Facebook introduced two new features aimed at local business advertisers: an easier way to automatically add information via the Locations tool, and local insights
Facebook introduced two new features aimed at local business advertisers: an easier way to automatically add information via the Locations tool, and local insights.
The Locations update is available globally through Facebook’s ads application-programming interface, with Power Editor coming on board shortly, and local insights are rolling out to pages in the U.S. “starting today and over the coming weeks.”
Locations is geared toward pages for businesses with multiple store locations, and the new tool introduced by the social network will allow page administrators of such pages to use information from each page to craft ad copy, links and call-to-action buttons that are customized for each individual location.
Facebook said in a Facebook for Business post announcing the new features:
For example, if a café with multiple locations in the Bay area decides to run local awareness ads, it could choose to automatically populate the city name in its ad copy, depending on where the people seeing the ad are. So, people in Menlo Park would see, “Join us for lunch in Menlo Park,” while people in San Francisco would see, “Join us for lunch in San Francisco.” Call-to-action buttons are also dynamic, so when someone clicks on the “Call Now” or “Get Directions” button, they’re connected to the store currently closest to them. This helps advertisers spend more efficiently, since they’re only connecting with people likely to visit the store, and the information they share is hyper-local and relevant.
These updates to local awareness ads also simplify ad targeting. Because each store page has an address associated with it, advertisers can now simply select the stores they want to run ads for and choose a targeting radius around each of those stores. And ad reports are now available for each location, giving businesses greater insight into ad performance than ever before. Location-specific ad reports help advertisers find out which locations are performing best, empowering them to advertise more efficiently by focusing their ad budgets on the best-performing stores and ads.