Social Media Marketing

How to Improve CTRs on Facebook Ads

Facebook Ads has grown into one of the largest online marketing platforms in the world and we CAN’T stress enough how important proper targeting and ads management is.

So, if you’re interested in learning what these tips are and how to improve your Facebook ads CTR, keep reading. Here are some of the tips and tricks that will help you get more clicks on your ads. 

First of all, What is CTR?

CTR stands for click-through rate. It is a metric that shows the number of clicks that you received on your ad, divided by the number of impressions.

For example, if you get 10 clicks on a video that has a hundred impressions, you have a 10% CTR.

The average Facebook click-through rate remained at 3% in June 2020 according to Social Insider. It then dropped in the following months, suggesting that it was influenced by the shifts in how people consume information. 

Look at the relevance score for your Facebook Ads.

The CTR of your ads is a major component of the relevance score that Facebook gives to advertisers. It simply tells you whether your target audience is interested in buying from you, or not.

A relevance score of 1 means a high CPC and low CTR. A high relevance score indicates that it has a low cost per click.

Work on your target audience

You should make sure that your ad is specific to the product or service that you’re selling. If your targeting is too broad, it may not reach the people who have a high purchase intent. Ensure that your ad copy and creativity are optimized for the product or service that you’re offering.

So, before you start building your audience, start by mapping out your buyer persona by determining what characteristics and interests they might have.

There’s no one-size-fits-all approach to building successful audiences. You can test different targeting options and adjust them depending on the audience you want to reach. Facebook’s A/B testing is your friend right here, make use of it.

Select the right creative

Aside from having a good copy, having an eye-catching image also needs to be executed correctly.

Facebook found that images with less than 20% of text perform better than those with more than 20% text. As a result, try to use as little text as possible. Though, it’s worth mentioning that image text overlay restrictions on Facebook have been removed.

A good value proposition is also a great way to attract the attention of potential users. For example, Spotify uses the word Free in its ad copy to grab the user’s attention.

A good color selection can have a significant impact on a brand’s or purchase intent. There are many factors to consider when choosing a color palette. 

You can create multiple images in the same ad by using the carousel format. This allows you to highlight different products or videos within a single ad.

Keep it short & interesting 

According to AdEspresso, the most successful Facebook ads are those that have clear and compelling ad copy. This includes your primary text and description.

The ideal length for a headline is 5 words, 14 words for the main text, as well as 18 words for the description, according to the data.

For in-stream video ads, the maximum length is 31 seconds. However, Facebook also recommends a shorter video ad length for standalone ads in the News Feed.

Include questions

Aside from being a great way to boost your site’s CTR, adding a question in your headline or text can also help boost it. According to Social Influence, adding a question makes a headline more effective and gets more clicks than a statement. 


Use emojis

Using the right emoji can help boost your ad engagement. Studies have shown that they can increase a website’s conversion rate by 50%. 

Before you start using emojis in ads, think about what message you’re trying to send and how they will resonate with your audience.

Ideally, try A/B testing it so that you can see what works for you. It’s also a good idea to check out some of the best-performing emojis for Facebook ads.

Stick to the News Feed on Desktop

Facebook has a variety of ad placement options. Some of these include large News Feed ads, small ads, and the right sidebar.

News Feed ads are very popular on Facebook. They allow users to see large and long descriptions. Compared to other ad types, desktop news feed ads are more engaging and convert better. They’re also more durable and can run for longer periods.

If you’re new to Facebook Ads, then deselect all the other placements so that only the desktop version of the ad set displays. Although all of Facebook’s ad placements have value, optimizing for the sidebar or mobile is a bit harder than optimizing for the desktop News Feed.


This strategy (Fear Of Missing Out) will help boost your ad’s click-through rates and conversions. It’s a great way to remind your audience that they should take advantage of every opportunity that comes their way.

That ad pushed you to think about something, even though you didn’t want to buy it. The phrase “for a limited time only” is also great, because it increases your sense of urgency to purchase something.

Facebook ads placements

Some advertisers prefer to place their ads on Facebook and/or Instagram, but is this really the best practice? 

Results show that Facebook’s ads are more likely to generate a higher click-through rate than those of other platforms.CTRs. 

Use social proof

One of the best ways to boost CTR is by showing social proof. This is where user reviews and press coverages can help boost your brand awareness and engagement. Don’t be shy to ask your existing clients for some testimonials to use in your ads.

Square vs. Landscape

One of the most common questions that people ask about is which ad format to use for their images or videos. The main two are Square and the Landscape. Square is larger than other formats, and it fills most of the screen.

According to AdEspresso, using a landscape image makes a post’s CPA 2.5 times higher than a square format. Also, since organic posts are in square format, most likely people will assume that it’s an ad.

Let’s not forget about Portraits! Portrait formats have been performing great and in terms of real estate, they provide designers with more ground to work with.

Wrapping it up

To get the most out of your Facebook Ads campaign, make sure to test and try something new. Doing so will help you identify which ad or piece of content will resonate with your target audience. 

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