How to Find Your Best Keywords for Facebook Ads

Wondering how to find the best keywords for your Facebook and Instagram Ads?  Would you like to reach your perfect audience and save more money in your advertising efforts?

Facebook and Instagram targeting are a bit of an art form and there are a lot of choices in keywords.  So how do you do your research and how do you know what keywords to test?

In this article, I’m going to share with you the 2 free ways to do keyword research, what the differences are in the keywords, and how to test your keywords the right way.

2 Free Ways to Do Facebook Ads Keyword Research

Unfortunately there used to be more ways to research keywords and possible Facebook Pages to target with an ad.  Audience Insights was a much more robust tool that is not as effective for doing research now.  More on that later.

There are paid tools out there to find keywords, but in my opinion, the best way to do research is through the Audiences Area in the Ads Manager.  You can also access this in the Detailed Targeting section of the Ad Set level as you are setting up your ad, but the Audiences area allows you to play around without creating an ad.

Remember, whenever I’m talking about Facebook Ads keywords, that also applies to Instagram Ads keyword research because they use the same platform.

You can do Facebook Ads keyword research in two ways.

  1. Suggested Keywords
  2. Browsing the Categories available

Both of these methods are in the Detailed Targeting area.

Keywords can include:

  • Interests (which can be a general term like Yoga or a Facebook Page like Yoga Journal)
  • Behaviors (which include things like Engaged Shoppers or Frequent Travelers)
  • Job Titles

Here’s how you get to the Audiences section in the Facebook Ads Manager to get started with your research.

  1. Go to the Facebook Ads Manager (I typically use the direct URL to get there:
  2. Go to the Menu icon in the upper left corner (3 lines) and select Audiences.
  3. Select Create Audience and then Saved audience from the dropdown menu.

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