It’s been said that the three most important factors influencing the value of a property are location, location, and location. The same applies to brick-and-mortar businesses and their advertising, except now we can add a new factor: hyperlocation. It’s long been important to reach customers in the mobile space, but it can be difficult to make sure your advertisements are targeted at the right geography. Facebook just introduced a new type of ad objective that will let you target mobile users based on their phone’s geo-location abilities.
To create one of these ads, you’ll need a business with a physical address and a Facebook page. When choosing your advertising objective, you’ll select “Local Awareness”.
The remainder of the process is similar to setting up a page post ad but the targeting is much more specific. Instead of selecting cities, states, zip codes, or entire countries you’ll just be selecting a radius around your physical location.
The remainder of the options are a more streamlined version of Facebook’s other ad types. For now, you can only narrow the audience by age and gender. But I think it’s safe to assume that they’ll likely expand that option set in the future. The ads will be presented in the news feed, and will include a headline, descriptive text, an image, and an optional call to action like “Get Directions” or “Like”.
According to Facebook’s Q2 2014 earnings reports, their mobile traffic has gone up 40% over the last year and shows no signs of receding. This new advertising option gives local business an opportunity to capitalize on those users, catering only to a select audience that is guaranteed to be very close to their store. If you position your ads properly, it should provide a boost from those who might not otherwise drop in.