Are you experiencing a high CTR…but a low conversion rate on your Facebook ads?
There’s nothing worse than getting excited because your ads are getting tons of clicks…only to realize you’re getting NO conversions.
If this is happening to you – don’t panic.
One of the most common reasons people have a high CTR but a low conversion rate is because the wrong people are clicking on their ads.
In this post, I’ll share some super simple strategies to help turn things around and get more qualified leads clicking on your ads so you can boost your conversions.
Why Is Getting The Right People To Click On Your Ads So Important?
First, let’s dlve into why getting the right people to click is so crucial for the success of your Facebook ad campaigns.
When you get the wrong people to click on your ads, it sends a signal to Facebook to continue showing your ads to the wrong audience.
This is because Facebook machine learning is momentum based. When you start getting a lot of unqualified leads clicking on your ads, this can “pollute” your Facebook pixel data and lead to low conversions.
When this happens, you might find a lot of unqualified leads slipping into your funnel. You’ll be hopping on calls with people who might not have the budget for your offer or just aren’t a great fit.
You’ll probably have a bounce rate too. This means that people might land on your website or landing page and exit without taking any action.
So how can we fix this? Try these strategies to diagnose your problem and start seeing better conversions in less time.
2 Tips To Fix The High CTR, Low Conversion Rate Problem
By following these two approaches, you’ll get higher-quality clicks on your ads, resulting in bigger and better conversions!
1. Copy
Our digital marketing agency, ScaleDriven, has been expanding rapidly lately. And as we grow our team of kick-ass copywriters, I occasionally jump in myself to write copy for our clients.
And one of the best strategies I’ve been implementing for both our clients and my personal brand is a tip about your ad headlines.
You need to be super specific about who you’re trying to target in that first line of copy.
- Who is this product for?
- And who is it not for?
That first line of the ad has the biggest influence on who’s noticing your ad, deciding it’s for them, and clicking through.
Let’s say that you’re selling a digital course for stay-at-home moms about how to grow tomatoes.
Your ideal client is stay-at-home moms that are between the ages of 30-50 years old.
In this case, you’d want to make the first line of your ad something like:
“If you’re a stay-at-home mom who wants to learn how to grow better tomatoes, read this!”
Or:
“Hey, if you want to learn how to grow better tomatoes as a stay-at-home mom, here’s some good news for you!”
That’s my go-to formula, and 9/10 times, making that change alone will get the right people to click on your ads.
Why?
Because if I’m an engineer working 12 hours a day, there’s no way I’m going to click on an ad for stay-at-home moms.
That first line of your ad magnetizes the right people while at the same time repelling those people who are not a good fit.
2. Visual Creative
If you’re struggling with the dilemma of having a high CTR but a low conversion rate, you can take the same approach of qualifying off the bat in your visual creative.
By visual creative, I mean in your images or videos also need to be adamant about who you’re targeting.
This is one of the BEST formulas that’s working on YouTube ads at the moment.
Going back to the previous example, if it was a YouTube ad you’d want to say this as the first line in your video script:
“Hey, if you’re a stay-at-home mom and you wanna grow better tomatoes, keep on watching this ad. If you’re not, go ahead and click the skip button because this ad isn’t for you!”
In three seconds, I went ahead and disqualified anyone who isn’t a stay-at-home mom that wants to grow better tomatoes.
By using this tactic, you should overcome the problem of having unqualified leads clicking on your ads, which could be the reason for a high CTR but a low conversion rate.
There are a few more things you can do to improve the quality of the people who click on your ads. For example, targeting using third-party data, and making sure your message is consistent throughout your funnel.
But simply paying close attention to the images, videos, and copy you use, and making sure you’re calling out *exactly* who you want to attract will significantly improve your conversion rate!
Want more support and resources to fix your Facebook ads and start turning a profit?
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