Pamela Jeffrey
Pamela Jeffrey 24 November 2015

How Multi-Unit Brands Can Benefit From Facebook's New Local Awareness Tools

Here's everything multi-unit brands need to know about Facebook's new local awareness tools.


Facebook has announced improvements to its location-based local awareness ads

, and the changes will be music to the ears of bricks-and-mortar brands with multiple outlets.


According to Google, four out of five consumers want ads to be customised to their immediate surroundings, so just like location targeting in AdWords, Facebook is introducing dynamic localised ads.

Multi-unit brands can now run ads which target nearby customers by showing dynamic ad copy and calls to action based on their location – meaning Facebook will show users tailored ads with relevant calls to action for whichever outlet they’re closest to. The targeted and localised nature of these ads should make them more effective and cost-efficient – but of course, only time will tell.


(Source: Facebook)

In a blog post, Facebook explained how a business could use the new features:

‘For example, if a café with multiple locations across the UK decides to run local awareness ads, they could choose to automatically populate the city name in their ad copy, depending on where the people seeing the ad are. So, people in Glasgow would see “Join us for lunch in Glasgow,” while people in Bristol would see “Join us for lunch in Bristol.”’

In order to create the dynamic campaigns, it looks like businesses will need to set up a Facebook page for each of their outlets and manage them via the Locations tool. Ad reports will be available for each location, giving brands better performance insight and hopefully allowing them to spend their social advertising budget more efficiently.

But Facebook didn’t just stop there – Page Insights have changed too, with the addition of a new tab to help local businesses learn more about the people near their outlet.


(Source: Facebook)

Businesses should be able to find out the busiest time of the day and day of the week in their area, as well as see aggregate demographics of people nearby, including their age and gender and whether or not they are local residents. These types of insights should help brands to tailor their local marketing, giving them the insight they need to drive footfall to their outlets. They’ll also be able to see the percentage of nearby people who have seen their ads.

Mobile accounts for 78% of Facebook’s ad revenue, and paid advertising on the platform remains an effective campaign and awareness exercise for high street brands. What we’re now seeing from Facebook is a move to demonstrate offline conversions through better local insight and draw a connection between local ads and business outcomes – something that bricks-and-mortar brands will welcome.


Local Online Advertising For National Brands - Get Your Free eguide


Original Article


Read More About Facebook


Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Google Analytics in Only Three Numbers

Google Analytics in Only Three Numbers

Financial advisors and other professionals can decipher a lot of information from Google Analytics with three simple categories.

Marina Howell
Marina Howell 17 October 2016
Read more
How to Optimize Your Confirmation Email Design and Make It Bring You More Sales

How to Optimize Your Confirmation Email Design and Make It Bring You More Sales

Email marketing is not just about newsletters! Transactional and confirmation emails shouldn’t be neglected when it comes to design and content. An exceptional confirmation email can help you nail another purchase in minutes.

Roland Pokornyik
Roland Pokornyik 17 October 2016
Read more
Get a Complete View of Your Customer Journey in 5 Easy Steps

Get a Complete View of Your Customer Journey in 5 Easy Steps

Here's how you can get a complete view of your customer journey so that your email campaigns continue to win new customers.

Sophia Skinbjerg
Sophia Skinbjerg 18 October 2016
Read more
How to Solve the Two Biggest Challenges of Social Media Marketing

How to Solve the Two Biggest Challenges of Social Media Marketing

Most small businesses spend more than 6 hours per week on social media marketing and more than one-third post at least once per day. Along with finding the time, the other biggest challenge professionals face is finding the right content to post. If you’re experiencing these challenges, keep reading because we’re going to help you solve them.

Melissa Darcey
Melissa Darcey 20 October 2016
Read more