CTR, or click-through rate, is key to gauging ad performance. CTR is the ratio of users who click on an advertised link to the number of total users who view that advertisement. Boosting your CTRs on social media, especially Facebook, is crucial to tracking the success of your marketing campaigns and ensuring you reach your target audience in an effective way.
As digital ads have become more ubiquitous, however, users are ignoring them and CTRs have fallen. This is why businesses are constantly searching for new ways to improve their CTRs. Duplicating Facebook ads is one of the best ways to increase click-through rates, but how and why does this work?
In essence, when you duplicate an ad, you are simply creating a copy of that ad. The key benefit to duplicating your ad sets on Facebook is that you can tap into the most successful ads you’ve run in the past and create a framework based on targets and objectives that have yielded favorable results before. You can tweak these ads a bit, depending on the goals of your new campaign, but the groundwork has already been laid for you.
For example, say you are running eight ads across four different campaigns, and you notice that, of those eight ads, two are performing exceptionally well. Rather than having to recreate these ads when starting a new campaign, you can simply duplicate and incorporate them into the new campaign.
You can boost CTRs through Page Post IDs. Each post on your page or in Ads Manager is given a Page Post ID, which allows you to identify a post from your page. To find a Page Post ID in Ads Manager, go to Page Posts, select Ads Posts, and then scroll down to find your ID. [Note: these are the steps until it changes, which does happen.]
To help boost CTRs, Facebook builds social proof by accumulating post engagement. They do this by using Page Post IDs to link the same ad across different ad sets to ensure cumulative post engagement. This means that starting a new ad won’t necessarily boost your CTR as much as if you duplicate an ad.
To duplicate a Facebook ad set, first log into Facebook Ads Manager and open the Campaign with Ads set. Then, click “duplicate” on the ad set you wish to duplicate and choose the campaign you want the new ad set to appear in. Finally, you can choose whether or not to keep the engagement metrics for your new ad.
Ideally, you should duplicate your most successful ads and their accompanying metrics. Duplicating your highest-performing ads is the best way to effectively boost your Facebook CTRs.
Facebook interest targeting shows ads to a specific audience of users based on their assumed interests. This can be hugely beneficial in terms of increasing CTR, but there are other great ways you can boost your CTRs as well—and create good duplicate material in the process. Here are a few tips for improvement:
Your audience should be able to connect your ad headline with your visuals. It’s important that your imagery is not only relevant, but interesting to whatever audience you’re targeting. It should be intriguing, but not overly dramatic, and help showcase the best you have to offer.
Generating curiosity is one of the first steps to creating a successful ad. You can drastically boost your CTR by piquing user interest and offering a potential solution to their problem. For instance, you might ask, “What would happen if you could improve your efficiency by X percent?” This will get your audience thinking about how your product or service could benefit them personally.
A solid CTA can help motivate your audience to make that final leap and take action. While your ad should make them want to learn more, they need to know how to actually reach out to find that information. The strongest CTAs make use of action verbs such as “get” or “start.”
No one scrolling through Facebook wants to stop and read an essay. Thankfully, shorter copy can be just as effective at grabbing their attention as a novel. The best copy should be personable, demonstrating your understanding of your audience, but brief. Users don’t spend much time looking at individual ads, so whatever you write, you should come up with something that’s going to hook them for a split second—and hopefully, take action.
Duplicating your Facebook ads is one of many ways to boost CTRs. With the right marketing strategy in place, you can make the most of your duplicate ads and find additional ways to improve your CTR. Engage 2 Engage is on a mission to provide small business entrepreneurs with the resources to suit their digital marketing needs from writing attention grabbing content and designing images for ads and more.
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