How To Increase Facebook Ads Click Through Rate (CTR)


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Facebook Ads’ click-through rates (CTRs) can be high.

What’s worse than Facebook ads running without any clicks?

You may be asking, “What’s the fuss?” You might be wondering “What does it matter if my CTR is high on Facebook Ads?

Then you might ask, “If nobody can control people, how can I get them to click on my ad?” “

This article will address all these questions. Let’s start with Facebook Ads CTR.

What’s CTR?

Click-through rate (also known as CTR) refers to how many people saw your Facebook ads and clicked them.

However, there are a few things you should be aware of.

The Link Click Metric is used to calculate the CTR.

Facebook’s Click Metric tracks one click for each action taken on your ad. 

  • Likes
  • Shares
  • Reactions
  • Comment
  • Click To Expand the Text
  • Link clicks

These actions won’t make money. 

When you check out Facebook’s column options, make sure your CTR is Click Through Rate (not All).

CTR vs. clicks

Notice: The 2017 addition to the link clicks and clicks list is not a separation. Click data from before that date may show a different calculation. This calculation includes all actions Facebook considers Clicks.

You’re confident that your timeline is properly set up. This is how Facebook calculates click rates.

Divide the total number of impressions by the clicks. This is the total number of impressions.

CTR Formula

Facebook Ads Manager allows you to add Link Clicks and CTR to your reporting column. Simply go to your Columns set and select your Customize Columns.

You’ll find your link clicks and CTR under Engagement.

Add CTR, or Link-Click-Through Ratio, to your columns.

Once you’ve added them, save your preset as a backup and hit apply.

How do you know if your CTR has been good?

Now you might be curious if your CTR has a good or bad side.

There is no single solution.

Dr. Dr.

Increase clicks and engagement with your ads by increasing your CTR Set your goal at Engagement to get clicks and engagement and track your metrics so Facebook can optimize them.

What are conversions?

When evaluating your efficiency, you’ll need to compare your CTR with your Conversions.

If your advertisement is clicked on by everyone but no one converts, you’re doing something wrong.

It’s easier to make progress if you only get a small number of clicks, but that half converts into conversions.

A high CTR doesn’t necessarily indicate that an ad is performing well.

You should consider the cost-per-click and conversion rate when determining what is a good CTR for your campaign. This will allow you to calculate a solid CTR.

Why should you increase your CTR?

Your Conversion Rate should always be at its highest, but it is also important to look at the CTR. This means that people click your ads because they are interested in your landing page. It means you are targeting the right audience if they are interested.

Similar to Google Ads Quality Score but with a Facebook metric called Relevance Score.

Facebook claims that CTR does not directly correlate with the Relevance Score. Facebook does use engagements to show how relevant your ads were (on a rating of 1-10 for your audience span>

Take a look at the CTR from Facebook’s point of view:

Facebook’s goal is to show what people want to see. This is to keep their audience spending a lot more time on Facebook (950,000,000 total hours per day).

Ads will be clicked by people who are interested in the ads. 

Relevance scores increase if more people interact with an advert.

Facebook will show you more relevant ads if your score is higher.

Facebook charges less for ads that are shown more often.

A lower cost per 1000 impressions (or a higher CTR) means you’re being charged less for more clicks.

The CPC of your clicks is lower if you have a higher CTR.

Lower conversion costs equal higher returns.

Now let’s look at what factors can impact your CTR.

CTR Six Elements

Before a click can occur, an ad must first be prepared. Let’s not forget, Facebook conversions begin with a click. You can only do six things to increase the quality of clicks.

  1. A Goal 
  2. Testing & Targeting Your Audiences
  3. Harmonizing your Offers with Their Mindset
  4. Selecting Creatives Worth 1,000 Words
  5. Epic Ad Copy
  6. A compelling call to action

To jump to a particular section, click on one of six. Each section will give a brief explanation as to why it is important and some tips to help improve it.

What is the best way to achieve your goal?

What do you think about your endgame

When you start running ads, you have a goal.

Marketers are easy to get too focused on vanity metrics. Instead, they will focus on increasing Impressions or other ridiculous metrics. What good is an ad campaign if it doesn’t make money?

Choose the Best Campaign Objective

Facebook ads will require you to create different campaigns. Customers will need guidance during the sale process. These can be accomplished by three components: your goal and your audience.

The objective of a Campaign is what Facebook asks when you create it. Facebook will also ask you how you plan on tracking this campaign by running these ads.

Choose the goal you want to achieve with your Facebook campaign

There are many options. There are many options.

There are three main categories of marketing goals: consideration, awareness, and consideration.

Clicks metrics are not the best way to measure brand awareness. Instead, focus on impressions or reach metrics.

When you consider conversion goals or considerations, CTR will apply. Facebook will optimize your advertising delivery.

Optimize your ad delivery to

Facebook will optimize ads according to your marketing objective. Facebook will adjust your ad delivery based on the goal.

If you’re running a conversion campaign, you can adjust the Optimization for Ad Delivery. This option should be kept on.

Sometimes, however, it is not possible to optimize conversions with enough data. Facebook will optimize Link Clicks first.

Facebook can track people who convert. Read on for more information about audiences.

How do you target and test the best audiences?

We need to understand the factors that affect who can view your message. This complete guide will answer your questions. These are the only parts that will increase your CTR.

Learn about your customers

It is essential to identify your customers before you create a PPC platform.

No product will be used by everyone. 

Learn about their hobbies, jobs, and age. 

Reduce your Audience

When you know who your ideal customer is, you can stop targeting everyone. Targeting just a few people will increase your CTR.

Facebook allows you to see the number of people who may have seen your ad. This will allow you to determine if 89,000 people are interested in your ad.

It is defined. It is defined.

If your audience is more clearly defined, they will be more likely to pay attention. You will also attract more people to your site if they are better defined.

  • Localization
    • Countries, Regions, Cities
    • If the resident is currently there or has been there in recent times,
  • Age
    • Ages 13-65+
  • Gender
    • Men
    • Women
    • All
  • More Information
    • Demographics
    • Interests
    • Behaviors
  • Connectivity to your company
    • Facebook Page
    • App
    • Events

You can combine these details to get the buyer you desire.

Use for detailed targeting

This area is where I want my attention to be. You have the option of limiting your audience by adding more options.

I don’t know the exact nature of what you’d be advertising but let’s say you’re targeting people who are both interested in rock music and reptiles.

Targeting options can be accessed in detail to make it as easy as possible.

This tells Facebook that you are targeting people who are interested in reptiles for pets, lizards, or frogs.

Next, inform Facebook that you are looking for someone passionate about rock music. Facebook will find people who share these interests and display your ad.

It is possible to show your ad to only someone who loves country music and is also a lizard lover. This will not only increase your CTR but also increase the quality of clicks and the likelihood of conversions.

Create a Remarketing Campaign

Have you ever visited a website only to be involved in an activity that led you to leave the site and not make a purchase? Then you saw an advertisement on Facebook for the website.

You can’t sleep at night if you are the one who got away from the business.

It doesn’t matter if you lose your sleep. Target people who have visited your site, just like you did during lunch to see ads.

Remarketing campaigns can help increase conversions. You can also increase your CTR by reminding people about things they haven’t done. They can browse Facebook, place orders, or complete online forms.

Test Your Audiences

It is impossible to be sure that your customer’s audience is right for you. Don’t forget about testing your audiences.

Facebook permits you to allow them to expand your interests if they believe it will increase conversions. Don’t be afraid of testing this yourself.

Get more clicks by increasing your interest

Customers aren’t isolated. They like different things. It might surprise you to see what customers love.

If you suspect that reptile lovers might prefer yoga to rock music, you can compare them 

Aligning your offers to maximize results

Remember the Sales Funnel

Each person you wish to target is included within a segment of your sales funnel.

Let’s say someone has never heard about your company. Possibly – Interested in their Facebook page.

Will they reach for their wallets to buy something?

Will they click an advertisement asking them “buy now?”

Does it matter to match your audience with what they are interested in? 

When presenting your offer, you must consider the location of your audience. You should also consider their trust in you.

Conversion funnel

It is important to evaluate the effectiveness of every audience you build. Low conversion rates can lead to low conversions if the person is in the at-risk phase. Brand awareness ads are better for people who are in the conversion phase.

These engaging offers will help you increase your CTR. These offers will help you to create the perfect conversion ad.

High-Quality Content

Many people believe that if you can do it yourself and don’t need to pay for it, it will happen.

A person suffering from back pain might not feel the need for a chiropractor right away. They know the costs and the time involved.

They will instead do some research to see if they can treat their back pain. These blogs include information such as “10 Stretches to Help Back Pain” so that anyone can learn more and trust the chiropractor.

Facebook doesn’t allow you to target anyone with a particular health condition, but you can market your blog to people with similar interests.

A traffic campaign advertising a free blog can have a high CTR and allow your blog readers to be remarketed.

Blogs don’t necessarily have to be published. You can also offer eBooks, brochures, and other materials.

Have a look at the prize giveaway

What’s the point of having raffles at presentations and events?        

Free trial

Netflix’s free trial is well-known. Users try to outwit it to get as many Netflix subscriptions as they can.

The majority of customers are satisfied with the free trial offer. Do not think you can finish The Office’s seasons within your free month.

A free trial is a great way of increasing clicks and converting more customers. It’s crucial to remind customers about the trial before it ends, so they don’t forget.

It is vital to match your offer with the right audience. Every stage of your funnel should move closer to your conversion goal.

You have to decide what offer will get them to the next stage. It is up to you to let your audience know what you are expecting when you present your offer.

Tell people to click on your offer to visit your site if you want to get more traffic. Focus on one goal.

How to Select Creatives Worth 1000 Words

Your friends and family will be looking at your creative choices.

Your ad will stand out amongst their stream of photos and text posts. It should grab people’s attention and keep them from scrolling.

These are just a few ways to make sure your ad creative engages and drives more CTR.

Create custom images

Stock photos can be weird…eye-catching…and unique…but for the most part, they’re boring. They are meant to be relatable and show everyday aspects of life, such as someone using a mouse, someone drinking coffee, or someone using a computer. For different ads, people would prefer to not see the same image repeatedly.

Photos that don’t seem to be routine are not recommended for advertising. Create something original and leave the stock photos behind.

Maintain consistency in your brand

AdEspresso has mastered the art of keeping ads creatives consistent.

Consistency is the key to a brand’s success

A mustache mascot was featured in half the images. While the ads featured different images, AdEspresso’s brand feel remained the same. The images were playful and creative, but also professional-looking and tasteful.

Make sure your ads are consistent in style. Customers can quickly get to know your brand by looking at pictures and feeling emotions. 

Many colors

Remember how I said your ad should be prominent in customers’ feeds? You can make your ad stand out by using color.

A lot of colors will make your ad stand out.

Nike did a fantastic job. The ad instantly grabs your attention. Facebook users upload photos from their accounts to Facebook. The red and pink will stand out in every post or photo. Photos of others or themselves may be uploaded to Facebook.

Scrolling down a list of everyday items and people to find a new pair of shoes is an exciting way to increase your CTR. 

Use contrast colors to draw attention

Not all ads are brightly colored. People will scroll past advertisements that are brightly colored and move on to the next one. 

Contrast is a tool that can help you avoid this.

Contrast with great success

Dapulse’s advertisement shows a dull, black-and-white workspace juxtaposed with an energetic and bright workspace after it was upgraded to visual reports. There is no difference between the before-and-after pictures except for the color splash and the computer screen.      

 A unique image with half-colored elements is more appealing than an image that just serves as another advertisement. To make your offer stand out, contrast it with a plain background. This will encourage people to click on the color.      

This applies more to the design of the images. However, if you are creating high-quality ads creatively, make sure that there is plenty of white space. Too many images can cause people to scroll past an image, causing them to become overwhelmed and unable to focus on it.      

G Suite excels at using whitespace. The majority of their ads are white. However, the lack of clutter draws your attention to what is important. Their image is clean, simple, and classy.      

Balance your Ad Out

Similar to whitespace in ad design. A key aspect of creating ads that drive more CTR is balancing your creativity. Images that look balanced are more appealing to the eye.

You immediately notice the cute giraffe. Because it is so heavy on its left, it almost feels like there should be more. 

Balance every visually appealing aspect that you place on one side. Balanced ads make people feel better about your company and you.

Verify the text in your images

Facebook allows 20% of the text to be used in your ads. The only thing they ask is that you don’t fill the image with text.

If your text is well-balanced, it can still be an effective tool. 

Text ad balance

With bold words such as “What’s stopping you?” they grab your attention. But that’s not all. They also resent an aesthetic poster with bold words like “What’s stopping YOU?” It is important to read the headline and other information.

Check the text in your images and see if it improves your CTR.       

Carousel Ads: Tell a Story

Carousel advertisements are one of the newest advertising types on Facebook. They are often ignored by marketers as they don’t believe an eCommerce store will need them. 

When you have to think outside the box but within multiple boxes.

Creativity should be real

Upload any image that you want to your ad copy, as long as it follows Facebook guidelines.

You should make sure that the image is relevant to your product/service.

Tips to write epic ad copy

The creative is what will draw customers’ attention. However, the ad copy is what will get them clicking. 

Which is the most attractive to your customers?

Even if you have a boring writing style, there is still hope. There are many ways to improve your CTR and increase your results.

Match your ad copy to your image

It’s common knowledge that ads with too many elements won’t work. You can match your ad copy to the image.

Litmus’ advertising might make it seem hard to believe what is happening and how companies can use letters-in-love as advertising mediums.

The ad copy will be displayed after that. Litmus will then show you the ad copy.

Even if you have a boring writing style, there is still hope. There are many ways to improve your CTR and increase your results.

Concentrate on your Headlines

Someone sees a Facebook advertisement by first looking at the photo, then the headline. Most people don’t go beyond that point.

This is logical. Facebook places the headline directly below the image (where most people look when looking at photographs). 

You can still make your headline clickable. 

Keep Your Headlines Short & Simple

Facebook allows you to use a lot of space for headlines. You don’t need to use all the space for headlines on Facebook.

It may get a click to expand the headline, but it is unlikely that it will get a link click.

Facebook ads headlines can be written at any length you like. We have found that a one-sentence headline works best on Facebook.

Use numbers in your headlines       

Numbers can be used to attract attention and stand out from other words. They are also able to quickly communicate important information.

Difference between

“$9.99 New Patient Special”


“Ten Dollar Special for New Patients”

It’s a big difference. You can use the numbers to advertise discounts, prices, and happy customers.

Ask a question in your Headline

Asking questions is a great way for someone to read beyond your headline.

To encourage people to click on your headline, a question could be asked. This is a great way to increase your CTR.

Sprinkle in Some Emojis

Emojis were created in 1999 and are now considered to be a universal language. 

Emojis can boost your CTR by being used in headlines or ad text. Don’t use too many.

Use relevant emojis with your writing If done properly, it can draw attention to your headline or ad text.

It would be bizarre if they used another Emoji or left out the cake emoji. It wouldn’t get across.

Write for your Audience

Who needs to like your Facebook advertising copy?

Facebook, is that it? Facebook doesn’t care about ad copy as long as it complies with regulations.

It’s not you. Your ads are important too.

It’s not your boss. Your results should matter more than the details of your ad copy.

Only your audience should like your Facebook ads copy. Your potential customers.

Think about who will see your ads, people who might give money to your company. 

Customers don’t want people they don’t know to buy from.

Your customer might not be familiar with all the terms and phrases that you use in your day to run your business.

Three, your customer doesn’t care how good your product is. They want to know how great it will change their lives.

Use the correct tone when writing

When writing for customers, use a tone that reflects your brand.

Sometimes it can be hard to find time to cook healthy meals. HelloFresh is encouraging you to take pride in your cooking.

Avoid Jargon

Imagine a PPC manager going into a bakery and telling the owner how he can improve your ROI by running PPC campaigns with RLSAs, and bid modifiers, following breadcrumbs trails, and setting up SKAGs.

What would the bakery manager think of the PPC manager? While they may believe they understand what a breadcrumb tail is, they wouldn’t be able to grasp the concept if they didn’t know much about PPC.

Customers should be treated equally. Although you might be tempted to use terms that you discuss every day with colleagues when writing ads for your company, customers will not be as familiar.

Use language that they can understand to talk about your product’s benefits. Talk about the benefits, not the features.

Get the answer to your customers’ problems

Every product or service was created to solve a problem. Why do they exist?

Every company is the same. It exists to solve problems. 

Explain to your Facebook audience what you can do for them and how your product will help.

Broadcast your social proof

Share social proof with your copy.

It is nice to see that other people like your product. 

Save time and let your customers review your products.

Insisting on the customer’s first name and last name increases trust in the review. The CTR increases when people trust reviews from other people.

Use emotion

Emotions may override logic. 

Facebook ads that appeal to people’s emotions are easy to convert and get clicks.

Your ads don’t have to be negative. Use a positive tone and offer hope.

They have to overcome their fear of missing

Have you ever missed a deal due to hesitation? Do you have nightmares about a product that lasts for years or months? This is a horrible feeling.

Fear of missing out is a well-known Marketing Strategy. This strategy drives CTR up and collects clicks on Facebook.

Remarketing can be very lucrative. If your audience has any doubts about the price, you can offer a limited-time discount.

Do not be afraid to voice concerns

If you don’t address a concern, it’s possible for a click to be missed or a conversion to fail.

This observation is common in subscription ads. Subscribers are afraid of contracts and don’t like surprises or high prices.

They will be able to answer unspoken questions to help combat this.

Spend time getting to know your customers. Learn what made them stop buying your product.

Incredible Ways to Make Your Call to Actions Clickable

Once you’ve made your ad attractive, eye-catching, and captivating, the final step is to increase CTR. Customers will click on your ads before they move on to other things.

Don’t forget your goal

One thing is essential when you run ads. The same applies to creating a CTA.

Don’t use CTAs or list your CTA under the “Learn More” tab. It doesn’t make any sense to ask people to sign up for a subscription or buy something.

You’ll find your offer lower in the sales funnel so you will need to advertise higher. Matching everything up correctly will increase your CTR.

Make your CTA clear

You don’t want people to guess what your ads are for. Clicking on an ad should result in them clicking and then converting.

Ask them to sign the contract instead of leaving them guessing.

Inform your customers about the action that you want them to take and how it will benefit them

This is where Leadpages excels. They present themselves and recommend that you sign up right away to start collecting leads.

There’s a cause and an effect

Be as specific as you can about what your customers should do.

A Facebook ad telling someone to click must have an incentive. You need to make it appealing enough to convince them to leave Facebook.

Don’t distract from your CTA

CTA is a key factor in increasing your conversion rate.

Your creativity and ad copy shouldn’t get in the way. Your CTA should be inviting people to click.

Pay attention to the CTA

AWeber did a great job. The ad also includes its CTA where it is needed.

More than one CTA can be tested

But, it is possible to use two CTAs. I will explain.

This video gives information about the sale date, product, and price. Teabox is a great way to increase your CTR.

Include Your CTA in your Headline

Sometimes the little CTA button doesn’t do the trick. 

Soylent invites you to “Mix Up Your Meals” by shopping now. Mixing your meals will draw attention to the different flavors and encourage you to buy more than one.

Include urgency

The CTA must encourage users to click on your ads. It is possible to include urgency in your CTA.

A limited-time offer is a great way to communicate urgency.

About the author

Kobe Digital is a unified team of performance marketing, design, and video production experts. Our mastery of these disciplines is what makes us effective. Our ability to integrate them seamlessly is what makes us unique.