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.

1. YMARKETING
WHY FACEBOOK AD CLICK THROUGH RATES
SUCK – AND HOW TO CHANGE THAT
December 2010
©2010 1

2. WHY FACEBOOK AD CLICK THROUGH RATES
SUCK - AND HOW TO CHANGE THAT
The Promise The Reality
Connect with Average click
more than 500 through rates
million potential (CTRs) are
customers, dismally low.
choose your
audience by Averaging only
location, age and about 0.038%.
interest.
Build a
community
around your
business, control
your budget!
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3. WHY FACEBOOK AD CLICK THROUGH RATES
SUCK - 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.
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4. WHY FACEBOOK AD CLICK THROUGH RATES
SUCK - AND HOW TO CHANGE THAT
Use yourself as a case study and
think about how often you have
clicked on an ad in Facebook?
- You can count the number of times
with one hand can't you?
Knowing this, it still makes a lot of sense for
digital marketers to advertise with Facebook as
long as you understand its limitations and
potential.
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5. 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.
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, doesn't 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.
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6. 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.
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.
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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.
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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.
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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 spend
more time on Facebook than on any other site, the time
spent there continues to grow, and social media has now
invaded the workplace in a major way.
What all of this points to is that when on Facebook, visitors
don’t want to leave until they are ready.
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10. WHY FACEBOOK AD CLICK THROUGH RATES
SUCK - AND HOW TO CHANGE THAT
a. 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.
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11. WHY FACEBOOK AD CLICK THROUGH RATES
SUCK - AND HOW TO CHANGE THAT
b. 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.
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12. WHY FACEBOOK AD CLICK THROUGH RATES
SUCK - 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
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13. QUESTIONS?
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