• About
        • Paid Social

          Highly targeted performance marketing

          Paid Search

          Exceptional growth across the Google network

          Social Media

          Increase your engagement across social

          Content Creation

          Producing unique social content

          Web Design

          Building a high converting e-commerce store

          Email Marketing

          Creating automated email funnels

  • Case studies
        • Branded Content

          Create brand-first impact through video

          Social Media content

          Dominate socials through quality content

          Product Adverts

          Drive conversions through video

          Web Design Portfolio

          Top spec web design projects to improve your brand

  • Blog

How to Choose the Right Keywords for Facebook Ads

Imagine pouring your heart and soul into crafting the perfect Facebook ad. The visuals are stunning, the copy is compelling, and you’re ready to watch the clicks and conversions come rolling in. But then… crickets.   

What went wrong? Chances are, your ad didn’t reach the right people. And that’s where keywords come in.

Now, you’re probably thinking – “But wait, I thought keywords were just for search engine optimization!” Yes, it’s true that keywords are essential for SEO, but they can also be a game-changer for your Facebook ad campaigns.

Get this clear: Adding keywords to your Facebook ads isn’t a must, but they can help put your ads in front of the people who are most likely to be interested in what you’re offering. And that’s what makes them important.

Upbeat Agency Logo

Boost E-Commerce ROI: Download Our Free CPA & ROAS Calculator

But with so many keyword options out there, how do you know which ones will actually reach your target audience and drive results? We’ll be breaking down the answer in this article.

And by the end, you’ll have a clear, actionable plan for selecting keywords that will skyrocket your ad performance and get you the most bang for your buck. Sound good? Let’s cut to the chase!

how to choose the right keywords for facebook ads

But, first things first…

Let’s talk about what keywords actually are in the context of Facebook advertising. Simply put, keywords are the words or phrases that you use to tell Facebook who to show your ads to. 

When you create a Facebook ad, you have the option to target people based on their interests, behaviours, and demographics. And guess what? Keywords play a huge role in each of those targeting categories.

For example, let’s say you sell organic dog treats. You might target people who have expressed an interest in “organic dog food” or “healthy pet treats”. Those are your keywords. Easy enough, right?

So now that we know what keywords are and why they’re important, let’s explore the details of how to actually choose the right ones for your business when running Facebook ads.

1. Know your audience inside and out

Here’s the deal: if you don’t have a deep understanding of who your target audience is, you’ll never be able to choose the right keywords to reach them. It’s that simple.

So before you even think about keywords, you need to create a detailed buyer persona. This is essentially a fictional representation of your ideal customer. 

Your buyer persona should include demographics like age, gender, location, and income level. But don’t stop there! Dive deeper into their psychographics – their interests, values, lifestyle, and pain points.

The more specific you can get with your buyer persona, the easier it will be to choose targeted keywords that will resonate with them. Trust me on this one.

2. Brainstorm keyword ideas

Now that you know your audience, it’s time to start brainstorming potential keywords. And the best place to start? Your products or services, of course!

Make a list of all the words and phrases that describe what you offer. Then, think about the problems that your products or services solve. What might someone search for if they were looking for a solution to those problems?

For example, if you sell all-natural skincare products, your keyword list might include phrases like:

– organic skincare 

– natural beauty products  

– chemical-free skincare

– skincare for sensitive skin

– anti-ageing skincare

But don’t just stop at the obvious keywords! Think outside the box and consider related topics that your audience might be interested in.

3. Use keyword research tools

Brainstorming is a great starting point, but to really choose the best keywords, you need data to back up your ideas. That’s where keyword research tools come in handy.

There are a ton of great tools out there, but some of the most popular ones for Facebook ads include:

– Facebook Ads Manager

– Google Keyword Planner  

– SEMrush

– Ubersuggest  

– Ahrefs

These tools will show you data like search volume (how many people are actually searching for a particular keyword), competition (how many other advertisers are bidding on that keyword), and even suggested related keywords that you might not have thought of.

Pretty nifty, right?

Use these tools to validate your brainstormed keyword ideas and uncover new opportunities. Look for keywords that have high search volume but low competition – those are the sweet spot keywords that will give you the most bang for your buck.

4. Consider long-tail keywords

When most people think of keywords, they think of short, broad phrases like “dog food” or “skincare”. But here’s the thing: those broad keywords are often extremely competitive and expensive to bid on. 

That’s where long-tail keywords come in! Long-tail keywords are longer, more specific phrases that are usually 3-5 words long.

For example, instead of bidding on the broad keyword “dog food”, you might bid on a long-tail keyword like “organic grain-free dog food for puppies”. 

Long-tail keywords are great because they’re usually less competitive and cheaper to bid on. But more importantly, they indicate a higher level of intent.

Someone searching for “organic grain-free dog food for puppies” is probably much further along in the buying cycle than someone just searching for “dog food”. They know exactly what they want, and they’re more likely to convert. Makes sense, doesn’t it?

5. Match keywords to your ad content  

Here’s a mistake that a lot of advertisers make: they choose a bunch of keywords and then create a generic ad that doesn’t really match any of them. Don’t fall into that trap!

Your ad content needs to be directly relevant to the keywords you’re targeting. If someone clicks on your ad because they searched for “organic skincare”, but your ad is all about makeup, they’re going to be confused and unlikely to convert. 

So make sure that your ad headline, text, and imagery all match the keywords you’re targeting. Use those exact keywords in your ad copy so that people know they’ve come to the right place.

6. Test, test, test

Even with all the research and strategy in the world, you’ll never know for sure which keywords will perform best for your business until you test them out.

So once you’ve chosen your initial list of keywords, create a few different ad sets, each targeting a different set of keywords. Then, let them run for a while and see which ones perform best.

Keep an eye on metrics like click-through rate, conversion rate, and cost per conversion. If certain keywords are driving a lot of clicks but no conversions, they might not be as relevant as you thought.

On the flip side, if certain keywords have a high conversion rate but low search volume, you might want to bid more aggressively on those.

The key is to continually test and refine your keyword strategy over time. Don’t be afraid to try new things and see what works best for your unique business – that’s how you’ll strike gold!

7. Expand your keyword list over time

Finally, don’t think of your keyword research as a one-and-done task. Your ideal keywords will evolve over time as your business grows and changes, so it’s important to stay on top of it.

Make keyword research a regular part of your Facebook ad strategy. Keep an eye on your competitors and see what keywords they’re targeting. Use your own customer data to uncover new keyword opportunities based on what people are actually searching for.  

The more you expand and refine your keyword list over time, the better you’ll be able to reach your target audience and drive results from your Facebook ads. It’s an ongoing process, but it’s so worth it!


Choosing the right keywords for your Facebook ads is both an art and a science. It requires a deep understanding of your target audience, strategic research, and ongoing testing and optimization. 

But if you follow the steps outlined in this article, you’ll be well on your way to creating keyword-targeted ad campaigns that drive real results for your business.  

Keep in mind that the key is to focus on relevance above all else. Choose keywords that accurately reflect what you offer and what your ideal customer is searching for.

And don’t be afraid to think outside the box and try new things! The beauty of Facebook advertising is that you can always test and refine your approach over time.

So what are you waiting for? Start brainstorming those keywords and get ready to take your Facebook ad campaigns to the next level!


graphic design

Download our E-commerce ROI calculator

Use our simple but effective tool to give you a deeper understanding of your current marketing and where to improve.

Book Your Free Consultation Now

Speak to an E-Commerce Marketing Expert: