How Do You Improve The Performance Of Your Facebook Ad Campaign?
28 Oct 2015
Spend any time with Facebook Ads or boosted posts, and you will quickly run into the concept of "click-through-rate" or "CTR". Basically, this is a measure of how many people clicked on your ad or post after they saw it (and not to be confused with "reach", or the number of people who saw the post). Because the click-through-rate shows user engagement (i.e., someone thought it interesting enough to click on it), the CTR is a metric most marketers follow closely and attempt to maximize.
What is a good click-through-rate, though? A cursory search on Google shows that click-through-rates vary widely by country, industry, and boosted post vs. paid advertising. In general, however, click-through-rates are very low: 1-2% is about average and 4%+ would be great. Viewed from a client or business owner's perspective, this is not a great outcome: on average, only 1 or 2 of every 100 people who see your paid content will be interested enough to click on your ad or post and learn more.
In our experience, it is possible to see (much) higher click-through-rates if you are willing to invest the time and energy to genuinely understand your customer and the value your business or organization offers them. For example, recent posts for our client Destiny Exclusive Hotel and Destiny Country Lodge have reached 18% CTRs, meaning almost 1 in 5 people who saw the posts clicked on it (see the image below).
An example of a post for Destiny Country Lodge that achieved an 18% click-through-rate. Although simple, the post was carefully targeted to an audience that we'd previously tested. The content reflects the interests of the target market (travel, adventure, hiking, exploring South Africa's natural beauty near the hotel, etc.) and speaks to the value that the Destiny Country Lodge offers its customers (a great base from which to explore a magnificent area), Post Topic = Value for Customer = Post Targeting.
These higher CTRs save you money and give you insights into the type of information that your audience finds compelling and useful. Here are some tips to help you improve your CTRs, similar to those we implemented with Destiny:
Understand value and interests: Start by investing the time and energy to carefully understand your customers' interests and the value that your business or organization brings to your customers. Ask, "what are my customers looking for? What problem do I solve when a customer interacts with me? What value do I create for that customer?" The answers to these questions will give you insights into your value and your customer's interests.
Post Topic = Value for Customer: After you've taken the time to understand your customer's interests, prepare high-quality content narrowly focused on those interests.
Post Topic = Post Targeting: After preparing good content, the magic is to ensure that your post topic aligns with your post targeting on Facebook. Many a good post is lost to the electronic wilderness due to poor targeting. Here is a blog post with some tips for selecting a target market.
Experiment and iterate: Pay attention to the results - some posts work and some don't. As your market, content, or the Facebook system changes over time, you will see new trends emerging in what content achieves better CTRs. For our clients, we regularly test different combinations of material to deliver the most value to the customer and extend our client's ad budgets.
(If you'd like to learn more, Jon Loomer has an excellent test underway about different CTRS - some as high as 60%!)
As always, we look forward to your feedback. We can help prepare content for your site, maximize your Google or Facebook Ad budgets, give you suggestions on targeting your posts, or manage your social platforms from start to finish.
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