Facebook recently announced a new advertising product that will surely be of great interest to small and medium sized businesses: local awareness ads.
What are local awareness ads?
Local awareness ads are designed reach Facebook users that are either currently within a specified proximity of your business, or have recently been within that specified proximity – for instance within 1 kilometre of your business’ location. This is geo-targeting on steroids!
In addition to simply serving ads Local awareness ads put your geo-targeting on steroids.to the aforementioned hyper geo-targeted audience, they allow you to include directions to your business as a button placed within your News Feed ad, which I imagine will encourage these locally geo-targeted audiences to take immediate action on these ads. Ultimately, if your ads are effective, this will result in near immediate ROI on your advertising spend.
This is excellent for SMB owners, employees, partners, or other representatives who are presently in the thick of planning 2015 marketing budgets. You are in the thick of planning for 2015, right?
When are they rolling out?
According to Facebook, these ads are presently being tested and will roll out for advertisers in the U.S. over the next several weeks, and will become available globally in the coming months.
Should you plan to use local awareness ads?
Local awareness ads will be best suited for small to medium sized businesses that operate out of a fixed location, that primarily depend on customers visiting their location. This means they’ll be perfect for businesses such as retailers and restaurants, but are probably not going to be as useful for businesses such as professional services, or anything highly specialized that people are willing to travel for.
I’m always excited for features and practical applications of social media that are of use for small and medium sized businesses that I truly feel can make an impact, and I’m hopeful that local awareness ads will prove to be just that in the coming months.
What do you think about local awareness ads?
Are you planning to test these ads when they become available in your region?
How do you typically budget for social media advertising?
It would be great to hear your thoughts in the comments, or on Twitter @RGBSocial