Do you run the Facebook Page for a local business? If so, there is a good chance that your page is set up as a Place rather than a basic business page.
When you were first creating your page you had the option to select the type of company you own.
If you selected Local Business or Place your page is set up as a Place.
Why does this matter?
Benefits of Being Listed as a Facebook Place
Having a Facebook Page that is set up as a Place allows people to check in to your page.
For example, you can see here that the The Metropolitan Musean of Art in New York has had over 600,000 people check-in on their Facebook Page.
Each time someone checks in to your Facebook Page it will post to their Facebook profile and also show up in the Newsfeed of their friends, thus providing your local business with free advertising:
In the above example you can see that one of my friends checked in to the Boynton Beach Mall. He is able to do this because the Boyton Beach Mall Facebook Page is set up as a Place.
In addition to getting free advertising from your customers who check-in, having your company set up as a Place on Facebook allows increases your visibility with people who are looking for businesses like yours.
For example, I can search for restaurants nearby my current location and if your business is set up as a Place (and a restaurant) it will show up:
So, how does this affect your Facebook advertising?
It doesn’t, not really.
When you go to create a Facebook ad for your business page (whether within AdEspresso or Facebook’s native advertising tool), you will have the option to create an ad for a Page or a Place:
If your Facebook Page is set up as a Place you will need to select the Place option.
As for setting up the actual ads, there is no difference between the functionalities of a Page or a Place.
It is likely that in the future (possibly the near future) Facebook will allow businesses set up as Places to target ads to people who have checked in at a particular location, but that isn’t available right now.
It’s also likely that in the future Facebook will allow advertisers of Places to sponsor results for local businesses, but that also isn’t available right now.
The biggest advantages for local businesses that are set up as Places right now include the free advertising in the form of Newsfeed stories when your customers check in to your Page, as well as the ability to show up in searches for local businesses.
We will keep you updated on whether (and when) Facebook introduces new advertising options for Places.
Do you have any questions about anything in this post? If so, please leave a comment or tweet to us @AdEspresso and our team will do our best to answer your questions. If you’re ready to start optimizing your Facebook ads please sign up for our FREE beta.