If you are advertising on Facebook, do you know how your ads are performing? When advertising on Facebook, you always want to know how your campaigns are doing, and you want to push for best results possible.
Return on investment (ROI) is often thought of as the most important metric and yes, it is important but it takes times before you have enough data. Instead, focus on the click-through rate (CTR) first. That’s the best way to compare your campaigns once you get some initial data.
Pro tip: Facebook looks at your campaign CTR to create a relevance score. Having a better CTR can actually help bring the cost of your advertising down!
With that in mind, here are four ways to improve your Facebook advertising.
1. Select the Right Audience for Your Campaigns
Selecting the right target audience for your campaign is essential. For instance, if you target lemonade lovers in an iced tea campaign, you’ll get low click-through rates. You may get some traction, but this is not what you want to get and nor does the targeted audience. If you really want your campaign to perform well, you have to select the right audience.
Audience targeting ranges from:
- Geographical Location – Select the right geographical location. For example, if your ad targets people living in Phoenix, Arizona USA, don’t target the whole of Arizona.
- Age and Gender – Some products are suitable for certain age groups and they aren’t suitable for all genders. So make sure you select the right age and gender.
- Detailed Targeting – Facebook’s detailed targeting helps you to narrow down and find your niches from hundreds of categories segmented by behaviors, demographics, and interests. Use these targeting abilities to filter out the ideal audience for your ads instead of targeting generically.
- Placement – Facebook has several options for placing your ad. For example, if your ad needs more visual space to be understood, be effective and place your ad in newsfeeds and desktop devices only. If your ad is geared toward a group that spends more time on Instagram then be sure to include Instagram in your placements.
Facebook has over two billion users, so you need to be specific and target the right audience. Because the more targeted your audience is, the more clicks and engagement you’ll get on your campaigns.
2. Improve the Look and Feel of Your Campaign
You’ll need an impressive ad copy and design to make sure your targeted audience click on your ads.
To increase the chances of people noticing and clicking the ads, you need to focus on your headline. Your headline should be the “magnet” of your campaign. People always read the headline first before moving onto other elements.
Also, use spaces well and create content that’s engaging and persuasive. In Facebook ads, image occupies 80% of the space. Your image should speak louder than words.
Your call to action (CTA) must be spot on. For instance, if you need someone to subscribe to your product, then this should match your CTA-button.
3. Build an Enticing Offer Behind Your Ad
The success of Facebook advertising doesn’t just depend only on the right audience and killer copy. There’s more to it. If you don’t have a solid offer or reason behind your campaign, you won’t get more traction – even if many people see your ad.
To get your targeted audience interested in your product, you need to have something that will make them want to explore and find out more. Make a strong case why someone should sign up for your services.
The most common goal for most Facebook advertisers is to increase page followers. If you want to increase your likes, mention that in your ad copy and give a reason someone should sign up. If you are going for the sale, give a discount offer to sweeten your deal and increase conversions.
4. Split (A/B) Test Everything
Split testing or A/B testing is the most crucial way to improve your CTR and conversions. Proactively monitor your ad’s performance to maximize and improve your CTR. Monitor the performance you’re getting from your different audience sets. Change and optimize where possible.
From ad copy to ad image to CTA, split test everything to see what gives the best results. Maybe everything is set up perfectly but you aren’t getting the results you were expecting. Try testing different offers or products behind your campaign.
Facebook campaign CTR is one of the most popular performance metrics. The higher your CTR, the better your campaign is performing.
These four strategies will help you improve engagement and CTR on your Facebook ads. These will then help you improve the performance of your Facebook advertising.