Facebook is the most popular social networking site to date, with over 2.89 billion monthly active users. Although it was initially developed to connect with people, marketing professionals and brands now use it for digital advertising and marketing. Numerous Facebook features have been introduced, and one of the latest is the Facebook store traffic campaigns.
One great aspect of Facebook advertising is the plethora of options available to advertise your brand. Additionally, various marketing objectives open the doors to massive and endless opportunities to grow your business.
You must know what you want to achieve with your advertising stint and establish the campaign goal your brand strives to accomplish, or else you end up chasing after the wind and achieve nothing. So, if you desire to drive people to your physical or brick-and-mortar store, Facebook store traffic campaigns should be your main campaign objective.
We’ve curated several relevant pieces of information that you can use should you decide to drive traffic to your physical store. Now, let’s get down to business.
What is a Facebook Traffic Campaign?
From ‘store traffic’ per se, Facebook store traffic campaigns refer to an advertising objective designed to increase your physical store’s traffic. It allows you to formulate an ad campaign that could increase your in-store traffic and boost your physical sales.
Facebook store visits optimization, a.k.a store sales optimization, optimizes ad delivery to drive Facebook users and potential buyers into your location that’s more likely to convert to sales. It provides the option to bring the ad to a market within a set distance of your physical location. Moreover, a store traffic campaign is a great way to reach various people in different areas with the same ad while catering to the specifics of their place.
How do Facebook Store Traffic Campaigns and Ads Work?
How do Facebook store traffic ads work? Store traffic objective was initially designed for businesses with multiple locations, such as restaurants and retailers. With store sales available for optimization, you can measure the number of unique people who got served with your offline conversions. It would be alongside Facebook’s efforts of showing the ads to users who would most likely visit your store. To maximize this feature, you must first define your locations under your main Facebook page as “child pages.”
Store traffic ads allow you to consolidate to an Ad Set while sending the viewer to the nearest location regardless of how many stores your business has. Based on geolocation, the ad copy dynamically shifts. For example, if your company has two stores, one in City A and one in City B. If users are traveling through City A and see the ad, it will populate the address of City A to the ad’s caption and CTA button. And when users happen to be in City B, the address would then change.
Facebook Ad Strategies
These four established practices are best for driving traffic at a budget-friendly cost while ensuring that your in-store visitors are great and quality customers.
Formulate good content.
If you aim to get the lowest possible CPC (cost per click) on your Facebook ads, creating great content should be your priority. Through quality content, you can encourage your followers to engage positively, such as liking or sharing your post. Likes signal Facebook about your ad’s quality and show it to more users, while shares decrease your cost per landing page view.
One good way to assure your content’s quality is by allowing a third party to check it. Try to take third-party perspectives and see how they’d rate or react to your content. Always remember that the end goal is to produce quality content valuable to your readers and push them to engage positively.
Produce mass-appealing content.
Aside from creating quality content, it’s beneficial to also think of a post that would appeal to a larger population. Since positive engagement incites a decrease in your ad costs, you may want to have your ads viewed by a large percentage of users and encourage them to like or share your content.
Hence, producing mass-appealing content on top of a quality one would contribute to your store’s success and lessen your ad costs.
Encourage people to share.
Although creating quality content could encourage people to share your ads, you may apply specific details that could nudge them to perform such action. One great example would be using a particular relatable statement or call to action. Say, on the caption of your ads, you may include: “I wish I had known these things in my 20s” or “Tag the person you’d like to do this with.”
Discover what people want, specifically your target market, and identify what certain things could push them to share your ad.
Produce content for lookalike audiences.
As mentioned, having a large audience engage with your advertisement could drive your ad costs down. Hence, it’s important to target a cold audience to add them to your existing audience.
One way to target a cold audience is through Facebook lookalike audiences. Lookalike audiences are created when you provide Facebook with a source or seed audience. The Ads Manager would then gather the data from the seed audience, find common themes, and produce audiences with similar characteristics. Lookalike audiences work best and cause a significant increase in your target market.
Explore more about Facebook’s amazing features by reading this Facebook Business Suite review.
Check out Facebook store visits case studies.
Getting your hands on a successful facebook store visits case study is a helpful pre-strategy that would have visitors lined up in your store’s footsteps, not to mention that it would cost you very little money! Why do we say that this step is helpful? Simply because you’d get to study actual data on a successful store visit campaign and get a handful of information on what to do and avoid.
How are Facebook Store Visits Tracked?
Facebook does the tracking quite simply. It tracks store visits by utilizing aggregated data or additional signals from mobile devices. Included in this tracking process is detecting whenever a phone connects to a shop’s Wi-Fi, measuring the amount of elapsed time since the last scrolling-activity indicator’s reset, and analyzing other signal sources’ proximity.
However, Facebook can’t detect all shop visits. Hence, the results of store visit heavily relies on statistical modeling. This means that the results you receive won’t always indicate the exact number of store visits and can’t connect to particular people.
How to Create a Store Traffic Ad Campaign
Before creating your campaign, you must add your store locations to Facebook and then indicate the operation hours. Facebook won’t show ads for stores that are permanently closed. Once you’ve done that, proceed to these simple steps:
- Go to facebook.com/adsmanager.
- Click the ‘+ Create’ button indicated in green.
- For your marketing objective, select ‘Store Traffic.’
- Then, enter the name of your campaign.
- Once you’ve created a name for your campaign, select the business page that you want to run the ads for. Afterward, choose your preference on budget optimization and click ‘Continue.’
- Just below the ‘Stores’ option, select your preferred store set (group of physical or brick-and-mortar stores in a country that you desire to reach). You may choose between an existing store set or opt to create a new one.
- Set your ad placements, budget, schedule, and audience. Then, click on ‘Continue.’
- Pick your ‘Ad Voice’ below ‘Identity.’
- After selecting your ad voice, pick from among the collection, carousel, or single image or video ad formats.
- Then, enter the necessary texts for your ad. Click on the ‘+’ button to input localized information regarding your store/s. Information may include phone numbers or opening hours.
- After the texts and necessary information, place your ‘creative assets’ or media.
- Don’t forget to place a call-to-action button like ‘Get Directions.’ This will utilize your store page’s localized information.
- Lastly, choose ‘Review’ to preview the ad you created. Once everything has been set, click on ‘Confirm’ to publish.
How Do You Buy Traffic on Facebook?
Buying traffic on Facebook doesn’t require complicated procedures. However, it needs tedious efforts. Buying traffic means that you create an ad campaign, choose your audience, set your budget, and monitor your campaign’s performance. But there are other ‘free methods’ to buy Facebook traffic, which are the following:
Place your website links and physical store address.
Embedding your website links and store’s address allows for a more fulfilling shopping experience than just going over your Facebook page. And once users are satisfied with the experience, expect traffic to follow. You may also check out this YomConnect review to attain a higher customer engagement for your brand.
Create high-performing and quality content.
An ad is nothing without quality content. A post that drives traffic stimulates the viewers’ thoughts, curiosities, or fancies. You may also check the most shared content on the internet for ideas.
Know your audience, and give them what they want.
Get to know your audience and understand their behavior if you want to increase your sales and traffic. As a result, you can address their needs better and improve their shopping experience.
Add a call-to-action button.
One best traffic-inducing way is to get users who’ve already engaged with your brand to perform an action. This can be achieved by placing a CTA button on your ads. CTA buttons allow your audiences to experience more of your brand’s offers while encouraging others to do the same.
Convert your engagers into fans.
One missed opportunity for building traffic is the people who’ve engaged with your page and interacted with your content but never liked your official business page. Often, when they’re done viewing your posts and reading your information, liking your page won’t seem necessary. To convert these users into fans, invite them to like your page.
Facebook Store Traffic Ad Examples
“How can I transform my website conversion into actual foot traffic?” Consider this question a guide throughout your whole advertising process. Again, converting online traffic to store traffic should be your goal. Here are several great examples to get you started:
In-store Discounts
A marvelous way to incorporate this strategy is by conducting seasonal in-store discounts, such as Christmas, Thanksgiving, or back-to-school discounts. Promoting in-store discounts urges your followers to drive to your store instead of making an online purchase.
Ex: Giving a 50% discount on cold drinks when purchased in the physical store during the summer season.
Special Events
Events allow your followers to interact with each other and your brand. A good event station would be somewhere near your store, or if you have ample space, you may conduct it in your official store.
Ex: Christmas cocktails! During the Christmas season, hold an event where your loyal in-store buyers could gather, socialize, and drink cocktails. If your target market involves kids, you can have Christmas cookies instead. To assure that they’d buy in-store, give out loyalty cards and have them filled for every in-store purchase.
Value Proposition
Aside from holding events and giving out discounts, it’s always best to stand out among a sea of competitors. Value propositions avoid price competition and highlight your brand’s key differentiators instead.
Ex: No one enjoys the hassle of packing and moving to a new home. Hence, FlatRate Moving advertises to help ease the hassle and stresses in moving by dealing with negative aspects. Their ad gives out the message of stress-free moving.
Leverage Facebook Store Traffic Campaigns for your Business Now
Generating website traffic is well and good. However, customers that walk through the store’s doors are often the lifeblood of a business with a physical store. Hence, if you want to see and boost your actual store traffic, you need to maximize what Facebook store traffic campaigns have to offer.
Want to maximize your Facebook marketing strategies? Read our article, “Facebook and Small Business: Expert Tips for Marketers.”
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