targeting

How to Create a Local Awareness Facebook Ad for Your Business

how to create (1)
how to create (1)

Remember the good ol' days when Facebook organic reach was a real thing, and people who liked your page could actually see what you've posted on their news feed?

We live in a pay-to-play world now.

One thing we know about Facebook is that they make it easy for businesses to throw money at them. A plethora of options are offered to help target audiences, but with more choices, comes more confusion.

So, what's the most effective advertising option for your local business?

Simply posting on your page and clicking the enticing 'Boost' button to create an ad and hope you reach audiences with similar interests? It's an easy option to get more people to see what you've published on your business page, but it's less defined in who and what area you're targeting.

While boosting a post is a start, utilizing other advertising opportunities is a more specific way to build local awareness. Here are some tips for creating sucessful Facebook ads for your business.

Ads Manager

The Ads Manager option from your business page is a way to more directly target audiences and better choose goals for your posts.

Untitled design (48)
Untitled design (48)

To create a local awareness ad, click on 'Create Ad' at the top right of your Ads Manager page. From here, depending on what type of content you plan to on using, you can choose the goal or objective for your post.

Screen Shot 2016-07-06 at 11.03.47 AM
Screen Shot 2016-07-06 at 11.03.47 AM

By choosing one of these options, your ad campaign greatly improves a distinct audience reach. It can also help monitor and identify target people who are clicking outside of the Facebook environment (for example; going to your website). If your goal is to convert leads, Ads Manager is the best alternative.

For local awareness ad campaigns, click on the "Reach people near your business" option. On this page, you will define your audience, budget and schedule.

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Screen Shot 2016-07-06 at 11.16.51 AM

Next, enter the street address for your business and define how big of a radius (by miles) you want to reach. Here, you can physically drag the map with your cursor to better target a specific area.

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Screen Shot 2016-07-06 at 11.23.54 AM

Identify your demographic by choosing the age range and gender most likely to engage with your content. Furthermore, define where you'd like your ads to appear. Use trial and error to analyze your audience's usage of Facebook (desktop or mobile).

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Screen Shot 2016-07-06 at 11.36.35 AM

Figure out how much you'd like to spend according to your budget. There is an option for 'Daily Budget' or 'Lifetime Budget' depending on your preference. Schedule your ad so it continuously runs, or set a start time and end date. You'll notice on the right side of the page under 'Potential Reach' that these numbers are an estimate from which preferences you've chosen throughout this page. Editing the location, demographics and budget have an effect on the number of people you can potentially reach.

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Screen Shot 2016-07-06 at 11.44.00 AM

You're almost there! Choose how your ad will look on Facebook feeds by selecting media, texts and links. At the bottom of the page, you'll find a preview of your ad and an option to to review and place your order. Make sure to familiarize yourself with the ad policy to avoid hindrances upon completing your ad campaign.

We hope these steps can ease any confusion about boosting posts and utilizing Facebook's Ads Manager. Remember, not all business are the same, so to better reach a target audience, be specific with your goals and preferences for your advertising campaigns.

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How to Better Target Your Facebook Ads

How to (1)
How to (1)

You can run, but you can't hide.

Facebook advertisements continue to pour into our news feeds, flooding timelines with sponsored posts that the platform thinks you're interested in.

Chances are you've asked, "Why is this specific ad on my timeline?" or "How the heck do I get rid of it?"

Advertisements aren't going anywhere, but there are ways to help you better understand ad targeting and the role it plays for your Facebook marketing campaign.

The first step is to find a sponsored post and click the down arrow found on the upper right corner of the ad. Here, you'll find a few helpful options that correspond with other ads as well.

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Screen Shot 2016-06-28 at 10.01.14 AM

Click 'Why am I seeing this?' for a few 'explanations' on why this ad is targeting you. Facebook analyzes users interests, likes and online behaviors to target ads to like-minded audiences.

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Screen Shot 2016-06-28 at 10.01.52 AM

For a full listing of topics and keywords Facebook thinks you're interested in, click "Manage Your Ad Preferences" from the same page above.

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Screen Shot 2016-06-28 at 10.03.10 AM

You can add/remove any preferences to see more of what you like and filter out unwanted or non-specific posts from your timeline. For example, if your preferences include "cycling" you may see business ads that are targeting people that like to ride bikes.

Also, if you remove all of your preferences in hopes to get rid of sponsored ads, think again! "You'll still see the same number of ads, but they may be less useful for you."

We know ads can sometimes be a nuisance but it's necessary for success. As online marketers, our goal is to reach as many consumers as possible with content that serves your interests and likeness. By knowing what and why people (like yourself) are being targeted for and then utilizing these analytics, you can better strategize for your next Facebook advertising campaign.

Want to receive information like this in your inbox every week? Sign up for the Social Ape Weekly, a weekly newsletter chock full of social media tips, best practices and productivity tools to help you become a better marketer!