In this article, we'll cover how you can use the Store Visit ad to get customers shopping at one of your locations.
Keep in mind, Facebook Store Visit ads aren't for everybody.
You must have multiple brick-and-mortar locations. If you only have one store or you run a strictly e-commerce business, then Store Visit ads aren't for you.
You'll also need to use Facebook Locations.
You might not have heard of Facebook Locations before. It's a feature that streamlines the process of managing multiple sites with Facebook.
Fortunately, it's easy to set up Facebook Locations.
Ad Formats and the Call to Action
When it comes to selecting ad formats, you have three different options:
An image ad
A video ad
A carousel ad
The carousel ad format allows you to include a map to your location so that potential customers can see exactly how long it will take to get to your site.
You also have a few call to action (CTA) button options:
Get Directions - gives people directions to the nearest site
Call Now - enables people to call your business with just a tap
Send Message - send a Facebook IM to your business account
How to Create Store Visit Ads
It's not really any more difficult to create Store Visit ads than it is to create any other kinds of ads.
Just visit your Power Editor and click on Store Visits.
Next, select the Facebook page that you want associated with your ads.
After that, click on Select locations in the Audience section. A screen will appear that enables you to select locations for your ad.
You'll need to select the country where you want your ad to run. You can only select one country..
You can also exclude locations that you don't want to include in your current campaign and change the radius around your business sites.
By default, Facebook sets each location to include an audience of 50,000 people.
If you want to, you can use the Bulk Add feature to add a number of stores by store number or zip code.
Once you're done setting up your locations, save the location set.
Please note that you'll have to go through this process for each ad you create. Facebook doesn't allow you to "save" your location set so you can reuse it later.
After you're done with that, refine your audience even more by demographics.
Next, set up your advertising budget. That's where you specify your maximum ad spend per day.
Now it's time to set up your optimization strategy. You'll likely only have one strategy available to you at this time: Daily Unique Reach.
However, if you want to optimize your ad for store visits, you'll have to contact your Facebook rep to get access to that feature.
You can also set up your ad to run on Facebook-owned Instagram. Just select the automatic placement option.
Next, you create the ad itself. Fortunately, Facebook allows you to create an ad template so you don't have to create different ads for each location.
Start by selecting your ad format. You can select a video, an image, a slideshow, or a carousel.
As of this writing, it's a good idea to select the image option if you plan on running your ad on Instagram.
After you create your ad, select the Ad Voice. That's how you specify whether your ad comes from a local page or your main page.
In the next section, choose your dynamic text tokens. Do that by clicking on the plus sign and entering text relevant to your locations.
If you chose a carousel for your ad format, you'll have the option to add a map to your ad. Again, that's how people will find your closest location.
Next, select the CTA button. Again, you're setting up a template so if you choose Call Now as the CTA, you won't have to enter a phone number. Facebook will automatically plug in the right phone number for the relevant location.
Lastly, click Place Order to get your campaign started.
Monitor Your Campaign
Once you've launched your campaign, you need to keep tabs on it to see how it's doing.
Just fire up the Ads Manager to check out your analytics. You'll see important measurements for your campaign, including CPM, impression count, and reach.
If you've optimized your ad for new store visits, you'll see metrics such as store visits, impression count, and demographics.
Wrapping It Up
If you've got a business with multiple locations, you can use online marketing to boost offline sales. If you haven't launched a Facebook Store Visit campaign yet, why not do so today?