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Facebook Ads CTR: 32 Suggestions
For Skyrocketing Results [2.0 Update]

EDITOR’S NOTE: This post has recently been updated to include where to find CTR, a more thorough look at CTR attribution, and 7 additional best practices for you to engage.

Original post date: April 6, 2017.

 
When it comes to Facebook ads CTR, it’s hard to draw a clear line between the reality and myths.
 
Let’s start with the basics.
 
What is CTR?
 
In simple terms, it’s the percentage of people who clicked on your ad or email link and then landing in a new destination such as on a landing or product page.
 
Why does it matter?
 
If someone takes an action, it shows an initial interest, and you want . to focus on what will get people to move on to the next step in your funnel. More on the benefits of focusing on Facebook ads CTR in a bit.
 
So, how do you calculate it on Facebook?
 
It’s a ratio of how many people have clicked compared to the number of times the ad has been shown (i.e. impressions) as depicted in the formula below:
 

Facebook ads CTR calculation

Facebook ads CTR calculation


 
So, what qualifies as a good click-through rate?
 
In Quora, various people claim that a good Facebook ad click-through rate is anywhere between 0.1% to 24%. That’s not very helpful, is it? 
 
Quite the range.
 
No worries, even the great marketers get confused about the Facebook ads CTR rates.
 
CTR is a real mystery.

CTR is a real mystery. – image source


 
So, what’s a good CTR rate for a Facebook ad campaign?
 
It’s not 0.1%, and it’s not 24%.
 
The correct answer is: It depends. I know, probably not the answer you wanted to hear, but it’s the truth.
 

Where To Find Facebook Ads CTR

It’s really easy to find Facebook ads CTR.
 

In Ads Manager, go to Columns: Customize ><p class=Customize Columns…” width=”336″ height=”252″ /> In Ads Manager, go to Columns: Customize > Customize Columns…


 
Go to Clicks under Engagement, and select the CTR data you want to see.

Go to Clicks under Engagement, and select the CTR data you want to see.


 
When you hit Apply, the columns will now appear in the Ads tab of the dashboard.

When you hit Apply, the columns will now appear in the Ads tab of the dashboard.


 

Evaluating Your Facebook Ads CTR

When evaluating your Facebook ads CTR, it’s important to keep in mind true CTR attribution and if CTR is the only metri you should be considering to meet your goals.
 

CTR Attribution

Your CTR may be an inflated metric that doesn’t reflect true ad performance.
 
Initially, it wasn’t just link clicks to your destination page that were counted in the calculation.
 
Here are some other engagements that were included:

  • Event Responses
  • Likes
  • Clicks to Enlarge Images
  • Clicks on Comments
  • Clicks on “View More” Text

 
Facebook has made some recent changes to now show two CTRs, with one that’s exclusively representing link clicks.
 

How you see it here.

How you see it here.


 
But if you’re comparing current link click-through rate with historical click-through rates that bundled all the aforementioned engagements along with those link clicks, your comparison overtime may not be an accurate depiction.
 
Also, if you’re sharing a post that links to another, you’ll want to make sure the link clicks are from the post you’re sharing and not another mentioned within.
 
Additionally, keep in mind the type of ads for which you’re comparing CTR. Meaning, keep in mind your goal. Are you trying to: 1) compare performance between type or 2) compare performance within type.
 
If the latter, you won’t want to look at photo ads vs text ads. In many cases, photo or video ads will perform better. It doesn’t mean there’s no value to be had in a text ad though.
 

CTR vs Conversions

Let’s make one thing clear ASAP: A high CTR means nothing if it doesn’t convert (unlike in Google AdWords where CTR is an important Quality Score factor).
 
If your Facebook campaign has the average click-through rate of 24%, but none of these clicks convert into sales, you’re in trouble.
 
However, if your competitor’s ads deliver the CTR of 3% but 50% of those people convert on the landing page, they’ll get 15 new customers per 1,000 ad impressions. They would be doing pretty well even with a low CTR.
 
Case in point: The ads with the highest CTR aren’t necessarily your best-performing ads.
 
Always evaluate your ads’ CTR together with the conversion rate and cost-per-click – What’s the optimal click-through rate for your Facebook campaign to have a positive ROI?
 
A case study by AdEspresso found that the ads with highest CTR tend to have a lower cost-per-click. So, there’s one reason for working on increasing your ads’ click rates.
 

Higher CTR = Lower CPC

Higher CTR = Lower CPC – image source


 
Often, your ad campaign’s CTR reflects on its relevance to your target audience – having people click on your ads must mean they like your offer, right?
 
Facebook has developed a metric known as Relevance Score that you can check in your ad reports. It’s a number from 1-10, telling Facebook (and you) whether your target audience is interested in what you’re trying to sell them.
 
When analyzing 104,256 Facebook ads, AdEspresso discovered that Facebook campaigns’ Relevance Score helps to predict both the cost-per-click and click-through rate.
 
Relevance Score affects the CPC

Relevance Score affects the CPC


 
The higher your ad relevancy, the less you’ll pay for clicks and conversions.
 
 
See the connection here?

See the connection here?


 
That’s all the reason you need for working on improving your ads’ click-through rate.
 

How To Get Higher CTRs

Up next, you’ll find 32 of my favorite tactics for battling low CTRs and bringing home the trophy of the Facebook Ad Master.
 

1) Work on Your Offer and Audience Match

One of the worst Facebook ad mistakes is to ignore the target audience and try to push your offers down their throat, no matter the price.
 
It never works.
 
You don’t want a person to see your ad and be like…
 

Oh the horror, THAT ad again

Oh the horror, THAT ad again – image source


 
Instead, you want them to look at your ad and say…
 
 
You got it dude.

Michelle puts it best. – image source


 
QUICK HACK: If you can target the cast of Full House on Facebook, then you automatically win at life.
 
Setting up Facebook campaigns for multiple audiences and crafting your offers around those audience’s interests should definitely be a focus of yours as you aim for increased CTRs.
 
For example, you can create Facebook Custom Audiences to set up remarketing campaigns with landing page specific ads.
 
Amazon remarkets to drone lovers

Amazon remarkets to drone lovers


 
Keep your Facebook ad offers diversified so that you’re able to deliver the right ads to the right people. Then sit back watch the CTR magic happen.
 

2) Narrow Down Your Audience

You might be wondering how to ensure your offer’s relevant to the audience. Well, there’s only one way to find out, and it’s running your ads for a while and measuring their click-through rate.
 
Still, there’s a lot you can do prior to the campaign activation to guarantee higher success rates.
 
We’ve seen many Facebook ad campaigns targeting tens of millions of people with a single offer. In most cases, it results in low ad relevance and poor CTRs.
 
One of the worst damages of targeting too broad of an audience is that you may not reach the people with highest purchasing potential due to a limited ad budget, leading to the Iceberg Effect.
 
This Facebook campaign targeting over 1.1 million people only reached 234,000 potential clients. The rest of 850,000 audience members would never hear about the offer.
 

Avoid targeting too broad audiences

Avoid targeting too broad audiences


 
If you feel like you need a reality check, ask yourself this: “Are there truly millions of people potentially interested in buying my product?”
 
Next, take steps to narrow down the large audiences by excluding people by interests, behaviors, age range, and demographics–or exclude Custom Audiences.
 
Don’t forget the Exclude feature

Don’t forget the Exclude feature


 

3) Max Out on Your Ad Copy

According to a study by scientists at Columbia University and the French National Institute, 59% of people actually never read more than the headline of a Facebook post before sharing or liking it.
 
This could mean several things:

  • People are lazy and don’t really care about what they share.
  • Some headlines are simply so good people want to share these before their friends get their eyes on the post.

 
When was the last time you spent hours brainstorming the perfect Facebook ad copy?
 
If you don’t work on your ad messages, people won’t bother to click on your offer.
 
What do you think?
 
How many variations did Intercom’s marketing team test before coming up with this engaging and click-worthy ad copy? (If you’re from Intercom, let us know in the comments)
 

Intercom spent some time on their Facebook ad copy

Intercom spent some time on their Facebook ad copy


 
One wrong line of text (or even a bad choice of wording) could potentially distinguish the spark of interest in the person viewing your Facebook ad.
 
So, how can you write magical copy that makes people afraid of missing out on your offer?
 

4) Write with Your Customer in Mind

There’s only one person that needs to be pleased with your Facebook ad copy, and it’s not you. Nope, it’s not your manager either.
 
The single person who has to impressed by your Facebook ad’s messages is the high-expectation customer.
 
As startup advisor Julie Supan explains in her interview on First Round Review:
 

“The high-expectation customer, or HXC, is the most discerning person within your target demographic. It’s someone who will acknowledge—and enjoy—your product or service for its greatest benefit.”

 
If your Facebook ads can attract the high-expectation customer, everybody else will follow.
 
Start by defining who your target audience really is, and why they should want to buy your product.
 

Define your high-expectation customer

Define your high-expectation customer – image source


 
When crafting Facebook ad copy, focus on the benefit, not the features of your product.
 
Facebook recommends to follow three copywriting best practices:

  • Find the right tone of voice
  • Stick to what’s important
  • Write with the customer in mind

 
Many Facebook ads with a high CTR follow these rules to the last detail.
 
For example, Google has gone as far as to address the reader multiple times across their  Facebook ad. What happens is that the reader will feel like the ad is talking directly to them, making the offer seem more relevant and personal.
 

Google’s ad addresses the reader many times over

Google’s ad addresses the reader many times over


 
Another example by Hired is specifically targeted at software engineers in L.A. If the right audience segment sees the ad, they’re highly likely to click.
 
 
Hired’s Facebook ad is location-specific

Hired’s Facebook ad is location-specific


 
One of the keys to high Facebook CTR is to write for your customer, and no one else.
 

5) Don’t Lose Sight of Your Goal

Successful Facebook ad copywriting starts by defining your goal.
 
If you heard it for the first time, it’s because this rule often goes overlooked. But as you think about it, it makes a lot of sense.
 
Your Facebook advertising goal defines the action you’d like a person to make – click on your ad and convert. Every sentence in your ad copy should contribute to the right action, nudging the reader towards conversion.
 
BarkBox, for instance, has a Facebook ad with a clear goal – getting people to sign up for a monthly subscription. No, wait… PUPscription.
 

BarkBox offers a pupscription

BarkBox offers a pupscription


 
As Joanna Wiebe from Copy Hackers explained in her article:
 
“One of the most important principles to keep in mind when writing your Facebook ad body copy is this: give your body copy a single goal, and stick to it.”
 

6) Keep Your Ad Copy Short n’ Sweet

When analyzing the perfect length of Facebook posts, Track Social discovered that brief Facebook posts saw the highest engagement and CTRs.
 

Facebook post length vs. engagement

Facebook post length vs. engagement – image source


 
Another study by BlitzLocal analyzed 11,000 Facebook pages and found that engagement skyrocketed as posts got shorter.
 
An average Facebook post is 157.7 characters long, while user posts include 121.5 characters and mobile posts are 104.9 characters. However, posts between 120 and 139 characters were 13.3% more engaging that posts with 140-159 characters.
 
Shorter posts get higher engagement

Shorter posts get higher engagement – image source


 
Why do shorter Facebook posts have a higher engagement rate?
 
The answer lies in the research proving that the more choices a person has, the more time it takes for them to make a decision–and at the time people are said to have an attention span lower than a goldfish, you might want them to make the decision quickly!
 
The shorter your ad copy means there’s less information for a reader to process, making it easier to reach a decision – clicking on your ad – faster.
 
Lyft’s Facebook ad is short and straightforward

Lyft’s Facebook ad is short and straightforward


 
Jeff Bullaz measured the engagement rate of Facebook posts and discovered that the super short 40-character posts received 86% higher engagement (and CTRs) than others.
 
The rule of thumb here is to avoid ad copy with heavy text that’s hard to read. Deliver only the most important information and leave the rest of the story to be told on your landing pages.
 

7) Write Magnetic Headlines

According to Copyblogger, close to 80% of people seeing your Facebook ad don’t bother reading past the headline.
 
Which means that all your superior copywriting skills will go uncelebrated.
 
That’s sooo unfair.
 
As unfair situations call for unfair advantages, we’re going to give you one – the five secrets of irresistible headlines with high CTRs.
 
How to write better headlines for your Facebook ads?

  1. Ask fascinating questions
  2. Keep your headlines at the right length
  3. Use action verbs
  4. Include numbers in headlines
  5. Use emojis to catch attention

 
Alright, let’s have a closer and see which one of these five headline recipes tastes the best.
 

8) Ask Fascinating Questions

How to make sure that every person who reads your Facebook headline will also want to read the rest of your ad copy?
 
People don’t care about your product. However, most of us love great TV shows.
 
Most of us also hate when a great TV series ends at the most exciting point, leaving you guessing what happens next.
 
A study from Caltech has shown that people’s curiosity increases to a certain point as knowledge increases and then drops off. You need to write a Facebook headline that’s mysterious enough to make people crave for more.
 
Ahrefs’ Facebook ad gambles with the readers’ curiosity, so that no serious marketer’s able to resist clicking on the ad and finding out the answer.
 

Find out the answer here

Find out the answer here


 
Here’s one more example of using questions to increase your Facebook ad CTR that we really dig into. This one’s by Asana:
 
 
Asana’s ad asks: What if?

Asana’s ad asks: What if?


 
Creating a curiosity gap right in your ad headline can do two things:

  1. It makes people immediately click on your ad, resulting in skyrocketing CTRs.
  2. It drives people to read the rest of your ad copy, making them eventually click on the ad.

 

9) Keep Your Headlines at the Right Length

As weird as it might sound, your Facebook ad headline length matters. A lot.
 
A study by Outbrain found that headlines with 60-100 characters earn the highest click-through rates and the rates decline as headlines decrease below 60 characters or increase beyond 100 characters.
 

Mostly, shorter headlines perform better

Mostly, shorter headlines perform better – image source


 
As one of the Facebook ad tips, the social media network recommends that advertisers keep their ad headlines as short as 25-40 characters in length.
 
Writing shorter headlines puts you in a challenging position where your need to compress your message to only include the most impressive information. Which means that you’ll put more effort into finding THE headline message that makes people want to click.
 

10) Use Action Verbs

The best place to place your call to action is in the ad’s headline.
 
That’s because people are most likely to act on your ad’s headline even before they read the rest of the ad copy.
 
According to Wingify and ConversionXL, almost 30% of all A/B tests marketers are running are CTA button tests.
 
However, only one out of seven A/B tests produces a statistically significant improvement. But when it does, the average increase in results is 49%.
 
Test several headline CTAs to see which one delivers the highest Facebook ad CTR.
 
Here’s an awesome example by Unbounce. The reason I say it’s awesome is that the ad headline manages to be actionable and address the reader in just four words.
 

Unbounce’s Facebook ad is super actionable

Unbounce’s Facebook ad is super actionable


 
When looking to increase your Facebook ad CTR, follow these headline best practices:

  • Use action verbs like get, do, try, start, find, etc.
  • Keep your headline CTA relevant (if you promote a writing tool, test a CTA like Start writing today)
  • Be specific about what the user will get (Get your 14-day free trial, Test free for 30 days, etc.)

 
Need inspiration? Here’s a list of popular call-to-actions by SiteTechSupport that you can use in your Facebook ads headlines:
 

Get inspired by these CTAs

Get inspired by these CTAs – image source


 

11) Include Numbers in Headlines

There’s a number of studies that indicate numbers in headlines help to increase the CTR.
 
A case study published in Moz blog found that by starting your headline with a number, you’re 36% more likely to have people click on your ads. A 36% higher click-through rate seems pretty good to me!
 

People prefer numbered headlines

People prefer numbered headlines – image source


 
A blogger studied his articles’ engagement and discovered that posts that had a number in the headline got 2.5-8 times more traffic (and more referrals from sites like Digg or StumbleUpon).
 
There are plenty of ways to include a number in your ad headline.
 
From mentioning the year like Marketo:
 
Marketo’s Facebook ad includes the number 2016

Marketo’s Facebook ad includes the number 2016


 
To offering a discount like Blue Apron:
 
 
Blue Apron offers a $30 discount

Blue Apron offers a $30 discount


 
Here’s another fun fact: Outbrain collected data from 150,000 article headlines and discovered that headlines with odd numbers have a 20% higher clickthrough rate than headlines with even numbers. Instead of promoting 20 tips, make it 21 tips.
 

12) Use Emojis to Catch Attention

Before we start talking about emojis as one of the recent key marketing trends, I’d like to make one thing clear.
 
At KlientBoost, we were using emojis even before they were mainstream.
 

Our Facebook post from May 2016

Our Facebook post from May 2016


 
But the good news is that emojis aren’t by far as mainstream as you may think. You can still use emojis in Facebook ads and belong to the cool gang.
 
SaaS startup Scoro conducted a split test to see whether emojis help to increase Facebook ad click-through rates.
 
Even emojis can be A/B tested

Even emojis can be A/B tested


 
By doing Facebook ad testing, they discovered that a Facebook ad headline that included an emoji had 241% higher click-through rate than the ad with no emoji.
 
Start by finding the right emojis in Emojipedia, and copy-paste them to your Facebook ad when inserting ad copy.
 
Get creative with emojis

Get creative with emojis – image source


 
Nevertheless, you should use emojis with caution.
 
As marketing influencer Neil Patel put it:
 
“You cannot just toss 10 emojis irrelevantly in your communications. That will only make your message complex.
 
You need to use emojis with purpose if you want to boost your brand engagement through emoji marketing.“
 

13) Play on People’s Emotions

When was the last time you clicked on a Facebook ad?
 
Was it because of curiosity? Anger? Hope?
 
Whatever emotions a Facebook ad makes a person feel, what really matters is the fact that it raises some kind of emotion.
 
The author of The Psychology of Social Shopping, Paloma Vasquez points out that:
 
“In a state of excitement or arousal, people think and behave very differently. Emotional states trump rational thinking; it’s easier to sell to consumers when they are excited.“
 
The tactic also seems to work in practice.
 
Trend Hunter Marketing analyzed 55 emotional marketing campaigns, and found the average popularity score to be 8.0 — higher than in other categories.
 
Try the World’s Facebook ad bets on the emotion of excitement. Notice the bright ad design, use of exclamation marks, and energetic tone of voice.
 

Try The World’s ad makes us excited

Try The World’s ad makes us excited


 
To create the feeling of excitement and increase your Facebook ads’ click-through rate, use these five tips:

  • Use bright colours in your ad design
  • Keep your tone of voice energetic
  • Show the excitement in ad image
  • Use exclamation marks
  • Include an exciting discount offer

 

14) Increase Your Ads’ CTR with FOMO

Here’s one of the most impactful A/B tests of all time. By using FOMO and urgency, a marketer managed to increase their company’s sales by 332%.
 
Variation A included a discount offer and plain text while variation B showed a timer counting the time left until the end of the deal.
 
This was Variation A:
 

Variation A had a crossed-out original fee

Variation A had a crossed-out original fee – image source


 
This was Variation B:
 
 
Variation B displayed a countdown timer

Variation B displayed a countdown timer– image source


 
After running the A/B test, the website’s conversion rate saw an immense 332% increase.
 
 
Not bad for an A/B test!

Not bad for an A/B test! – image source


 
A study of Millennials found that as many as 69% experience FOMO when they are not able to attend an event where their friends are going.
 
People are afraid of being left out, and this cognitive bias can be used by both B2C and B2B marketers.
 
Teabox’s Facebook ad, for example, offers a 72 hours only free shipping period with no minimum order value. If someone hasn’t yet ordered a pack of tea because of a high shipping fee, they may be more likely to do it after seeing this ad.
 
Teabox’s Facebook ad uses urgency to increase the CTR

Teabox’s Facebook ad uses urgency to increase the CTR


 
How to apply FOMO to your Facebook ad copy:

  • Promote a limited time offer.
  • Set a specific time frame to emphasize the urgency.
  • Say there’s only a specific amount of product left.
  • Don’t lie. Your offer should really be limited. Otherwise, your clients may feel deceived and lose trust in your brand.

 

15) Offer Something for Free

It’s kind of a no-brainer that free stuff gets people click.
 
But giving away lots of freebies isn’t necessarily helping to boost your revenue. You need to be smart about free giveaways and combine these with the overall marketing strategy.
 
For example, you could promote a free eBook, asking only for the person’s email address in exchange. Just like AdEspresso’s doing with their Lead Ads campaign.
 

Collect emails for lead nurturing like AdEspresso

Collect emails for lead nurturing like AdEspresso


 
Don’t let your relationship with a prospect end right after they’ve downloaded your free content. Move those emails into an email marketing funnel, slowly but surely turning these cold leads into customers in the course of a few months.
 
If you’re not 100% happy with giving away your awesome products and content free forever, follow the example of The New York Times, creating a limited time free offer.
 
The NYT uses a limited-time free offer

The NYT uses a limited-time free offer


 
People will get familiar with your product and if they like it, they’ll be glad to renew the subscription after the free trial period ends.
 
If your goal is to increase your Facebook ads’ CTR, make sure your free offer is easy to notice, placing the core message in your ad image or in the headline.

16) Give Away a Prize

Prize giveaways can be real Facebook advertising goldmines.
 
Let me explain:

  1. Offering people a chance to win a prize could get them excited, meaning they’re more willing to take immediate actions.
  2. If you’re offering an awesome prize, people will share the promotion with their friends, bringing you hundreds of organic ad views and, eventually, clicks and conversions.

 
When dealing with cold Facebook audiences, unfamiliar with your brand, offering a nice prize may be the key to their attention.
 
For example, SurveyMonkey created a Facebook ad campaign offering an array of awesome prizes: drone, GoPro camera, gift cards, and many other goodies.
 

Free prizes earn even a cold audience’s attention

Free prizes earn even a cold audience’s attention


 
Don’t set the bar too high for entry. As I wrote in my article about Facebook ad examples, if you ask people too big of a commitment, people just won’t do it.
 
Work on finding the balance between the mental threat and your prize’s value.
 

17) Address All the Possible Concerns

This tactic is going to require that you know your customers as you know your best friend, including all their possible concerns regarding your Facebook ad offer.
 
Sometimes, even though you’re promoting a cool product, people shy away from clicking as it seems like too big of a commitment.
 
At other times, people avoid signing the deal, because they’re afraid of unsatisfactory results.
 
It’s your job to dig up all these anxieties and concerns, and eliminate those bad thoughts even before someone has time to consider them.
 

Eliminate the negative evidence.

Eliminate the negative evidence. – image source


 
For example, 99designs offers a no-strings-attached money back guarantee if you’re unhappy with the end result.
 
 
99designs addresses an important concern

99designs addresses an important concern


 
Other anxieties you can avoid before they arise include the need for entering credit card details or being unsure whether the delivery’s free.
 

18) Include the Power Words

In case you’re wondering what’s a power word, it’s a word that has the ability to draw people’s attention and have a stronger effect on them.
 
At KlientBoost, we like to use the power words in our article headlines to keep the CTR high above the average.
 

We work hard on our headlines

We work hard on our headlines


 
David Ogilvy, the advertising Grand Master, published a list of influential words, that’s still relevant today:

  1. suddenly
  2. now
  3. announcing
  4. introducing
  5. improvement
  6. amazing
  7. sensational
  8. remarkable
  9. revolutionary
  10. startling
  11. miracle
  12. magic
  13. offer
  14. quick
  15. easy
  16. wanted
  17. challenge
  18. compare
  19. bargain
  20. hurry

 
But it turns out Ogilvy wasn’t the only one conspiring about the world’s most powerful words. Buffer put together a list of 189 influential words to use in your ad copy.
 

19) Create a Killer Facebook Ad Design

If you went to a supermarket and discovered your favorite product has gone through an ugly package change, would you still buy it?
 
If it’s real love, you would. ?
 
However, you wouldn’t probably buy a new product you haven’t tried before that has a low-quality look and feel.
 
If you asked what would David Ogilvy do to increase Facebook ad CTRs, he’d most likely focus on creating high-quality ad images. Ogilvy commissioned research into the use of images and discovered that first, people look at the image. Then, they scan the headline.
 
If your ad image fails to draw attention in the Facebook newsfeed, your campaign won’t see the high click-through rates you’re seeking.
 

Bad ad image is why you fail

Bad ad image is why you fail – image source


 
Don’t leave your Facebook campaign’s fate to chance. Learn to increase the CTR by crafting stellar ad designs.
 

20) Make It Rain Color

Sometimes, all it takes to get people to stare at your ad is a colorful ad image.
 
Jobbatical used a colored filter (a good solution if you don’t have a huge design team to back you up) to make their ad more eye-catching.
 

Jobbatical uses colors to catch attention

Jobbatical uses colors to catch attention


 
Research has found that people make up their minds within 90 seconds of their initial interactions with either people or products. About 62‐90% of their assessment is based on colors alone.
 
Your ad image’s color combination can decide whether someone clicks on it. Take some time to find the perfect colour combination.
 

21) Steal the Show with Contrasting Colors

Highly contrasted and bright colors tend to have a deeper effect on us, especially in Facebook’s crowded Newsfeed.
 
A study by UsabilityTools showed that applying highly contrasting landing page call-to-actions resulted in 75% higher click-through rate, compared to a low-contrast CTA.
 
The same rule applies to Facebook advertising – Facebook ads with contrasting color combinations often have a higher CTR. Nevertheless, you also need to write an unbeatable ad copy to support the ad design, like GetResponse has done here:
 

GetResponse ad is high in contrast

GetResponse ad is high in contrast


 
A customer preferences study looking by Science Direct a large majority of consumers favor palettes with a highly contrasting accent color.
 

22) Use Custom Images

If you use free stock photos like thousands of other marketers on Facebook, chances are people won’t be interested in seeing the same image in five different ads.
 
Another problem with generic stock images is that they tell someone else’s story, not yours.
 
Having a Facebook ad image with your product, animation or real-life happy customers is so much more genuine (and profitable in the long run).
 
Take another step further and don’t just create custom images, but do your best to create interesting custom images.
 
This Facebook ad by MailChimp definitely got our attention:
 

MailChimp’s ad is crazy, but it works!

MailChimp’s ad is crazy, but it works!


 
Instead of being afraid of negative feedback, pay the price of a couple of haters in exchange for many new customers.
 
For more Facebook ad design inspiration see our lineup of 32 awe-inspiring Facebook ad examples.
 

23) Test In-Image Ad Text

While an irresistible Facebook ad headline is a must-have for having a high CTR, there’s another excellent placement for your most important message.
 
As you already know from previous points, people’s eyes usually rest first on your ad image. Which makes it a perfect real estate for placing your most important value proposition.
 

OptinMonster placed their USP in ad image

OptinMonster placed their USP in ad image


 
Here’s another idea: Use a creative in-image text that sparks curiosity, like Hootsuite:
 
 
Hootsuite’s ad shines with creativity

Hootsuite’s ad shines with creativity


 
Whenever you test in-image texts, remember Facebook’s rule of keeping ad images light in text. Otherwise, your ads won’t get delivered to as many people.
 
 
Facebook will notify you of text-heavy ad images

Facebook will notify you of text-heavy ad images


 

24) Select the Right Advertising Goal

When setting up your Facebook ad campaigns and bidding, you can select between plenty of campaign objectives as noted by Jellymetrics.
 
What you might not have been aware of is that the ad campaign objective can have a strong impact on your ads’ CTR and cost-per-conversion.
 

Facebook campaign objectives

Facebook campaign objectives


 
The campaign objective will tell Facebook your ultimate advertising goal. Equipped with this information, Facebook’s algorithms will set out to optimize your ad delivery to get the most results for your ad budget.
 
As you select the campaign objective of Brand Awareness or Reach, you’re basically telling Facebook you’re interested in the maximum number of people seeing your ads, not necessarily clicking on them.
 
That’s why, when aiming for higher CTRs, it’s best to select the campaign objectives that require that people click on your ads.
 
Nonetheless, don’t lose sight of your real Facebook advertising goal, be it conversions or app installs. It usually makes sense to choose the campaign objective that matches best with your real advertising goal.
 

25) Optimize Your Ad Delivery for High CTR

Unfortunately, there’s no Facebook ad optimization method that would ask Facebook to increase your ads’ click-through rate.
 
But that doesn’t mean you couldn’t make some PPC magic happen.
 
Let me teach you a Facebook ad bidding trick.
 

I promise it’ll be easier than this.

I promise it’ll be easier than this. – image source


 
If you want to increase your Facebook ads’ CTR, optimize your ad delivery for Link Clicks. This way, you’re letting Facebook know that you want your ads seen by the people who are most likely to click on them.
 
Here’s the same trick taken a step further: optimize your Facebook ad delivery for Conversions. Now, Facebook’s algorithms focus on getting people to click on your ads and convert.
 
And boom. You’ve got a better chance at higher CTR and more conversions.
 
Optimize your ads for Link Clicks

Optimize your ads for Link Clicks


 

26) Change Placement Within Imagery

The way products are displayed can make all the difference in whether they appear more appealing to your target audience.
 

MuscleFood ad example 1

MuscleFood ad example 1


 
MuscleFood ad example 2

MuscleFood ad example 2


 
It could be as simple as rearranging meats on a table. Granted, there are other variations like copy on this ad that could impact its performance — but highlighting a top selling type of meat over one that has proven not to sell as well could help with getting more clicks.
 

27) Make Key Objects Stand Out With Colors

If you’re featuring several products in one ad, it can be overwhelming. That being said, if you want to put a bigger budget toward one campaign as opposed to a few smaller ones that show one product each, you can use line and color separators to make imagery easier to look at as well as clearly distinguish each product.
 

Hubble uses dark and light shades to separate the two options.

Hubble uses dark and light shades to separate the two options.


 

Include More Than One CTA

Wait, more than one CTA? You might be thinking, “but I don’t want to detract from my primary CTA or confuse viewers on what action I really want them to take”.
 
No, you don’t — but you can have CTAs be complementary, meaning they can request the same action, but the request is phrased differently for each. It may actually help reinforce the action you wish the viewer to take.
 

The viewer has a choice to watch the video or click the link to learn more.

The viewer has a choice to watch the video or click the link to learn more.


 
Within this one ad, Revl is able to see if people prefer to get more information via video first or go directly to your landing page to learn more.
 
Some may prefer to skip ahead and get right to the meat of the offer while others may be drawn in by getting to visualize real people engaging with what’s being offered first.
 

29) Use Social Proof In Your Ads

What does including social proof in your ads actually mean?
 
You can secure likes organically and then promote your post, so those viewing your ad can see that others have alreaady given it a thumbs up.
 
The other option would be to add social proof in your image text, headline or imagery, such as “XX number of people bought YY in just 2 days!”
 

CAcafe shares a real success story.

CAcafe shares a real success story.


 
Keep in mind that the peer or other viewer engagement and comments could be worth more in weight than a biased statement made by the company promoting the ad. For instance, who knows how much Chiyanna might have been paid to be in this ad, unless there’s a disclaimer saying she participated with no incentive. Not saying she was, but it’s a question some viewers might have.
 

30) Don’t Use Too Much Jargon

Not everyone will catch on or appreciate the jargon or industry lingo you use. In fact, some viewers may feel dumb that they don’t get it and be turned off.
 
Think of it this way, if only digital marketing professionals would understand a reference, and you want to appeal to a larger audience as a digital marketing agency, you’re potentially limiting the audience to just those digital marketing professionals. And, if I’m . digital marketing professional, I probably don’t need your service, which is even more limiting.
 
You don’t want your audience to have to ponder too much before taking action. They have plenty of other things to do with their time.
 

BudURL has a clear target of marketing agencies with this ad.

BudURL has a clear target of marketing agencies with this ad.


 
There are exceptions to the rule though. As in the example above, BudURL wanted to target marketing agencies, specifically. Thus, by including industry terminology (e.g. multi-channel conversion tracking, GPS-level location tracking) within their ad, it shows their expertise in a particular area of marketing and builds trust with agencies that BudURL can provide a solution to meet their needs.
 

31) Test “Soft Warnings” In Your Copy

What do I mean by “soft warning”? Rather than telling someone that your offer, product or service will provide them with a positive, let them know the negative(s) if they decide not to consider your offer, product or service.
 
A lot of advertisers capitalize on the positives, so it can offer a different angle or pain point that hasn’t been touched on yet. Also, people may have more of an inclination to act on preventing a negative than to act to cause a positive.
 

This Lenovo ad starts with invoking an element of fear.

This Lenovo ad starts with invoking an element of fear.


 
This Lenovo ad plays on a common fear of being deceived within the first sentence. But then, alleviates the fear after viewers are drawn into reading.
 

32) Make Sure Nothing Distracts From CTA

Your CTA is one of the most important components of your ad, so you want to make sure it’s clear and pops from the other elements in the ad.
 
Move or remove any images that are too close to the CTA that might pull viewers eyes away. If they’re focused on the CTA, the next step is to click and not to continue to look at the other elements of the ad.
 

Facebook Ad CTR Key Takeaways

As you worked through the article, you probably noticed some prevalent ad features and tactics that consistently contribute to higher Facebook ad CTR:

  • Inspiring ad copy
  • Eye-catching ad design
  • Smart campaign setup

 
I’d like to end the article with another simple yet powerful tip:
 
Every time you create a new Facebook ad, undergo a quick litmus test: would you notice and click it if the ad appeared in your newsfeed?
 
If the ad passes your critical test, it’s likely good to go. ?
 
By the way… We’re super curious to hear how often (if ever) do you check your Facebook ad CTR and whether it’s an important metric across your reports as well as what’s the optimal click-through rate you’re happy with? Do leave us a comment below.

Klientboost Blog Author <br>Johnathan Dane


Johnathan Dane

Founder/CEO

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