What average click-through rate should you aim for with a Facebook advert?
Facebook advertising is an excellent tool for reaching your Facebook target audience. It allows you to display your content to internet users who may not yet know you but who match your target profile. But how do you know which statistics to analyse? We briefly explain the logic behind two important rates to understand in the context of a Facebook ad, and how to tell whether they are acceptable…
What is the click-through rate?
CTR (Click Through Rate) represents the percentage of clicks on a link relative to the number of views (displays, impressions) of that link.
Example: a Facebook advert viewed 3,000 times that receives 30 clicks will have a click-through rate of 1%.
What is the average Facebook Ads CTR?
In 2017, the average click-through rate for a Facebook ad across all sectors was 0.9%. (Source: WordStream)
And the conversion rate?
The click-through rate is an important indicator in that it reflects the relevance of your content (link to an article, etc.) relative to your target audience (who will see this content). A zero click-through rate indicates content that does not interest your target.
But even more important than the click-through rate is the conversion rate. Because the goal of your Facebook advert is very likely to convert your target audience — that is, to encourage them to perform a given action (newsletter sign-up, online purchase, quote request, etc.).
The conversion rate indicates the number of conversions (leads or customers) relative to the total number of views.
What is the average Facebook Ads conversion rate?
In 2017, the average conversion rate (i.e. "number of conversions divided by number of views") was 9.21%, across all sectors. (Source: WordStream)
These two rates should help you better evaluate the impact and success of your Facebook adverts. Although the data relates to 2017, the average rates shown for each sector of activity should help you position yourself more effectively within your own industry.
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