11 Killer Ways to Increase Your Facebook CTR

Like AdWords, in Facebook the #1 factor governing your CPC is your Click-Through Rate (CTR).  While Facebook doesn’t reveal your ad or keyword Quality Score, you bet that it makes a huge difference. We have some ads that we bid $2 a click and end up paying 5 cents, while we have some ads bid at 20 cents, in which we’re paying 15 cents.

 Why?  CTR.  If you’re reading this, odds are that your CTR is in the 0.030% range or less–which will cause your clicks to be in the 75 cents range for US traffic.  But if you can get a 0.100% CTR, you might pay only 25 cents.  In some cases, you could hit a home run and get a 1.000% CTR and pay a penny a click for high quality traffic that converts.

Ok, so here are some principles to follow to increase your CTR:

  1. Ask a question in the ad: Not only will this drive in-line likes (fans), but encourages participation. Consider asking them if they like you or the interest you’re targeting– but make sure you’re still relevant or you’ll be disapproved.
  2. Write short ad copy: Sure you can use up all 135 characters in the body and 25 characters in the headline, but odds are that people won’t read it all.  This is Facebook– people are likely not conducting serious business, so make it light and easy.
  3. Use a close-up face in your image: Smiling is better, as well as looking directly at you.  This is FACEbook, so use FACEs in your ads.
  4. Personalize the image: If they’re a 45 year old white female in the Bible Belt, we’re not going to show an urban teenager rocking out. People usually convert better when the ad model is closer to them– the exception is dating and beauty products. Baby products can be like that, too.  Whatever the case, test it.  We know if they’re married or not on Facebook and can even guess their race– so that is something you can personalize the image with.
  5. Capitalize a couple words: Saying FREE is not okay in AdWords, but we see it all the time in Facebook.  You might try it.
  6. Use numbers and unusual characters: This works in regular PPC, too.  And if you make a claim– don’t say “We can help you save money on insurance.”  Don’t even say “We can save you 15% on your insurance.”  You need to be more specific– “Save 17.3% in just 3 minutes!”
  7. Stimulate emotion:  ”You’ll be sorry.  That’s what you’ll say if you miss Portland Honda’s Labor Day blowout sale!”  Arouse curiosity. Message it as if it was a personal friend talking to a personal friend– “Doris, you wouldn’t believe the sale at Luckys on hotdogs this weekend.”  
  8. Send users to your Facebook page: This is where custom tabs, especially a reveal tab or engagement app positively rules.
  9. Follow through on the promise on the landing page: Almost nobody does right– if you see it done right, please let me know. In PPC, we know that we must tightly map the keyword to the ad to the landing page. That means if someone is looking for patio furniture, we don’t say “cheap furniture” and dump them on our home page.  But that’s what most folks do in Facebook- send everyone to exactly the same page, as opposed to differing landing pages based on what’s targeted in the interests and ads.
  10. Dayparting: We run Facebook campaigns for a number of food companies.  I suppose you could promote breakfast foods at night, but why would you?  Consider how time of day may affect the messaging as well as the type of user you see.  For example, if you’re selling cold and flu medication, you might run ads between midnight and 6 am saying “If you were using X, you’d be sound asleep right now.”  By the way, dayparting is not a feature in Facebook yet, so we had to build our own.
  11. Fan targeting: Once you have all these fans, you have to keep the conversation going.  The fan targeting won’t give you much volume, but I’ll bet it has the highest CTR of any ads you run.  It’s the equivalent of social retargeting.

There you have it–now go kick some CTR butt with these tips and let me know how they worked for you!

*******************
 Dennis Yu is CEO of BlitzLocal, a firm specializing in Facebook and local advertising.

Posted by admin in Facebook, Google AdWords, Internet Marketing, Paid Search, Pay Per Click, Pay Per Click Tools, Search Engine Marketing, Search Engine Optimization, social media on September 7,2010

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Comments:

“By the way, dayparting is not a feature in Facebook yet, so we had to build our own.” How did you do that?

A nice collection of tips Dennis.

Hi Mark,

You have to curl your way there or wait for dayparting to be available via other means– the API or partners like Marin and Click Equations. There is also the option to manually turn ads on and off– that’s painful.

Dennis

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