What is ctr
Click-Through-Rate (CTR) is the determination of how much of a percentage people click through your ad. In most cases, Link Click-Through-Rate (LCTR) is the determination of how much of a percentage people click through the ad to a link whether it's a funnel, or landing page.
This is one of the most important attributes because it's Facebook number one source to determine how relevant your ad is to the audience, and how much you will be spending to get a click (and also lead).
improving your ctr will lower your cost
When it comes to statistics it's definitely a numbers game. A science.
If you get 100 impressions. And 1 click out of 100 impressions you will receive a 1% CTR.
In most markets a 1% CTR is an average good CTR.
Notice how the CTR for the top one is .47% but the one below that is .24%.
The lower the CTR the more expensive the click will be in most cases due to relevance of the ad to the market.
Facebook wants you to show more ads that are relevant or what the market seems most interested in. This will give you the cheaper costs. The cheaper leads. The more leads you will get within your budget.
How to improve your ctr
Below are a list of things to focus on to improve your CTR.
Remember, improving your CTR will decrease your cost, and thus give you more ROAS.
Fix your image....
By improving your image, you will get more attention. So for example if your ad is shown to 100 people. But only 20 people notice it and out of 20 people who notice it. 10 people read the copy on it. And out of the 10 people who read the copy 1 person clicks.
This gives you a 1% CTR. (1/100)
Let's say you change the image to something more attractive. And 40 people notice it. Out of 40 people who notice it, 20 people read the copy. Out of 20 people who read the copy 2 people click. That's a 2% CTR.
So if your CTR was 1% but now it's 2%. Your cost was $5 per click, you could have reduced your cost by 200-450%. Thus your cost will be $2 or so.
Getting a $2 click within a $50/day ad spend will give you 25 clicks to the funnel.
You were getting $5 clicks which gave you 10 clicks.
And you know the numbers continue. Let's say out of 10 clicks your get 5 sign ups.
That means you spent $50 to get 5 leads which cost you $10 per lead.
When in fact by changing the image you are now getting 11 leads (25 clicks gets you 12 leads)
That's $2 per lead.
You just spend the same budget to acquire more leads by changing only the image.
Fix Your Copy
The copy on your ad, will also determine your CTR. If you have copy that suck, you will likely not get a lot of interested people wanting to learn more.
If you have copy that is on point, you will get a lot of people clicking the ad wanting to know more about what you have to offer.
If you have 100 people that read your ad, and only 25 people click through it because they want to learn more.
By changing the copy, let's say you have a stronger Call To Action. So out of 100 people that read it, 50 people click through.
You just doubled your CTR by improving your copy on the ad.
Tips and tricks
In order to understand why you are not getting leads we need to take a look at the data and give us the determination of measurement on the reason why your campaign has either lost traction or didn't pull any weight to begin with.
Potential reasons why you are not getting enough leads
1. Your audience is currently fatigued. They have seen your offer too many times and now are not reacting to it anymore.
2. The campaign lost traction. It was working for a while and started to not work anymore. Could be because of audience fatigue but costs have creeped up, and it is more expensive to acquire a lead thus you are getting less leads within your budget. (if your CPA is $5 per lead and your budget is $1,000 then you will get 200 leads but if your cost went up to $12 per lead and your budget is still $1,000 then you will get 83 leads). ($1,000/$12)
3. If you didn't happen to get any leads from the campaign, it could be a variety of reasons. Your offer sucks, people are not responding to the offer, your ad creative is not attracting people's attention. They overlook your ads. You could be targeting the wrong people. The offer is great, and the ad is amazing, so you are getting clicks out of curiosity but no one is taking action because they are the wrong market to begin with.
Understanding this will help you be able to make better decisions on how to improve your marketing campaigns.
You don't have to just always pull the plug on an offer, it could be a great offer, just look at the data and this will help you make a better decision on what you should change to improve your performance.
In the image above I can see that this particular ad did not get any leads yet. It shows about $11.43 dollar spend and had a reach of 971 people with 1,275 impressions.
It shows that it received 7 clicks. So based on my history if this campaign normally gets at least 3 sign ups from 7 clicks there is a potential that this ad may not perform well so I may need to pause it and redirect my budget to a better ad and ad set.
Being able to read data and very important in helping you understand what decisions you should make to a campaign.
IS THE AD RECEIVING ANY CLICKS?
Click Through Rate, is the most determining factor we use to make decisions on whether or not an ad will over-perform or underperform.
You can see very clearly that it plays a HUGE role in cost and also acquisition quantity.
The Cost Per Link-Click above generated him a $0.28 cent click because of his 3% CTR. Therefore you see how important CTR is in determining costs. The more clicks to the page, the more leads. The more leads within the set budget the more cheaper the leads will be.
Focusing on optimizing the Click-Through-Rates helps increase the overall performance of the campaign to start generating more leads, more clicks, at cheaper costs.
getting leads but not many of them
Your campaign is getting leads but you are not getting that many.
1. Are you optimizing for conversions?
It's very important to have your campaigns set up to optimize to get you conversions. By doing this, it will help Facebook understand what it should do for you to get you more leads and if you are getting traction or at least some leads it will be able to show your ads that are most relevant to users who will likely click and sign up.
In the image above we are setting up a campaign to optimize to get more conversions. If we don't do this the only thing we would be able to measure is clicks or landing page views and that is not going to tell me how many leads we are getting and how much we are spending per lead.
I need accurate data to guide me on which ads are getting leads, which ones are not, and how much we are spending so that I can make decisions to increase the performance of the overall campaign.
2. Determine What is your Cost Per Acquisition?
In our case we are determining an acquisition to be a lead. How much are we spending to get leads? This will indicate how many we are acquiring within our budget.
You can see in the image above we are getting leads that cost around $2.83 per lead. We have already acquired 73 leads so far.
So we have spent $206 dollars. So if we continue at this rate, we should be able to get 2830 leads at $2.83 cost per lead.
So now I can make a prediction that if I set a budget of let's say $5,000 I should be able to get anywhere from 11,000 - 14,000 leads.
The only problem is my leads will not be $2.83 forever. They will eventually start to get more expensive and there should be a Lead Cost Range. Somewhere between having a $5 lead as a safe zone, and make a determination that we are not willing to spend more than $10 to acquire a lead. If we spend more than that we will pause the campaigns and re-optimize.
So now I have a set goal, I have a set budget, and I also have set my targets. By doing it like this I will not chase lead costs, I will be able to scale based on my targeted CPA and then if I go below the $5 per lead safe zone I will know it's time to start preparing some other ads, and ad sets.
Just like the image above. I suggest writing down your goals. Setting a budget, and predicted CPA that will help you reach your budget. That way you clearly understand what it will take for you to reach your targets.
In the example above. We want to get 350 leads. And this client has a budget of $6k to help him reach those goals we need to set a target CPA of $17.14 or less to reach 350 leads goal within his budget.
So now that you know how much your leads are costing (hopefully), you have two choices.
1. Increase your ad spend to reach your goals.
2. Optimize your campaigns to get cheaper leads within your set budget.
If you want to reach your goals quickly then increasing your budget and optimizing your campaigns at the same time will help.
But if you are on a restricted budget, you will need to do your best to optimize your campaigns, change your images, copy, and text and make it more presentable to your market to get them to click through and sign up.
getting clicks but no sign ups?
In the example above you can see that this campaign received 31 clicks but no sign ups. Even though this is still not enough data to make a final decision on the performance of the campaign because we have seen many times ads not get any leads for days and then all of a sudden start to pick up and get $1 leads.
This however may indicate that we need to make specific change to the campaign.
1. The Landing Page
If you are getting tons of clicks but no one is signing up on your website or landing page. It could likely be a page problem. Are you promising red apples but when they get to the landing page they see carrots?
Another thing you could be doing is targeting the wrong people. Sometimes you could have a solid ad and funnel in place but when they go to the page they don't sign up. They were just curious. They may have thought of something different and wanted to check you out, but when they went to the landing page you didn't give them enough value on the landing page or ad to persuade them to take action.
Measuring your "Landing Page" conversion rate is another part of this process I will go further into on another blog post.
2. You're optimize for Clicks Objective Is Giving You the "Happy Clickers"
I always didn't like this market. The people who click every ad with never having any intention to sign up. We call them the happy clickers and when you do not optimize for leads, and you create campaigns with the sole objective to get clicks or landing page views. That is mostly what you will get.
Because Facebook has an algorithm that says, "we will do whatever you say. If you want more leads, we will try to get you more leads. If you want more clicks, we will try to get you more clicks, and only clicks."
So what it will do is show your ads to the most likely person who will click. That's right... Click...
It didn't say anything about sign up. Just click. And it will show your ads to clickers. Not really the people you want this to be shown to.
Remember to optimize to get leads. And also remember to not tell them to click unless you have given them a "clear" statement of what happens next!
1. How much is your current Cost Per Lead?
If you don't know this answer, you need to find out!
2. What is your targeted # of Leads you want per month?
Write down your targets.
3. How much are you going to have to spend to reach your targeted goal, and what will your Cost Per Lead need to be?
Write this down... Write this down... Write this down.
If you are looking to get more leads at higher quality then this blog is for you! I am going to cover the hard truth about how to get more leads from your offer, and of course how to convert those leads into higher quality clients!
first you need to understand this
There is too much noise in the Facebook feeds nowadays. So many advertisers are marketing trying their best to get your attention and preach you the same exact message everyone else is.
To be honest your future clients are seeing the same thing. We are so easily creating ads that have certain offers luring people into the funnels and asking them for some form of... Financial commitment.
Yea, me too!
But what you are going to have to understand whether you agree to this or not is not everyone is ready... That is #1, and #2 not everyone trust that you can help them!
Most of my clients that I talk to, tell me that their clients have tried to seek help already before only to find out that success isn't given.
brand awareness comes first!!!
In order to win the hearts of your customers, truthfully you are going to have to treat this like a relationship.
You do not want to start off too fast because in the end things just don't work out now do they?
In the beginning you need to give value. You need to scratch an itch that your customers have in order to fully get their attention and begin to earn their trust that you can help them.
This is the only way to truthfully be able to win their heart, and have them open their wallets to you ready to purchase your services.
It's not going to be easy. Trust me. But if you do it right, and if you set up a system (i.e. CRM, email/bot nurturing, provide value in your ads, videos, blog posts, the whole nine yards of everything) you will grow a brand and importantly establish yourself as a dominating business in the industry. Guaranteed! Guaranteed! You will see success but you have to give value first in order to earn the hearts of people!
Provide content to your audience on Facebook. You don't even have to let them leave the platform. Create a video giving value, giving useful information, on how to help them in the pain or problem that they are having. From there you can build an audience of trust and remember that is just the beginning!
Don't expect to create 1 or 2 posts and give value then immediately run them into an offer. It doesn't work that way. Now I'll admit you may have some (very few the least) who will sign up but chances are you didn't give enough value. Think of it as a date. The first and second date you are not going to ask them to marry you now are you? (well at least most of us won't) But... You need to give them more value.
Now in order to create interest you need to do the following.
1. Ask them a question and find out what it is that they want.
2. Now go get that answer or solution and provide that to them.
You may have 5 different types of clients that need 5 different type of solutions because they have 5 different types of problems. Go get all of them and bring them back to them.
Drive people to your blog posts, or create more videos that address these problems and give them the solutions to them so that you can continue to build good will and trust.
Establish yourself as the dominating authority in your industry. Establish yourself as the dominating authority in your industry.
Don't tell me, show me...
In order to create desire for your services they need to be solution aware FIRST. They need to understand that it is you that can provide a solution to their problem and you have done so for so many other clients before.
This requires Case Studies, Testimonials, social proof reviews, videos, blog posts, everything you can get your hands on to get feedback from your clients to prove to other people that you have helped them.
Now some of your clients won't be willing to give you testimonial videos just for the sake of it, so you need to give them a reason to do so. Such as, a FREE bottle of wine, or something that can give them the motivation to praise you.
Even if you do a great job, and help their life, they are still not obligated to provide a testimonial video. Now, let's face it. I bought an Iphone X, and I like the phone. However, I am not obligated to take time out of my day to provide a case study about the phone now am I?
Same goes for your clients!
Create an IRRESISTIBLE offer
Now it's time to run a live Facebook ads campaign. This campaign will be specific to obtaining a goal. What is your goal out of this campaign to be?
I want to get 400 Leads and my target Cost Per Lead should be roughly $10. I want to get 325 applications out of this campaign and have at least 230 booked appointments.
This is the numbers factor that will allow you to set the pace on what you should spend and how much it will take to get things to work.
Some marketing agencies tell you what you should spend or include their budget into the fee. I don't get that. How is it possible to even know how many leads you want and what your expectations are out of the campaign.
What if you want 10,000 leads? That amount of numbers probably won't cover the spend and the fee of course.
Create an offer that your market wants. If you do not know what to create, go back to your survey funnel and understand what it is that you market needs.
Create an offer that solves a very specific problem and you will get the right people into your funnel plain and simple.
Now that you have an market that understands your brand, trusts you, and follows you. It won't be hard to scale your business as long as you continue to provide value all the way up until the phone call and beyond!
use market call outs!
Not sure if you know this... But marketing call outs is a very important way to help distiguish who it is you are wanting to target.
Ideally, you do not want to target the wrong people because what happens is they may click your ad. Waste your money.
Then... Worse, they may even take their time to sign up on your funnel or landing page and then book a call with you knowing that they have no intention of even going forward with your service.
That not only wasting your money, but it also wastes your time, which is more valuable in my opinion!
By using a marketing call out, you will have the chance to speak to the market who you want! But before you do that you need to come to an understanding!
Not everyone is a good fit!
Not every one has an iphone. Some people have other type of phones. Therefore not everyone is a good fit for your service.
Some people, just are not right! I hate to say that, because we all want "everyone" to be a good fit. This is for everyone, I mean is it?
But it's not! And the moment you come to an understanding of this, the easier it will feel when someone says "no."
how we used marketing call outs!
One of our clients was running a campaign. The lead signed up and went through the entire funnel and filled out an application then booked an appointment!
Only after getting this lead and others on the call. He appeared to be speaking with people who were jobless, and didn't have no employment background.
The leads were crap and wasn't really able to afford his service so we had to do something quick in order to help him get better quality people into his funnel.
So it wasn't that hard we just need to change up our message. Inside of Facebook you can only do so much when it comes to targeting, and interest/behavior. So all we had to do change our marketing call out to something more specific.
Are You a Busy Professional Working In _____ Area?
Once we used this call out the leads he was getting was night and day. He was getting great quality leads from people who was in his working area who actually had business executive jobs and could afford his service!
We started to dial it down even better once we started to get a better understanding of his market and what their specific needs were through his application form.
Are You a Busy Executive That Never Takes Time To Do a Check-Up? (and the image was a man getting a checkup at the doctor's office)
Now we really hit gold! Because we were speaking directly to the market we wanted to attract into his funnel.
The Cost Per Lead started to increase a little bit, but the quality was so much more better therefore the Cost Per Sale was LOWER!
Another client was targeting specifically people who had injured themselves in the gym and was looking to make a change to their health by recovery exercise. Notice the call out on the image that we used to attract people who was tired of getting injured!
Using market call outs works!
Market call outs works great charms when it comes to getting great leads into your funnel.
But, it is only one part of the entire process, where there are other important parts that you need to consider to use in order to get the best quality lead possible!
If you want to find out how to target the right avatar using all of the steps, I suggest you click here to fill out a form and I would be more than happy to show you! I am honest, I am going to bride you on our ads management program which you will be very interested in, if you want to have my team set this all up for you!
Learn More by clicking here now!
FACEBOOK ADS IS DYING?
Not at all. However the costs in the auction, the bidding for placement in the feeds has significantly gone up!
Studies predict that ad costs have went up at least 13-27% by the beginning of the year. That is a significant INCREASE!
But I created a blog post that will help you overcome some of these struggles and how Facebook is rewarding it's advertisers who use "certain strategies" and certain platforms in their feeds. Understanding "why" Facebook rewards us is going to be the key element to the success of your marketing campaigns!
So listen up!
Facebook messenger ads!
You may have seen this enough everywhere!
Messenger ads. You have them in the campaign settings where you can select your objective. You also have them in the ad set settings (like the image above) where you can select where you would like your destination to go. Such as messenger placement or now "What's App."
So what does this mean?
it means facebook would love for you to keep their users on your platform
You see, Facebook temporarily loses it's users when you take them off of their platform. That's why you may see ads that keep users on the platform, and promoted posts that gets engagement, shares and comments.
This shows the users a "Positive Experience" and by doing so they will reward you for that! You will start to see your costs get cheaper and cheaper, and your impressions will go higher and higher.
That means more exposure for cheaper costs!
Running Messenger Ads keeps it's users in the messenger platform, and it also helps you start a conversation with your potential customers so that you can help them make decisions to financially commit to your products or services... Prematurely...
You need to focus on conversational marketing!
Conversational marketing is the new form of marketing as of 2019. This is the day in age where you can lead your customers into a personalized 1 on 1 conversation in messenger.
THIS IS POWERFUL!
Big companies already now have messenger sales departments whose purpose is "only" conversations in messenger.
If you do this correctly, you will see a significant increase in Cost Per Acquisitions depending on your offer, and targeting of course!
conversion ads still work but you need to think out of the box
Facebook has rewarded us with the ability to run ads in a square size format. So therefore you are able to get link post ads in the feeds that can cover up just about the mobile screen. This in turn exposes your brand to people and can increase your CTRs.
Now what you want to focus on is the creative... What type of image will attract the user, and what type of offer will get them to click?
Sell the Impression with the Image/Video
Sell the click with your copy!
The copywriting has to be in line with the amazing offer you are giving away. Be sure to focus not on the conversion but the click then the funnel or form will in-turn sell the conversion.
Take a look at the blog post above.
The "Left Ad" was the one that got the more clicks, at the cheapest costs.
Because I told a story... I used First Person View... And of course, I created a "Fear."
Consider this when you write your copy and you may get higher CTRs which will in turn get you cheaper costs!