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Facebook Local Marketing for Restaurants. Step by Step Guide

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Learn how to get customers from your Facebook page to your restaurant with easy, cost-effective Facebook marketing tools

Publicada em: Marketing
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Facebook Local Marketing for Restaurants. Step by Step Guide

  2. 2. Would you like to bring people within 1 mile radius to lunch at your place today?We’ll teach you how. This slideshow will show you step by step how to launch Facebook Local Ads for your restaurant. Paymash wants you to have more happy clients. So when you are finished, post the link to your Facebook ad screenshot in the comments below and receive a $99 bonus from Paymash.com to use our services.
  3. 3. Create your Local Business Page on Facebook
  4. 4. If you don’t have a business page, go to https://www.facebook.com/pages/create/ to create one.
  5. 5. Choose the type for your business (restaurant/cafe, beauty business, fitness center, etc). Fill in the name and contact details - telephone number and address. Click “Get Started”.
  6. 6. Next step Facebook will ask you to add the category for your business (beauty/cosmetics company, fast food restaurant, family therapist, etc.), put a few sentences of description, add the website address and choose the Facebook address as well. Let’s scroll down now.
  7. 7. If you are a business, venture or real establishment, check “Yes” in the bottom. If you are official representative of this business on Facebook, you should also put “Yes”. (If you are not, you can connect your page to the official representation).
  8. 8. Our next step we will be adding the profile picture to our business page. You could upload your logo or any other photo that best represents your business.
  9. 9. Now we are ready to click “Next”. We recommend to add this page you’ve created to your Favorites so it’s easy for you to access it any time. Click “Add to Favorites”
  10. 10. Next step Facebook will show you if there are other pages with the same business name. If it’s not your business, click “Skip”. If it is, you can claim these pages and merge them together.
  11. 11. Next we will choose our preferred audience. As Facebook mentions, they will do their best to put your business in front of the audience you choose. In our example we’ve created a family restaurant in Zurich, Switzerland. The audience we want to attract are family oriented people from Zurich, so we’ve chosen Zurich as geo location, age 27- 65 as people of this age are likely to be interested in a family restaurant and also both men and women. When you scroll down (see the next slide), you will be able to choose the interests of your audience. Facebook is well known for its in-depth audience segmentation based on interests. You can choose anything from your audience’s food preferences, hobbies and activities to their job title and favorite sports.
  12. 12. In our example we’ve chosen people who like pasta and european cuisine and also express interest in family, parenting and motherhood/fatherhood to target those family oriented potential customers. In our example restaurant we are mostly interested in German speaking customers. Analyze your existing clients, think of what their interests might be and put this Facebook audience settings according to this analysis. Click “Save”.
  13. 13. Now you’ve created your business page. You will be able to access it from your favorite pages in Facebook or by typing the url into your browser. You can customize this page by adding cover photo, putting CTA (call-to-action) button and start posting your local business news. However, in this guide we’ll skip this as our goal is to learn how to target local customers with Facebook ads.
  14. 14. Setting up Ad campaign
  15. 15. Click the arrow icon at the top right corner and choose “Create Ads”.
  16. 16. We are going to choose the “Send people to website” campaign objective as “Local awareness” objective is still not available for majority of countries. You can still set up geo location targeting of your local business using “Send people to website” objective.
  17. 17. Name your campaign and click “Create Ad Account”
  18. 18. Next step we will set up the Account Country, Currency and Time Zone. Click “Continue”.
  19. 19. Now we are going to create our audience. In the “Add location” field we have typed in our restaurant address. Then we’ve chosen the radius of 1 mile. Now Facebook will target everyone in the radius of 1 mile from our restaurant. Let’s scroll down and narrow our audience.
  20. 20. We’ve chosen both men and women as our targeting audience, the language is German. Then we’ve included interests of our potential customers. This is an important part - when you choose several interests in one section, Facebook sets an alternative rule for them. E.g. we want our target audience to have interest in restaurants, pasta and be family oriented. To receive an audience that matches ALL of these three parameters you need to continue narrowing your audience with new blocks of interests. Otherwise, Facebook will show your ads to ANY of these groups.
  21. 21. We recommend to edit placements and instead of including all of them as Facebook recommends, choose only Facebook feeds and Instagram (if your target audience uses Instagram). The right column tends to have a lower CTR (click through rate) therefore the clicks will be more expensive and overall campaign not so efficient.
  22. 22. The bigger budget you set, the more people you will reach. That’s what Facebook will tell you. However, we strongly recommend to experiment first and find your well performing audience before you start investing in a particular campaign. Start with as low as €5-10 for a daily budget. Another thing to consider is schedule. Set up the dates and timing when you think it’s best for your potential audience to see and engage. E.g. if it’s an ad for a bar, try Friday/Saturday nights. In a family restaurant like in our example, we’ve chosen to run our ad during Saturday and Sunday. For a more detailed scheduling (e.g. ads that run from 8 to 12 AM every Tuesday and Wednesday) Facebook requires to choose Lifetime budget instead of Daily Budget. The minimum Lifetime budget Facebook allows you to set is €150.
  23. 23. We set optimization for Ad Delivery at “Link Clicks”. We don’t recommend to set it for impressions unless your main goal is brand awareness. You can set the Bid Amount to automatic. This way Facebook helps you to get clicks at the best price. We’ve checked the “Run ads all the time” for now. As we mentioned before, if you want your schedule to be more specific and run ads for less than 24 hours a day, you will need to set up lifetime budget. Choose Standard Delivery type not to keep your potential customers frustrated by too many ads from your business in their feed. Click “Continue”.
  24. 24. You can choose from different ad formats. In our example we’ll cover the simple single image ad. However, you should know that video ads work great in Facebook. The carousel and the slideshow ad formats are also worth considering and experimenting with.
  25. 25. Next step we’ll browse through Facebook Free Stock images to choose an image for our ad.
  26. 26. In our example business our goal is to bring people to lunch at our restaurant so we choose the juicy image of food.
  27. 27. Scroll down and choose your Facebook local business page we’ve created earlier to represent your business in ads. Now it’s important to understand where your customers will land after clicking the ad. For restaurants and cafes in US and Canada Facebook has an option of uploading your pdf menu to your Facebook business page. Since we are operating from Switzerland, we will have to link to the website page. Make sure you have an attractive landing page with a call to action that engages your customers. If you are a small retail business, you can create your webshop fast and easy with Paymash webshop and drive your customers to the product pages.
  28. 28. Now it’s time to fill in the Headline and Text. Think of an attractive headline or even a special offer from your business that would encourage your potential customers to click through. You can choose the call to action button text from several Facebook options. Type in the link description, just keep in mind that it won’t be displayed on all devices. You can keep your homepage url as the display link.
  29. 29. So that’s the ad we’ve just created. Looks yummy? Think critically if you’d click through. Show to your friends/colleagues and constantly experiment with the images/headlines/texts till you find the combination that performs best with your audience. You can also create several ads within one ad group, so use your imagination and creativity. Headline tip: you can also increase your ad engagement by specifying the distance separating your business and your potential customers. You can use phrases like: “5 minutes walk”, “nearby”, “2 minutes drive” to emphasize how easy you are to reach.
  30. 30. Here’s a few more optional settings to cover: - URL parameters. If you use analytics tool for your website (like Google Analytics), you can set up url parameters to be able to track where your visitors come from (which particular ad). You can find more info on setting this up here. - Offline tracking. You can also enable offline tracking of your ads. E.g. someone who saw your ad and made a call to book a table. You can find more info on setting this up here. - Facebook Pixel. You can retarget people who visit your website with Facebook by putting Facebook pixel (it’s actually a code) to all pages of your website. Facebook creates a custom audience based on this and you can show Facebook ads to people who visited your website. You can click “Create a Pixel” and Facebook will guide you through the process. You can also skip these steps and get back to them later if needed.
  31. 31. When you have everything ready, click “Place Order”
  32. 32. Next step is selecting a payment method. You can pay with Paypal or a bank card.
  33. 33. Now you have everything set up and your campaign will start on the dates you’ve specified. You can track its performance in Facebook Ads Manager. Don’t get upset if the clicks are too expensive in the beginning. Experiment with the audiences you target and the ads you show them to increase the click through rate. The higher CTR your ads will have, the less you’ll have to pay for a click. Good luck promoting your small business!
  34. 34. Paymash wants you to have more happy clients. Post the link to your Facebook ad screenshot in the comments below and receive a $99 bonus from Paymash.com to use our services. Sign up for our newsletter at Paymash.com to receive other useful tips from Paymash for your restaurant.