In this video you're going to learn about local awareness sides and how you can create Facebook ads
to reach people on Facebook on Instagram when they are near your business location will start understanding
what local awareness sites are and some of the call to auctions you can include in those ads.
Then we will jump into a case study here and see how this business a pest Korea was able to build a
lot of excitement around their business through local awareness ads even before they launched.
Then we will have a look at this case study here for a medical center in Israel where they were able
to generate leads using local awareness ads.
Then we will jump into the ads create to show you some of the things you need to watch out for when
you're setting up one of these local organizations and also the difference between a local awareness
sods and the store visits marketing objective that you can see here.
To get started.
Let us look at the local awareness side understand it a little bit better.
So as you now understand you use it to really get local attention and some of the messages that you
can use for these local ad adverts or to highlight promotions.
Tell people about an off for happy hour sale and give them an incentive to visit your business.
The key thing is that you want to keep it local and you can tell a story about your business roots local
products.
You can showcase a fun fact.
Does your location have any quality or interesting back story tell people about it in your business.
So those are some of the ideas for the content of these local awareness ads.
Now let's have a look further down here and look at the call to action buttons that you can use in these
local awareness ads.
Now they are called local awareness ads but there are some cool auctions you can include like giving
people directions.
Help them find your shop from their phone.
It's great for driving for traffic.
You can include your phone number in these ads they can call even one top and speak to you directly.
You can also include the call to action for them to send you a message.
And that is a great way to generate leads and people very close by and you can also just get them to
learn more and click through to your Web site for more information.
So there's more to these local awareness ads than you would think.
And those call actions are going to be great for driving for traffic.
Let's have a look at the first case study which is for this Italian restaurant franchise called PESCARA.
So what they did and what's interesting about this particular case is that they really use Facebook
and Facebook ads before they even open the business to promote it and generate interest.
Let's scroll them a little bit and to see some of the details on this.
So two months before opening day the company began posting pictures of its dishes on Facebook.
The posts are arised enormous interest.
People began to ask for more information about the location of the restaurant and the opening time on
the opening day attracted 500 people who flooded the streets to get access to it.
So if we moved down here.
Here are some of the results.
So this is a combination of using Facebook it's page but also the ads as well so we can see that the
Facebook is the number one source of new customers 70 percent of the companys revenue is generated through
Facebook.
They sold their signature dish 3000 of them in the first 30 days and 80 percent discovered thanks to
Facebook and 500 people attended the opening day promoted exclusively through Facebook.
So this case to be really shows that even a Facebook page is extremely powerful for a local business.
Now if we look up in terms of the actual ads themselves what they said is it seems to be after they
open they started to run the ads that they ran ads to reach more potential customers the target audience
was defined by a geographical location six mile radius of the restaurant.
And they have tested those boundaries over time as they've gone on to look at the different franchises
et cetera.
But I think that is just a great case study to see that you can promote through the Facebook page even
prior to launch and build up a lot of buzz for that opening day.
Now they don't seem to mention it here but you could use an event response and which we'll cover later
to really make sure that opening day is a big hit.
And you can get a lot of people coming in like they did here in this case it seems like they were able
to generate that interest organically but you could do that with an event response ad for an opening
day.
And I had read that later on in the course as well.
Let's move on to the second case study and look at how a medical center in Israel was able to generate
leads for their maternity services so we can see here that they got over 90 percent of target audience
reached a quite a small audience for these type of services.
Obviously there's not that many people having babies.
So it is quite a niche market.
And they were able to need to meet 90 percent of it in Israel which is pretty impressive.
14 percent of Clix converted into Leeds 82 percent of leads became customers so that's interesting thing
14 percent click through which is pretty high.
And then 82 percent of those became customers which is very high again.
So they must have had a great strategy in order to make this happen.
So let's look some of the ways that they do that now in terms of the size of the audience 90000 babies
every year.
So you're talking about 90000 mothers which is pretty nice.
So let's have a look at how they did this screeching parents to be.
Here's the interesting part.
The hospital wanted to reach pregnant women in Israel a relatively small audience at any given time
on the marketing team knew that they needed a very cost effective way to tap into this audience.
So first what they did is a at Target It had two relevant people based on age gender interests and location
then use custom web site audiences to retarget Web site visitors were a strong call to action and people
in the relevant locations who'd visited their campaign Lannie page were shown optimized lead ads which
encouraged them to make inquiry very quickly and easily.
So the strategy here for them was firstly because they didn't know exactly who the people were and who
would be interested.
They did a broader campaign based on age gender interest and locations women of a certain age who might
be pregnant and might have certain interests in things that they could pick up on and of course location
because there they have a medical center can only serve a radius of people.
Then they followed that up once they knew who click through on that ad with a lead AD.
And obviously Facebook was able to pre-filled maybe their phone number email and they were able to follow
up and that's probably why they had such a high number of leads becoming customers.
Maybe they call those customers afterwards and conversion over phone is going to be much much higher.
That could be the reason that you're seeing such big results there.
But the strategy in general very interesting interest age demographic targeting first followed up with
a lead ad based on a custom audience.
Very interesting to see.
Now let us jump into the ads create tool inside your ads manager and really want to walk you through
the process of setting up one of these local awareness sides.
They're very similar to most campaigns because a couple of things to say.
And also in here I wanted to just explain the difference between local awareness sands and store visits.
It seems like it's the same thing.
Why are they in two different columns.
Well the key thing about these store visits here is that these are still for people to visit your brick
and mortar locations.
But the difference is that these ads are really set up to serve people and stores with multiple locations.
So the idea by these ads is that you have one create creative and that you can serve that to a lot of
different neighborhoods and that it will dynamically change the phone number that you need to call the
address that you want to go to if you want to give people directions even if they're Separ rabs Web
sites for separate locations.
You can include the or else there.
So this is location based ads at scale.
And that's really the purpose and the difference between these store visits.
Now if you want to set up one of these store visits and you've got multiple locations and you want to
show a different at each location then the first thing you to do is set up your business locations in
business manager and you can click here to really get a walk through of all those steps.
Now as I don't have a Facebook page that is has a specific location in his fortune I can walk you through
all the steps but it's fairly straightforward.
And all of these steps are given out here.
But the key difference is really that this is ideal if you've got multiple locations if you're a franchise
and you want to develop these ads at scale let's come to the local awareness ads though and really have
a look through this process.
So can you select this as my marketing objective.
And then here you just like to the radius of the audience that you want to cover the age the gender
of course you want to target specific people like we saw in the medical center for example they were
really focusing on women of a certain age.
And so think about not just people who read your business but the type of people as well coming down
to the odd example here.
I want to show you quickly how you can change the call to action for these type of violence.
So right now you can see the call to action is like page but this is a local awareness out there much
better options that you can choose from like you can get people to call now.
Now here's the thing is that if you want to call now the action is only available on the mobile news
feed and Instagram feed placements so you can put this on a desktop.
So I'd have to remove those placements which I can do here easily if I want to do that.
So coming back up to Plaisance I just see where this is now.
It's not on the audience network.
I'm going to see here for Facebook.
It's just in the feeds I can pop that in.
And then for Instagram's while I can see it's in the feed.
So if I come down again.
And it come then to call now.
Now I just stick in my phone number there.
I can also put in get directions as well and pop in the street at that address.
So I think remember for these type of local awareness that you're really targeting people on mobile.
So for those placements as well you want to make sure that you are really targeting people for mobile
and make sure that you're not putting Siri have mobile only up here and just make sure that's that.
Is that in terms of your odd creative we can put in a lot of different things here if we go back to
our original example some of the ideas that you can use.
You can highlight some promotions so you could say it's happy hour or there's a sale on.
Unfortunately you can't put like a coupon in here for this particular type of art.
But you can say sale on now or happy hour an hour drinks that special price and you can also share all
these ads to run at a particular time which is probably going to be a good idea if your local business
is only open for a particular time.
And in terms of our shared Huling you can run these ads on a schedule as well.
You do have to set up a lifetime budget in order to enable that.
And but that could be a great idea for a local business so this lifetime budget is you set the lifetime
budget of the campaign and it's not done on a daily basis.
And the reason for that is Facebook needs to make sure that it can deliver and and spend the budgets
not might not be possible to do it every single day.
So you can really set those schedules and that's probably a good idea for a local awareness and sort
of recap on some of these things that you need to watch out for.
Just make sure the placements are for mobile only in terms of budget and Cheryl you might want to do
that on a particular schedule if your business is only open in certain times or you have a happy hour
at a certain time and you want to run that then down in the level.
Just think about that call to action and what that should be and use an appropriate creative for the
promotion that you're running or happier etc. so that you understand what local awareness ads are.
Go ahead and set one up if you want to reach more people on Facebook and Instagram when they're near
your business location.