If you’ve ever wondered:
- What are the tactics I should be using to get a winning ad set?
- How do I know whether my ads are doing well or not?
- How do I scale my successes?
I’m going to answer all these questions and more.
This post goes over a bunch of tactics that will increase your CTR on Facebook.
Higher CTR = Better performing ad
Before we jump into that, we have to clear some things up.
First of all… What is CTR?
A CTR or Click Through Rate is the number of people who have clicked on your link and went to an offer, online storefront, data capture form, landing page, website, etc., divided by the total number of visitors that viewed the link.
It represents the percentage of people who engaged enough to click on your link.
Marketers and advertisers use this ratio to figure out the efficacy of an ad, email, landing page, or an entire website.
CTR measure the success of ad campaigns, Facebook ad images, layouts of landing pages and websites, and much more.
Why does it matter for Facebook Ads?
The CTR of your ads will tell you:
1. How relevant your ads are to your target audience.
2. How much room your ads have to grow.
3. Which of your ads get the most, and the least clicks.
Your CTR is directly tied to your ad performance, if you can raise it – you can get cheaper clicks, lower acquisition costs, and more.
I’m going to teach you 16 hacks that you can start using instantly that’ll boost your ad performance and get you cheaper clicks
- How to use dayparting to optimize the hours your ads run.
- The best words and images to be using to maximize the impact of your ads.
- How to get cheaper clicks by targeting international users.
- The best targeting settings to be using in your ad sets.
Buckle up and lets get going. Lets start off with growth hack #1.
Growth Hack #1: Use day-parting to optimize the hours your ads run.
Did you know you can control the hours your ads will run?
This feature is perfect for B2B businesses.
Why is this useful?
Lets say you’re a SaaS app that works primarily with corporate brands.
You check your Facebook Insights and find that your ads have a high CTR between 9-5 – this makes sense because your customers brains are in work-mode.
Day-parting allows you to only turn on your ads during specific time periods… Such as when your customer base will have the highest chance of converting.
Learn more about dayparting and how to set it up here.
Growth Hack #2: Embrace targeting funnels.
Consider splitting your target demographic into funnels depending on their level of engagement with your content.
Here’s an example:
Create 3 cohorts grouped by their level of interactivity with your product, brand or service.
- People who have never interacted, engaged or received value from you.
- People who have received value from your website 1-3 times.
- People who have signed up, made an account, or visited your website many times.
Once you’ve made these cohorts – start promoting ads using this format:
- Create ads that promote valuable content to cohort 1 – don’t sell them anything yet!
- Create ads that promote free offers such as ebooks, trials, sign ups or other small commitment (like an email address).
- Create ads that will promote paid products or services. – this is when you sell.
Lead your customer through a funnel of progressively increased engagement.
You’ll increase the click-through on your ads, as well as increased the chance of getting a sale.
Read more about this technique over at adespresso.
Growth Hack #3: Generate urgency with a limited time offer
Limited time offers are a powerful marketing tool.
Consumers have a burning desire to jump on the exclusivity bandwagon and get their hands on something special before they miss out.
Start using urgency in your ads by including a limited time offer.
When HubSpot performed an A/B test using a control page and a limited-time offer page, the limited-time offer outperformed the control by 8%.
Neil Patel has mentioned that there are 9 words that have been proven to increase conversions through urgency.
Use these 9 words to increase urgency in your ad and drive increased clicks:
You’ll start seeing results instantly.
Growth Hack #4: Use eye-catching images
Each advertisement you create needs to stand out from the newsfeed.
You want users who are scrolling to pay attention to your ad.
An easy way to do this is to use bright colors….
or just eye-pleasing images.
Experiment to find what works in your niche.
A good experiment should test different, visual ways of attracting attention.
Growth Hack #5: Repeat your call to action in your ads
Repeating your call to action takes advantage of a psychological hack known as priming.
What is priming?
Priming is a nonconscious form of human memory concerned with perceptual identification of words and objects. It refers to activating particular representations or associations in memory just before carrying out an action or task. For example, a person who sees the word “yellow” will be slightly faster to recognize the word “banana.” This happens because yellow and banana are closely associated in memory. Additionally, priming can also refer to a technique in psychology used to train a person’s memory in both positive and negative ways.
Basically: The simple act of seeing a call to action the first time increases the likelyhood of someone clicking it the second time they see it.
Read more about priming & nudging here.
Growth Hack #6: Use Capital Letters In Your Title Copy.
Start Case: When the first letter of every word in a title is capitalized.
Clever copywriters have been using Start Case in their headlines since the 50’s.
Readers view capital letters as important, so when every word is a capital letter – it must be REALLY important.
If you look around you’ll see that Start Case is everywhere in online advertising.
Try Start Case with your ads – it could help more than you think!
Growth Hack #7: Use power words
Power words are high-emotion words that are linked to customers’ innate desires.
They trigger curiosity, and encourage readers to read on.
They’re a really easy way to instantly turbo-charge your ad clickthrough.
Here are the 5 power most effective power words (Thanks copyblogger):
Experiment with these words when brainstorming headlines and other high-visibility copy.
See Sumo’s full list of 355 power words here.
Growth Hack #8: Include social proof in your ads
Social proof: The concept that people will conform to the actions of others under the assumption that those actions are reflective of the correct behavior.
Marketers use social proof all the time.
It’s perfect for showing why your product is the right one to be using.
According to Buffer, there are 5 different types of social proof.
1. Expert Social Proof
Expert social proof is when an industry thought leader or influencer approves of your product.
This could take the form of them blogging, posting on social media, or being quoted or photographed as a product user.
2. Celebrity Social Proof
Celebrity social proof typically takes the form of a celebrity using a product and promoting it on social media or in public.
This form of social proof is especially meaningful if the endorsement is unpaid.
3. User Social Proof
User social proof consists of positive feedback from actual users, typically taking the form of customer reviews and testimonials.
4. “Wisdom of the Crowds” Social Proof
“Wisdom of the Crowds” social proof appeals to our sense of Fear of Missing Out (FOMO):
When lots of people are using or buying a product, others want to follow suit.
5. “Wisdom of your Friends” Social Proof
“Wisdom of your Friends” social proof refers to the phenomenon described previously: The recommendations from people we know and trust carry far more weight than other types of promotions or advertising.’
Growth Hack #9: Target internationally & get cheaper clicks!
The U.S.A has one of the most expensive CPC’s in the world.
If you’re looking to spread your message further, consider targeting other countries…
Josh Sturgeon pioneered a smart way of taking advantage of really low cpc’s in other countries to your advantage.
Read about it here.
Growth Hack #10: Use smiling faces in your ads
We love looking at faces. Our ability to recognize faces and read emotions in people’s face are the ultimate social tools.
Our brains seek faces out everywhere (This pattern-hunting is called pareidolia – its why we find faces in clouds, in toast, on Mars).
In an A/B test, images with a person smiling and not-smiling were compared.
The smiling image increased a software developer’s profits by 10.7% over 5 weeks (with an initial improvement of 50%).
So next time you’re planning your inventory, consider using smiling faces..
Growth Hack #11: Write really short ad copy
Look at this ad:
and this one…
Sometimes, just K.I.S.S
Keep it simple, stupid.
Growth Hack #11: Use Lookalike audiences
A lookalike audience is a custom audience similar to one that you’ve already created within Facebook. These can be based on current customer lists, page likes, and website custom audiences. You can even create an audience based on people who have watched your videos.
Basically, Facebook will find the common factors within your audiences, and automatically create similar user lists.
This is great because it means you don’t need to worry about figuring out the right targeting in order to run effective ads.
So if you have a large customer list, you can make a lookalike audience and easily start targeting them.
Read about how to set up a lookalike audience here.
Growth Hack #12: Use symbols & emoji’s to get attention
Use symbols & emoji’s to help your ads stand out from the crowd.
Click here to buy now ==>> bit.ly/buy-a-product-here <<==
They’re a powerful tool that will encourage your readers to read more of your ad copy.
But be careful – if you overuse emoji’s and symbols in your marketing your customers will start ignoring them.
Growth Hack #13: Use “FREE” in your headline
FREE SHIPPING: BUY NOW.
100% FREE: Sign Up Now
People love the word free.
It’s been scientifically proven to draw people’s eyes and encourage interaction.
Sprinkle it in your advertising to improve the number of people that read and click your ad.
Growth Hack #14: Embrace video ads
Don’t ignore video ads
Marketers agree – videos get higher engagement, lower CPC’s and are the next thing in social media marketing.
Some of the cheapest CPA’s I’ve ever acquired have come from video ads.
Not sure where to start with creating video ads? Look into video editing SaaS platforms like:
- Spark from Adobe
They’re great and make it really easy to put together great videos.
Growth Hack #15: Use numbers in your ad title
Everyone loves lists. They’re an easy way to draw focus onto your advertisement.
Benefits of using numbers:
1. They’re easy and fast to read.
2. They take up less space than words.
2. They support and illustrate benefit statements.
Growth Hack #16: Target News Feed Placements
Did you know that ads on the Desktop & Mobile News Feed get 5% higher click-through rates than any other placement?
A lot of advertisers choose to work exclusively with news feed placements for this reason
Consider doing the same thing.
It’s time to wrap this up
Well, that’s all the Facebook growth hacks I have today!
In this post you learned:
- What is a CTR is and why it’s important.
- Why you need a high CTR to have effective advertising.
- 15 Advanced techniques for skyrocketing your CTR.
Congrats for getting this far in the post, I hope you’ve learned something useful today.