A Guide to the Perfect Facebook Post: High CTR, Low CPC

Posted on September 25th 2013

A Guide to the Perfect Facebook Post: High CTR, Low CPC

If I told you that, as a small business advertising on Facebook, you’d be able to run a campaign with a 4.5% Click-Through-Rate at just $0.15 Cost-Per-Click, would you believe me? Probably not. As a small business Facebook marketer, even I would give you a twisted response if you told me that you could drive targeted traffic to my website for only $0.15 Per Click. What if I told you that the industry average for the specific ad in question is only 0.43%, and we ran within the industry at 4.5%? The truth of the matter is that you can successfully achieve these numbers with Facebook Advertising, driving high-converting traffic and stretching your small business budget for maximum ROI. 

Define Your Audience

As I always say, you absolutely must understand your audience before launching any ad or marketing campaign. And I don’t mean simply where they live, how old they are and whether your targeting men or women, although you will need to know all of that. What I mean by know your audience is truly appreciate their interests, what drives them, what pulls them in certain directions, and ultimately what problems they have that you, or your client, can solve.

Case Study: We are currently running an Ad campaign for a local med spa who is offering an innovative new weight loss procedure. Of course, being a local small business, this client has a limited ad budget and it’s our job as Social Media Marketers to stretch that budget while giving the client the greatest ROI. We understand that the audience for these ads will be incredibly specific to those wanting to lose their love handles, and so we design an add appropriately. What other things might this demographic be interested in? Check out our targeting solutions below:

Facebook advertising 

Define your audience by the following for Facebook Ads:

  • Location – be very specific, including exact cities and the radius around those cities.
  • Age and Sex – once again, be very specific. It is my suggestion to run one ad specifically for males and one specifically for females, this way you can target the text and image separately for higher CTR.
  • Relationship Status, Education – these will greatly depend on the product your selling and the audience you wish to reach. 

Broad Categories, Interests and Partner Categories

Here is where the real fun begins. After you know who your target audience is, you’ll want to target them by determining what their interested in. As shown above, a Facebook campaign selling a med spa weight loss procedure would most likely appeal to women who just had a baby and are looking to lose baby fat, as well as individuals who are interested in day spa, liposuction, chemical peel, weight loss, dermabrasion, and the like.

A few months back Facebook teamed up with Acxiom, Datalogix and Epsilon to provide Facebook Advertisers with a multitude of options for targeting ads. While these new options are incredibly interesting and do allow you to target by such things as type of car, how likely an individual is to buy a car or purchase a house, and many other intrusive options, I have personally not found it as useful as it appears to be.

  Facebook ROI

Facebook Precise Interests, however, has been proven to be incredibly effective at increasing ROI by allowing hyper-targeting of specific demographics.

Choose the Best Image

The perfect Facebook ad image will lower CPC and increase CTR simply because it gets noticed. Now, there are hundreds of blogs out there advising you on how to select the perfect photo, but in reality none of that matters if you haven’t successfully completed our first step. You need to choose an image not based on what you think looks good, but what your target audience is going to think looks good. It needs to be completely relevant to both the topic within the ad as well as to your brand message and audience. It has to be cohesive with everything, and yet completely stand out. 

Case Study: For our med spa client, we simply took two photos and ran them for the two ads under one campaign. One male photo and one female photo. The photos are clean, perfectly sized to fit within Facebook ad parameters, and tell a story without words. They are intuitive to exactly what the target audience wants, and so they pull that target audience in.

advertising on Facebook  

The Perfect Words

In my opinion, forming the perfect words is the toughest part of creating the perfect Facebook ad, and I’m a writer. The content within the ad needs to be short and sweet, and yet convey everything the audience needs to know while leaving them wanting to know more. In many cases, we will go so far as to literally ask the audience to “Like” this page for more information. It works.

Case Study: In this ad you’ll see few words, straight to the point, and a Call to Action. That’s all you need. If you’re targeting the right audience with the right photo, the words will be seen secondary.

 Cost per click

So, let’s recap – the perfect Facebook post involves these three things:

  • Define Your Audience
  • Select The Best Image
  • Craft Your Words Wisely

That’s it! If you can do those three things exceptionally, you will have low Cost-Per-click and high Click-Through-Rates. The case study shown in this article runs at $0.15 Per Click and has a CTR of 4.5%. Good luck!

kandice

Kandice Linwright

Owner, Linwright Design

I am a very proud momma of two beautiful boys, and a small business owner. For Local Marketing, Content Management and Social Media Marketing services, check out http://www.LinwrightDesign.com, a local marketing company that I've built from the ground up right here in Gilbert, Arizona. But, my true love is http:www.Linwright.com, my new and very exciting Social Media Consulting business. Now it's my turn to take all that I've learned over my long career in social media, and offer it to my clients!

I've been lucky enough to pick up my most successful Facebook Marketing strategies through trial and error as Social Media Director at http://www.Quaintise.com. If you're looking for some serious, full-scalle marketing, check out Raquel's agency located here in Arizona as well as Los Angeles. 

Life has been good to me, and I am thankful each and every day for that fact. Thanks for checking me out!

"Kandice is one of the most knowledgeable people I have met when it comes to social media and SEO marketing.  She has a very keen sense of what works and what doesn’t.  She is not only a great communicator when explaining her reasoning to me, but as a writer, Kandice has a very lucid way of communicating a company’s services, benefits, and does so while writing content for different vertical markets.  She is a supremely good writer.  She also has been very effective in helping us improve our own SEO rankings.  However, Kandice’s biggest strengths are her creative strategy skills.  She is on the forefront for what is new in technology and social media and how to leverage these assets to improve our client’s brands.” - Raquel Baldomar, CEO, Quaintise, LLC

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Comments

Deborah Sweeney
Posted on September 25th 2013 at 1:10PM

It is so, so important to know your target audience to such a minute degree- you're spot on! I feel that when new businesses take their first stab at a marketing campaign they neglect to pay attention to the huge importance of that detail. Very helpful, thank you!

kandice
Posted on September 25th 2013 at 2:18PM

Thank you Deborah! And you're right, businesses new to FB Advertising are so concerned with the numbers, big audience numbers, but sometimes it takes an extremely targeted approach to essentially get the best results.

Ryan Riley
Posted on September 25th 2013 at 7:24PM

Boom. Great points! I'm a marketing student at the University of Georgia and in my social media class we are asked to comment on an article each week and I'm glad I found yours. This is great advice and I think it really hits the nail on the head. I love your emphasis on doing what the audience want to see rather than just what you want to communicate. It makes perfect sense when you say it out loud but I see a lot of brands lose sight of that when actually executing. And good caption is key! Heck, that's what caught my eye for reading this article! The title got my attention and made me want to read more. So great post, Kandice, I think you were spot on with all your points.

kandice
Posted on October 2nd 2013 at 10:33AM

A social media class you say? Well I'm a bit jealous. Wish we had somethign like that back when I was in school. Man I feel old now. LOL. Thanks for the kind words!

Gopinath Para
Posted on January 10th 2014 at 9:01AM

Hi Kandic ,

Thanks for this aswome post.Now i'm running two comgains one for male and another for female just to take the adventage of images. all the other targets like age,location,intrests are almost similar.also i've six ads in each compaign with different but relevent pictures and some different text in each ads.but when i saw the final results ,they are as follows 

Well performad ad in  Female compagin has $0.46 cost with 1.3% click through rate

Well performad ad in male compagin has $1.41 cost with 0.95% click through rate

I Was superised with male compagin cost per click.do you any thoughts and idea on why this big difference ,there for to get better results with low cost and better CTR ?

 

Thanks in advance

 

Albert1128
Posted on February 5th 2014 at 8:07PM

Ive been searching the net and read countless articles on how to improve my own CTR campaign and I stumbled here. Great to know that 4.+ CTR are great result already. One of my campaigns has a result of 9.1 CTR with $0.04 cost per click and I thought I can still do better. This article is very detailed in providting tips on how to increase CTR. 

Thanks for sharing