Local Awareness Ads from Facebook were launched more than a year ago, but now the company is updating the hyper-local service.
Facebook claims it is now “making it easier for businesses with multiple locations to create local ads for each store and also giving businesses more insight into the groups of people near their stores.”
The focus on localising ad targeting can be just as useful for a large business with multiple locations as it is for a local company. The updates from the social media giant now mean that their ads feature dynamic copy that can change based on an outlet’s location.
Facebook explained the changes: “New updates to local awareness ads allow businesses using Locations for Pages – a tool for connecting and managing business Pages with multiple store locations – to use information from each of their Pages to add dynamic ad copy, links and call-to-action buttons to their ads, so each ad is localised for its corresponding store.”
Businesses will also be able to discover information about the audience they want to target by using new insights.
For instance, a local area may have days of the week and times of day that are busier than others, so ads can be targeted for when customers might be most likely to visit. Aggregate demographics of Facebook users who live locally can also reveal data about age, gender and numbers of local residents and tourists or visitors.
The end result is the chance to tailor marketing to target demographics on a hyper-local basis and make using Facebook ads far more effective.
In use, a chain of stores could have local awareness ads automatically include the city or area location in copy to differentiate between outlets and make a more personal connection depending on where a Facebook user might be.
Call-to-action buttons are also dynamic, so when someone uses a “Call Now” button or asks for directions, the nearest solution will be provided.
The updated local awareness ads features are being rolled out globally now, with the US being the first to be able to use the new page insights.