New Opportunities With Facebook Local Awareness Ads

Written on 05/19/16 7:24 PM

by Margaret Chaidez

Facebook Local Awareness Ads (FLAs )were introduced in late 2014 to help advertisers drive awareness through hyper-targeted messaging. The ads can target customers where they live as well as where they currently are located (visiting a business, working or traveling). Advertisers can target customers within a radius of as little as one mile or up to 50 miles.

Until recently, advertisers could only select age, gender and radius with no option for interest targeting. Facebook has recently added Interest targeting for Local Awareness Ads.

The ads are available for Mobile and Desktop only, currently not for Facebook Audience Network (which provides additional reach on 3rd party Facebook-approved apps). Ads can contain a single image, video or a maximum of 5 images. Unique Calls to Action only available with FLA include: Get Directions, Call Now, Send Message (Learn More is also available).

Potential Uses for Local Awareness Ads

• Recruiting

• Dining Specials

• Hotel Specials

• Casino Promotions

• Jackpot Winners (custom ads based on local winners)

• Target competitor’s customers with an offer

• Promote reviews of the property for gaming, hotel, events and dining

• Sporting events promotion and local events

Next Steps

For users, seeing an ad in their newsfeed at the right time, with a targeted message, creates an immediate connection and typically a response. Using the ‘Get Directions’ CTA on a lunch offer, for example, can help drive traffic to your property.