It is not how many people see your online ad that determines its success, but how many click on it to reach your landing page. If your CTR, or Click Through Rate is still not satisfying, there are some steps you should take to improve it, and at the same time make your ads more relevant to your audience. With these simple tips you will quickly improve your CTR on Facebook Ads.
What is CTR?
If we talk about CTR, which stands for Click Through Rate, you should know that this parameter shows how many people clicked on your ad. The ad alone will not bring you high profits and won’t lead your customers into your marketing funnel. You have to motivate and encourage your potential customers to click your ad and go to your landing page – either it leads to your special offer or registration site.
To calculate CTR divide the link clicks by impressions, which means your ad, with one hundred impressions and ten clicks, has a 10% CTR. Such a rate would be a great success, as on Facebook, the average is around 3%. Check your CTR with Facebook reporting tools.
Brands achieving high CTR create more creative and relevant ads, giving them a higher relevance score. Despite the importance of the metric, don’t forget the Conversion Rate – CR. Conversions are more important than impressions for your real profits, which drives your real profits. The three most important parameters are CTR, together with CR and cost-per-click. Here are the tips on improving your CTR on Facebook Ads.
#1 Create relevant and targeted ads
For any product or service, you are willing to advertise; you have to be sure what audience will be interested in it to create proper Facebook Ads targeting. Visualize your audience, but don’t make it a niche, as a too-narrow group will see the ads to bring you profits. Next, decide on the categories you want to choose the audience for the product – age, interests, locations, or characteristics.
Remember that showing an ad aiming at mothers, don’t waste your money showing it to young men. Your targeting doesn’t have to be successful right at the beginning, so be prepared to test and modify your targeting to find the perfect solution.
Creating highly targeted ads, your potential and current customers will feel your ads are relevant to their needs, and will be more willing to buy from you. The relevance score affects CTR, which can lower the price of CPC.
#2 Make your ads eyes-catching
Any Facebook Ad consists of an image or video, and an ad copy. What Facebook viewers see first is the image or video, so you should use as eye-catching elements as possible. You may catch Facebook users’ attention by doing that, leading them to want to see more of your ads and click on the one they’re just looking at.
Remember about an ad copy, which is also pretty important, but don’t use too much image text. Facebook states the results of their analysis that ad images should have less than 20% text to be the most effective and exciting. Make your ad catchy, and use the right color scheme, but remember, colors matter a lot when it comes to brand perception.
Your ad copy must be short, clear, and straight to the point. The headline should have 5 words, in a form of action verbs the best, to inspire your audience to take action. Try adding a question in the headline, as they may receive even 150% more clicks than a standard headline.
#3 Show your happy customers
One of the greatest tactics for improving your CTR is showing social proof your products or services are the best. How to do it? – Using users’ comments in the form of an image or a video. After all, there was nothing more successful in the times without Facebook ads than word-of-mouth marketing when you use the brands recommended by someone else.
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