Although Facebook provides intelligent advertising solutions for marketers and brand sales managers, the need for performance indicators exists as calculations of both ROI and cost per acquisition are required.
One of indicators is Click-Through-Rate CTR; which measures number of people who click on your online advertising as percentage of total audience who actually seen your ad. Higher CTR means that your ad is well-articulated in terms of ad text and image plus audience targeting and page location.
To get higher CTR, and to design high-performer advertising campaigns via Facebook platform, I highly recommend you to understand 8 rules that I found on AllFacebook dot com website. The rules were articulated for promoting Facebook page using Facebook ad, but they are actually applicable for getting higher CTR and lower CPC (Cost Per Click):
http://www.allfacebook.com/how-we-got-to-40310-facebook-fans-in-4-days-2010-06 I do remember B2C brand (Saudi Arabia and Egypt mainly) that asked to analyze its Facebook campaigns performance. For more than 100 million impressions, I found average CTR of 0.04% while in this 2011 case study (How to get 1 cent CPC), Muslim countries Egypt and Pakistan got higher click-through-rate (both achieved 0.23%) for mother-kid related advertising campaign. However, below image shows my own 0.092% CTR score for my first Facebook ads promoting my job board blog:
Generally speaking, hot debates are triggered in discussing whether CTR is accurate or not taking into consideration that once your ad reaches saturation (~50% of target audience), then CTR will decline normally. The reason is that many Facebook users would see your ad multiple times although they clicked on it at first time, hence reducing your CTR (See rule # 5 in above link). This is why Facebook ads campaign performance should be analyzed and tweaked on daily basis (as all other online ads such as Google AdWords for example).
Do you want to promote product or service via Facebook advertising solutions? New Egypt Consulting is one-stop shop to optimize your CPA (cost per acquisition). Email us now at info@newegyptconsulting.com or visit our website: www.newegyptconsulting.com
