When you’re running a Facebook ad, it’s crucial that you take the time to evaluate it regularly. You’ll need to know whether or not it’s actually doing what you want it to do because if not, and you do nothing to rectify this, you’ll be losing money, and your marketing budget is going to go to waste.
One of the most important elements to consider when determining whether your Facebook ad is working or not is the click through rate, or CTR. The higher the CTR, the more people are clicking through from your ad to your site. This is exactly what you want since more website visitors should result in more sales. A low CTR means that your ad is not attracting the right people, or it’s not making the right people want to visit your site. The numbers are worked out as a ratio of people who have seen the ad compared to those who clicked on it.
It’s clear that the CTR is crucial, but how can you tell what is a good click through rate for Facebook ads and what isn’t? How do you know, in other words, that your ad is working correctly? Read on to find out more.
Average CTRs for Facebook Ads
To answer the question of what is a good click through rate for Facebook ads, the answer is, in the most simple terms, around 0.9 percent. Any more than that, and you’re doing incredibly well. Anything less, and certainly anything lower than 0.4 percent, and you need to work on your ads and change the parameters.
Yet it’s not quite as simple as throwing out the average number and telling business owners to work towards it. Many factors will determine how high or otherwise your Facebook ad CTR is, and only by working through the different elements and ensuring that you have everything covered are you going to be able to make your marketing budget work well for you.
Target Your Audience
If you want to make the most of your Facebook advertising budget and you want to increase your CTRs so they’re more in line with the average figures, there is one thing that stands out above anything and everything else; your audience. If you can target the right audience with your ads, the CTR is going to be higher.
This is why, before you even consider what kind of ad you want to run or how it’s going to look, or what information you’re going to offer within it, you need to know who your target market is. You’re going to need to carry out extensive market research, and although this will take time, it’s absolutely necessary. In this way, you can create a campaign that is going to be of interest to those who are most likely to spend their money with you, and most likely to therefore click through from your ad to your site, boosting your CTR hugely.
If you go ahead with your Facebook ad without taking this step first, you run the risk of your ad being flagged as irrelevant, of receiving a low CTR, and of wasting your advertising budget because most of the people who see your ad just aren’t interested in what you’re selling.
Use Clickable Elements
Another thing to consider when you are creating a Facebook ad that you want to have a high CTR (which should be all your ads, of course) is to ensure that it has plenty of elements included within it that make it more ‘clickable’.
In the past, a text-heavy ad with an image would have been enough to produce some click throughs. However, as times change and different technologies evolve, these ads are no longer something people are interested in. They might read it all, but the likelihood is that, if they’re scrolling through their feed, a text-heavy ad is not going to give them pause, and it’s not something they’re going to want to have to deal with.
It’s far better to use images with a little text or, better, a video. These are the things that will boost your click through rate because these are the things that will be noticed and enjoyed a lot more.
When it comes to what is going to work best, there is no definitive answer. Instead, it will be a case of trial and error, but starting from a forward position is always going to help, and market research and the proper marketing techniques will give you that edge you’ve been looking for.