The CTR, or Click Through Rate, is, simply translated, the percentage of clicks that a given content gets when compared to the number of views.
We have already explained its meaning in this article CTR, CPC & Co: mini-vocabulary for Digital Marketing.
The average CTR therefore measures the performance of a content but also of an ad.
We are therefore talking about how many clicks an advertising campaign has generated in relation to the views obtained. Therefore it is a fundamental parameter to measure the effectiveness of a paid ad, a link, or a banner. Out of 1000 views, how many times, as a percentage, has our Facebook ad been clicked?
Tips that will allow us to increase the CTR on Facebook
Choosing the right target is essential. As we know, Facebook Ads are mainly a question of targeting, if the right people are viewing our ads it will be much easier to get more clicks.
How to say: you hit the target if you show a Sheldon Cooper t-shirt to a lover of The Big Bang Theory. Much less in target if you try to sell lamb chops to a vegetarian.
Use proper images. The images must be optimized both in the choice of the right size and in the type of image that must stand out for the elements that compose it, clarity and relevance. We always prefer a PNG to a JPEG, which as a compressed format often makes the image grainy and therefore unattractive.
Offer value. Your ad must stand out from the others, what more do you have to offer? Why should you click on your offer or content? Identify your value proposition and make it explicit.
If possible, or better if applicable, highlight expiration dates. One-off offers, which expire shortly and which many users have already viewed and purchased, generally work. It is trivially the principle that Groupon implements on its platform: information such as expiration, uniqueness of the offer, number of coupons already purchased, are always clearly visible to all users. This is what is called the “scarcity principle”: it works, I assure you.
To have quality content and therefore increase your CTR, I recommend using special tools, the easy tool to discover and share quality content. Themed news and images, graphic templates, memes and more!
Advertising blindness
What you absolutely must avoid is the mechanism known as advertising blindness. While we are scrolling through our Facebook home we hate being bothered with other messages that do not interest us, a bit like when our movie is interrupted by advertising. Our brain can now recognize, thanks to time and experience, information that we probably consider useless, this is what happens even when we surf online.
The very fact of representing a custom makes these elements easily intercepted: we close an advertising window practically automatically, we instinctively skip the advertising inserts between one paragraph and another, etc.
So how do we stand out to improve our CTR?
Look for particular elements, the visual inconsistency is immediately noticed, it can be caused by different shapes or by elements such as directional indicators. A strong appeal to our attention is constituted by human faces, there are specific areas of our brain entirely dedicated to the recognition of human faces. This is why we are particularly receptive to identifying them. If we can, in relation to what we want to communicate, use them in our advertising on Facebook can only be a strength.
These little tips will help you improve your average CTR on Facebook.