It's been about a year since Facebook announced Local Awareness Ads, which let businesses find new customers by showing ads to groups of people who are near that business' neighborhood. The ads can be set up using Ads Manager or Power Editor.
The company has a new blog post telling businesses about the different ways they can and should be using the ads (there are 8 in all). In a nutshell, these are to: encourage people to shop in store; increase local brand awareness; help specific stores meet their sales targets; tell people about new store locations and grand openings; get the right people to your event; tell people in the area about things happening now; build buzz by rallying local communities; and spread the word about local promotions.
For encouraging people to shop in store, Facebook shares an example of how UGG Australia encouraged people to visit specific stores, using local awareness ads to get people who live in San Francisco as well as tourists to "Wlk, Skip or Dance to 437 Sutter Street," and including a "Get Directions" call-to-action button. They saw a 3X return on ad spend.
Facebook also gives the example of El School of Professional Makeup using the ads to increase local brand awareness using the "Call Now" call-to-action to get people to learn more about the school. The school says it saw a 100 percent increase in local leads and is spending $40K less per month and getting a 50% increase in sales.
Check out the post for specific examples of each of the 8 aforementioned objectives.
Images via Facebook