As one of the more popular metrics, the click through rate is always a hot button issue for marketers like you and me. Why? Because the CTR is your secret tool to finding out how many individuals are actually physically clicking on your ad VS the total sets of eyeballs that happened to see it.
A good CTR comes with the territory of creating copy and images that don't just attract eyes, but impact and influence your audience to ACT. Whether that be clicking a link to fill out a form, making a purchase, downloading an app or even just visiting your website, your CTR is important when it comes to getting the most money back out of your advertising budget.
Are you ready to dive in? Better grab a notebook and pencil. This is going to be good.
The Platform is What Dictates a "Good" CTR
Your platform is going to mean all the difference when it comes to what is decidedly a "good" click-through rate. For instance, on Facebook, your click through rate is going to be pretty damn low. Think like 0.9% as the average. However, if you were running, say, a Google ad campaign, about 2% will be your average and anything below this needs to be reevaluated.
Different Industries Mean Different Average CTR's
It's true. Though there is an "average" for each platform, different industries have different overall averages. Some industries have high click-through rates without having to put hardly any effort in, (okay, okay, every industry takes effort, just some more than others) while other industries struggle with lower CTR's just by default.
Some of the more popular industries with well-performing ads and high CTR's would be personal, dating, B2B brands, finance and insurance.
You'll want to do some digging prior to launching your ad campaign to find out what the average is for your industry so you can prepare accordingly and aim for higher numbers.
Image by: Lyfe Marketing
Celebrate Small Victories and Watch for Benchmark Numbers
When it comes to your CTR, it's all about just keeping an eye on the numbers and celebrating the little victories as well as monitoring setbacks so you can always be improving.
Chasing an arbitrary number isn't the answer here. Instead, try to focus on higher and higher numbers until you're happy with where you are, and then SURPRISE! Keep chasing them.
One of the biggest reasons why you want to continually monitor your CTR is because you need to be able to measure your successes and failures so you know when and what to improve upon. Getting clicks can feel like an impossible task if you don't know how your ads are performing in the first place.
Have you yet to start measuring an average? It's never too late to start.
Learn the Audience
Knowing your audience is key to a successful ad campain, and more importantly, a great CTR. This is because if the wrong audience is seeing your ads, your CTR is going to drop lower and lower and it'll only mean money lost.
There are some basic information bytes you can definitely use as a start for learning your audience. These things would include: age, gender, location, etc. However, there's other things that are just as important, such as: why does this person need what I have to offer? What sites do they frequent and why? What types of queries would they tap into Google?
This kind of information is vital. Why? Because you can use it when it comes to proper targeting on your social channels. Whether it be with certain keywords, interests or likes and dislikes, these are all things you can harness and use to improve your overall CTR by making sure the right people are seeing your ads.
No, seriously. This isn't just a content marketing thing. Providing value gives your audience a reason to click. If you can provide value to THEM and show them what they need to be successful, solve a problem or otherwise tap into their emotional response system by giving them something helpful for either a physical problem or a mental and/or emotional one, they'll WANT to click.
The key to finding out what your audience really wants can be as easy as scheduligna conversation with a past loyal customer. Find out what made them want to work with you. What things they weren't so impressed with. Maybe all the ways they liked your services or products better than what your competitors had to offer.
If this isn't a possibility, short surveys to past and current customers is a great second best option, and will definitely be a way to get you the answers you need. Just keep it SHORT!
Copy Makes (And Breaks) Ad Campaigns
And damages your CTR.
It's imperative for a good ad campaign and a high CTR that you make your ad copy as compelling as you possibly can, but not misleading. What makes great ad copy?
Making sure you tie a fabulous call-to-action in with your ad is a sure-fire way to get clicks. You want to make sure your audience knows what's in it for them, but if you're compelling and maybe even a little mysterious, you're going to rack up those clicks.
Successful ad copy is created to bring forth reactions. It's emotional, it's logical and above all, powerful. You need to get straight to the point and above all, hammer down the exact ways you can benefit your audience and highlight that.
By monitoring past campaigns, you'll also be able to see which ads and what copy was more successful overall, which will help you narrow down on a better system and a higher CTR.
Consider Testing Multiple Ads at Once
Experiment! In this kind of a realm, there aren't many rules.
Try the same copy with different images or a different layout and/or ad type. Perhaps consider testing out three different types of copy with the same images. Whatever it takes to find the perfect formula for YOUR industry, take it.
No Surprise, But It's Going to Take Time
If there was an overnight solution, I probably wouldn't even be writing this. Unfortunately, getting an above average CTR, (and in some cases even an average CTR) can be a very time and thought intensive situation. You'll need to lay out what you want, how you plan to get there and what you're going to use, as well as day by day mark your progress and find ways to improve upon it in the future.
The most important thing is not getting discouraged when it doesn't feel like you're necessarily getting anywhere. Being wildly successful at what you do takes time and a hell of a lot of work.
I can promise you right now that if you put your mind to it and focus on what you want and take the steps to get there, you'll have a higher than average CTR in no time.
Are you interested in getting help with that higher CTR? Maybe you're ready to re-think your social media game so you can build on future success and a wild increase in ROi. Maybe you're lost and not sure what your social media needs to succeed. Or maybe you're just ready to start getting found online.
Is this you? Well, you're in the right place and we want to help you reach your goals with the help of an award winning team who has time and time again won a place among the best digital agencies. And who, might I add, is continually blowing our clients away with our in-house creative work and social media strategies.
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