Holiday Marketing: Using Facebook Reach Ads to Target Local Customers
DIY Sprocket Solutions
The holiday frenzy has begun, and small businesses are frantically searching for the best ways to promote their businesses online. There are a ton of marketing options, which is a good thing, but it can be confusing for people marketing their businesses to wade through the options and determine what the best fit for them is. For those businesses who are trying to reach customers physically near their stores, meet Facebook’s “Reach Ads”.
Reach ads drive local awareness of your business. What does this mean? People who are around your business location will be targeted to promote your business and increase sales. This does a lot for your marketing strategy. These ads allow you to connect with people who are nearby and more likely to stop in and shop with you and they also help you not to waste ad dollars on people who aren’t within your target area.
These ads offer the ability to target interest groups, languages, behaviors and other demographics. You can also drive specific goals with call to action buttons and highlight promotions that give people incentives to visit your business.
OAS' Take on Why Reach Ads are Different:
[Y]ou might ask: how is this any different than setting impressions as your campaign objective? That also shows your campaign to a wide audience. The answer is that Reach allows you to cap the frequency of your campaigns — in other words, you can limit the number of times each unique person will see your ad. […] By baking in frequency capping, Facebook is allowing you to spread your ad dollars over a larger number of people without compromising the quality or targeting of your campaign.
If you’re in a high traffic area (like a mall, a shopping center, or a downtown area), reach ads could be highly effective in targeting new customers to come in while they are close by. This is the season for shopping and small businesses need to define an approach that meets their goals. The same is true if your business is in a highly populated area. If you want new faces in the store from your own community, then you have to execute advertising campaigns that have local reach.
Consider your goals first before designing your next Facebook ad. If you haven’t attempted more than one type of ad, send out your next campaign with two different objectives in place to see what performs best for your business. Good luck this marketing season!