The Store Traffic advertising objective allows us to create Facebook ad campaigns to increase foot traffic and boost sales at our stores. We can select the Store Traffic objective for our campaign if we have added shop locations to Facebook.
When we create a campaign with the Store Traffic objective, we can:
- Customize ads to get local information for each of the shops.
- Use a shop locator map card and call-to-action buttons such as Get Directions to encourage people nearby to visit the closest shop.
- Deliver ads to people within a set distance of each shop.
Ads can include each shop’s address, phone number and a map card. We can use location targeting to set the area around the shops that we want to reach.
The Store Traffic objective allows us to create and deliver localised Facebook ads to people nearby and encourage foot fall to the shops.
Main thing is to add our shop locations to Facebook before we create Store Traffic ads.
Steps to Create a Store Traffic ad campaign
To create an ad campaign with the Store Traffic objective:
- We can select Store Traffic as our marketing objective from Ads Manager.
- We have to select our budget optimisation preferences and select Continue.
- Below Stores, select a store set. A store set is a group of physical shops in one country that we want to reach. We can choose an existing shop set or select Create a new shop set. To create a shop set:
- In the pop-up, choose the country where your shops are located from the Country drop-down menu. We can only run a Store Traffic campaign in one country per ad set.
- Enter an address, city or town in the country we chose and select the shops. We can also select Browse to see all shops available in that country.
- We can set a radius to determine how large of an area around our shops we want our ads to reach. Select Automatic radius if we want to set the radius based on population density. Select Fixed radius to choose a specific radius size in miles or kilometres. We can use a larger radius to reach more people or a smaller radius if we don’t think your customers travel very far.
- We will see a summary of your shop set. We can enter a name for our store set and select Create.
- We can set our ad audience, placements, budget and schedule.
- Below Identity, we have to choose Ad voice. Our ad can come from our main Page or one of individual store Pages.
- Next is to choose from the carousel, single image or video or collection ad formats.
- Entering text for the ad is the next step. Select to get localised information about each of the shops, such as Phone number and Opening hours.
- For carousel format, we can add a shop locator map card that shows people the closest shop. Add a call-to-action button such as Get Directions. Buttons use localized information from our shop Pages.
- Last step is to Confirm & publish.
Store visits results
Store visits are the estimated number of times that people visited the shops, attributed to the ads. In ads reporting, Store visits results use a range of measurement signals, including:
- Information shared by people who have chosen to turn on location services on their mobile devices.
- Satellite imagery and mapping data from third parties that show the location boundaries of the shops.
- Filtering out people who may be employees or appear to be moving past your shops rather than visiting.
According to Facebook:
Not every visit to a shop can be detected, store visits results are modelled. This means the results don’t indicate the exact number of people who visited the shop.
Cost per store visit
In addition to store visits, we can also see reporting for cost per store visit. This breaks down the cost of each store visit attributed to the ad. We can use this metric to understand more about how cost-effective our ad campaign is.
Cost per store visit doesn’t mean the actual amount we pay per store visit. It is based on the number of impressions the campaign delivers. Instead, cost per store visit is calculated as the total cost of your campaign divided by the number of store visits attributed to that campaign.
This is another useful Facebook measurement tool. It measures when people make purchases in the shops and through other offline channels after they see the ads. Offline events are calculated separately from store visits and aren’t based on aggregated estimates like store visits.
Using Custom Audiences from the data we created
For this we can use a separate ad set or campaign, as merging the data with the store locations and targeting will not be getting us results. We can try creating separate campaign using the custom audience, and not choosing any other data and compare the results.