Why Facebook Ad Click Thru Rates Suck and How To Change That

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The reality of Facebook advertising - With over 500 million people to target, the industry CTR of Facebook ads are only 0.038%

Tips on how to increase that CTR.

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Why Facebook Ad Click Thru Rates Suck and How To Change That

  1. 1. YMARKETING WHY FACEBOOK AD CLICK THROUGH RATES SUCK – AND HOW TO CHANGE THAT December 2010©2010 1
  2. 2. WHY FACEBOOK AD CLICK THROUGH RATESSUCK - AND HOW TO CHANGE THATThe Promise The RealityConnect with Average clickmore than 500 through ratesmillion potential (CTRs) arecustomers, dismally low.choose youraudience by Averaging onlylocation, age and about 0.038%.interest.Build acommunityaround yourbusiness, controlyour budget! 2
  3. 3. WHY FACEBOOK AD CLICK THROUGH RATESSUCK - AND HOW TO CHANGE THAT There IS a logic to this….. Unlike search engine advertising where the user activity is all about looking for things to click through to, Facebook is more about interacting with friends and interests, not about buying or looking for products. 3
  4. 4. WHY FACEBOOK AD CLICK THROUGH RATES SUCK - AND HOW TO CHANGE THATUse yourself as a case study andthink about how often you haveclicked on an ad in Facebook?- You can count the number of timeswith one hand cant you?Knowing this, it still makes a lot of sense fordigital marketers to advertise with Facebook aslong as you understand its limitations andpotential. 4
  5. 5. WHY FACEBOOK AD CLICK THROUGH RATESSUCK - AND HOW TO CHANGE THATHere are 3 ways that can help increase your Facebook ad’s CTR. 1. MESSAGE The beauty of advertising on Facebook is the degree to which you can target your ad to a specific group. The problem is what does this group react to? Just because you’ve found the female, 35-38 year old with 2 kids who loves Shakespeare and The Beatles, doesnt mean they will particularly want your auto insurance. But is there someway you can integrate their youthful love for Shakespeare with your insurance offerings and start a dialog? Remember this is still social media and people are interested in a dialog, not a hard sell. 5
  6. 6. WHY FACEBOOK AD CLICK THROUGH RATESSUCK - AND HOW TO CHANGE THATHere are 3 ways that can help increase your Facebook ad’s CTR. 2. COPY & LAYOUT - Testing is the only way to make improvements to your ad. But here are some things to try out: a. Humor. People on Facebook share funny things all the time. They enjoy a good laugh. So why not accommodate them with ads that lean toward the funny. 6
  7. 7. WHY FACEBOOK AD CLICK THROUGH RATES SUCK - AND HOW TO CHANGE THAT Here are 3 ways that can help increase your Facebook ad’s CTR. COPY & LAYOUT - Testing is the only way to make improvements to your ad. But here are some things to try out:b. Photo. People on Facebook are attracted to unusual or remarkable pictures. Product shots are not interesting, especially when they are the size of a postage stamp. And while kittens and puppies get a lot of attention within social networks, not all companies can be associated with them. So think about the group that you’re targeting and try to come up with photos that will appeal to them and tie in with your company. Think emotional. 7
  8. 8. WHY FACEBOOK AD CLICK THROUGH RATES SUCK - AND HOW TO CHANGE THAT Here are 3 ways that can help increase your Facebook ad’s CTR. COPY & LAYOUT - Testing is the only way to make improvements to your ad. But here are some things to try out:c. Ad Title Length. How long should the title to your ad be, especially since you are limited to 25 characters per line. The folks at ProfitAddiction did a case study test and discovered that stacked ad titles drastically increased CTR. 8
  9. 9. WHY FACEBOOK AD CLICK THROUGH RATES SUCK - AND HOW TO CHANGE THAT Here are 3 ways that can help increase your Facebook ad’s CTR. COPY & LAYOUT - Testing is the only way to make improvements to your ad. But here are some things to try out:3. Facebook Page or Landing Page. People spendmore time on Facebook than on any other site, the timespent there continues to grow, and social media has nowinvaded the workplace in a major way.What all of this points to is that when on Facebook, visitorsdon’t want to leave until they are ready. 9
  10. 10. WHY FACEBOOK AD CLICK THROUGH RATES SUCK - AND HOW TO CHANGE THATa. Send to Facebook Page. If you want to increase your CTR consider sending them to your company or fan page on Facebook itself instead of your company website. Make your goal be to increase your number of fans, and while that might not show immediate ROI when compared to conversions and sales from a landing page, you are building a fan base, and as social media marketing grows in its influence, these fans will become increasingly valuable to you. 10
  11. 11. WHY FACEBOOK AD CLICK THROUGH RATES SUCK - AND HOW TO CHANGE THATb. Send to Landing Page. This is harder to do but the recent change in Facebook ads might be helpful. Facebook has added a way to see where you are clicking through to. When you want it sent to a landing page, the destination URL is displayed under the title. When it’s not there, assume you’re being sent to a Facebook page. This is designed to alleviate the fear that a Facebook ad will send you to a SPAM site, because by seeing the URL you can see if it’s legit or not. 11
  12. 12. WHY FACEBOOK AD CLICK THROUGH RATESSUCK - AND HOW TO CHANGE THAT We end this by saying the only way you are going to get your Facebook CTRs up is by testing all of the above and seeing which works best for you. Every ad campaign will be different. The World’s Facebook Relationships Visualized 12
  13. 13. QUESTIONS?ymarketing.com150 Paularino AvenueSuite D285, Costa Mesa, CA 926261.877.736.4321 13

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