Tim Peterson says, “Facebook is adding maps to its location-based local awareness ads to give brands a better chance you’ll visit their locations. And if you do, Facebook will now start telling brands how many people it thinks actually visited their locations based on these ads.

Advertisers had previously tried to offer store location info by including links within their ads, but too often the landing pages attached to those links were designed for desktop, not the phones on which these ads run. “What we’ve built is a mobile-first, native experience that is part of the ad format itself,” said Facebook product manager Sam England.

Facebook isn’t rolling out its own map product to plot a business’s location in its ads that show up in Facebook’s mobile app when someone is nearby. Instead it will be using the mapping tools built into people’s phones, i.e., Google Maps and Apple Maps. That means people will be able to click on these in-ad maps to get directions to a store, view its hours and retrieve its phone number”.

Facebook is putting maps in ads and will measure store visits

Marketing Land

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