Facebook Ads Manager: What to Look for and How to Make It Work
This week, we shared a video to our Facebook page about the elements of a successful Facebook ads campaign. This blog is a further breakdown of the metrics and best practices we discussed, containing graphs and images. We hope you enjoy!
What to Look For
When you open Facebook Ads Manager in the morning, there are two places that your eyes should go to first: click-through rate and cost per link click. These are, arguably, the two most important indicators of a successful Facebook ads campaign. Let’s dig into these metrics a little deeper–What they are and what numbers to expect.
Click-Through Rate (CTR)
Click-through rate (also known as CTR) is the percentage of people who clicked through to your ad after seeing it online. In the video, we opened the ad account of one of our clients–Brooklyn Birthing Center (BBC). Let’s use this account as an example once more.
BBC falls within the healthcare industry. According to client research performed by WordStream, a search marketing company, the average CTR for the healthcare industry is 0.83%. The average across all industries is 0.90%.
Taking a look at the ad account for BBC, you can see that our client’s ads outperformed industry averages by almost 3X (select image to zoom):
A higher CTR is always better because it means that more of your target audience clicked on your ad rather than letting it pass by. Now let’s take a look at another important metric for the success of an ads campaign–Cost per link click.
Cost Per Link Click (CPC)
Cost per link click (CPC) is calculated by taking the budget set on the ad account and dividing it by the number of clicks received. A lower CPC is better because it means that you are getting more bang for your buck–More clicks for your budget. According to WordStream, the average CPC for the healthcare industry is $1.32. The average across all industries is $1.72.
BBC is once again streaming past industry averages with CPCs of slightly over $0.30 (select image to zoom):
Both CPC and CTR are great metrics to look at to judge the success of an ads campaign, but what if you’re just getting started, or your ads aren’t making the cut? Next we’ll discuss the elements of BBC’s ads campaign and what drove the numbers we are seeing.
How to Make It Work
The ads we created for BBC were produced with a very specific target audience in mind–The LGBTQ community of Brooklyn. Having a well-defined target audience is one of the first steps toward success in any marketing endeavor. After we defined our target audience, we made sure that our ad contained the following content, all tailored to LGBTQ:
- Heartwarming imagery that they can relate to. The image in our ad (below) contains a lot of color, light, and a pregnant, lesbian couple–Perfect for our target audience!
- An actionable but digestible headline. Instead of saying: “Come have your baby here!” We chose a friendlier headline: “Bring Your Beautiful Gift Into This World at BBC.” Our headline is still a call-to-action (CTA), but it strikes a softer tone.
- As much information as possible, without the overwhelm. The content on our BBC ad is relevant (“we provide care to clients of all genders and sexual orientations”) and direct (“if you are interested, sign up today”). The goal is to give the target audience the information they need to proceed without drowning them in content.
- A couple options for contact. On our ad, we provide two ways to get in contact with BBC–a phone number and a link to their website (“Learn More”). We want to make sure that we don’t miss anyone because we didn’t provide their preferred method of contact.
We hope that this breakdown helps you succeed with your Facebook ads campaign. May your click-through rate be high and your cost per click low! If you have tried everything and you are still stumped, give us a call. We would love to talk with you about how we can help you win at Facebook marketing. Cheers!