Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Register Here
Close

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.
Register Here
The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

The most important Facebook and Instagram ad benchmarks you need to know [Infographic]

By Ali Parmelee

The most important Facebook and Instagram ad benchmarks you need to know [Infographic]

Facebook and Instagram Ads live and die by their numbers. Literally. 

We “kill” ads that underperform and “feed” ones that are top converters.

The most asked question I get when auditing Facebook Ad accounts is,  “how much should I be spending on ads?” The second is, “how do I know if my ads are doing well?”

Before I answer that, let’s quickly look at the anatomy of strong ads. 

 Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Successful Facebook Ad campaigns must be a proper blend of creative, strategy, and data. Here are some of the most important elements to focus on:

If any of these ad elements are out of whack, the metrics will tell us --They never lie. 

They tell us if the ads are working or not, and where we need to fix them. 

For example, if the cart abandon rate is 75%, you have a problem with visitors completing their purchase. Or if your click-through rate (CTR) is 0.6% on a top-of-funnel ad, then it is not engaging enough to entice people to click (statistically, you need it at 1% minimum, as you’ll see in the infographic below). 

That being said, I’m going to tell you a secret. Facebook Ads are theories. There is no magical formula that works every single time.

That’s why we start every funnel with a blueprint -- it’s how we strategize our theories. Then test them and see what’s working and what’s not. And then iterate. 

It could be that the audience loves emojis in the copy. It could be that your middle-of-funnel audiences love slideshows. It could even be that the carousel format versus single image format converts more sales in bottom-of-funnel dynamic product ads.

Analyze the data and benchmarks to find what is working and run with it. 

What I love about Facebook Ads is that they’re not just about the creative. They are about the data. 

While great ad creative is important, don’t forget that you have to look at the data to see the true measure of success! 

Too many people get hung up on finding the perfect image, or writing the perfect copy, or creating a perfect video. 

But it all comes down to the numbers. Sometimes even “ugly” things perform well. 

My ads mentor Cat Howell made this handy guide from widely-known and accepted industry standards. It outlines the most important benchmarks for Facebook and Instagram Ads in e-commerce, lead generation, and coaches. (If you're looking for industry specific benchmark's, check out WordStream's comprehensive report.)

These benchmarks will become your beacons to help you analyze what theories are working and which ones aren’t. Ultimately, if you can’t read the data, you will never have a successful ad campaign. 

They will help you know where you should roughly be performing and if you aren’t, where you can improve. 

If your ads are not meeting these benchmarks, now you know if your ads are working or not. Next, craft a new theory for your ads, build it, and test it. 

Knowing how your ads are performing is the difference between successful campaigns and a lot of wasted money. So save this. Memorize this. Live by these benchmarks to create successful Facebook and Instagram Ads -- and read the story the metrics are telling you

Nov_2018_FB_Ads_Industry_Benchmarks_Cat_Howell-1

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Topics:

Infographics
Facebook Marketing
Published on June 14, 2020

Recent Articles

12 Tips for Improving Team Communication in Every Workplace [Infographic]
October 13, 2022 • 5 min read
What Are the Most Popular Types of YouTube Videos in 2021? [Infographic]
May 19, 2021 • 6 min read
88 compelling words and phrases to prompt website visitors into action [Infographic]
April 24, 2021 • 3 min read
7 must-have word-of-mouth marketing strategies [Infographic]
April 18, 2021 • 4 min read
The psychological meaning of shapes in logo design [Infographic]
April 17, 2021 • 1 min read
Content marketing in uncertain times: trends and facts to know in the ongoing pandemic [infographic]
February 27, 2021 • 3 min read
Top B2B digital marketing trends to look out for in 2021 [Infographic]
February 20, 2021 • 3 min read
Chatbot customer service statistics and trend you've got to see for 2021 [infographic]
February 13, 2021 • 3 min read
Does backlinking still matter for your SEO? [Infographic]
February 6, 2021 • 3 min read
5 tips for maintaining team solidarity while working remote [Infographic]
January 30, 2021 • 5 min read
Marketing and Sales Alignment When Using HubSpot and Salesforce [Infographic]
January 16, 2021 • 1 min read
Top design tips for e-commerce website success in 2021 [Infographic]
January 9, 2021 • 2 min read
The top 10 social media trends for brand survival in 2021 [Infographic]
January 2, 2021 • 4 min read
How to dominate your space with the HubSpot-WordPress plugin [Infographic]
December 19, 2020 • 3 min read
7 graphic design trends that will dominate 2021 [Infographic]
November 28, 2020 • 5 min read
Two key focus areas to optimize your blog conversion rate [Infographic]
November 21, 2020 • 3 min read
Chrome is saying goodbye to third-party cookies: How can marketers pivot? [Infographic]
November 14, 2020 • 1 min read
The importance of body language in your next big job interview [Infographic]
November 1, 2020 • 7 min read
Expert tips on designing for color blindness — from a color-blind designer [Infographic]
October 11, 2020 • 2 min read
How to handle negative thoughts and emotions at work [Infographic]
October 4, 2020 • 4 min read
9 keys to building an effective landing page [Infographic]
October 3, 2020 • 3 min read
Why website speed matters even more than ever in 2020 [Infographic]
September 27, 2020 • 2 min read
55 key design and UX stats to guide your next website redesign (Infographic)
September 12, 2020 • 2 min read
The eye-opening influence of Instagram on buying [Infographic]
September 6, 2020 • 1 min read
3 reasons why company culture matters (and how to build yours) [Infographic]
September 5, 2020 • 3 min read