Meta Ads – Stats & Engagement

May 8, 2024

Tags: advertise on facebook, digital marketing consultant, facebook ads, lead generation online, Meta Ads, online marketing agency,

Are you interested in doing online advertising and lead generation on Meta (Facebook and Instagram Ads)? We’ve compiled five cool tidbits that show interesting Facebook stats and engagement data. Quick shout out to Bill Widmer at Oberlo, he wrote the definitive guide. In the article below, we showcase engagement data by industry, what makes a successful ad campaign, campaign objectives, ad manager details, and finally HBT Digital case studies. Let’s dig in!

Traffic and Engagement – What to Expect

The truth is that traffic and engagement are different for every industry. How does yours or your clients’ fare?

The average industry click-through-rate (CTR) is 0.90%. Legal has the highest (1.61%), while employment & job training have the lowest (0.47%). If you want to get a high CTR, simply focus on your target audience, offer, and campaign optimizations.

The average industry cost per click (CPC) across all industries is $1.72. Finance & insurance have the highest ($3.77), while apparel has the lowest ($0.45).

Surprisingly, the average industry conversion rate (CVR) is 9.21%, while the average industry landing page CVR is only 2.35%. Technology has the lowest (2.31%), while fitness has the highest (14.29%).

The average industry cost per action (CPA) is $18.68. The most expensive industry is technology at a whopping $55.21, while the least expensive is education at $7.85.

The average industry Facebook post engagement rate is only 0.17%. This is because people usually want to socialize on Facebook rather than see advertisements.

These are all very important metrics to consider when you’re setting your Facebook Ads strategy, especially if your client or target audience belongs to one or more of these industries.

A Successful Facebook Ads Campaign Example

Do you want to see a made-up ad in a successful Facebook Ads campaign? Club W offered three bottles of wine for only $19! Here are some key takeaways from the ad that you can use when you’re creating your Facebook Ads campaign.

It visualizes the wines in the offer.
It targets the right audience. If you know someone within a 25 mile radius of Club W who loves wine and goes on Facebook or Instagram, then they probably saw it on an ad placement like Facebook Feed, Facebook Marketplace, or Instagram Explore.
It offers a great deal for a great product at a great discount. $19 for three bottles of wine is eye catching and affordable.
It has an effective call to action (CTA). ‘Get’ is used here to guide potential customers into clicking the ad, so they can be redirected to the website and make the discounted purchase. Other good CTAs to use in this context are ‘order’ and ‘shop’ to name a few.

Facebook Campaign Objective

There are six categories of campaign objectives you can select: Awareness, Traffic, Engagement, Leads, App Promotion, and Sales. Here is another source that helped to summarize this information.

Awareness: Show your ads to people who can recall their content within a short amount of time. Use this for either brand awareness or video views.

Traffic: Send people to a website, app, or Facebook event. Use this for either link clicks or landing page views.

Engagement: Use this objective if you want to get more likes, comments, and shares or other reaction-based KPIs.

Leads: This objective is very popular…use this one to get leads for your company via Instant Forms or calls.

App Promotion: If you want to find potential customers to install your company’s app, this objective is for you.

Sales: It’s self-explanatory, if you want to find people to sell to, then this is the objective to use.

Facebook Ads Manager

Facebook Ads Manager is the tool on the platform that allows you to create Facebook Ads. There are six main components to Facebook Ads Manager’s menu: Account Overview, Campaigns, Ads Reporting, Audiences, Billing & payments, and Ad account settings.

Account Overview: This page displays the alerts, recommendations, and other information related to campaign performance. It shows several KPIs for every campaign you ever created. Therefore, set up your account here.

Campaigns: This simply shows your active, paused, and finished campaigns on one page in a table with many KPIs. There are other tabs here that break down the campaigns into their ad sets and ads showing the same KPIs.

Ads Reporting: This shows chart data about your campaign’s performance, demographics, delivery, and platform. To briefly summarize, performance shows metrics such as clicks, reach, and ad cost. Expect delays in receiving the data for this since it’s never immediately available. Demographics show your ad performance based on age and gender. Delivery shows the data for reach, impressions, and amount spent. Platform shows performance data across ad placements.

Audiences: Creating an audience is highly important. Specific audiences include detailed targeting, custom audiences, and lookalike audiences. Detailed targeting refines your target audience. Custom audiences lets you find your existing audiences. Lookalike audiences lets you reach people who share similar interests with an existing audience. If you do not want to advertise towards a specific audience, you can target a broader audience. This is an automated approach which allows Meta Ads to target people outside of your defined audience.

Billing & payments: This tab is where you can view details about individual charges and your overall payment history.

Ad account settings: Once you click on this tab, the top button will be ad account setup. This shows your account controls where you are able to set limits on who and where someone can see your ads. Another button is notification settings which allows you to control which notifications you receive about your ads account. Name templates give you the ability to create names based on conventions you created for your campaigns, ad sets, and ads.

Ad Creatives in Facebook Ad Optimization

It’s simple: You must effectively copywrite to optimize your Facebook Ads campaigns. Your ad creative needs to be attractive and beneficial to the potential customer. Here are several ways you can do this:

Use your audience’s language as if you’re speaking directly to them. To figure out how they speak, surf the web including Facebook to find the people you are targeting to see how they word or phrase things. The image below is talking about a wireless parking sensor that should be installed by a dealership because the person who posted this cannot themselves. If you’re a dealership, rephrase the person’s message into your ad headline, “We can easily install a wireless parking sensor for you at a low cost!”

Target different audiences based on ads that are further catered towards their identities. For example, there can be different types of people who buy different types of sneakers. Some are basketball players who want to buy Lebron James’ shoes, others are sneaker fashion collectors who want Jordans. Others just want a company’s sneakers at large like Reeboks for running.
Match your ad copy with the ad image. Your target audience will overlook your ad if these two aren’t related to each other.
Keep it simple. Make sure your target audience can easily understand your value proposition and call-to-action in the ad creative. Look at this SoFi ad below to see.

Show the price. Make sure the ad creative matches the actual price that’s shown on the landing page. Follow the example of car companies like Honda.

Use competitive analysis. Semrush and Spyfu are just a few of the countless great online PPC tools you can use to improve your own ads based on what you find out about your competitors’ ads and other company information.

Glad to see you made it this far! If you would like to see how HBT Digital has used Facebook Ads to help its clients achieve their business goals, look no further. Here are a few case studies:

MayeCreate Design: HBT Digital helped a web design agency with lead generation using Meta Ads. Our company created a detailed strategy targeting both lookalike and custom audiences in consideration and lead campaigns which were used to drive website traffic and filling out forms with emails to receive downloadable content. Here is the case study.

EPIC Software Development (EPIC): EPIC offers enterprise software development solutions mainly for healthcare and banking. HBT Digital created a successful detailed Facebook Ads strategy on the platform involving custom audiences, one consideration campaign, and one conversion campaign. Here is the case study.

Children’s Flight of Hope (CFOH): CFOH provides air transportation to children in need of specialized medical care. They host an annual beer event in downtown Raleigh. HBT Digital used Facebook and Instagram Ads to drive awareness and conversions via ticket sales for the event. Here is the case study.

Black Girls Do Bike (BGDB): BGDB is a non-profit organization that has 25,000 members around the world. They wanted to sell merchandise and new cycling gear to their target audience. HBT Digital used Facebook Ads to promote the BGDB SHOP website to drive sales from the target audience of American women aged 30-60 who are interested in biking activities. Here is the case study.

If there is one takeaway from all these case studies, it’s that HBT Digital is here to help you achieve your Meta advertising goals. We are based in Pittsburgh, PA, and work with small-to-medium sized businesses. There are several things HBT Digital can help you with, including helping convert prospective audiences into customers! If you want specific meaningful online actions to be driven towards your business, we’ll track actions like downloads, videos watched, calls from the website, and form submissions! Contact us today!