How to Localize Social Ad Creative for Your Restaurant Brand

Recently, I published an article discussing the impact of running local social ads from local restaurant franchise pages. In it, I focused heavily on direct response calls-to-action, which may have left you asking, what about localized creative? That’s a fair point. It’s not enough to deliver the ad locally; the ad needs to feel local as well. Let’s look at how this can be accomplished through scaled social advertising – with dynamic campaign creative to fit your franchisee’s local flavor. 

Creative that’s On-Brand, Every Time

Risks like brand dilution make it challenging to relinquish control of creative at the local level. Tiger Pistol’s solution gives brands control of social advertising creative and messaging through templatized campaigns, alleviating brand-level worries about foibles at the local level. Tiger Pistol creates templates for your campaigns in single image, video, and carousel formats, ensuring all your creative is on-brand. Locations and franchise partners win with the flexibility to choose the right creative, offers, and messaging for their market.Brands win by gaining control through our predefined framework and the ability to publish ads to franchise and location pages at scale. What’s more, all campaigns run in A/B tests, auto-optimizing to the winner, and reporting is available at the brand and local levels. 

Best-practice Localized Social Ad Creative for Restaurants

You eat with your eyes first, so your creative should draw diners in with high quality images of your restaurant, food, or drinks. To entice diners and drive the desire to visit your establishment, consider the following best-practices for restaurant creative assets. 

  • Optimize your images for mobile.  Most social scrollers orient their devices vertically, so be sure you’re cropping correctly. 
  • Match the creative to your brand. If your restaurant is airy and bright, don’t use photos that are dark and hard to see. 
  • Don’t just highlight your food. Enhance your local messaging with news of events, awards, and unique aspects of your restaurants, such as locally sourced/sustainable. 

Users want to feel engaged with your brand, and Tiger Pistol’s social advertising platform offers effective, localized social advertising to drive business and build loyalty, increasing the frequency of customer visits by serving social ads at the right time and right place to build your brand, share offers, and launch new locations. 

Request a demo today to see how Tiger Pistol makes it simple to distribute brand campaigns that can be locally edited and funded by your franchisees or locations. 

Jarrod Hitt is a Marketing Services Manager for Tiger Pistol. He specializes in helping national brands build scaled Facebook advertising solutions with an emphasis on local activation. Jarrod holds a marketing degree from the University of Wisconsin – Milwaukee. Outside the office, he enjoys spending time outdoors with his wife and dog, fly-fishing, skiing, mountain biking, and practicing his photography. 

Recipe for Restaurant Success - scaled social advertising

The Recipe for Restaurant Brand Success: Scaled Local Ads from Local Pages

“Where do you want to eat?”

“I don’t know, where do you want to eat?”

A common exchange to the point that 75% of people haven’t decided where to dine when they start their search. As a restaurant brand, you want your locations and franchises to be top of mind when tummies grumble.

Brand awareness ads just don’t cut the mustard when hunger hits. Local ads from local Facebook Pages, regardless of placement in the Facebook Feed, Instagram, or in Stories, resonate with local patrons. Which makes sense, as studies show diners typically visit restaurants within 2.6 miles of their home. With local ads published from local Pages, you can offer clear calls-to-action like “Get Directions,” which pull up turn-by-turn directions to your establishment, making it easy for diners to visit your restaurant over competitors.

Pro Tip: Don’t boost your posts. Instead, use direct response ads optimized for a desired conversion. Sure, having a million “Likes” on Facebook can be a good thing, but if those users are not visiting your location or ordering take out, what’s the point? Boosting posts optimizes for Likes, Shares, and Comments. Whereas direct response ads with the right call-to-action encourage users to take a desired action of your choosing, whether you’re looking to drive foot traffic to your store, prompt app installs, or direct users to online ordering, calls-to-actions can be the difference maker.

Multi-location brands that have business Pages for their individual franchises can use those Pages to further drive engagement via direct response social ads by promoting specials, events, and sign-ups for coupons offered by that specific franchise. Optimizing your copy with localized language not only resonates more with diners but running those ads off of local Pages results in a lower cost of advertising. By targeting your local Page ad campaign a few miles around the franchise’s address, you can not only beat your competitors, but also ensure you’re driving your potential diners to their nearest establishment.

Pro Tip: Don’t limit your targeting to users that “Live In” your certain area. Open the ad up to everyone in your targeted area because tourists and out-of-towners eat too!

This global-to-local approach brings enterprise strength tools into the local market. The local restaurant chain’s general manager can now easily partner with the brand to drive increased foot traffic for their establishments. It’s a true win-win for the brand, its franchises, and locations. Oh, and did I mention a lower cost of advertising and greater reach? Check out this use case. 

Challenge

A quick-service restaurant chain was continuously looking for insights and performance advice to improve social advertising campaigns. The client was running multiple brand-level campaigns off of the corporate Facebook Business Page, targeting by DMA across multiple locations.

The Solution and Benefits 

Together with the client, Tiger Pistol ran an A/B test to understand if more localized targeting and content would drive better campaign performance.

  • Local campaigns run off of location-specific Facebook Pages, leveraging insights from those individual Pages
  • Targeting was more relevant for localized campaigns; remote regions of DMA were excluded
  • Tailored campaign copy to mention the street, city or neighborhood of the specific location to increase relevance
  • Results from A/B test found that location campaigns were more cost-effective and resulted in better performance than the DMA campaigns the client had been running

Impact

  • 35% More impressions for location campaigns versus DMA campaigns
  • 30% Lower CPMs then running the same campaigns through the national brand Page.
Learn more about how you can empower your local partners with brand-approved local social advertising. Contact Tiger Pistol today!

Jarrod Hitt is a Marketing Services Manager for Tiger Pistol. He specializes in helping national brands build scaled Facebook advertising solutions with an emphasis on local activation. Jarrod holds a marketing degree from the University of Wisconsin – Milwaukee. Outside the office, he enjoys spending time outdoors with his wife and dog, fly-fishing, skiing, mountain biking, and practicing his photography.

Keep Your Agents Compliant: Facebook’s New Rules for Real Estate Ads

The Fair Housing Act is a big deal. Born in 1968, it protects all people in the United States from discrimination in all facets of private and public housing. Fair, certainly, but when it comes to highly-targeted social ads, it can be difficult to know where to draw the line. Facebook learned the hard way, and after receiving a discrimination charge from the Department of Housing and Urban Development, they’ve had to course-correct some of the publicly-available targeting options for real estate advertisers.

Before we explore the changes Facebook has made to remain compliant with Fair Housing, let’s first agree on who the changes are impacting. While it may seem obvious, it’s important to understand how Facebook actually defines real estate advertising. The social giant now refers to it as a Special Ad Category titled “Housing Opportunity or Related Service.” According to Facebook, “Housing Opportunity or Related Service” is defined as “ads that promote or directly link to a housing opportunity or related service, including but not limited to listings for the sale or rental of a home or apartment, homeowners insurance, mortgage insurance, mortgage loans, and home equity or appraisal services”.

According to the Fair Housing Act, it is unlawful to publish advertisements in any media or outlet “that indicate a preference, limitation, or discrimination because of race, color, religion, sex, disability, familial status, or national origin.” But our society has changed dramatically since 1968, including how we advertise for the greatest impact. This shift to highly-targeted social advertising spurred the Department of Housing and Urban Development together with Facebook to release new advertising policies for all real estate campaigns across the Facebook family of apps to ensure equal treatment among those searching for housing. 

Specific to real estate advertising, Facebook has banned the following targeting parameters:

  • Age & Gender targeting
  • The following Location Types: Zip Codes, Subcities, Neighborhoods, Metro Areas / DMAs, and Electoral Districts. 
  • Radius of less than 15 miles around Cities or Addresses
  • Location Exclusion targeting
  • Interest Exclusion targeting
  • Demographics and Behavior targeting
  • Use of Lookalike Audiences (which have been replaced by the newly-created Audiences for Special Ad Categories)

Besides the inability to select those targeting options, Facebook also requires real estate advertisers to designate that they are advertising a housing-related ad and certify they will comply with Facebook policies. 

Our expertise and dedication in the Real Estate advertising sphere and our close relationship with Facebook has given us a leg up in understanding the requirements so we can help ensure agents aren’t able to (inadvertently or otherwise) skew their advertising too much into, or out of, certain geographic areas. Tiger Pistol proactively rolled out these diminished targeting guidelines in our advertising prior to the deadline to stay ahead of the curve. In partnership with Facebook, we’re continuously evolving to ensure our clients’ agents are in compliance with Facebook Advertising rules and regulations when it comes to advertising real estate, optimizing our Platform so that Real Estate ads published via Tiger Pistol comply with Facebook’s policies.

Ready to provide your agents with the industry-leading, best-practice social advertising platform? Learn More