Set up measurable goals, such as increasing CTR by 2% and reducing costs by 5%, then complete the keyword research, write AD creative, and define compelling offers.

制定可测量的目标，例如增加2%的点击率并减少5%的成本，然后完善关键词研究、让广告更有创意、提供更富吸引力的优惠。

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For comparison purposes, a banner AD on the Web getting a 2% click-though rate (CTR) is considered fairly successful, but most campaigns now receive just 0.2%-0.3% CTRs.

要知道，如果网页上的banner广告点击率达到2%的话就会被视为非常成功，但大部分点击率只有0.2 - 0.3%。

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Test different ad text and see which version works best, both from an ROI and CTR perspective.

测试不同版本的专文，并看看是最佳作品，无论从威胁角度和感兴趣。

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So why would advertisers pay more for an ad on Facebook than on other sites, if the CTR is lower?

FORBES: Facebook Valuation: We Don't Know What We Don't Know