It’s no secret that out of all digital advertising channels, search converts at the highest rate. Users searching for your brand or product are expressing unique and focused interest, and are therefore much more likely to convert in that moment than when they are being shown an ad on display or social media. So how do you influence people to becoming interested in the first place and search for your product? One tried and true strategy for boosting search volume is Awareness Facebook Ads.
Do keyword research to find low competition keywords that are relevant to your brand or product. Search auctions for in-demand keywords can be pretty expensive, so ideally you want to find keywords or phrases that are around $1.00 or less per click. Using the Google Ads Keyword Planner, collect a group of low competition keywords that you can advertise on. Don’t worry about the search volume for now, you will create the volume with your Facebook campaign.
Build a couple of saved audiences in the Facebook Ads Manager comprised of users who are likely to be in your market. You’ll want to keep the audiences fairly large to get a low cost per impression. For example, if you’re selling IT Security software, you could target people who follow news pages about IT Security or people with interests in Network Security. But if you target people with jobs in IT who live in Kansas City, you will pay much more for your ad to be shown and the results will be slim.
Create a Brand Awareness campaign in Facebook targeting the audiences that you saved. With the Brand Awareness objective, Facebook will use its user data to show your ads to people who are most likely to engage with them. While setting up your ad group, make sure to use the “lowest cost” option as your cost per impression. In your Facebook ads, use the keywords that you identified in Step 1 in your ad copy, as your headline, or anywhere you can fit them in the description. The more often users in your target demographic see your ad in their Facebook feed, the more likely they are to start searching for those keywords.
In Google Ads, create search campaigns targeting those low competition keywords. Make sure your ad copy uses the keyword in the headline and description as much as possible to boost your quality score. For the best results, separate your like keywords into their own Ad Groups with matching ad copy.
Keep this strategy going for as long as you can afford and be sure to test different audiences and keywords as you go!