Increasing Facebook ad conversion rates without simply increasing ad spend can be a challenge if you’re not an expert. However, there are a few tried-and-true tweaks that will get you better results, especially if you invest some energy into testing different versions.
Check Your Click-through rate (CTR)
Click-through rate (CTR) is one of the most popular metrics used by online advertisers. It represents the ratio between the number of impressions and the number of clicks received. Because getting conversions typically require users to click on an ad first, CTR has become a key metric for many advertisers. They get excited about a high CTR, get concerned when it’s too low, and often seek information about what the standard CTR is in their industry or market.
In reality, CTR is just a sign of how interested users are in your ad.
There are two reasons for a low CTR:
- Bad ad: If the targeting is correct, but your ad is bad (for example, it has a bad image, the ad copy isn’t engaging, there’s no call to action, etc.), users will not pay attention to your ad.
- Bad targeting: You might have a good ad that’s served to the wrong audience. In this case, the CTR will probably be low.
Look at CPM to Understand Your Overall Costs
Do you ever feel frustrated or lost because your campaigns aren’t performing as expected? Perhaps you’re not getting many impressions or your conversions are more expensive than expected. When this happens, we tend to blame the ad or the targeting, and try new images, ad copy, and targeting options.
Measure CPC to Gauge Ad Quality
Conversion rate brief you about the number of people who clicked your ad went on to complete the desired action on your landing page, be it was making a purchase, signing up for a free trial, or filling out some other kind of form. The conversion rate is just as important as click-through rate CTR – you may not want to pay for lot of clicks and traffic if none of that traffic results in getting you a meaningful action. Strong conversion rates mean your spend per click is coming back to you in profits
Video has one of the highest engagement metrics on Facebook marketing out of all the media options (like photos or text). Rather than a static image or text with a link, consider transitioning some of your advertising creative to video. This is a great way to boost engagement metrics, because consumers are likely to spend more time engaging with your brand through video.