How to get a higher Click Through Rate on your Facebook adsBy Katie | December 4th, 2017
Social media is a major part of any marketing plan, and many companies report that their Facebook ads are the most productive method of driving visitors to their business’ homepage. While some businesses experience immediate success, others struggle to attract any attention at all. On average, Facebook ads only receive a click rate of 6.5%. While your business may not find a 6.5% success rate to be acceptable, there are many tricks and edits you can count on to increase the effectiveness of your campaign. Many of these tips are simple and easily implemented changes which can boost the click through rate (CTR) of your ad with just minutes of work. The tests, however, may take a bit more time. Approach these tests with patience and dedication, because although it may be a tedious process, testing the effectiveness of your ads could be a game changer for your business and your bottom line.
Get to the point, quickly.
Most internet users are so used to online advertising that they’ve developed something called “ad blindness,” a phenomenon where internet subscribers subconsciously scroll right past ads without realizing it. If viewers do recognize an ad, they usually allow less than one second to decide whether they will read it or continue scrolling. You want to take advantage of this one second. Design your advertisement with short, direct headlines in mind. The headline should address your purpose, spark your readers interest, and deliver your message in an ultra-specific format. You want your headline to resonate with your primary consumer demographic and offer a simple next step, or call to action.
The purpose of your advertisement is to influence your viewers into taking a certain action. This could be signing up for a newsletter, downloading an online guide, or buying a product. This is your call to action, and it should be very specifically addressed within your ad. If you can make this call to action into a button, even better. Choose a brief and direct phrase that speaks directly to your target audience to title the button and make sure the button quickly links to your desired destination. This button should be a focal point of your campaign, so try to remove images or graphics which touch your button and distract the viewer.
Choose your colors wisely.
It has been shown time and time again that ads using interesting images and bold colors attract the most clicks, with or without optimal word content. As around 80% of your ad is comprised of an image, it’s not a surprise that this is a major factor. Make sure that the images used are attractive and interesting, and format the color guide for the rest of the ad around these images. Design your advertisement so that your product stands out in a bold, vibrant color. Make sure the background of your ad doesn’t compete for the product’s attention. The call to action button should be contrasting the color scheme of the rest of the ad to attract the viewer’s eye and encourage clicks.
Time your posts.
There are peak hours for social media users, and you want your advertisements to be featured during these times. Research the days and times that most yield click results, and time your posts accordingly. For example, posts on Mondays through Wednesdays seem to attract the least clicks, while posts on Thursdays and Fridays yield significantly higher results. Similarly, posts published between 1pm and 3pm lead to both the most clicks as well as the most sales. Publishing your ad too early in the morning or too late at night can severely decrease the effectiveness of your campaign. Take frequency into account when designing your plan as well. Companies who post too many ads often lose the attention of their audience, while those who post too infrequently lose their audience’s trust. Aim for a frequency of every other day for the best results.
Test video ads.
Video ads have been receiving interesting results in the advertisement industry. While many sites claim that video ads are less effective than static ads (still picture formats), Facebook has experienced the opposite results. Video ads are engaging, offer opportunities to spark your viewer’s interest, and deliver a message in a more understandable format. Recently, Facebook changed its algorithms to promote video ads more than ever before. Videos attract the human eye naturally, and now that they’re being promoted on Facebook, this may be the change that revolutionizes your marketing plan. Test a video ad against a static ad and track your CTR results.
Consider using Slideshow ads.
Slideshow ads are a new ad technique that automatically shuffles through 3 to 10 still images for a video-like effect. This is engaging to your audience, easy to create, and best of all, loads on a device easily even without optimal internet connection. This will ensure that viewers living in areas with less than perfect internet do not miss out on a dynamic ad experience. Test the effectiveness of slideshow ads on your campaign. Remember to test multiple ads to understand how the combination of images and music used influences your CTR.
Try Facebook videos with music vs no music.
Music is a big factor for your video ads, but unfortunately there’s no clear rule for when to use music and when to remain mute. Studies have shown that most videos on Facebook are watched without sound, so any audio files used should be complimentary, rather than a focal point of your ad. Test your advertisement with appropriate music, and test a version that remains completely silent. The results may surprise you.
Finding an image, headline, and color guide that resonate with your audience is a difficult task, and almost nobody gets it right the first time around. That’s why it’s important to develop multiple ads for the same campaign, each with small edits on one factor. For example, developing three identical ads, each with its unique headline, will help you understand how wording influences your audience. All three ads can be published and the CTR monitored to better understand which type of language produces the best results. This will help you decide on a final ad to use and will provide insight for developing any future campaigns.
Test, test, test!
Marketing experts advise their clients to never stop testing. In fact, experts rarely publish less than 5 ads for any given campaign. Using A/B split testing to test the efficiency of your headlines, content, colors, and most importantly, images, can dramatically change your campaign. Not only does each factor need to be tested separately, correct combinations need to be tested as well. Once you fine that winning image, test it with a different combination of headlines and color guides. This process may seem tedious and time consuming, but the end result can produce up to 10 times the CTR of your original ad. You will improve your ad and collect valuable information for your marketing plan. By the time you finally decide on a winning design for a final ad, you will be leagues ahead of your competitors.
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