Choose the right audience.

Within nonprofits, the main goal of every ad is to spread knowledge. Reach users that haven’t heard of you. Target individuals interested in similar non-profit or for-profit organizations that focus on the same area.

A few years back, I worked on a social ads strategy for a research project on health equity within communities. Within each ad, we targeted audience members with specific backgrounds and interests to share information relevant to them. We implemented A/B testing to determine the type of ads that resonated with each audience group. With these tactics and testing mechanisms, we were able to achieve the desired results — measured by increased downloads and activity within analytics. 

– Sarah Kelley, Sr. Digital Strategist

Choose the right audience.

When creating a paid ad strategy, it’s critical to know your audience well and have specific goals in mind for the campaign. Knowing your audience helps dictate what keywords they’d likely search for and what type of messaging resonates with them. Similarly, being in tune with your campaign goals allows you to create specific calls-to-action to get there. Want leads?  Make sure your ad copy tells the user to contact you, fill out a form, or call now.

Think about your campaign goal. Do you want to drive leads? Bookings? Website traffic? If your goal is to drive bookings, for instance, think about how someone would search if they were ready to do so. If you’re a family photographer and you want to promote bookings, you wouldn’t bid on the keyword “cameras for photography” because that’s likely irrelevant to your business. You would bid on a keyword like “top photographer in x location.”

– The Ironistic Team

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