Earlier today I was browsing questions about Facebook Ads on Quora and came across this one: How Can I Improve the click-through rate (CTR) on Facebook Ads?
There are actually a few different ways to do this, so I thought I’d put together a blog post explaining the answer in detail.
A/B Test Your Facebook Ads
Conducting split testing on your ads is absolutely crucial for increasing your click-through rate.
There is no sure fire way to know exactly which images, headline, body copy and call-to-action will spur the biggest response from your target audience. You may think you know which combination will garner the most clicks, but until you test your idea you can’t be 100% sure.
For example, could you guess which of the two ads below had a MUCH higher click-through and conversion rate? Ad A vastly outperformed Ad B, but we couldn’t have known that without a/b testing it.
You can easily set up an a/b test within your AdEspresso (or native Facebook Ads dashboard) and begin tracking not only improvements in clicks but converisons as well.
The AdEspresso dashboard visualizes your CTR and conversion rates into easy to understand data.
You can test one or multiple different ad creatives within a single a/b test. I usually suggest testing only two items against each other at a time unless you have a very large ad budget, otherwise it will take a very long time for your test to reach statistical significance. Once one a/b test concludes you can (and should) introduce a new challenger ad in an attempt to continue improving your click-through and conversion rates.
Watch Your Frequency Closely
Frequency is an important metric for all Facebook advertisers to watch closely. An increasing frequency rate along with a decreasing CTR rate means the same people are seeing your ads over and over and not taking action.
Essentially your ad has saturated the target market and the people who are going to click have and the people who aren’t going to click simply won’t.
For example if your ad has a frequency of 10 that means the same person has seen your ad 10 times. If that person hasn’t acted yet, it’s best to try a new ad rather than keep running the same ineffective ad.
I like to see the frequency stay around 2 with a continuously steady or improving CTR.
Spend More Money on Facebook Ads IF…
If your frequency is low and your CTR is high but you want MORE clicks, the answer is to simply spend more money on your Facebook ad campaign.
You have not yet saturated your target audience so there are still clicks and conversions out there ready to be earned.
Just remember that CTR is not everything and that more clicks does not necessarily lead to a higher conversion rate or more sales.
Along with a/b testing your Facebook ads you should be a/b testing your landing page as well to ensure your page converts well.
Using AdEspresso you can easily set up tracking to see your conversions and goal completions right next to your ad data.
If you’re ready to start increasing the CTR for your Facebook ads sign up for a free AdEspresso account and start a/b testing your Facebook ads!