why facebook ad click thru rates suck and how to change that

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©2010 1 YMARKETING WHY FACEBOOK AD CLICK THROUGH RATES SUCK AND HOW TO CHANGE THAT December 2010

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The reality of Facebook advertising - With over 500 million people to target, the industry CTR of Facebook ads are only 0.038% Tips on how to increase that CTR.

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Page 1: Why Facebook Ad Click Thru Rates Suck and How To Change That

©2010 1

YMARKETINGWHY FACEBOOK AD CLICK THROUGH RATES

SUCK – AND HOW TO CHANGE THAT

December 2010

Page 2: Why Facebook Ad Click Thru Rates Suck and How To Change That

2

WHY FACEBOOK AD CLICK THROUGH RATES

SUCK - AND HOW TO CHANGE THAT

The Promise The Reality

Connect with

more than 500

million potential

customers,

choose your

audience by

location, age and

interest.

Build a

community

around your

business, control

your budget!

Average click

through rates

(CTRs) are

dismally low.

Averaging only

about 0.038%.

Page 3: Why Facebook Ad Click Thru Rates Suck and How To Change That

3

WHY FACEBOOK AD CLICK THROUGH RATES

SUCK - AND HOW TO CHANGE THAT

There IS a logic to this…..

Unlike search engine

advertising where the user

activity is all about looking

for things to click through

to, Facebook is more

about interacting with

friends and interests,

not about buying or

looking for products.

Page 4: Why Facebook Ad Click Thru Rates Suck and How To Change That

4

WHY FACEBOOK AD CLICK THROUGH RATES

SUCK - AND HOW TO CHANGE THAT

Use yourself as a case study and

think about how often you have

clicked on an ad in Facebook?

- You can count the number of times

with one hand can't you?

Knowing this, it still makes a lot of sense for

digital marketers to advertise with Facebook as

long as you understand its limitations and

potential.

Page 5: Why Facebook Ad Click Thru Rates Suck and How To Change That

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WHY FACEBOOK AD CLICK THROUGH RATES

SUCK - AND HOW TO CHANGE THAT

Here are 3 ways that can help increase your Facebook ad’s CTR.

1. MESSAGE

The beauty of advertising on Facebook is the degree to which

you can target your ad to a specific group. The problem is what

does this group react to? Just because you’ve found the

female, 35-38 year old with 2 kids who loves Shakespeare and

The Beatles, doesn't mean they will particularly want your auto

insurance.

But is there someway you can integrate their youthful love for

Shakespeare with your insurance offerings and start a dialog?

Remember this is still social media and people are interested in

a dialog, not a hard sell.

Page 6: Why Facebook Ad Click Thru Rates Suck and How To Change That

6

WHY FACEBOOK AD CLICK THROUGH RATES

SUCK - AND HOW TO CHANGE THAT

Here are 3 ways that can help increase your Facebook ad’s CTR.

2. COPY & LAYOUT - Testing is the only way to make improvements to your

ad. But here are some things to try out:

a. Humor. People on Facebook share funny things all the

time. They enjoy a good laugh. So why not

accommodate them with ads that lean toward the

funny.

Page 7: Why Facebook Ad Click Thru Rates Suck and How To Change That

7

WHY FACEBOOK AD CLICK THROUGH RATES

SUCK - AND HOW TO CHANGE THAT

Here are 3 ways that can help increase your Facebook ad’s CTR.

COPY & LAYOUT - Testing is the only way to make improvements to

your ad. But here are some things to try out:

b. Photo. People on Facebook are attracted to unusual or

remarkable pictures. Product shots are not interesting,

especially when they are the size of a postage stamp. And

while kittens and puppies get a lot of attention within social

networks, not all companies can be associated with them.

So think about the group that you’re targeting and try to come

up with photos that will appeal to them and tie in with your

company. Think emotional.

Page 8: Why Facebook Ad Click Thru Rates Suck and How To Change That

8

WHY FACEBOOK AD CLICK THROUGH RATES

SUCK - AND HOW TO CHANGE THAT

Here are 3 ways that can help increase your Facebook ad’s CTR.

COPY & LAYOUT - Testing is the only way to make improvements to

your ad. But here are some things to try out:

c. Ad Title Length. How long should the title to your ad be,

especially since you are limited to 25 characters per line. The

folks at ProfitAddiction did a case study test and discovered

that stacked ad titles drastically increased CTR.

Page 9: Why Facebook Ad Click Thru Rates Suck and How To Change That

9

WHY FACEBOOK AD CLICK THROUGH RATES

SUCK - AND HOW TO CHANGE THAT

Here are 3 ways that can help increase your Facebook ad’s CTR.

COPY & LAYOUT - Testing is the only way to make improvements to

your ad. But here are some things to try out:

3. Facebook Page or Landing Page. People spend

more time on Facebook than on any other site, the time

spent there continues to grow, and social media has now

invaded the workplace in a major way.

What all of this points to is that when on Facebook, visitors

don’t want to leave until they are ready.

Page 10: Why Facebook Ad Click Thru Rates Suck and How To Change That

10

WHY FACEBOOK AD CLICK THROUGH RATES

SUCK - AND HOW TO CHANGE THAT

a. Send to Facebook Page. If you want to increase

your CTR consider sending them to your company or

fan page on Facebook itself instead of your

company website.

Make your goal be to increase your number of fans,

and while that might not show immediate ROI when

compared to conversions and sales from a landing

page, you are building a fan base, and as social

media marketing grows in its influence, these fans will

become increasingly valuable to you.

Page 11: Why Facebook Ad Click Thru Rates Suck and How To Change That

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WHY FACEBOOK AD CLICK THROUGH RATES

SUCK - AND HOW TO CHANGE THAT

b. Send to Landing Page. This is harder to do but the

recent change in Facebook ads might be

helpful. Facebook has added a way to see where you

are clicking through to. When you want it sent to a

landing page, the destination URL is displayed

under the title. When it’s not there, assume you’re

being sent to a Facebook page.

This is designed to alleviate the fear that a Facebook

ad will send you to a SPAM site, because by seeing

the URL you can see if it’s legit or not.

Page 12: Why Facebook Ad Click Thru Rates Suck and How To Change That

12

WHY FACEBOOK AD CLICK THROUGH RATES

SUCK - AND HOW TO CHANGE THAT

We end this by saying the only way you are going to get your

Facebook CTRs up is by testing all of the above and seeing

which works best for you.

Every ad campaign will be different.

The World’s Facebook Relationships Visualized

Page 13: Why Facebook Ad Click Thru Rates Suck and How To Change That

1313

QUESTIONS?

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Suite D285, Costa Mesa, CA 92626

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