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Maximize Facebook Ads CTR

When it comes to PPC advertising, there are many different options to choose from.  For many types of businesses, Facebook ads are an extremely affordable and effective way to get people to their site.  Whether you’re looking for people to ‘like’ your Facebook page, or just go directly to your website landing page, Facebook ads are the best way to do it.

The trick, however, is to be able to get people to actually click the advertisements that you’re creating.  It doesn’t matter how many millions of people see your ads, if nobody clicks on them, they aren’t really worth a thing.  So, with that in mind, let’s look through some of the tips and tricks that marketers who are making thousands of dollars per day use when harnessing the power of Facebook ads.

Target Your Audience
When setting up an ad in Facebook, you’ll typically have the option to narrow down the list of people who it will display to.  This is a feature that is extremely powerful from Facebook, and it allows you to not only improve the CTR, but also reduce the amount you end up paying, because the ad will only be shown to people who you really want to see it.   When creating the ad, make sure you really think through each of the different options:


As you can see, when you select different options, the total number of people in your audience will change.  If, for example, you choose to market only to people who are in the United States, you’ll be eliminating millions from around the world.  If you want, you can get extremely specific, targeting only women, age 21-35, from North America, who have ‘fitness’ listed as one of their interests.

Now, this may lower the total audience who can see it down quite dramatically, but you will be 100% sure that all the people who see it will be interested, thus increasing your CTR.  Take your time and look through all the different filters and pick which ones will produce the best results for you.

Use Faces in Your Ads
People are naturally inclined to look at faces, so use that to your advantage.  Facebook ads typically have an option to add an image, so make sure there is someone in that image.  Whether it is just a picture of a pretty girl, or you have an athlete looking at the camera, you can use images to great effect.  Choose the type of person you have in your image based on the item you’re marketing.  Make sure to consider age, race, attractiveness, sex and anything else that might have an impact on your audience. One last thing about images, experiment with the person in the image looking in different directions.  Many marketers have found that they get dramatically different CTR’s based on something as simple as the direction their model is facing.




Ask Questions
When you’re writing the ad copy, consider having the main area be a question.  People are inclined to want to read and respond to questions, so it will be much more likely to get their attention.  If you’re writing a make money online ad, say something like, “Are you tired of the 9-5?” or “Have you considered Internet Marketing?”  Whenever possible, try to identify the ‘pain points’ of your target audience, and attempt to ask questions specifically about that.

This is BY FAR the most powerful tip of the list.  Facebook allows you to have an almost endless number of advertisements created for your account.  This is a great feature, because it allows you to perform a lot of testing to see what works the best.  It typically only takes a short amount of time to create an advertisement, so sit down and make multiple ads with the same intent.  For example, if you’re trying to drive traffic to your landing page, make five ads which all do that.  Each ad should be slightly different.

Use different pictures, different ad copy, different colors, different audience.  Really change it up.  Then, assign a daily ad budget to each that is about the same.  Using the Facebook advertisement analytics (it is available to everyone who runs ads) you can see which ones are performing the best.  Make sure you monitor it to see which ones are converting to sales, which ones are just clicks, and which ones are largely ignored.  Depending on your budget, you can make changes to the ads on a daily, weekly or monthly basis based on the results of your testing.

Keep tweaking the ads to improve their return on investment.  Even small improvements can translate into huge increases in profits over time. Never stop testing, and never stop improving.  Facebook ads are a great way to quickly increase traffic to your site, and when you follow the tips listed above, you can achieve some truly amazing results.


Pesach Lattin
Pesach Lattin
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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