Facebook ads are a powerful way to get your message to a highly targeted, highly engaged audience – but how do you measure their success?
One of the best metrics for your Facebook ads is Click-Through Rate (or CTR). If you keep an eye on your analytics, you’re probably familiar with the term already… But what exactly does that figure represent, and more importantly, how can you improve it?
The basic premise is simple: your click-through rate measures how many people click your ad, and are taken to a landing page, online store, or wherever your ad directs them. The CTR number you see is the number of clicks divided by the number of impressions (how many people saw the ad).
CTR is basically measuring the effectiveness of an ad. Of the total number of people who saw it, how many were engaged enough to click?
Checking your CTR on Facebook is a little bit more complicated. Fortunately, they’ve updated their reporting to show you link clicks specifically (where before this number was mixed in with photo clicks, comment clicks, etc.).
Today, you can look at CTR based on the type of post – but pay close attention to what the figures correspond to. Look for “CTR (Link)” to make sure you’re seeing the actual click-through for your ad.
What is a Good Facebook CTR?
Typical CTR for Facebook ads tends to be around 1-5%, with photos landing on the higher end of the spectrum. Video CTR can be as high as 15%!
Again, though, there are different figures for the clicks on a post and the actual link clicks. Your Facebook analytics will only show this “CTR (Link)” figure if you do indeed include a link. 1-2% is a solid link CTR.
You may notice that your “CTR (All)” is higher than your “CTR (Link)” – especially on photo and video posts. This is perfectly normal, and a reflection of people clicking to watch the video or enlarge the image, but not clicking through your actual link.
How To Improve Facebook CTR
The best way to boost your CTR is quality content! Regularly engaging with your audience helps, of course, but getting users to click your sponsored posts and ads requires images and videos they actually want to engage with!
Informative, entertaining content and high quality images/videos attract user attention, and that engagement makes them more likely to click through your link.
Here are a few other ways to boost Facebook CTR:
Facebook ads offer some of the most in-depth options for targeting your ideal customer, so use them to your advantage! Instead of simply blasting your ad out every possible user, segment into smaller audiences, and cater your ads accordingly.
You can target by age group, geographic region, gender, interests, liked pages, and so on.
2. Speak To Your Audience
Use “you” statements in your posts and ads (as opposed to a generalized “people”) to speak more directly to the users who see your content.
If you’re segmenting your audiences into smaller target groups, you can also choose your language based on those groups. Whether it’s varying reading level, choice of words, different calls to action, etc., you can further engage your audience by “speaking” to them in a familiar, identifiable way.
3. Choose Ad Types Wisely
Facebook provides a host of options for ad types, and some perform better than others, depending on platform.
For example, desktop users tend to engage with News Feed ads far more than any type, simply because they are more visible. As you’re creating your Facebook ads, think carefully about where you want them to appear. By selecting different options for different advertisement types, you can fine tune each ad for where it will appear on Facebook.
As you’re trying out different target groups, different placements around Facebook, ads with images and/or videos, and so on – keep track of everything! Pay attention to which ads perform better, and invest your time and effort where you find returns.
Take this a step further by A/B testing your ideas, making two nearly identical versions of the same ad, with one specific variation. Test these two versions against each other to see which elements resonate most with your audience, and adjust future ads accordingly.
Developing a good Facebook CTR can take time, but with the tips listed above and some diligent testing, you’ll find it to be one of the most powerful - and effective – methods of advertising on social media.