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Social media has created an online platform through which an organization can make its advertisements. Facebook ads are one of them. It is a useful online advertising platform that enables the business to connect with its customers worldwide as long as they use any device with Facebook marketing. The critical aspect of the Facebook advertisement is clicked. Therefore, the click-through-rate determine how much the ad will reach the target audience. Facebook ads allow the marketer to make crucial decisions based on the type of product, target population, and the nature of the content. All this happens with Facebook being keen on the privacy of user’s data, and in case of anything, they must request permission. The click-through rate is calculated by dividing the total number of ads click against impressions (Vahl, 2017). However, for clicks and likes to increase, different clients spend varying amounts of money depending on the ad. For instance, the cost per click may range from $0.2 to $1.8, while the cost per page like may range from $0.25 to $1.6.
Increasing traffic likes and conversation on a Facebook ad boosts advertisements for the given products or services. Optimizing the Facebook ad now becomes the goal of every organization. Creating awareness, putting consideration, and increasing conversation help in optimizing Facebook ads (“How to optimize your Facebook ads to drive more traffic and sales,” 2020). Instead of spending so much money on a small ad by a small company, the best is to consider the following metrics: Cost per action cost per click, frequency, and conversation rate. It is through these metrics that the testing will be possible. In conclusion, for Facebook ads to improve testing and optimize, it will increase traffic, likes, and conversation.