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Facebook Ads: Why CTR Is So Important [Screenshot]

by WillR
5 replies
  • SEO
    • |
Warriors,

For those of you relatively new to Facebook ads, I just wanted to give you a real example of why your CTR (click through ratio) is so important and the effects improving your CTR will have on your Cost Per Click.

Here are some real live stats taken from a campaign I am currently running. This shows the last two days and the difference a higher CTR rate had on my Cost Per Click. You can see that by improving my CTR rate my Cost Per Click has dropped dramatically in one day and is getting close to almost half of what it was the day before.



So how do you improve your CTR? The biggest factor I have found is the ad image itself. You can only guess what is going to work well. You need to test a few different images until you find one that your market responds well to.

Be warned though. Don't just go using images of pretty women with big boobs if it has nothing to do with your offer. Yes, you may end up getting a higher CTR and a lower CPC but if none of the traffic you are receiving is qualified then it is all a waste of your time and money. Make sure your image is something that would only be of interest to potential customers of your product.

The image I am using in this campaign has nothing to do with women or anything like that. And it IS an image that only fans of this product would find of interest and want to click on. This is what you want.
#ads #ctr #facebook #important #screenshot
  • Profile picture of the author WillR
    Originally Posted by anti22 View Post

    Will waste of your time and money
    How is that?
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  • Profile picture of the author ~Davor Debrecin~
    Originally Posted by WillR View Post

    Be warned though. Don't just go using images of pretty women with big boobs if it has nothing to do with your offer. Yes, you may end up getting a higher CTR and a lower CPC but if none of the traffic you are receiving is qualified then it is all a waste of your time and money. Make sure your image is something that would only be of interest to potential customers of your product.

    The image I am using in this campaign has nothing to do with women or anything like that. And it IS an image that only fans of this product would find of interest and want to click on. This is what you want.
    Hey man, what's up?

    Unfortunately, I can't agree with you without seeing your test results.

    I have done a lot of testing and especially with Facebook images and in most cases - ads with people's faces, especially girls - especially pretty girls - outperformed ads with something else. And when I say outperformed I mean the overall conversion rate and ROI, not just CTR.

    I can't be sure what's the reason to that, but my theory is that people on Facebook have a small attention span so it's critical that you grab attention with your images, right?

    Studies have shown that people are most drawn to faces of other people and nudity. Numerous eye-tracking studies have proven that.

    Not logos, no matter how well they know or like the brand.

    So it's not like Facebook users check out each and every ad and decide whether or not to click on one based on the image.

    Most of the time, people don't even look at the ads, let alone check and read the ad copy to see what's it all about.

    In other words, the main role for the ad images is to grab attention. To "scream" to the Facebook user "Hey YOU! Look over here!"

    Once they do, they read the headline and they read the ad copy they decide whether or not they are interested in your offer or not.

    But without actually looking at the ad, you can't qualify them.

    Sure enough, they will see that the image is relevant to the ad copy if you have a logo or something really relevant.

    But that simply won't grab their attention enough.

    Again, this is based on my testing. I may be completely wrong.

    So IMHO I don't think a pretty girl or logos or anything else are better or worse qualifiers - they are just better or worse attention-grabbers.

    The ad copy is responsible for qualifying.

    On the other hand, there are a lot of other way to even improve an image with only a pretty girl.

    I have tested a lot of stuff and you always need to combine your ideas until you find something that works.

    For example, I sometimes slap a logo under or next to a woman's face.

    I also add red arrows to point direction to the ad copy.

    I wrote a lot about and in-depth about this whole Facebook ad image thing in my WSO.

    Just to sum up - I found that images are best for grabbing attention and ad copy for qualifying prospects.

    If you don't grab attention, even the ones that are most qualified won't see your ad, let alone click on it.

    Take care,

    ~Davor

    PS: Some marketers like Shoemoney have done even bigger tests on Facebook than me and they have come to the same conclusion. Even for advertising dental services which really are "serious" so to speak.
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    MY CV ❱❱❱ 12+ yrs exp, 7-fig revenues, 40 employees.. 39 actually, someone just left the company, f**k!
    I like to innovate stuff and babble IM stuff into a camera:
    I do this on the side, will try to sell you something, be sure of it!
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    • Profile picture of the author WillR
      Originally Posted by ~Davor Debrecin~ View Post

      Unfortunately, I can't agree with you without seeing your test results.
      Well based on my results I don't need to test images with girls and I would not want to. I think you ill agree the results I am already getting already using relevant ad images are good.

      And this may have been the case in the very beginning of Facebook ads but as more and more people use images of women in their ads, ad blindness will start to play a role.
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      • Profile picture of the author ~Davor Debrecin~
        Originally Posted by WillR View Post

        Well based on my results I don't need to test images with girls and I would not want to. I think you ill agree the results I am already getting already using relevant ad images are good.

        And this may have been the case in the very beginning of Facebook ads but as more and more people use images of women in their ads, ad blindness will start to play a role.
        I'm sorry to say that, but I can't agree with you on this one. Crossing off testing something out that you know has potential is not very cool. :confused:

        Yes, your CTR is good, but since you blurred your impression count and since I don't know how many people you are targeting then I can't say if your CTR is amazing or not.

        If you're targeting 50,000 people and you got 500,000 impressions so far - meaning each user has seen your ad 10 times (on average), then yes - your CTR is pretty good.

        Nevertheless, I don't get why you don't want to test putting images of women. Or anything else for that matter.

        If I saw some test results that putting chickens in images outperformed any other images - you can bet I would test that out.

        So even if it proves you were right, I don't see how a simple test would harm you tremendously. I'm not talking about putting images of half-naked 18-year-olds but using professionally taken images of female models - like the photos you can find on istockphoto.com

        And as far as ad blindness concerns - I can agree that's possible, but again - you can't know for sure before you test it out. Once tests show that something has significantly dropped in its effectiveness, then maybe something like that happened.

        Until then it's just a theory. Like everything else.

        I'm just a freak for testing stuff to see if they work, that's all.

        Take care,

        ~Davor.

        PS: I've seen your other Facebook related posts and I think you have a solid strategy and I'm sure you're crushing it, so don't think I'm disrespecting you or anything. I just don't agree with your decision to not test something out, that's all.
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        MY CV ❱❱❱ 12+ yrs exp, 7-fig revenues, 40 employees.. 39 actually, someone just left the company, f**k!
        I like to innovate stuff and babble IM stuff into a camera:
        I do this on the side, will try to sell you something, be sure of it!
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  • Profile picture of the author osho3
    CTR Must be Good, It's Shows your website quality and relevancy...CTR depends on many Factors like Quality Score and Relevant Content and Ads Copy.
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