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How to Run Facebook Ads for Local Businesses: Driving Foot Traffic - YouTube
Channel: Social Media Examiner
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- After watching this tutorial,
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you can be equipped with the
skills and confidence needed
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to generate more awareness
and more walk-ins
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for your local business
using Facebook ads.
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(upbeat music)
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My name is Paul Ramondo,
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and I'm here to run you
through Facebook ad tutorial
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for your local business so you
can generate more awareness
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and more foot traffic using Facebook ads.
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Make sure you stick around to the end
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cause it's gonna be a bonus tip,
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regarding exclusion targeting
for specific geographic areas
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that not many advertisers know about.
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So, for today's example,
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we're gonna be using
a fictional restaurant
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called Paul's Restaurant.
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Paul's Restaurant is facing
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a hypothetical dilemma right now.
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They do weekend bookings:
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Wednesday, Thursday, Friday,
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Saturday, Monday even.
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But on Tuesday nights,
they hardly get anyone in,
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it's pretty slow night of the week.
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We wanna target people in
the local geographic radius
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around Paul's Restaurant,
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with some kind of value incentive offer
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to get people to come in at
the slowest time of the week,
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on Tuesday nights.
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Now even though this is
a fictional restaurant
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and a fictional ad that
we're creating today,
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it's important to remember
that these same principles
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will apply to whatever local
business you're running.
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Let's hop in, here we are in Ads Manager.
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And what we wanna do is just go ahead
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and create a new campaign.
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So we hit that green Create button there.
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We'll give it a name,
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Paul's Restaurant a Tuesday Promo.
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Alright, and now what we wanna do
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is go down to campaign objective,
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and click on store traffic.
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If you haven't set up your business
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as a local Facebook page,
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then you're not gonna have the
option of being able to run
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a store traffic campaign objective.
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You're not gonna be able to run
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Get Directions call to action ads,
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and it also means that you're
gonna have bit more trouble
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getting the results in which
you're trying to achieve.
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And then we wanna go and
select our Facebook Page.
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I always recommend starting
with a low daily budget.
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So we're gonna go ahead
and just change this to $5.
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For the ad set name,
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I like to make it related to the audience
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so let's go, "People within five miles."
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And then the ad name is gonna be based
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on what the creative inside that ad is.
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We're gonna be using,
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Entree Special Promo.
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So that way, when you
hop into your campaign,
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you can see,
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"Okay cool, the campaign
name is Tuesday Promo.
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The ad set name is Targeting
People within five miles.
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And the ad name specifically
is Entree Special Promo.
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Okay, so we gonna go ahead
and hit save to draft.
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Now we're gonna go through to
the Ad Set and open that up.
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Click Edit.
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We wanna go through and
choose our Store Page here
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and then we've got a store set.
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It's very, very important
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that we have your local
ads set up correctly
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from your business manager
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and from your Facebook Page
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before you hop in and run these ads.
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When you do it correctly,
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you are able to then choose
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all of the stores and
their respective locations.
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So let's just choose
this store, for example.
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And now what we wanna do,
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is go down and finish
building out our targeting.
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So 22 to 35,
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and we're basically targeting
an area around the store set.
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Let's say that you don't
already have a local store set
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set up inside of Facebook.
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What you can do instead,
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is go down to here
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and target a geographical area instead.
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So this is now targeting Australia.
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I've gotten the actual physical location
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of the geographic area
which I wanna target
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in Western Australia.
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I'm gonna go through in here.
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Now, you'll see that it's put a radius
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around that address's store.
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Now you can change this
targeting from anywhere
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between one mile up to 50 miles.
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If ours run too wide over
targeting five miles,
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its gonna be very ineffective.
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So, I wanna make this
as small as possible.
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Let's move that down to one mile.
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You can see that a potential
reach is 27,000 people.
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I wanna change this to Manual Placements.
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This is gonna be a time sensitive offer,
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that we wanna run during
our least profitable time.
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I wanna run this on Tuesdays
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and I wanna run it to people
that are on their mobile phones
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in the geographic area of our targeting,
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recently, within that time frame.
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If I was to put say, someone's
laptop as a placement
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or newsfeed on desktop as a placement,
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probably not gonna be as effective
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as targeting people on
their mobile devices.
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I'm gonna go down to
all devices recommended.
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Unclick desktop.
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Now, it's only gonna show
up Facebook News Feed,
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Instagram Feed, Marketplace and Stories.
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For the purposes of this tutorial,
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I'm gonna be ignoring
Stories as a placement.
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But if you'd like to learn
the best tips, tricks,
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hacks and how to use
with regards to running
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Instagram ads stories,
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go ahead and click the link above.
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Now you can choose to run your ads to
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people living in or
recently in the location,
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people who just live in the location,
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people recently in the location,
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or people traveling in the location.
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I'm gonna be choosing
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people that are recently in this location.
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So the last thing we need to do,
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is set up the budget and
schedule for our campaigns.
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Now, Facebook is always constantly
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adding and removing features.
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In a perfect world, I'd
be able to add a budget
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and schedule for this in
this area of the Ad Set,
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and only run it on Tuesdays,
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from say 11 am through to 6 pm.
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If you have the ability
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to customize your delivery, please do it.
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However, for the purposes of this example,
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I'm gonna run this for two weeks
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in that geographic location,
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which will be a great test
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because it's gonna allow
us to stay top of mind
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and relevant in our
target audiences minds.
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Okay, so now that that's done,
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X out of here
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and we can hop into the Ad level .
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Wanna gonna go through and edit the ad
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that we're setting up.
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We've got our Facebook page
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for Paul's Restaurant selected here.
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Then you also wanna select the
relevant Instagram accounts.
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So we'll go through and
select Paul's Restaurant.
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There's this new feature here
we can customize the Ad Voice.
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So you can customize it,
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whether it's coming from say your big page
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or whether your local,
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it's your local page.
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So I'm gonna choose the
main page as the Ad Voice
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and go through and set up our ad,
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which is super simple
single image or video.
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Then wanna go through and go add media.
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Add image.
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Upload an image which I prepared earlier.
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Now we have the beautiful
image of this entree.
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Okay so here's some creative
and copy I prepared earlier,
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"Enjoy any of our award
winning entrees for free
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when you dine with us between 6pm and 8pm
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on Tuesday nights.
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Simply mention this Facebook post
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to your server to claim."
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Now one of the biggest challenges
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a lot of my local business clients face,
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is tracking real life
conversions from a digital spend.
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Because there's no pixel in real life,
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it's really hard to work out which ad led
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to which conversion.
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So one way you can do it,
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is just going super old
school, super analog.
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And this call to action here,
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"Simply mention this Facebook post
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to your server to claim."
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And then getting your actual
service at the restaurant
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in real life to note down,
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"Cool, tonight we had five people
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mention the Facebook ad."
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The conversion rate for that
would be five conversions
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as a result of the ad
spend for that night.
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When you've got your
Facebook local pages set up,
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you can actually choose the
Facebook Location street address
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and the location city from
the back end of Facebook,
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which is dynamically populated.
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Now here comes the fun stuff.
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What I want to happen
when people see this offer
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in their News Feed is,
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click "Get Directions" in the ad,
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directing them from their
current physical location
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through to the restaurant itself.
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All you need to do,
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is click Open in map as your destination.
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And because you've already pre-populated
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all of your local business information
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with Facebook Ads Manager in the back end,
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it's gonna automatically populate
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your address inside of the ad.
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Okay, so here we have the final ad
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with a get directions
call to action button.
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We wanna just double check
that the Facebook Pixel is on.
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And then it's just as simple
as going ahead and pressing
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the green Publish button,
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and seeing how your first test works
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at a low daily budget of $5.
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Now that we've published the ad,
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the last thing we wanna do,
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is just double check that
everything is correct.
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So I've just hopped back
into the ad set level
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and realized that I left
the name of the ad set
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at "People within five miles."
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Obviously, we chose to
make it one mile only,
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so I'm just gonna go through
and change that ad set name
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to "Within my one mile."
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Double check that the ad looks the way
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that you want it to look.
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If you wanna see what it looks
like in the Facebook feed,
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click this button here.
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Go to Facebook Post with Comments,
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and this is what it looks
like, the completed ad.
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And you'll see how this bit here
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has been dynamically populated
with the address locations.
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And then obviously,
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you wanna make sure
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that the directions are working correctly,
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and you can do that by
clicking Get Directions,
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which will fire up a map in your browser
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and double check that
that is actually leading
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people to the correct store.
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Cause the last thing you wanna do,
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is spend all this money on ads
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and then direct them
to the wrong location.
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Alright? Double and
triple checking your work
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is very, very important
before you go ahead.
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And finally go back into Ads Manager,
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and activate the campaign.
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Now you think that we're
done but let me tell you fam,
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we've got some more
exciting stuff in store.
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Let's say that you run
this ad for like two weeks.
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You're getting really decent impression,
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really decent reach,
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but the ads just aren't converting.
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It might be because your
location mapping is off.
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What we can do is actually exclude areas
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from our targeting inside of the Ad Set
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so that we have more of
relevant targeted audience area
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when we're running our ads.
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Oh, it's so fun.
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Let's do it.
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We go back into our Ad Set area
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and we click on the Edit button.
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And now we wanna go down to the locations
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that we're targeting.
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This is actually a shopping center, right?
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So what you wanna do is zoom in.
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Now, this is the actual shopping center.
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So let's say that we only want to target
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the people that are actually physically
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inside this shopping center
and this store's location.
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But how do we do that,
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when the maximum radius that
we can tie it is one mile?
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Well, we use these exclusion pins.
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So we drop a pin.
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Drop it anywhere in the map.
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What you wanna do, is drop it say, here.
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That's gone through and added a pin
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at this latitude and longitude.
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I'm gonna decrease the pin
size to one mile, like this.
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And then, we want to click
this drop down button here,
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and go Exclude Location.
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So now that you can see
this red radius area,
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and you can see this Venn diagram here.
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It's excluding this audience
from being targeted.
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And then all we have to do,
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is simply go rinse and repeat.
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Okay, so here is the finished results.
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You can notice that as I zoom in,
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all of these areas around
the outside are excluded
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and we're only targeting
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that nice little blue Venn
diagram area in the middle.
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Now, you'll also notice that
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the potential reach has gone
from about 27,000 people,
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down to 12,000 people.
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If you have a really
highly populated area,
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this is fantastic.
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However, if it's less densely populated,
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this may not be the best strategy for you.
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So the other really cool
thing about this strategy
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is that you can use it
to target your audiences
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wherever they may be at
a certain point in time.
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So think about events.
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Let's say, there's a baseball
game going on next weekend,
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and your bar that's located
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close to where the baseball game is.
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You can run ads promoting, say,
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"Postgame happy hour to everyone attending
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that baseball game in
that geographic location."
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In an effort to drive more
foot traffic and awareness
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of your bar to a relevant
audience that's ready to drink.
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Okay, now that we've
successfully completed
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our Facebook local ads set up,
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we might wanna learn
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how to target them to Instagram story ads.
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My colleague Susan has the
perfect tutorial for you,
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which I recommend checking out right now.
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