So lets talk about Click-Through-Rate (CTR)...
CTR is the number of times a user clicks your ad out of 100 impressions.
Impressions meaning how many times your ad is shown.
So if my ad is shown to people 100 times, and only 1 person clicks it, my % will be 1% right?
And if my ad is shown 100 times to users and 13 people click it, then that would make it 13%.
Any type of News Feed Ad, that gets at least a 1.5% CTR is relatively good. 3% or more, then you are hitting the sweet spot.
But... As always it depends on your audience (meaning who you target), and particularly the offer you are giving them in your ad.
I would have to say the most likely reason is because of Click-Through-Rate.
Here are some reasons why your Click-Through-Rate may be low:
This one gave me a 8.5% CTR. Page Post Engagement Ads, ideally get you the highest CTRs because the image is sooo big! There are no image restrictions therefore your Clicks will go up! Notice the .05 cents per Post Engagements and 622 Website Clicks.
This ad shows a relatively decent CTR of 3.3%, thus makes my website clicks range at .60 cents per. But notice I am not focusing on Clicks, I am focusing on Conversions (meaning sign ups).
Here are the reports from that Page Post Engagement Ad I launched. This gave me a .12 cents per website click due to my strong calls to action in the Page Post Engagement Ad.
I agree that it is important to focus on Click-Through-Rate, but it does not mean drift away from your intention and message.
We have delivered solid low cost clicks from testing different Ad Copy types.
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