local awareness - closte€¦ · facebook local awareness. campaign configuration options >...
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Campaign Configuration Options> TARGETING OPTIONS
O Address plus radius (geo-fence) from 5 – 50 miles
O Age
O Gender
> CALL-TO-ACTION BUTTON OPTIONS
O Call Now (click to call function)
O Get Directions (opens map on device)
> Does not link to the advertisers website at all
> Links only to their Facebook page
> Optimized to create market awareness in a geo-fence
> Can help drive in area foot traffic, and phone calls, but not primary goal (Cannot track foot traffic)
> Typically high impressions / low CTR
THINGS TO NOTE
Local Awareness
Campaign Configuration Options> TARGETING OPTIONS
O National / DMA / City + Radius (zip code is Custom)
O Age
O Gender
> CALL-TO-ACTION BUTTON OPTIONS
O Apply nowO Book nowO Contact Us
O Learn MoreO Shop NowO Sign Up
> Optimized to drive previous site visitors back to advertisers website
> Lookalike audience will expand reach and lower cost, since typically web traffic is on the lower side (Can be disabled as desired)
> Typically strong CTR averaging above 1.25%
> Reinforces offering to user to increase conversion
THINGS TO NOTE
Retargeting WITH
Lookalikes
Website Clicks
Campaign Configuration Options> TARGETING OPTIONS
O National / DMA / City + Radius (zip code is Custom)
O Age
O Gender
O Interests, behaviors, demographics
> CALL-TO-ACTION BUTTON OPTIONS
O Apply nowO Book nowO Contact Us
O Learn MoreO Shop NowO Sign Up
> Optimized to drive traffic to advertisers website
> Good for businesses that have a longer sales cycle, people need to learn more, website is optimized to convert
> Typically strong CTR averaging above 1%
> Ensure ad creative is focused on whatever call to action or outcome desired on related landing page
THINGS TO NOTE
Lead Ads
Campaign Configuration Options> TARGETING OPTIONS
O National / DMA / City + Radius (zip code is Custom)
O Age
O Gender
O Interests, behaviors, demographics
> CALL-TO-ACTION BUTTON OPTIONS O Apply now
O Get quoteO Learn More
O SubscribeO Sign Up
> Optimized to leads directly from ad form fills
> CPM’s will be higher, and not the right metric for success. CPL, CTR, and CPC are better indications
> Typically strong CTR averaging above 1.5%
> Lead ads not available for healthcare vertical due to HIPAA compliance issues
THINGS TO NOTE