Top Areas To Improve With Your Facebook Ads
Not sure what to check? Look at every main area!
CTR All %
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CTR Link Click Through Rate
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Reach to Impression (Media)
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Overall Message
Lorem Ipsum; Overall Message Check
Let's Improve That CTR ALL %
Depending on if you're using a button in your ad or not will determine how much you "care" about this stat. This one is tracking EVERY click on the ad: page name, button, media, "Show More" (or See More, whatever they changed it to today!).
The overall take on this stat: how engaging is your story.
Is someone likely to take more action because of what you said, how you said it, and who you actually were speaking with?
Or did they just see the button/media and were like, "Yeah, I guess this is it"?
What should we aim for?
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Button ads: 3% - 4%
No Button ads: 6% - 7%
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BUUUT, how do we test and/or improve this?
Ways To Test & Improve CTR ALL %
If your stat is less than the average, it only means that people are not doing anything with the copy of your ad (or what you're saying). It doesn't mean it's BAD by any stretch; it does mean that your media/button/headline must be strong enough to get their interest.
To get around this, try playing around with the "Micro Headline" or the small piece of copy that exists above your media before they read the whole thing.
Another thing to check into is the "switch" you have in your copy; meaning, do you constantly talk about the problem/solution but not share how to transition from problem TO solution?
Lastly, look at your other stats (CTR Link Click Through Rate; Reach/Impression; Cost Per Result)...do they seem above the average or within the average because CTR ALL is not everything for the ad.
This is why I offer group coaching because without knowing your ad a little bit more intently, it's hard to give specifics on what you need. So, maybe now is the time to get into something like that.
What Else Can I Help You With?
Let's Improve That CTR Link Click Rate %
Okay, so maybe the ad is good enough but maybe the action taken on it is less than desirable. The good news is we can shift this around pretty quick and see the numbers improve pretty fast.
Keep in mind that this stat, along with all the others, is not just good by itself yet the sum of its parts. Here's what I mean:
CTR Link Click Through is only tracking people clicking the link to go to your destination, whether this is a landing page, instant form, or just a regular info page.
The big win comes from understanding how clear your micro headline is (top copy before the Show More/See More text), how clear your media is, and what the bold headline with the button shows.
Depending on the type of ad you're running, the averages will vary:
Button ad: 2% - 3%
No Button ad: 0.8% - 1.0%
So, how do we make improvements to this and test what is working?
Ways To Test & Improve CTR Link Click Rate %
(Yes, this is the same image I used for sharing about CTR All % ^_^ )
This that one stat where you want to keep specific track of what you're trying out to see what is working (I typically give Google Spreadsheets to my clients & coaching to use for putting your combinations together).
Yes, the combo of your headline, button, media and "micro headline" all impact your CTR Link Rate%.
One thing to look at right now: if someone sees the bold next to my button, is it clear enough to what they're going to get?
How about the button? Are we telling them they can download a PDF but then have the button say "Register" or "Shop Now"? (I know that seems silly, but I've seen it enough so I need to share it)
Consider this: people will naturally look at the middle of the image, then look up, then look down.
So if you have your media stopping the scroll, they'll look up at the micro headline (which can be the 1 sentence marketing offer), then look down to the bold headline (which can be what they'll get when they act now), finally to the button to encourage their action (download now).
But since I don't your campaigns directly, these are all basic recommendations to try out; maybe it's time to get some private consulting or even group coaching for specific result increase.
What Else Can I Help You With?
Let's Improve That Reach to Impression
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Ways To Test & Improve Reach to Impression
3 things to work on to adjust CTR All % and try out; mention tracking changes and discuss why coaching makes this part simple/easier.
What Else Can I Help You With?
Let's Improve The Overall Message
Text block about what the percentages mean
Ways To Test & Improve Your Overall Message
3 things to work on to adjust CTR All % and try out; mention tracking changes and discuss why coaching makes this part simple/easier.
What Else Can I Help You With?
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