How did we get a CTR of 9.69% on Facebook ads?
By getting the following factors right
Does it look good?
I’m putting this one first, not because it’s the most important element, but because it’s the first one your viewers will notice – does it actually look good? A campaign can have all the right elements, excellent messaging and a brilliant ‘call to action’ (CTA), but if it doesn’t look good, your audience isn’t going to pay attention to it.
A good looking advert doesn’t need to be complicated, often less is more. However, it does need to be well lit, clear, in focus, and well balanced with good composition. The right subject matter totally depends on your branding and target market. Get all of that right and you’re already onto a winner. In the simplest terms – is the content enticing?
Is it interesting?
Beauty without depth is boring. A fantastic looking advert that doesn’t spark some intrigue will be forgotten very quickly, and won’t encourage many clicks. Social marketing and online advertising have to work for very short attention spans. Your video has to grab your audience within 2 seconds. Any longer than that, they’re already scrolling on to the next post.
Simple message
Staying on the same subject of short attention spans – a successful advert has a simple message. There is often a temptation to tell the audience everything whilst you have their attention. This doesn’t work. If you say too much, your audience won’t remember much of anything. It is much more effective to have one clear and simple message per advert, or even per campaign. Your audience is more likely to understand and retain one message than three.
The right message
Is your message the right one for your audience? You should have clear business goals, but the messaging around those goals might be a little different for your audience. When you’re developing your messaging, you need to approach it from the audience’s perspective. It needs to identify and offer a solution to a problem the consumer has, rather than simply describe your product or service. If the messaging speaks to the audience emotionally, they will develop a stronger connection with it and be much more likely to click and convert.
Clear CTA
Let’s assume you’ve grabbed your audience’s attention and created an emotional connection. Now what? You need to clearly tell them what to do. Identifying a solution to a problem they have is one step, but without an indication of what to do about it, they’re likely to move on without taking any action.
Proper targeting
Having the right advert is essential. So is putting it in front of the right people. If the audience don’t see the advert as relevant, you’re simply not going to get good results. Once again, you need understand your consumers. We prefer to use interest targeting, to make sure the ad is being shown to people who have a genuine interest in our service. Advert campaigns can have a variety of goals, make sure you select the right one for you and your audience.
Combining all of these elements is like cooking a delicious meal. Start with the best ingredients and combine them properly. If you get it right, you have a fantastic result that has them coming back for more.