance products, and what compels them to buy, can significantly increase your chances of setting up and running a successful Facebook advertising campaign for your insurance business.
Define a specific group of prospects, create a bespoke message, and run it as a Facebook insurance ad.
Do this again for a different client demographic with a different message, then again for another set of prospects. Relationship driven events, such as having a child, marriage status changes and more are all key opportunities for targeted insurance sales ads on Facebook.
Customized content for different groups of prospects can really pay off when you want to use Facebook to generate leads for your insurance agency.
You may have already heard about this process in the past when you are looking at the most effective marketing ideas for your insurance agency. Essentially, it is the process of operating a couple of ads at the same time using different content; this will help you to establish which content is performing better and giving you the best ROI on Facebook for your insurance ads.
You can use different ad formats, different imagery, a different call to action, different messaging, and more.
Make sure you are only changing one key element at a time to ensure you do not overlook anything in the refining process.
Sourcing Images to Use with your Facebook Insurance Ads
Knowing which images to use with your Facebook advertising campaigns isn’t always easy. Sure, you can buy stock images online, and were copyright laws are concerned, it is essential to make sure you have permission from the owner to use the image before you post it.
Aside from this, you need to ensure the images you use appeal to the specific audience you are targeting, while still resonating with your brand.
Aside from buying royalty-free images online, you can also use Google’s Advanced Image Search function to find free images online.
Aside from this, you can also create your own, and with their permission, you might be able to use images of your real clients for content such astestimonials and your other Facebook insurance ad posts.
Another rule that many people aren’t aware of with Facebook insurance ad images; you cannot have more than 20% of text coverage on any image.
This handy Facebook Grid Tool will help you to work out if your images pass the test or not.
How to Maximize Facebook Insurance Ads for 2019
Video Insurance Facebook Ads
Content has always been king where the search engines are concerned, but for Facebook insurance ads in 2019, the focus must be on video.
Video ads on Facebook significantly perform better than any other ad formats, hands down.
Tip: Using Video content for your insurance social media posts as a tool to help educate your prospects and clients is a great way to help them understand specific industry-related matters; it can also help to position you as an industry expert who can help you get more insurancesales leads.
Idea: Customer Testimonials that are promoted in a video format are also highly engaging and work well when pushed out as insurance social media posts.
Facebook Marketing For Law Firms
Facebook Marketing for Lawyers
One of the most underutilized ways of marketing for lawyers in 2022 is advertising on Facebook. With an audience size of 2.5 billion people, running ads on Facebook allows law firms to get their name in front of nearly 70% of the U.S. population. If you haven’t started running ads on Facebook for your law firm, it’s something you need to be considering if you want to generate more leads in 2022 and beyond. Despite Apple’s iOS 14.5 update where they now ask people if they wanted to opt-out of apps tracking them across the web, it can still be a valuable part of your marketing playbook.
Why use Facebook Ads to Advertise Your Law Firm?
With the ability to run ads based on demographics and interests, Facebook ads offer an incredible ability to laser focus on a very specific target audience. This is what makes Facebook Ads the very best social media marketing platform for attorneys. For companies that offer Facebook marketing as a service, the ability to create smarter targeting is the key difference between the best Facebook companies for lawyers and the average ones. After all, there are many different types of ad types to choose from on the Facebook platform. This includes:
In addition to the different types of campaigns you can run, there are many different campaign options to choose from, including:
Having the ability to use all of these options to create ads is incredibly powerful but at the same time can be dangerous in the way you can blow through a very large budget in an incredibly short period of time. With the amount of options there are to choose from, you certainly do not want to waste your law firm’s marketing budget by having an inexperienced Facebook Ads manager running your campaigns. It is complex and requires years of experience managing Facebook/Instagram ads in order to give you the very best chance of generating leads and cases on a consistent basis.
The best Facebook advertising companies know the importance of creating and testing the creatives for any ad campaign. While there are just a few different ad formats you can use as shown above, there of course is no limit to the specific creatives that you use. The best law firm Facebook marketers do not simply create one or two ads and think their work is done. Smart marketers are constantly testing and trying to improve their conversion rates by creating different visuals to see which ones perform best. They split test. They test video ads vs static ads. They use lookalike audiences. They know the importance of social proof. Running Facebook ads should never be a “set it and forget it” model, which sadly many companies do (usually the low cost providers) because they don’t have the manpower, time, skills, experience or know-how to do what it takes to run a smart campaign.
Why Types of Law Firms can Facebook Ads Work For?
Facebook Ads work best for law firms focused on providing consumer based legal services, including:
Of course, as with all Facebook Ads, the recipe for success is in the specific targeting the advertiser uses, together with smart visuals that engage visitors and of course the ability of the landing page to convert visitors into actual leads and cases. If you’ve tried running Facebook ad campaigns in the past and they did not work, it’s not because Facebook ads don’t work. It is most likely because the campaign was not properly run.
Facebook Geofencing Ads
Many law firms ask us about Facebook ads and geofencing. While Facebook does not allow you to draw a polygon around say a specific building in the way that typical geofencing does, you can target a 1-mile radius around any address you choose. If you are a personal injury lawyer for example, you could create ads targeting hospitals, ERs, chiropractors, body shops, etc. An employment lawyer may want to target specific business locations. A divorce lawyer may want to run ads in a specific geolocation targeting Facebook users with an income over $100,000. The ability to combine geolocation targeting with demographic targeting can make this a very smart way to market your law firm.
Why choose iLawyerMarketing to run your Facebook marketing?
There are hundreds of companies that offer law firm marketing in 2022, but only a very select few who are great at what they do. iLawyerMarketing has been helping law firms grow their practice for over 15 years. We are well known for having the very best SEO results and having the most beautiful designs in the legal industry. Over the last few years, our team has added additional focus around paid search (Google Ads and Facebook Ads) because of the importance it plays in generating leads and cases for law firms. Our goal has never been to be the biggest company. It has been to be the very best at what we do. That commitment to being the best is what makes us great when it comes to Facebook marketing.
Facebook Marketing For Lenders
As of 2022, Facebook has more than 2.91 billion monthly active users, making it the most-used social platform on the planet. Love it or hate it, it’s the OG of social media, and the channel presents unlimited marketing opportunities for mortgage loan officers.
The popularity of social media has forced businesses to rethink their marketing strategies and how they can best use Facebook. Before we jump into the specific ways loan officers can use the platform to grow their businesses, let’s look at some of Facebook’s fascinating stats:
To help loan officers maximize their marketing efforts on Facebook, we’ve compiled some of our top tips on how you can improve your social media presence and grow your business in the mortgage and real estate industry.
1. Publish Original Content
It’s common for loan officers at mortgage companies to share industry-related content from other sources, but posting your own original content can promote higher engagement.
As part of an effective content marketing strategy, be sure to integrate your own photos, videos, and blog posts; leverage hashtag features; and create a custom hashtag for your business.
User-generated content is a big theme for social media marketing right now. This is content created by your customers, including images, videos, reviews, and testimonials, which brings more credibility to your business. It also helps with lead generation as others see firsthand how your services can help them.
People are interested in learning what makes your company unique, which factors into their decision-making process. Mortgage professionals must feature original content that leads to customer trust and showcases their industry leadership and expertise.
2. Integrate Your Personality
In the mortgage world, where many loan officers offer the same rates and loan products, it’s essential to differentiate yourself for potential customers. One of the best ways to do that is to share your personality with your followers—it helps them get to know you and builds their trust.
If you love your dog, share a picture. If you are an avid runner, share your goals and victories. If you love to cook, share your favorite recipes. These things make you appear more human and likable. So even if someone helps you with your marketing efforts, step in with your own personal content now and then. This is one of the greatest lead-generation tactics when it comes to Facebook marketing for loan officers.
3. Prioritize Video
Until a few years ago, YouTube was the leading platform for sharing videos. But now—as the below Facebook video stats show—video is the king of content on all the major social platforms, and Facebook has already captured a significant share of the market.
Posting just a couple of videos a month can really boost engagement on your page. Try a Facebook Live, or use Stories or Facebook Reels. You also can include a Featured Video that appears on the top of your page.
Not sure what to talk about on video? Here are some ideas that are great for a series of videos on YouTube, short videos on Instagram Reels or TikTok, or a two-minute explainer video:
4. Engage with People in a Real Way
If you handed everyone you saw in person a flyer on mortgage interest rates, you would probably turn off many people. It’s the same way with Facebook—you want to keep the conversations friendly and engaging without being “salesy.”
Start by using your personal or business profile to engage with other people’s content. From liking and commenting on a post about a past client’s vacation with their family to providing recommendations for service providers when someone asks, engaging consistently and authentically is one of the ways to make people remember your name.
When people engage with your business content, make sure to comment back and thank them for their feedback. To generate better engagement on your content, keep the conversation going as long as possible.
5. Use Your Personal Page and Business Page in Tandem
It’s against Facebook’s rules to use your personal page for selling, but you can absolutely use it to share information via posts related to your professional life. If you want to increase exposure on a post, you may consider sharing it from your business page to your personal profile to engage a separate audience. Don’t be afraid to add more personal commentary on the post than you did for the business page.
Posting natively to your personal page will indeed give you an even wider reach than sharing a post from your business page—but then you don’t get the link back to your business page. So it’s wise to do a mixture of both types of posting to boost your social media marketing.
6. Use a Content Planner and Scheduler
Social media schedulers like Sprout Social, Buffer, Hootsuite, and Social Report can be a lifesaver during the busy workdays of a loan officer. It can be challenging to remember to post regularly, and using a scheduler makes sure you’re putting out content on an ongoing basis.
As a bonus, most schedulers tell you when the best times are to post to your target audience, so that’s a feature you’ll want to take advantage of. Optimizing posting times helps ensure that the ideal customer sees and interacts with your posts.
Schedulers can also help you organize your content and reschedule evergreen content to publish at a later time (say six months from now) so you’re not duplicating your efforts.
7. Utilize Your Page’s Cover Photo/Video
Your cover photo/video can help drive action on the page. It is a source of loan officer advertising, so don’t neglect it. In fact, you should swap it out every few months to keep things fresh. Here are some ways to use Facebook’s cover photo/video as a promotion for yourself or others:
Cover photo dimensions should be 720 × 312 pixels.
8. Optimize Your Page’s “About” Section
Optimizing the About section of your business page is critically important. People who Google your business or your name will likely come across your Facebook page as one of the top search results, so it’s essential that this section reflects how your services can help potential clients and what sets your business apart from the competition.
You also want to optimize the words used in the About section to help with SEO and enhance your social media presence. And, of course, you always want to keep your contact information on the page up to date.
9. Add Custom Page Tabs
Set custom tabs on your page to direct people to additional content and calls to action like reviews, a calendar link to book a call with you, promotions for an upcoming event, or customized content you want to direct them to.
10. Recycle and Reuse Evergreen Content
Evergreen content, like details about the loan programs you offer, tips on refinancing, advice for first-time homebuyers, and so on can certainly be reposted to help generate new mortgage leads.
Facebook posts move fast, so no one will likely remember something you posted six months ago. Save time and effort by organizing your content in a scheduler and recycling past content that’s relevant to your followers.
11. Create a Call to Action
People don’t always know what you want them to do, so tell them. Be sure to include a clear call to action related to each post. For instance, if you’re running a campaign on the value of annual mortgage loan checkups, ask homebuyers to schedule the checkup by calling or sending a message. You can also create call-to-action buttons right on your Facebook page.
Facebook Marketing For Local Business
If you’re a local business owner or operator, you most likely have a million things to worry about and learning how to run effective Facebook ads may not be too high on that list. Why? Because folks who attempt to run ads in Facebook’s Business Manager are often overwhelmed by the number of options and the surprising complexity of the platform. However, there is a Facebook ad campaign type that specifically allows local businesses to run ads in their general area, and rather easily. Previously labelled “local awareness,” the “store traffic” campaign objective in Facebook Ads Manager can attract ideal customers to your business, increase local brand awareness, and help you meet your sales targets.
In this post I will be discussing how to:
How to set up your local Facebook ads
To advertise on Facebook, you’ll need to choose your objective, set up your campaign, selecct your budget optimization method, configure your Ad Set, define your targeting and parameters, and choose placements; so let’s walk through those steps for local ads.
1. Choose the store traffic objective
Facebook has a plethora of advertising campaign objectives and options. This is due to the fact that all kinds of businesses use the platform to market their products and services and each of them has specific goals and nuances as to what they’re looking to achieve from advertising. There are strategies to leverage these different campaign types in various ways, but for a local business just looking to drive awareness, there is one campaign type you should focus on to start: store traffic.
Previously called “local awareness,” the “store traffic” campaign objective affects not only how your ads are served but also how they look to the user when they are delivered across Facebook’s digital landscapes. The primary purpose of this objective is to showcase your local business to individuals within a desired proximity to its physical location(s). The advantage here is that it gives you a lot more options in terms of targeting and reach than something like traditional print advertising would give you. There is also more flexibility with your ad’s call to action, which I will touch upon later in the post.
2. Set up your local ad campaign
To get your Facebook local ad campaign up and running, you’ll want to select the “+Create” button in your Facebook Ads Manager campaign tab. From there, you’ll want to select the “store traffic” campaign objective from the list as shown below. You will then be prompted to name your campaign.
3. Set your budget optimization type
Next, you’ll be asked to choose whether you want the budget optimization to be controlled at the campaign level or the ad set level. For simplicity’s sake I suggest setting the budget optimization at the campaign level. By choosing this, you simply tell Facebook how much you want to spend on your ads per day.
You also have the ability to select a lifetime budget for your ads, but you will have to specify the window of time that you want them to run.
4. Configure your Ad Set
After inputting your desired budget, proceed to the Ad Set configuration step by selecting “next” at the bottom of the screen. The Ad Set layer of a campaign is where you control all the targeting and basic settings of your campaign. At this level, you’ll want to select your business page and the physical “store” location:
If your store location does not auto-populate, or if you want to add multiple locations, select “Create a New Store Set.”
5. Define your local targeting parameters
After establishing the locations of your brick-and-mortar business(s), you can then begin to build out the specifics of your targeting. By scrolling down the page you can select a start date (and end date if you choose to do so). You also have the option to create an offer. By choosing this option, you will be prompted to create the offer within the UI:
6. Define your demographic targeting
You will then want to scroll down to the demographic targeting area. This is where the true power of Facebook comes into play. You have the ability to refine your audience by age, gender, and a plethora of interest and behavioral components. For example, let’s say you own a dance school and wish to target parents of young children who would likely be interested in signing up. You would do so by simply searching and selecting the parameters you are looking for, as shown below:
You have the ability to narrow this audience further, but keep in mind that this may make your audience very small. You want to avoid making your audience too small for a variety of reasons, the primary one being that the store traffic campaign objective serves ads by default on a “daily unique reach” basis. What this means is that Facebook will deliver your ads to individuals within your specified audience once per day. If your audience is too small it will be unlikely that your campaign will serve efficiently or reach the desired budget threshold. Some businesses have the ability to optimize the delivery of their campaigns for “store visits” but according to Facebook, only a small number of advertisers currently have been selected to have this capability.
7. Choose your placements
Another detail to take note of is that some placements were temporarily unavailable for store traffic objective ads due to COVID-19—they were only appearing in the Facebook News Feed. This restriction may or may not still be in place, depending on the time of your reading this post. If it is still in place, it means that you may not have the ability to serve your ads across Facebook’s other placements such as the right column, instant articles, etc. For that reason, selecting “automatic placements” should be sufficient.
How to create your local Facebook ad variations
After defining your targeting parameters, it will be time to start actually creating your local ads. Ideally you’ll want to create 3-4 ad variations and no more than 5 for a given Ad Set. This is because of the way that Facebook’s algorithm delivers, learns, and optimizes for performance. Get started by giving your ad a name and selecting your Facebook business page and Instagram business profile if you have one. You have the option to choose the primary page, or if you have multiple locations you can choose to have the local pages represented in the ads:
You then have the ability to choose the ad format —whether it be a single image, video, carousel, or collection. If you need guidance here, we have a post that takes an in-depth look at the different Facebook ad creative types and specs. What’s great about the carousel option for store traffic is that you have the option to include a map card showing your businesses location:
When it comes to store traffic ads, the primary differentiator from a creative perspective is the ability to use calls to action unavailable in other campaign types:
Having the ability to create “call now”, “get directions”, and “send message” calls to action within a single campaign is rather unique to the store traffic objective. This grants you the freedom to test a variety of strategies with your ads by sending traffic to your website or connecting you directly to potential customers via a direct message or a phone call.
How to get the most out of your Facebook local ads
Setting your ads up within Facebook’s platform is a critical step towards driving more awareness and foot traffic to your local business. However, digital paid advertising is far from a “set it and forget it” course of action. Ensuring that your ads are performing to the best of their ability takes consistent observation, optimization, and testing. Let’s run through some of the key areas you should focus on while running ads in order to make the most out of your budget:
Daily Spend: Due to the physical limitations of targeting people locally, you’ll want to ensure that your campaign is spending the amount you have specified within the settings per day. If the campaign is understanding or struggling to reach the daily limit then it may be an indication that the audience is too small or the spend limit is too high.
Ad Fatigue: When assessing the performance of your ads over time, there are two primary metrics you can observe in order to gauge whether or not your ads need to be refreshed. The first being frequency over a period of time and the second being volume of link clicks over time. Both of these Facebook ad metrics can be viewed when selecting the “columns” button and then subsequently selecting “performance and clicks”
Frequency represents how many times your ads have been served to an individual user over a period of time and link clicks represent how many users have clicked through. If you are experiencing a high level of frequency after having run your ads for days or weeks in addition to witnessing link clicks decreasing over that same period, it may be time to refresh your ad creative to that audience.
Generate local awareness through Facebook ads
Running paid ads on Facebook may be intimidating for many local businesses, but once you familiarize yourself with the platform, you will find that it’s rather easy to use. The more you practice running ads to drive traffic to your business, the better at it you will inevitably become. Most of what drives success on digital platforms is derived from the experience you gain from testing different ad copy and creative variations over time. No one knows the value of your business better than you do, so it’s likely the odds of success are in your favor.