Alright, you know ad testing is important, but how can you tell which ad is working best, especially if you haven’t seen a lot of tangible results yet?
I’m so glad you asked. Pull up a seat and let’s dive in. Here’s a little behind the scenes look at an ad check in I did for a client who purchased my Facebook Ads course. Included in the purchase of the course is a FREE campaign check-in from yours truly. From these two ads alone, my client was able to generate over $8,000 in just a few weeks time. I call that a win!
When I recorded this video, my client’s ads had not been running for that long, but even with the data we did have, there were still some takeaways I saw from the data I did have, to help determine if her ads were working. Ready to dive in?
Link Click Through Rate (Link CTR)
Link click through rate is a notable metric to keep tabs on when determining if your Facebook Ads are working. Link CTR is the rate at which people clicking through the link in your ad make it to your website. You always want to keep cold traffic coming in at a minimum of 1% link CTR. Warm traffic (think web visitors, email lists, social media engagers) should come in at an even higher rate. Keeping tabs on the link CTR can be one of the first signs of if an ad is going to succeed and if viewers are responding to the messaging + image/video within the ad.
Now, let’s dive into a little video tutorial.
I helped my client set up her ads so that the first element she tested was a single image ad vs. a carousel ad. She had the exact same ad copy in both ads (it’s imperative you do this!!) and the only difference was the visual that the viewer sees. In the video tutorial, you’ll see the huge difference in link click through rates between her two ads. There is a 3% link click through rate on the carousel, and a 7% link click through rate on the single image. While it’s still the early days of ad performance, we can gather that both of these ads are on the right track and the single image with the 7% link click through rate will likely be the winning ad. (When I checked on the ads again a few days later, the single image was the clear winner!! Just as the early data had shown us.)
Cost Per Link Click
Now let’s look at the cost per link click. This represents how much it’s costing her for someone to click on the ad and make it to her website. For this client, I saw 11 cents cost per click (single image ad) versus 58 cents (carousel ad) CPC. Again, until we have more purchase data to go off of, CPC is a solid metric to take a look at. You’ll see once again that there can be stark differences between cost per click and link click through rate within ads.
You saw in my video check that the ads were identical, except for the image vs. carousel. If my client would’ve tested out different ad copy in here as well, it’d be muddier right out the gate to determine what’s working. Impossible? No. But more difficult for a novice? Absolutely.
As you can see, CPC and link CTR are two metrics that are great indicators to keep tabs on during the early days to know if your Facebook Ads are resonating with the audience you’re reaching.
Want to learn more about how to get a free Facebook Ad audit from yours truly? With the purchase of Connect and Convert with Facebook Ads, you’ll receive an ad check in from me to address any under performing ads or issues within your ad campaign. If you’re ready to run Facebook Ads with confidence, knowing someone else will help steer you in the right direction if you need it, I can’t wait to see you inside the course!