When running Facebook Ads dont make the mistake of putting too - TopicsExpress

When running Facebook Ads dont make the mistake of putting too much value on the CPC and the CTR. Yeah theyre important signals to consider... but its the Cost Per Lead, and results further down the funnel, that you should focus on. Heres a quick example. One of my campaigns has a curiosity based image that gets a ton of clicks. So the CTR is high and the CPC low. BUT it gets a ton of wasted clicks too. Another campaign has a really focused image that only attracts highly relevant clicks. So the CTR is low, the CPC is high (sometimes $2+) BUT the clicks are all highly targeted. Therefore, the conversion from click to lead is insanely high... meaning we STILL get a killer cost per lead. And the leads we do get are more relevant too. Make sense? In other words make sure you look beyond the numbers and focus 100% of your attention on the Cost Per Lead, rather than the just the CTR and CPC. I hope this helps!! :)

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