Connecting With Your Community Through Facebook Ads
Canary recently managed a social media and community outreach campaign for an arts organization that was looking to integrate Facebook ads into its outreach strategy. After narrowing the target audience to the relevant geographical location, we started to think about top level keywords that would appeal to people interested in the arts, applying the first logical keyword: “Art.”
Surprisingly, the number of people who like “Art” isn’t as high as you would think, because here’s the thing; people don’t just like Art, they like “Picasso” or “Sculpture” or “sculptural paintings by some dude who only uses his feet.” People tend to identify with specific things that fall under the purview of general concepts, without liking those larger scope phrases directly – and therein lies the complex beauty of Facebook ad keywords.
These keywords effectively widen a target audience by connecting with people through their existing related interests – which is where creative and effective keywords enter the picture. Word association, brainstorming and, most importantly, research are at the core of Canary’s keyword generation process.
By adding keywords that were art-related (museums, galleries, etc.) we were able to effectively reach audiences that were not only more likely to interact with the ad, but who would actually be interested in the programing we were promoting. And the results speak for themselves:
1-month Facebook Ad Campaign: Impressions
(average 1 million/day)
1-month Facebook Ad Campaign: Clicks
*The immediately evident spike in these graphs is directly related to Canary’s creative keywording process, which made a considerable difference in the success of the ads over the lifetime of the campaign.
Do you find the ads on Facebook relevant? How often do you click on them?
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