Editors Note: We created a DIY Facebook Ads Marketing course here in case you can’t hire our agency. But if you want us to do your Facebook Ads Marketing, call us 1-619-642-2500 or fill out the contact form.
A Case Study
If you think grocery stores have no business advertising on Facebook, then you would be sorely mistaken. A good example of how a grocery store can capitalize on Facebook’s reach to grow it’s business comes from Shoprite.
This family owned chain managed to reach nearly 500 000 people with ads that show how it has been supporting local farmers. But how much did that cost? The estimated cost for the campaign was $0.06 per video view. So, how did this company achieve this goal?
The first thing that you need to do when creating Facebook ads for your grocery store is have clear objectives. What is it that you wish to achieve with your campaign and how are you going to achieve those aims. Facebook offers a number of Objectives, from which you can choose the one that’s most appropriate for you;
You will notice that many of the Objectives that are outlined above are related. Facebook allows you to choose only one, but which is the most appropriate when creating Facebook Ads for Grocery Store?
For the Shoprite example that we gave at the top, brand awareness was chosen as the objective. What this means is that you simply wish to make an impression in the minds of the people who you are targeting with your Facebook ads. You can also choose video views or store visits as your Objectives.
One of the biggest mistakes that you can make when it comes to creating Facebook Ads for Grocery Stores is to do it for the simple reason that others are doing it. Yours may be a great store, but there are likely two or three other equally great stores within your vicinity. So, what is it that sets you apart from the competition? That is the story that you should strive to tell when creating Facebook Ads for your Grocery Store.
Telling a story is all about drawing and giving inspiration. In the case of Shoprite, the company drew its inspiration from local farmers, whom it then set out to support by getting produce exclusively from them. The story itself is inspiring, which is not surprising that it became part of the Facebook advertising campaign.
The good thing is that there can be no end to the kind of stories that you can tell as part of the process of raising brand awareness for your grocery store. You can, as an example, support the local marathon, support local farmers, support the disadvantaged, exclusively source organic produce and many other inspiring events.
The success or failure of your Facebook advertising project is largely going to be dependent on your ability to narrow down on the right kind of audience. Remember what we have just said about Facebook having over 2.1 billion monthly active users.
This tends to be a blessing, but you should be careful about targeting only the right kind of people. What you don’t want to do is end up having your ads delivered to people who have virtually no interest in whatever it is that you have to offer. So, how do you zoom in on your target audience when creating Facebook Ads?
In Ads Manager, once you have chosen your Objective, the next thing that you need to do when creating Facebook ads for Grocery Stores is work on the Ad Set settings. This is where you really narrow down on your target audience.
The location setting allows you to choose the Geographic locations of the people to who you wish to have your Facebook ads delivered.
Grocery Stores Are Localized
The thing to remember here is that Grocery stores tend to be highly localized. What this means is that you are not going to get people driving across the country just to buy from your store. Unless you are a big chain that has stores everywhere, your targeting parameters need to be restricted to a specific area around the physical location of your store. This can be anything up to 3 miles around the physical location of your store.
These are other important settings that are provided by Facebook to allow you to further narrow down on your target audience. Realistically speaking, as an example, there is really no need for you to have your ads delivered to people who are below 18, as they usually do not have a say on where the family is going to get groceries. A better target age range would be something between 25 and 60.
This section allows you to further zoom in on the people that you are targeting with Facebook Ads for your Grocery store. Remember that Facebook collects a wealth of information from its users, and you can take advantage of this to target people who are most likely to respond positively to your ads. For the sake of this example, we are going to be targeting the following people;
Facebook allows you to create a wide range of ad types. The thing to remember, however, is that people on social media are usually in a hurry, meaning you only have a few seconds in which to capture their imagination. You can do so with the help of an image, or a picture that best conveys the values that you are likely to associate with your brand.
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