Facebook's Local Awareness Ads - 'Content within your community'

You may have noticed that Facebook have been shaking things up a bit (so much so that Google are now advertising on FB). Having recently done an overhaul on lead generation ads, FB have now launched Local Awareness Ads (LA ads) which looks like a move primarily focused on the SME market. However, these ads can also be applied across various sectors. With some innovative thinking and strong creatives, you can utilise this paid social media option to spread your content to local communities, literally making you the talk of the town.

So what are local awareness ads?

Local awareness ads are just like the normal FB ads. However, the targeting and CTA buttons are slightly different. First, you choose a radius of your current storefront or organisation, and then push ads out to applicable audiences within that radius. Doesn't sound revolutionary, but the next part is where it becomes interesting. You then choose from 4 CTA buttons:

• Call Now - Call the business
• Learn More - Redirect to the website
• Get Directions - Get a localised map of how to find the shop front
• Send Message - Send a direct message to the company.

The last 2 of the 4 options are new and create additional dimensions to how your local customers interact with you. If your consumer has a niche query, they can easily send you a direct message creating a personable interaction. If they're looking for the best service within an area that they can walk to, the directional call to action is perfect for literally directing traffic to your shop.

How can I use them to reach my customers?

• "No Beards Since 1988! - The best places to avoid NQ Hipsters"
• "Sick Of Starbucks? Come to Annie's! Manchester's Secret Coffee Palace"
• "Want To work For an Agency At Your Door Step? Find Out More Here"

The beauty of hyper local content is you can make it specific, and use in-jokes to connect with your consumers in a much more personable way. This allows you to create imagined audiences and become an influence within that community at a fraction of the cost of a normal Ad campaign.

Building a strong local and grassroots presence can provide you with strong foundations for bigger growth. Whether its driving local sales or sharing knowledge within your local community, Faceboo's local awareness ads have just given you the ability to engage with consumers closest to you.