On the ball internet, users might be thinking that no one really wastes their time clicking on Facebook ads. They are wrong.
Facebook Ads works really well, and digital nomads just need to press it into the right service. Statistics show that Facebook makes more than $60 billion in revenue, showing that there’s really someone who ticks the button.
Although there’s quite a lot of dubiousness that surrounds Facebook ads, especially in the early days, because the marketers who had tried it failed to achieve what they are aiming for through the ads. However, it’s all about how the marketer does it.
If you are getting frustrated for running an ad that is not working. Disappointed because you cannot into where you want to be with your ads, not hitting the metrics you want to hit to grow.
When looking for metrics, you should pay attention to your Facebook ad’s CTR, or clickthrough rate, which many marketers failed to look at.
The Value of CTR
The clickthrough rate shows the number of people that take a peek at an ad to the sales pages, or any page that they will be directed to after taking a look at the ad. There are various clickthrough metrics in the advertisement account that you need to examine.
The most meaningful metric is the unique link clicks. Not anyone pays attention to it, but it actually feeds the return on ad spend (ROAS). Hence, if you are hauling an ad to a thousand people, there’s a particular number of those thousand would go and snap that link to take a glance at the offer.
If the clickthrough rate is below 1%, you’re in a dilemma. It should’ve been at 2%. You need to double it.
Regardless of if you’re running an ad with a still image, GIF, or videos, to achieve that 2%, your ad creative’s visual component should be something epic.
If you want to increase, you’re clickthrough rate, you don’t need to pay a bigger amount of money. The payment will only vary depending on the cost per mile (CPM), and not on the clickthrough rate (CTR).
For example, your CPM, or the amount you are paying to a website everyone thousand visitors is $50. In that one thousand people, you have a 1% clickthrough rate. You can double that clickthrough rate while still paying $50 to serve that ad to one thousand people.
Thus, you now have twice the number of your target clicking through the ad without paying a higher amount. So, how do we do that? With visuals.
Test an Ad Creative to Boost CTR
To boost the clickthrough rate of your ad creative, you have to be really strategic.
There’s a lot of great tools which you can use to produce a really fantastic creative. You can use the graphic design platform called Canva, you can use it for free or you can subscribe to its premium with just a low price.
LunaPic is also a free photo editing tool you can utilize. You can grab images from royalty-free image platforms like Pexels and Pixabay, then do overlays of the images with texts.
Before, as per Facebook’s ruling, marketers cannot have over 20% text in their ad creative image. But the rule has been withdrawn now.
To create an appealing ad creative, you can try sifting out the headline of your sales pages, then test them over the top of various images. Create different alternatives of thumbnail images that you can use in your ads to boost the CTR.
Play with the images then load around five of them into an advertisement set. Don’t go beyond five.
See What Works Best
Drive your traffic to the five separated variations of ads and see which is performing the best when it comes to clickthrough rate.
As an illustration, let’s say you are promoting a product for Health & Fitness under the category of weight loss. You have designed five various images featuring the problems and solutions that the product offer.
One ad creative could exhibit the benefits of the product. For instance, you edit an image for your ad, showing a woman enjoying her time on the beach showing off her thin body.
Another ad creative could exhibit the problem. For example, you might include an image of an exceedingly large woman getting frustrated with her weight.
Choose an image that will clearly show what you are trying to express. Use an image that will speak about the problem, and make it known to people that you’re offering a product to solve it.
Now, evaluate the reaction of your targets with the ads you created. Analyze the insights.
If the image of the thin woman on the beach had more interactions, create more ads like that. The same goes the other way around with the exceedingly large woman.
If we would put this strategy into buying a car, this tactic is comparable to a “test drive.” You try it, then if you think it would be the best one for you, you go for it.
Narrow Down Ad Creative
At first, you need to have around five creative ads to choose from. But once you find the winner among them, the one that’s reaching 2% or even better, you can narrow your creative ad images to three.
Another thing you need to remember about ads is that, just like people, they get old. Refrain from using an ad repetitively.
If people would see the same ad over and over again, they will get tired of it. This is why even if you already reach 2% of the clickthrough rate on your previous ad, you have to create something new that will reach the same metric, or even better.
Make sure to play around with ad creatives that worked well for you in the past.
Heart of Facebook Ads
The heart of a Facebook advertisement is the image. Even if you had your copy written by a very skilled writer, if your image isn’t doesn’t have an appeal, you would have a hard time getting clicks.
Stay away from using low-quality images, and any image on the web which you don’t have the right to use. Avoid sneaking in Google to get images because it may get you into trouble. Ensure that the images you’re going to use have a Creative Commons license, or else, you will be doomed.
There’s quite a lot of restriction when it comes to images, but no worries, there are platforms where you can run to find images to use in marketing.
There are free stock photo sites that will allow you to use their pictures without paying. However, you should refrain from using stock photos, which are obviously stock photos. Some ads that use stock photos tend to get ignored by people who recognize them.
You could try finding a unique image with Creative Commons and build up a personality in them by applying filters, cropping, or whatever polish you can do to make it appear special.
If you are having a hard time looking for unique images, you can create an image yourself. This will be an easy peasy task if you are knowledgeable in graphic design. If you’re not, basic editing from your existing images will do.
