You know that feeling of being digitally stalked on Facebook when ads appear in your feed based on a recent online search?
Well brace yourself, Facebook has just taken digital tracking to another level with the launch of two new tools in an attempt to attract the small business advertising dollar.
The company’s ‘local awareness ads’ introduced last year have been updated to allow businesses with multiple locations to create local ads for each store, e.g. a food outlet in North Sydney would see ‘join us for lunch in North Sydney’, while those in Cronulla would see their suburb listed instead.
This ‘local insights’ function basically allows businesses to target users when they check the site within a certain distance from their store, add copy, links, and call-to-action buttons to their ads.
According to Facebook, this helps advertisers spend more efficiently, since they’re only connecting with people likely to visit the store and the information they share is local and relevant.
Facebook has also launched another tool that allows business to find out the demographics of people who have passed through their area to better target their marketing to potential visitors.
As well as standard advertising metrics like age and gender, it also provides data on the proportion of people passing who are local residents versus tourists.
With Google AdWords attracting a fair amount of negative coverage from small business re its cost-per-click advertising costs (CPC) and complexity, with the launch of these new tools, Facebook may well become a more cost effective advertising alternative.
Acknowledging that small business owners have limited budgets, we believe that they may be better off trying some Facebook advertising combined with great content to get in front of their target audiences and encouraging them to take action.
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