6 Ways to Boost Your Facebook Ads Click-Through Rate (CTR)

By Ben Goodey

In Facebook Ads, click-through rate (CTR), the ratio of people who clicked on your ad to those who saw it, is one of the driving metrics behind your ad performance. After all, you created your ad to send people to your landing page.

No matter how your CTR compares to the average, you want to increase those numbers as much as possible. Try these six professional tips to increase your ad clicks.

1. Refine Your Targeting

When you define your Facebook ad’s audience, you might be tempted to cast as wide a net as possible. But, it turns out that a broader audience can hurt your CTR.

Instead, use audience research, Facebook Pixel data and other information on your customers and target a niche more likely to buy from you.

2. Tap Into the Power of Retargeting

Customers who have already visited your website are one subset of your audience with high conversion potential. They already took an interest in your product — you just need to give them a nudge.

Retargeting ads bring your product back to the top of these customers’ minds to convert warm leads into sales. Facebook’s Custom Audiences and Dynamic Ads let you use data from a list, your website or your app to show ads to customers who interacted with you in the past.

3. Up Your Visual Game

Sometimes, low ad performance can come down to visuals. Does your Facebook ad have a high-quality image or video? If so, did you make it with your audience in mind?

Many marketers notice that GIFs and videos perform better for them than static images, but at the end of the day, your customers come first. Some businesses see static images getting more results than videos and GIFs. Research your audience and test different visuals until you come up with strong visuals that get your audience clicking. 

4. Sharpen Your Ad Copy

Once you have the ideal ad visuals for your audience, it’s time to look at your copy. Does the text in your ad speak to your customers’ preferences, desires and pain points?

If you’re looking for appealing ways to frame your copy, try strategies like:

  • Mentioning your target audience’s personal attributes, like location or gender
  • Optimizing your ad title using industry best practices
  • Asking a question (and answer it quickly and professionally)
  • Answer the question your typical audience member has about your product

5. Show Off Your Social Proof

Social media ads like Facebook Ads have built-in social proof as an advantage over traditional display ads. Likes, comments and shares build customer trust. Instead of republishing the same ad through different ad sets, try linking it through its Page Post ID so you keep the engagement you already have.

6. Test, Test and Test Some More

How do you know what ad components get a higher CTR from your audience than others? Testing. Test separate elements of your targeting and creative against each other to find the winning solution for your campaign.

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