Facebook’s New Ad Products for Brick-and-Mortar Retailers

Facebook Tuesday introduced three advertising products aimed at retailers with brick-and-mortar stores: store locator, store visits and the offline conversions API.

Facebook Tuesday introduced three advertising products aimed at retailers with brick-and-mortar stores: store locator, store visits and the offline conversions application-programming interface.

Store locator allows Facebook users to quickly access a map displaying the locations of a retailer’s physical store locations, as well as information including address, hours, phone number, website and estimated travel time to reach those stores.

Store visits gives retailers information on the number of people who viewed local awareness ads on Facebook and then actually visited those stores.

And the Facebook offline conversions API gives retailers insights into the impact of their Facebook marketing campaigns on in-store transactions, call-center transactions and more.

The social network offered more details about the new ad features in a Facebook for Business post:

A fundamental challenge for brick-and-mortar businesses today is measuring the impact of their advertising campaigns on store visits and sales. Today we’re announcing new solutions for businesses to drive people to their stores and measure the amount of store visits and in-store sales following their Facebook mobile ad campaigns.

Store locators on a business’ website can be frustrating for people on mobile, requiring several taps or typing a postal code into a small form. The new store locator removes that friction to help people on mobile find business locations quickly and easily.

The store locator shows a map of all the locations a business has nearby. People can click on the map in the ad to see information about nearby locations. Without leaving the ad or app, they can view the address, hours, phone number, website and estimated travel time for each store.

The store locator can be added to any local awareness ad and is available now to all advertisers.

StoreLocator2

Historically, it has been difficult to quickly and effectively measure the impact of advertising on store visits and in-store sales. With the launch of store visits—a new metric in ads reporting—advertisers can now better understand their store traffic after running local awareness ads, complementing current ads reporting to provide a more complete picture.

Advertisers can use store visits reporting to:

  • See how many people come to your store after seeing a Facebook campaign.
  • Optimize ad creative, delivery and targeting based on store visits.
  • Analyze results across stores and regions to plan and optimize future campaigns.

Store visits is an estimated metric based on information from people with location services enabled on their phone. The metric will be rolling out to advertisers globally over the coming months.

Advertisers now have a way to connect transactions that take place in store or over the phone to their ads. The offline conversions API allows businesses to match transaction data from their customer database or point-of-sale system to ads reporting, helping them better understand the effectiveness of their ads in real-time. Businesses can work with partners such as IBM, Index, Invoca, Lightspeed, LiveRamp, Marketo and Square or with Facebook directly.

Advertisers can use the offline conversions API to:

  • See real-time results as transactions occur in-store and over the phone.
  • Gain demographic insights about people who purchase.
  • Optimize future campaigns.

We’re currently testing the offline conversions API across all ad objectives, including local awareness.

Readers: What are your initial thoughts on the new ad products announced by Facebook Tuesday?

Store Locator demo from SocialTimes on Vimeo.