Claymakers at Black Duck Ceramics Studio, 2020.

A recent article on CultureHive (UK) got me excited. Yes I am excited by industry blogs. Tomas McKannie outlined the difference between Google Ads and Facebook Ads and how to decide on which is best for your purposes. It’s a quick, easy and super insightful read. Check it out. 

My 2 cents of added value comes in the form of giant, flashing red, WARNING signs.

FOR FACEBOOK: DON’T

  • USE ADS FOR SHORT LEAD CAMPAIGNS

Facebook Ads need time to learn. For most Australian arts orgs your followers aren’t engaging often enough to let the platform learn quickly. It can take weeks, even months. Think of it as every day lunchtime specials – great, one off weekend event – not great. 

  • BOOST POSTS

Solo boosted posts are rubbish. Think about your audiences first. Create them on Facebook, have them live and growing. Don’t waste your money and effort on an activity that will be forgotten by the platform next time you come to advertise. 

  • TREAT IT AS ALTERNATIVE TO YOUR DATABASE

Well crafter, targeted EDMs will always give you a better response and conversion rate than Facebook ads. Use Facebook Ads to build your subscribers, then use your EDMs to tell them what you are doing. 

FOR GOOGLE ADS: DON’T

  • GIVE EACH EVENT/CAMPAIGN A SEPARATE CAMPAIGN

The starting point for google campaigns is always audience behaviour – what do you want people to do once they get to your site? As such, you might have campaigns that run year round with titles such as “Tickets”, “Donations” or “Competitors”. This is a BIG shift in campaign strategy, structure and reporting. Think about it carefully. 

  • LAND ON A GENERIC PAGE OF YOUR WEBSITE

Whereas a broader generic bucket is required for the campaigns, the opposite is true for the landing pages. Don’t just throw your annual donations campaign onto your generic donations page. Assume the person going there has already seen, read, and clicked through on your ad. They are ready for the action right away. Have a huge DONATE NOW button above the scroll, or better yet, land on the donations form.

  • USE YOUR WORDS IN YOUR SEARCH ADS

If your brand has an aversion to particular language e.g. the accountants who “buy and sell businesses” not “mergers and acquisitions” or the youth art group who won’t call participants “kids” – get over it. Keywords are king. They can be researched and ranked and are based entirely on what people are searching for, not what you like to call yourselves.