With limited advertising space on Meta and CPM (cost per 1,000 impressions) increasing, it’s vital that when you are displaying on Facebook and Instagram in front of users, you need to make sure you’re maximising that and getting people to click through to your website.
The average click through rate on Meta is 1.5%, with good being around 3% and excellent being 5%, so if you’re wanting to get between that 3 and 5% sweet spot, you’re in the right place! Give these tips a go and watch your click through rates improve.
Your Creatives Aren’t Up To Scratch
Firstly, putting together choppy videos or statics simply isn’t enough to compete on Meta. You need to be investing in your creatives, putting real thought into your content plans, and executing them well in order to remain competitive and give people a reason to click. Equally, overly pushy creatives in the brand awareness stage (we’ll dig into this a bit more next) can be damaging and so careful consideration needs to be put into what the issue that the user is having is, and what your product can do to help, then display that in an equally natural and convincing way. Working with an experienced content marketing agency should be a priority, as creating great ads takes time and resources, so it’s often the most cost effective method to get great results.
Utilise A Funnel System For Your Targeting
Something else that you need to do to help your click through rates is to utilise a funnel system. Having one big campaign, throwing ads in it and hoping people will purchase simply doesn’t work. People want to be guided through the user journey with you, and with so many different options in today’s world of ecommerce, you need to remain relevant to them and be providing them with the right ads at the right time.
One way to do this is with a funnel system. This consists of a top of funnel first, which is the brand awareness phase of the campaign, targeting users who haven’t engaged with your brand before. Next is the middle of the funnel which is the consideration phase, which retargets people who have recently engaged with your brand, either through the social media profiles or through the website. Finally, you have the bottom of the funnel which is focused on driving conversions, and this again targets people who have previously engaged but also includes people who have purchased, and this is designed to get people to commit to the purchase.
It’s so important that your campaigns are split out like this, as you should be creating different types of content for each section of the funnel. For example, TOF should be overall introductions to the brand, MOF should be providing elements of trust like UGC including reviews, then BOF should provide incentives to push the user to purchase. Without splitting it out like this, you’ll struggle to tailor ads to users in specific parts of the user journey, which will limit your potential in terms of click through rates.
Have A Variety of Ads Running
Something else that is key is to have a variety of different ads running. Different concepts resonate in different ways with users, so it’s so important you go through creative testing phases to see what works within different sections of the funnel. You should be running short videos, longer videos, carousels, collections, UGC content and informative content, statics and GIFs just to name a few, as you may be surprised at which push the highest click through rate. You might have an idea of what you think works, but without actually testing this against other ads, you won’t have the full picture.
A/B Test With Different Ad Copy
As well as providing variety in terms of creatives in order to learn, you need to do the same with ad copy. You should experiment with both shorter and longer ad copy, more informative and more fun, to see what works for your audience. Make sure you do this across the different levels of the funnel, for example in the MOF consideration phase, the user might want more information about the product, whereas in the TOF the creative needs to be more detailed whereas the ad copy could be shorter. Try and test to see what works!
Utilise Advantage+ Targeting
Lastly, in order to generate clicks, you need to make sure your ads are being displayed to the right people who are going to be interested in them. Whilst you can set up manual audience targeting for people you think will be relevant, you can put your trust in the algorithms. Meta has a campaign type called Advantage+, which utilises hashed data about users to pick up on nuances and similarities between people who have previously clicked or engaged with your ads in some way, then will target people who are similar to them. It also helps to show ads to people who have shown interest in products similar to what you offer, perhaps you’ve experienced this when you’ve Googled something and then you start seeing ads!
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