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Advertising to Queer Audiences?
Hi! I work for a queer / drag nightclub and I’m really struggling to figure out how to advertise to our audiences via google ads and Facebook / IG. There appears to be no longer interest or key words like “gay”, “lgbt” or even “drag queen” or “rupaul”. While of course we can still advertise to nightlife and nightclub key words, any suggestions about how to target queer / queer-friendly audiences?
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1 Reply
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I’ve had to do some lgbtq targeting for a clients on Facebook.
Facebook did remove targeting for anything lgbtq related, you can no longer target based on sexual orientation or anything that can be construed as sexual orientation.
There are other options you can do though, if your patrons are mostly men, you can target men who have an interest in things that straight men typically don’t have. For example famous drag celebrities: RuPaul, jujubee, Nina flowers etc.
If you have an email list, i would target them since I’m assuming you’ll have many recurring customers. You can run lookalikes off them as well. If you don’t have an email list I recommend starting one asap.
If your fb and ig page have big followings, I’d target them and run lookalikes of them as well.
If you have some website traffic I’d target them as well.
Just be cautious with Facebook you will get lots of haters and people leaving shitty and rude comments. So comment moderation is a must for your work.
For google, you just have to pick the right search terms. And run some local search ads too.
I’d also consider tiktok for you if you have the ability to create organic looking content. Yelp is a possibility, but requires you having good reviews.
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go broad with the audience in first ad and target the people you engaged with your ad. Use this audience to create a lookalike audience and go on. Algorithm will adjust itself and know what your audience is in couple of campaigns
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You can build multi-channel campaigns for this.
Get people who follow gay influencers on Twitter or TikTok & show them your ad. Drive traffic to a page with the FB pixel.
Create a lookalike ad audience.
Bob’s your uncle.
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