Here are some benchmarks that you can use based on very broad/aggregated targeting and campaign types. There are outliers well above the “Optimal Range” but most advertisers cannot achieve them due to their various constraints.
- Optimal CTR: 0.11%-0.16%
- Above Avg CTR: 0.07%-0.09%
- Average CTR: 0.04%-0.05%
- Below Avg CTR: 0.02%-0.03%
- Poor CTR: 0.01%
It depends – what do you consider good?
I find that with an 0.08 – 0.12 CTR you can get lots of cheap traffic that converts well.
Most ads on Facebook probably get 0.02-0.06 CTRs (this is not verified information, just what I hear), and some people are very satisfied with the results even with those low CTR’s.
Some marketers can optimize Facebook ads and get CTR’s as hight as 0.2, 0.3 or even in the 1.0 area, which makes clicks very very cheap.
Note that CTR’s can be extremely high or low during the first hours of running an ad, which does not necessarily represent the true overall performance. You need at least 5-10 clicks on an ad to determine how it really performs. Also note that CTR tends to drop once your ad starts to get hundreds of clicks.