Written By: Adam Dince
The Facebook Advertising machine has been on a roll over the past few years. The newest type of paid advertisement Facebook offers is called “Local Awareness Ads”
With Local Awareness Ads, Facebook gives businesses the opportunity to target potential near-by customers on their mobile devices. Businesses can do a variety of things with Local Awareness Ads.
- Increase brand awareness
- Make timely offers
- Be more competitive
- Ask customers to leave a Facebook review
Before I throw my two-cents in about Local Awareness Ads, I must admit that I’m not a fan of paid social media advertising. In my opinion, building communities and relationships organically is the best way to drive value from social. And while paid social ads do have their place, I think they’re overused and oversold by both Facebook and agencies. Don’t take my word for it.
However, to break from that line of thought, I do believe Local Awareness Ads are Facebook’s best opportunity to provide value from its ad platform. It truly synergies social, mobile and local in a way that should theoretically deliver fairly relevant and impactful advertisements.
In order for Facebook to rock it with Local Awareness Ads, they must maintain a solid customer experience for the people receiving ad notifications on their mobile devices.
Here are a five of the considerations that I hope Facebook takes in to account as it relates to Local Awareness Ads:
- Usefulness: Ads should be useful to me. My phone is already blowing up with notifications that I could care less about.
- Offers: If I’m allowing advertisers the ability to reach me on my phone, advertisers should give me something for it. Preferably a discount or an offer.
- Throttling: Facebook, please don’t firehose me with Awareness Ads notifications.
- User-Experience: Please do test and find the best ad push experience. Personally, I’d love a page I can visit that lists all of the offers from businesses in the local area as opposed to a bunch of notifications.
- Opt-Outs: If we don’t like Local Awareness Ads, make sure we can easily opt out.
Put yourself into the shoes of a local shopper. What are your thoughts?