1 00:00:00,610 --> 00:00:06,850 In this video you're going to learn about local awareness sides and how you can create Facebook ads 2 00:00:06,850 --> 00:00:14,440 to reach people on Facebook on Instagram when they are near your business location will start understanding 3 00:00:14,440 --> 00:00:19,420 what local awareness sites are and some of the call to auctions you can include in those ads. 4 00:00:19,720 --> 00:00:26,470 Then we will jump into a case study here and see how this business a pest Korea was able to build a 5 00:00:26,470 --> 00:00:32,300 lot of excitement around their business through local awareness ads even before they launched. 6 00:00:32,350 --> 00:00:37,960 Then we will have a look at this case study here for a medical center in Israel where they were able 7 00:00:37,960 --> 00:00:42,800 to generate leads using local awareness ads. 8 00:00:43,150 --> 00:00:49,450 Then we will jump into the ads create to show you some of the things you need to watch out for when 9 00:00:49,450 --> 00:00:54,770 you're setting up one of these local organizations and also the difference between a local awareness 10 00:00:54,770 --> 00:01:00,380 sods and the store visits marketing objective that you can see here. 11 00:01:01,750 --> 00:01:02,710 To get started. 12 00:01:02,710 --> 00:01:07,260 Let us look at the local awareness side understand it a little bit better. 13 00:01:07,270 --> 00:01:14,890 So as you now understand you use it to really get local attention and some of the messages that you 14 00:01:14,890 --> 00:01:19,260 can use for these local ad adverts or to highlight promotions. 15 00:01:19,270 --> 00:01:26,140 Tell people about an off for happy hour sale and give them an incentive to visit your business. 16 00:01:26,170 --> 00:01:32,200 The key thing is that you want to keep it local and you can tell a story about your business roots local 17 00:01:32,200 --> 00:01:33,490 products. 18 00:01:33,490 --> 00:01:36,110 You can showcase a fun fact. 19 00:01:36,190 --> 00:01:40,670 Does your location have any quality or interesting back story tell people about it in your business. 20 00:01:40,670 --> 00:01:46,890 So those are some of the ideas for the content of these local awareness ads. 21 00:01:46,960 --> 00:01:53,050 Now let's have a look further down here and look at the call to action buttons that you can use in these 22 00:01:53,050 --> 00:01:54,670 local awareness ads. 23 00:01:54,670 --> 00:02:00,730 Now they are called local awareness ads but there are some cool auctions you can include like giving 24 00:02:00,730 --> 00:02:02,490 people directions. 25 00:02:02,530 --> 00:02:04,920 Help them find your shop from their phone. 26 00:02:04,930 --> 00:02:07,000 It's great for driving for traffic. 27 00:02:07,000 --> 00:02:13,030 You can include your phone number in these ads they can call even one top and speak to you directly. 28 00:02:13,030 --> 00:02:17,670 You can also include the call to action for them to send you a message. 29 00:02:17,830 --> 00:02:23,830 And that is a great way to generate leads and people very close by and you can also just get them to 30 00:02:23,830 --> 00:02:28,310 learn more and click through to your Web site for more information. 31 00:02:28,750 --> 00:02:31,750 So there's more to these local awareness ads than you would think. 32 00:02:31,930 --> 00:02:37,220 And those call actions are going to be great for driving for traffic. 33 00:02:37,250 --> 00:02:46,000 Let's have a look at the first case study which is for this Italian restaurant franchise called PESCARA. 34 00:02:46,030 --> 00:02:51,850 So what they did and what's interesting about this particular case is that they really use Facebook 35 00:02:51,850 --> 00:02:58,160 and Facebook ads before they even open the business to promote it and generate interest. 36 00:02:58,180 --> 00:03:03,070 Let's scroll them a little bit and to see some of the details on this. 37 00:03:03,070 --> 00:03:10,070 So two months before opening day the company began posting pictures of its dishes on Facebook. 38 00:03:10,090 --> 00:03:13,170 The posts are arised enormous interest. 39 00:03:13,210 --> 00:03:18,780 People began to ask for more information about the location of the restaurant and the opening time on 40 00:03:18,790 --> 00:03:25,290 the opening day attracted 500 people who flooded the streets to get access to it. 41 00:03:25,300 --> 00:03:26,890 So if we moved down here. 42 00:03:26,880 --> 00:03:28,740 Here are some of the results. 43 00:03:28,810 --> 00:03:35,350 So this is a combination of using Facebook it's page but also the ads as well so we can see that the 44 00:03:35,350 --> 00:03:41,350 Facebook is the number one source of new customers 70 percent of the companys revenue is generated through 45 00:03:41,350 --> 00:03:42,700 Facebook. 46 00:03:42,700 --> 00:03:50,410 They sold their signature dish 3000 of them in the first 30 days and 80 percent discovered thanks to 47 00:03:50,440 --> 00:03:57,090 Facebook and 500 people attended the opening day promoted exclusively through Facebook. 48 00:03:57,520 --> 00:04:04,660 So this case to be really shows that even a Facebook page is extremely powerful for a local business. 49 00:04:04,660 --> 00:04:10,930 Now if we look up in terms of the actual ads themselves what they said is it seems to be after they 50 00:04:10,930 --> 00:04:18,580 open they started to run the ads that they ran ads to reach more potential customers the target audience 51 00:04:18,580 --> 00:04:23,400 was defined by a geographical location six mile radius of the restaurant. 52 00:04:23,680 --> 00:04:29,740 And they have tested those boundaries over time as they've gone on to look at the different franchises 53 00:04:29,830 --> 00:04:30,810 et cetera. 54 00:04:31,180 --> 00:04:36,160 But I think that is just a great case study to see that you can promote through the Facebook page even 55 00:04:36,160 --> 00:04:41,620 prior to launch and build up a lot of buzz for that opening day. 56 00:04:41,620 --> 00:04:47,800 Now they don't seem to mention it here but you could use an event response and which we'll cover later 57 00:04:48,190 --> 00:04:51,640 to really make sure that opening day is a big hit. 58 00:04:51,790 --> 00:04:56,650 And you can get a lot of people coming in like they did here in this case it seems like they were able 59 00:04:56,650 --> 00:05:02,650 to generate that interest organically but you could do that with an event response ad for an opening 60 00:05:02,650 --> 00:05:03,300 day. 61 00:05:03,460 --> 00:05:07,330 And I had read that later on in the course as well. 62 00:05:07,330 --> 00:05:15,280 Let's move on to the second case study and look at how a medical center in Israel was able to generate 63 00:05:15,280 --> 00:05:25,000 leads for their maternity services so we can see here that they got over 90 percent of target audience 64 00:05:25,000 --> 00:05:29,370 reached a quite a small audience for these type of services. 65 00:05:29,680 --> 00:05:33,140 Obviously there's not that many people having babies. 66 00:05:33,190 --> 00:05:34,950 So it is quite a niche market. 67 00:05:34,960 --> 00:05:40,200 And they were able to need to meet 90 percent of it in Israel which is pretty impressive. 68 00:05:40,270 --> 00:05:47,320 14 percent of Clix converted into Leeds 82 percent of leads became customers so that's interesting thing 69 00:05:47,750 --> 00:05:51,670 14 percent click through which is pretty high. 70 00:05:51,940 --> 00:05:56,070 And then 82 percent of those became customers which is very high again. 71 00:05:56,070 --> 00:05:59,610 So they must have had a great strategy in order to make this happen. 72 00:05:59,830 --> 00:06:07,190 So let's look some of the ways that they do that now in terms of the size of the audience 90000 babies 73 00:06:07,190 --> 00:06:07,810 every year. 74 00:06:07,820 --> 00:06:12,040 So you're talking about 90000 mothers which is pretty nice. 75 00:06:12,050 --> 00:06:17,460 So let's have a look at how they did this screeching parents to be. 76 00:06:17,460 --> 00:06:18,420 Here's the interesting part. 77 00:06:18,420 --> 00:06:24,870 The hospital wanted to reach pregnant women in Israel a relatively small audience at any given time 78 00:06:25,600 --> 00:06:30,380 on the marketing team knew that they needed a very cost effective way to tap into this audience. 79 00:06:30,540 --> 00:06:38,430 So first what they did is a at Target It had two relevant people based on age gender interests and location 80 00:06:38,850 --> 00:06:47,100 then use custom web site audiences to retarget Web site visitors were a strong call to action and people 81 00:06:47,100 --> 00:06:53,340 in the relevant locations who'd visited their campaign Lannie page were shown optimized lead ads which 82 00:06:53,340 --> 00:06:56,960 encouraged them to make inquiry very quickly and easily. 83 00:06:57,000 --> 00:07:03,450 So the strategy here for them was firstly because they didn't know exactly who the people were and who 84 00:07:03,450 --> 00:07:04,830 would be interested. 85 00:07:04,860 --> 00:07:12,240 They did a broader campaign based on age gender interest and locations women of a certain age who might 86 00:07:12,240 --> 00:07:18,120 be pregnant and might have certain interests in things that they could pick up on and of course location 87 00:07:18,120 --> 00:07:24,260 because there they have a medical center can only serve a radius of people. 88 00:07:24,330 --> 00:07:29,580 Then they followed that up once they knew who click through on that ad with a lead AD. 89 00:07:29,860 --> 00:07:36,750 And obviously Facebook was able to pre-filled maybe their phone number email and they were able to follow 90 00:07:36,750 --> 00:07:42,600 up and that's probably why they had such a high number of leads becoming customers. 91 00:07:42,600 --> 00:07:48,700 Maybe they call those customers afterwards and conversion over phone is going to be much much higher. 92 00:07:48,780 --> 00:07:52,030 That could be the reason that you're seeing such big results there. 93 00:07:52,260 --> 00:07:57,870 But the strategy in general very interesting interest age demographic targeting first followed up with 94 00:07:57,870 --> 00:08:00,400 a lead ad based on a custom audience. 95 00:08:00,420 --> 00:08:02,550 Very interesting to see. 96 00:08:02,660 --> 00:08:10,710 Now let us jump into the ads create tool inside your ads manager and really want to walk you through 97 00:08:10,710 --> 00:08:14,030 the process of setting up one of these local awareness sides. 98 00:08:14,070 --> 00:08:17,390 They're very similar to most campaigns because a couple of things to say. 99 00:08:17,610 --> 00:08:23,850 And also in here I wanted to just explain the difference between local awareness sands and store visits. 100 00:08:23,850 --> 00:08:26,110 It seems like it's the same thing. 101 00:08:26,190 --> 00:08:29,380 Why are they in two different columns. 102 00:08:29,670 --> 00:08:37,290 Well the key thing about these store visits here is that these are still for people to visit your brick 103 00:08:37,290 --> 00:08:39,310 and mortar locations. 104 00:08:39,330 --> 00:08:48,570 But the difference is that these ads are really set up to serve people and stores with multiple locations. 105 00:08:48,570 --> 00:08:56,310 So the idea by these ads is that you have one create creative and that you can serve that to a lot of 106 00:08:56,310 --> 00:09:02,640 different neighborhoods and that it will dynamically change the phone number that you need to call the 107 00:09:02,640 --> 00:09:09,050 address that you want to go to if you want to give people directions even if they're Separ rabs Web 108 00:09:09,050 --> 00:09:11,400 sites for separate locations. 109 00:09:11,400 --> 00:09:14,110 You can include the or else there. 110 00:09:14,130 --> 00:09:18,480 So this is location based ads at scale. 111 00:09:18,480 --> 00:09:22,900 And that's really the purpose and the difference between these store visits. 112 00:09:22,910 --> 00:09:27,930 Now if you want to set up one of these store visits and you've got multiple locations and you want to 113 00:09:27,930 --> 00:09:34,560 show a different at each location then the first thing you to do is set up your business locations in 114 00:09:34,560 --> 00:09:40,390 business manager and you can click here to really get a walk through of all those steps. 115 00:09:40,500 --> 00:09:47,340 Now as I don't have a Facebook page that is has a specific location in his fortune I can walk you through 116 00:09:47,340 --> 00:09:50,090 all the steps but it's fairly straightforward. 117 00:09:50,310 --> 00:09:53,520 And all of these steps are given out here. 118 00:09:53,700 --> 00:10:00,510 But the key difference is really that this is ideal if you've got multiple locations if you're a franchise 119 00:10:00,900 --> 00:10:07,920 and you want to develop these ads at scale let's come to the local awareness ads though and really have 120 00:10:07,920 --> 00:10:09,360 a look through this process. 121 00:10:09,370 --> 00:10:12,800 So can you select this as my marketing objective. 122 00:10:13,020 --> 00:10:20,610 And then here you just like to the radius of the audience that you want to cover the age the gender 123 00:10:20,700 --> 00:10:27,120 of course you want to target specific people like we saw in the medical center for example they were 124 00:10:27,120 --> 00:10:30,110 really focusing on women of a certain age. 125 00:10:30,210 --> 00:10:35,730 And so think about not just people who read your business but the type of people as well coming down 126 00:10:35,730 --> 00:10:38,550 to the odd example here. 127 00:10:38,850 --> 00:10:44,580 I want to show you quickly how you can change the call to action for these type of violence. 128 00:10:44,580 --> 00:10:50,430 So right now you can see the call to action is like page but this is a local awareness out there much 129 00:10:50,430 --> 00:10:56,720 better options that you can choose from like you can get people to call now. 130 00:10:56,820 --> 00:11:02,430 Now here's the thing is that if you want to call now the action is only available on the mobile news 131 00:11:02,430 --> 00:11:08,250 feed and Instagram feed placements so you can put this on a desktop. 132 00:11:08,370 --> 00:11:12,930 So I'd have to remove those placements which I can do here easily if I want to do that. 133 00:11:12,930 --> 00:11:17,520 So coming back up to Plaisance I just see where this is now. 134 00:11:17,660 --> 00:11:20,160 It's not on the audience network. 135 00:11:20,450 --> 00:11:22,390 I'm going to see here for Facebook. 136 00:11:22,640 --> 00:11:26,190 It's just in the feeds I can pop that in. 137 00:11:26,570 --> 00:11:29,420 And then for Instagram's while I can see it's in the feed. 138 00:11:29,420 --> 00:11:31,270 So if I come down again. 139 00:11:33,720 --> 00:11:35,120 And it come then to call now. 140 00:11:35,130 --> 00:11:38,900 Now I just stick in my phone number there. 141 00:11:39,120 --> 00:11:44,860 I can also put in get directions as well and pop in the street at that address. 142 00:11:44,970 --> 00:11:50,900 So I think remember for these type of local awareness that you're really targeting people on mobile. 143 00:11:50,910 --> 00:11:58,080 So for those placements as well you want to make sure that you are really targeting people for mobile 144 00:11:58,110 --> 00:12:03,620 and make sure that you're not putting Siri have mobile only up here and just make sure that's that. 145 00:12:03,750 --> 00:12:10,800 Is that in terms of your odd creative we can put in a lot of different things here if we go back to 146 00:12:10,800 --> 00:12:15,050 our original example some of the ideas that you can use. 147 00:12:15,120 --> 00:12:20,020 You can highlight some promotions so you could say it's happy hour or there's a sale on. 148 00:12:20,220 --> 00:12:25,460 Unfortunately you can't put like a coupon in here for this particular type of art. 149 00:12:25,800 --> 00:12:32,600 But you can say sale on now or happy hour an hour drinks that special price and you can also share all 150 00:12:32,670 --> 00:12:38,390 these ads to run at a particular time which is probably going to be a good idea if your local business 151 00:12:38,390 --> 00:12:42,270 is only open for a particular time. 152 00:12:42,270 --> 00:12:48,030 And in terms of our shared Huling you can run these ads on a schedule as well. 153 00:12:48,060 --> 00:12:52,150 You do have to set up a lifetime budget in order to enable that. 154 00:12:52,380 --> 00:12:59,580 And but that could be a great idea for a local business so this lifetime budget is you set the lifetime 155 00:12:59,580 --> 00:13:03,490 budget of the campaign and it's not done on a daily basis. 156 00:13:03,540 --> 00:13:09,200 And the reason for that is Facebook needs to make sure that it can deliver and and spend the budgets 157 00:13:09,230 --> 00:13:12,650 not might not be possible to do it every single day. 158 00:13:12,840 --> 00:13:18,930 So you can really set those schedules and that's probably a good idea for a local awareness and sort 159 00:13:18,930 --> 00:13:23,320 of recap on some of these things that you need to watch out for. 160 00:13:23,370 --> 00:13:30,030 Just make sure the placements are for mobile only in terms of budget and Cheryl you might want to do 161 00:13:30,030 --> 00:13:36,810 that on a particular schedule if your business is only open in certain times or you have a happy hour 162 00:13:36,870 --> 00:13:41,760 at a certain time and you want to run that then down in the level. 163 00:13:41,820 --> 00:13:50,460 Just think about that call to action and what that should be and use an appropriate creative for the 164 00:13:50,790 --> 00:13:57,090 promotion that you're running or happier etc. so that you understand what local awareness ads are. 165 00:13:57,090 --> 00:14:03,120 Go ahead and set one up if you want to reach more people on Facebook and Instagram when they're near 166 00:14:03,270 --> 00:14:04,790 your business location.