6 Tricks To Increase Click-Through Rates on Facebook Ads

Part of running a successful campaign is being able to increase click-through rates on Facebook Ads. This means that users are engaging with your ad, clicking away to a potential landing page (or wherever else your ad sends them), and are much more likely to convert.

Unfortunately, it can often be difficult to achieve high click-through rates on Facebook, but with these 6 easy tricks, you an increase click-through rates on Facebook Ads with some tweaking to your current campaigns or as soon as you start on your next one.

Here’s how:

1. Offer True Value Mixed with Urgency

This is one of the most important and effective ways that you will increase click-through rates on Facebook Ads. If you offer holds true value in your ad, you’re going to see a heck of a lot more clicks. It sounds obvious, but it’s still something a lot of marketers don’t do.

When a user first sees your ad, whether they realize it or not, their instinctual, unconscious thought is What’s in it for me. If there isn’t an obvious answer to this question, even if they don’t realize they’re thinking it, they won’t click on your ad.

You can offer value in a lot of ways, and one of the most common ones is by highlighting special features that come with your ad and product. A lot of times this can mean a sale. A sale is fantastic because it offers value while creating a sense of urgency, especially if you’ve got “two days left!” tacked on in the copy somewhere.

increase click-through rates Facebook Ads
This ad creates value by offering free items in addition to free shipping. It creates urgency by telling you they’re only offering this for a limited time.

That bit of urgency creates extra value in that your offer only stands for a certain amount of time. And that increases click-through rates.

2. Use Great Images

The image is what will initially capture the user’s attention and get them to read the text (and your offer). Because of this, the image you choose for your ad matters a great deal. To see our blog post on how to create or choose eye-catching images for Facebook Ads, click here. This post gives a great deal of insight on different types of images that work best for Facebook Ads.

While some advertisers go for the image that jumps out at users (and depending on your target audience, that may be the way to go), some marketers have found that choosing images that blend in with the rest of Facebook had higher conversions and click through rates.In this case, you’ll have to test out a few images for yourself to see what converts best and increases click-through rates the most with your specific audience.

3. Keep Text Concise but Interesting

If there’s too much text, it’s too much work for most users, and they’ll scroll away instead of clicking.

You only get so much text on your Facebook Ad, especially if it’s in the right hand side column. You need to make the most of it. You want your copy to be concise—short and sweet—but also interesting and descriptive. Hit the major points, and always make sure you have a call to action, like “Shop our 20% off sale, only 2 days left!”

increase click-through rates on Facebook Ads
You’ve got the call to action– Shop Boots– and can immediately see the benefits of a sale and free shipping, all in one quick glance.

As always, it’s crucial to make sure that your call to action is prevalent, and that you’re the text matches your offer, image, and landing page.

4. Use the right targeting

This one is pretty self-explanatory. If you want people to click on your ads, you need to be showing your ad to the right people. If you get your content in front of the right target audience, you’ll be a lot more likely to see higher click-through rates.

To learn more about targeting on Facebook Ads, click here.

5. Split test

When you split test your ads, you have a good chance of increasing click-through rates just by seeing what works best. Even changing one aspect at a time—whether it’s the image, the offer, the text, the placement, or the targeting—can help you determine what your audience best responds to, and even who they are.

Split testing is so important, and should never be ignored, no matter how high your current click-through rates are or how much profit you’re bringing in.


Ad that appears in the newsfeed.
This ad has a different picture and copy than the ad below.
click through rates for Facebook Ads
The ad above, in addition to different images, emphasizes “vintage engagement rings,” while this one focuses on “ethical engagement rings.”

Part of the reason split testing is so important is because even with a great campaign, you will, inevitably, need to change it up.

Which brings us to trick number six…

6. Change it Up

Even if you have a really successful campaign, you still want to change things up every now and then. It keeps things exciting and fresh, and having new campaigns that users haven’t seen before is important to keeping click-through rates high and even increasing them.

One of the easiest ways you can do this is just by changing the image—the image, again, is what initially catches a user’s attention, so if they’ve seen the same ad before again and again, it may have lost it’s allure. To increase click-through rates and get them to click, you need something new.

To monitor how many times people are seeing your ad, you can check the frequency score for each ad campaign. This tells you how many times the same users are seeing the same ad. The higher it gets, the less likely they are to click, decreasing your click-through rates. If you start having a high frequency, it’s time change or end that particular campaign.

If you’ve found your target audience, there’s no reason to change it (aside from some split testing).

New offers can also send click-through rates skyrocketing. Instead of a percentage off a certain product, you could offer a site-wide sale, new items, or “buy one get one half off.” Even if it’s really not all that different, changing it slightly can push users over the edge to click—and to purchase.


What do you do to help your click-through rates stay high? Which of these tricks do you think will help you the most? Share your knowledge and experience in the comments below!


To see more about how to increase conversions on your landing pages once you get those clicks, click here.