It seems like every few weeks Facebook rolls out a new feature to help small businesses sell through Facebook.
Facebook recently launched two brand new features for local businesses. One is a free analytics tool called Local Insights that shows small business owners foot traffic around their stores. The other is an update to Local Awareness Ads that enables businesses with at least five locations to dynamically make their Facebook ads more relevant to their customers.
“Ads work best when they’re relevant to the people that see them, and now local awareness ads have new features that make it easier for businesses with multiple stores to create highly relevant ads for each of their retail locations.”
Page Insights now has a new tab with information for local businesses who want to understand more about the groups of people near their store. The new Local insights features will tell you the aggregate demographics and trends associated with people nearby, so you can better understand and serve the needs of those customers or potential customers.
The idea is that making ads more locally relevant to users will drive higher response rates and conversions than ads without location.
Awareness ads are a capability that allows multi-location businesses to leverage the data already in their individual location Pages to dynamically feed business or store locations (and related data) into Local Awareness Ads. If you haven’t already, this is a strong argument for creating individual location Pages for each of your stores.
Imagine walking around some local shops, scrolling your Facebook News Feed, and getting an ad for a restaurant or clothing ship just a few hundred feet away. By reaching people within a mile (or two, or three) of your business, Facebook may be able to drive foot traffic to your store that leads to more sales.
Both features are tools that should be used with your Facebook shop. If you have any questions about these features or starting your own Facebook store, message us on Facebook or email us at firstname.lastname@example.org.