Facebook Ads and business traffic: how to attract customers close to your physical store?
Facebook Ads is a super useful channel for brands that sell products online. But did you know that it can also be used to attract customers to a physical store?
Well yes: Facebook Ads has an advertising objective specially designed to promote your company’s establishments among people who are close to them and thus generate conversions. Let’s see how it works!
Objectives of Facebook Ads: traffic in the business
When we configure an advertising campaign in Facebook Ads, we can choose from a wide variety of objectives. Broadly speaking, these fall into three categories:
Recognition : objectives linked to generating interest about your brand, your products and your services and making them known to their target audience.
Consideration : objectives linked to making your potential customers take your company into account in their purchase decisions and seek more information about it.
Conversions : objectives linked to giving” the last push “to people interested in your brand to buy your product or hire your service. Within this category we can find the conversion goals on the website, catalog sales and the one that concerns us right now: traffic in the business .
Therefore, the traffic objective in the business seeks to link online and offline advertising to attract new customers.
How to attract customers to your physical store step by step
If you have a business with physical locations and you are interested in attracting people who are close to them, follow these steps to advertise locally with Facebook Ads :
Tutorial on how to make campaigns in Facebook Ads: it specifies the place to add businesses and how to choose the different objectives of a campaign, including traffic in the business.
Another way to do it, directly from your Fan Page, is this:
- Add the location or locations of your business to your Facebook page and your Instagram profile. You can also include them in your WhatsApp company profile.
Go to your page and Go to the “Promote” tab, in the left column.
Choose an objective (in this case it will be “promote your company locally “).
Define your audience. You can choose a distance range from your store and decide what type of users will see the ad based on their age range, gender and interests.
Choose a text, an image and a call to action for your ad. Facebook Ads will automatically suggest an image and text, but you can change them to your liking.
Set your budget to the daily budget drop-down menu. You can choose one of the predefined options or enter a custom amount.
Set the duration of the campaign. You can choose between 7, 14 or 28 days, or enter a custom duration.
Check the payment method and make sure it is up to date.
Submit your ad. When you’ve finished setting up your ad, click “Promote” and voila! Facebook Ads will review your ad and notify you as soon as it is published.
7 ways to use Facebook Ads to promote local businesses
The “business traffic” objective is designed to encourage users to come to your establishment. But in addition to launching generic campaigns, you can also give it a twist to get closer to your marketing goals. Let’s see 7 ways to use Facebook Ads to attract customers to your physical store through these Facebook examples.
1) Build local awareness
Local Facebook Ads can be an excellent way to make yourself known to people potentially interested in your business.
For example, the School of Professional Makeup in Los Angeles used this format to attract people between the ages of 18 and 35 who had expressed an interest in makeup and lived within a reasonable distance. To achieve this, they created a campaign with the call to action “Call now”. In just 30 days, they managed to generate nearly two million local impressions at a cost of $ 0.002 per impression and doubled the number of leads they got.
2) Help specific stores reach their sales targets
If your business has multiple physical locations, there may be stores that cost more to reach their monthly quota. Using the traffic objective in the Facebook Ads business will allow you to achieve these objectives with hyperlocated campaigns focused on specific stores, with which you will be able to make the most of your budget.
3) Promote the opening of new stores
If you are going to open in a new location, you can generate excitement at a very low cost with Facebook Ads. You just have to create a segmented campaign to users who are close to the new location and who have interests aligned with your brand. To make it even more effective in attracting customers, you can combine the campaign with a special opening promotion.
4) Attract people to your events
Many brands host events in their stores, from related product launches to free samples. If something special is happening in one of your physical locations, let the people who are near it know with a special traffic campaign in the Facebook Ads business.
5 ) Special hospitality: promote your menus of the day and “happy hours”
With Facebook Ads, you can launch local campaigns that are only published at certain times of the day . This is an excellent opportunity to promote your promotions such as brunch, menu of the day or “happy hour”, so that they serve to attract potential customers who pass near you at that time. Surely this way you will get them to make a hole in their plans. Here’s a clear example of BarKogi.
6) Get your neighbors involved
You can combine local campaigns from Facebook Ads with user-generated content to achieve maximum results. For example, a Miami tourism office used them to encourage residents of the city’s 17 neighborhoods to share photos of their area with a unique hashtag. The campaign achieved more than 7000 images and 100,000 mentions, with a cost per impression 23% lower than previous campaigns.
7) Da to know your local promotions
If one of your stores is offering a discount on certain products, you can promote it with Facebook Ads to get relevant impressions for less cost . Again, it’s about leveraging targeting to create “hyperlocal” ads that get the most out of your budget.