आप अपने इंस्टाग्राम प्रचार पर समय और पैसा निवेश करते हैं, लेकिन क्या आपको लगता है कि आपके प्रयास हमेशा सफल नहीं होते? यह जानना महत्वपूर्ण है कि आपकी विज्ञापन योजनाएँ वास्तव में आपके दर्शकों का ध्यान आकर्षित करती हैं, और यहाँ पर क्लिक-थ्रू रेट, या CTR, की भूमिका आती है। यह प्रमुख प्रदर्शन संकेतक एक साधारण प्रतिशत से कहीं अधिक है; यह आपके अभियानों की गति है, आपके संदेश की प्रासंगिकता और आपके दृश्य दृश्यता की अपील को प्रकट करता है।
अपने इंस्टाग्राम प्रचार के CTR को समझना, विश्लेषण करना और अनुकूलित करना औसत अभियानों को वास्तविक रूपांतरण मशीनों में बदल सकता है। इस गाइड का पालन करें इस आवश्यक मेट्रिक को समझने के लिए और अपने परिणामों को सुधारने के लिए ठोस रणनीतियों की खोज करें।
इंस्टाग्राम पर CTR क्या है?
क्लिक-थ्रू रेट (CTR) एक विपणन संकेतक है जो आपके विज्ञापन में लिंक या कॉल टू एक्शन (CTA) पर क्लिक करने वाले लोगों का प्रतिशत मापता है, तुलना करते हुए कि विज्ञापन को कुल कितनी बार दिखाया गया है (छापें)। दूसरे शब्दों में, यह आपके विज्ञापन की प्रभावशीलता को तत्काल कार्रवाई शुरू करने में माप देता है।
एक उच्च CTR आमतौर पर एक अच्छा संकेत होता है। इसका मतलब है कि:
आपका संदेश प्रासंगिक है: आपके विज्ञापन की सामग्री आपके लक्षित दर्शकों के साथ सामंजस्य करती है।
आपका दृश्य आकर्षक है: आपका चित्र या वीडियो एक बेहद प्रतिस्पर्धी फीड में ध्यान आकर्षित करने में सफल होता है।
आपका लक्ष्य निर्धारण सटीक है: आप सही लोगों को अपना विज्ञापन दिखा रहे हैं, जो आपके ऑफर में सबसे अधिक रुचि ले सकते हैं।
इसके विपरीत, एक निम्न CTR यह संकेत दे सकता है कि आपके विज्ञापन और आपके दर्शकों के बीच कोई असंगति है, एक अप्रिय दृश्य, या एक अस्पष्ट कॉल टू एक्शन। इस मेट्रिक को अनदेखा करना जैसे बिना कम्पास के गंतव्य तक पहुंचने की उम्मीद करना है। हमारे जैसी कंपनी के लिए, जो घरों के लिए ऊर्जा समाधान में विशेषज्ञता रखती है, इलेक्ट्रिक वाहन चार्जिंग स्टेशनों का प्रचार करने वाले विज्ञापनों पर अच्छा CTR इस बात की पुष्टि करता है कि हमने सही तरीके से इलेक्ट्रिक कार मालिकों को लक्षित किया है जो उनकी खपत के बारे में चिंतित हैं।
इंस्टाग्राम पर क्लिक-थ्रू रेट की गणना कैसे करें?
CTR की गणना सरल और सीधी है, जिसे प्रदर्शन का तेजी से मूल्यांकन करने के लिए एक आसान-ट्रैक संकेतक बनाता है। सूत्र इस प्रकार है:
CTR (%) = (विज्ञापन पर कुल क्लिक की संख्या / विज्ञापन दिखाए जाने की कुल संख्या) × 100
उदाहरण के लिए, यदि आपका विज्ञापन 10,000 बार प्रदर्शित किया गया (छापें) और 150 क्लिक उत्पन्न हुए, तो आपका CTR होगा:
(150 / 10,000) × 100 = 1.5%
इन संख्याओं को प्राप्त करने के लिए, आप कई टूल्स पर भरोसा कर सकते हैं:
मेटा विज्ञापन प्रबंधक: यह सबसे विश्वसनीय और विस्तृत स्रोत है। यह प्रत्येक अभियान, विज्ञापन सेट और व्यक्तिगत विज्ञापन के लिए सीधे CTR प्रदान करता है।
इंस्टाग्राम इनसाइट्स: प्रायोजित पोस्ट के लिए, आप ऐप से सीधे बुनियादी आंकड़ों तक पहुंच सकते हैं, हालांकि विज्ञापन प्रबंधक एक अधिक व्यापक दृष्टिकोण प्रदान करता है।
गूगल एनालिटिक्स: यदि आपका लक्ष्य आपके वेबसाइट पर ट्रैफ़िक लाना है, तो गूगल एनालिटिक्स विशेष अभियानों से क्लिक को ट्रैक करने के लिए आपके URLs में UTM पैरामीटर का उपयोग कर सकता है।
छापें और पहुंच: क्या अंतर है?
यह समझना महत्वपूर्ण है कि छापें और पहुँच को भ्रमित न करें। पहुंच उन अद्वितीय लोगों की संख्या दर्शाती है जिन्होंने आपका विज्ञापन देखा है। छापें आपके विज्ञापन को दिखाने की कुल संख्या को दर्शाती हैं। एक ही व्यक्ति आपका विज्ञापन कई बार देख सकता है, एक व्यक्ति को पहुँचा हुआ कई छापें उत्पन्न कर सकता है। CTR हमेशा छापों के आधार पर गणना की जाती है।
इंस्टाग्राम पर अच्छा CTR क्या है?
अक्सर पूछा जाने वाला सवाल “अच्छा CTR क्या है?” का उत्तर सूक्ष्म है। एक “अच्छा” क्लिक-थ्रू रेट कई कारकों पर निर्भर करता है: आपका उद्योग, आपका विज्ञापन प्रारूप, आपके लक्ष्य निर्धारण की गुणवत्ता, और अभियान लक्ष्य।
आम तौर पर, इंस्टाग्राम पर औसत CTR लगभग 0.9% है। हालांकि, यह आंकड़ा केवल एक वैश्विक औसत है और इसे एक निश्चित सत्य के रूप में नहीं लिया जाना चाहिए। कुछ उद्योगों, विशेष रूप से अत्यंत दृश्य और भावनात्मक, स्वाभाविक रूप से उच्च क्लिक-थ्रू दर प्राप्त करते हैं।
उद्योग के अनुसार औसत CTR
प्रदर्शन एक उद्योग से दूसरे उद्योग तक काफी भिन्न होता है। जिन उद्योगों में सौंदर्यशास्त्र और आकांक्षा एक प्रमुख भूमिका निभाते हैं, जैसे कि फैशन या यात्रा, वे अन्य की तुलना में श्रेष्ठ प्रदर्शन करते हैं। इसके विपरीत, अधिक तकनीकी या B2B क्षेत्रों में CTRs कम हो सकते हैं, जिसका मतलब यह नहीं है कि उनके अभियान अक्षम हैं।
यहाँ इंस्टाग्राम फीड और स्टोरीज विज्ञापनों के लिए उद्योग के औसत क्लिक-थ्रू दर का एक अवलोकन है:
उद्योग | औसत CTR (फीड) | औसत CTR (स्टोरीज) |
|---|---|---|
कानूनी | 1.61% | 0.74% |
खुदरा | 1.59% | 0.63% |
सुंदरता | 1.16% | 0.48% |
प्रौद्योगिकी | 1.04% | 0.47% |
फिटनेस | 1.01% | 0.44% |
एस्टेट | 0.99% | 0.58% |
यात्रा और आतिथ्य | 0.90% | 0.50% |
स्वास्थ्य | 0.83% | 0.46% |
ऑटोमोटिव | 0.80% | 0.43% |
B2B | 0.78% | 0.41% |
शिक्षा | 0.73% | 0.45% |
उद्योग सेवाएं | 0.71% | 0.40% |
DIY / मरम्मत | 0.70% | 0.42% |
उपभोक्ता सेवाएं | 0.62% | 0.42% |
वित्त और बीमा | 0.56% | 0.35% |
रोजगार और प्रशिक्षण | 0.47% | 0.29% |
क्लिक-थ्रू दर: फीड vs स्टोरीज
जैसा कि तालिका में देखा गया है, स्टोरीज में CTR लगातार फीड की तुलना में कम है। इसका कारण प्रारूप की प्रकृति में पाया जा सकता है। स्टोरीज तीव्र, विस्तृत और अस्थायी होती हैं। उपयोगकर्ता उन्हें तेजी से स्वाइप करते हैं, और एक क्लिक (अक्सर एक "स्वाइप अप") अधिक मजबूती की मांग करता है।
यदि आपकी स्टोरीज CTR कम है तो निराश न हों। महत्वपूर्ण बात यह है कि समान प्रारूपों की तुलना करें और अपने प्रदर्शन को समय के साथ सुधारने की कोशिश करें, बजाय किसी निश्चित संख्या के लक्ष्य के।
[छवि alt="औसत CTR को दर्शाने वाला ग्राफ उद्योग के अनुसार, प्रत्येक उद्योग को दर्शाने वाले आइकन्स के साथ।"]
इंस्टाग्राम पर अपने क्लिक-थ्रू रेट को अनुकूलित करने के 8 रणनीतियाँ
अपने CTR में सुधार व्यवसायिक रणनीति और निरंतर अनुकूलन के परिणाम होते हैं न कि भाग्य के। यहाँ 8 शक्तिशाली तंत्र हैं जो आपके दर्शकों को क्लिक करने के लिए प्रोत्साहित करते हैं।
1. सही लक्ष्य निर्धारण
यह किसी भी सफल अभियान की नींव है। आपके पास दुनिया का सबसे अच्छा विज्ञापन हो सकता है, लेकिन यदि इसे सही लोगों को नहीं दिखाया गया है, तो आपका CTR कम रहेगा। मेटा के उन्नत लक्ष्य निर्धारण विकल्पों का उपयोग करके एक सटीक दर्शक समूह परिभाषित करें:
जनसांख्यिकी: आयु, लिंग, स्थान।
रुचियाँ: पसंद किए गए पृष्ठ, रुचि के विषय (उदाहरण के लिए, "पर्यावरण," "इलेक्ट्रिक वाहन," "ऊर्जा नवीकरण")।
व्यवहार: खरीदारी की आदतें, उपकरण का उपयोग आदि।
कस्टम दर्शक: अपने ग्राहक सूची अपलोड करें, या उन लोगों को लक्षित करें जिन्होंने आपकी इंस्टाग्राम प्रोफाइल या आपकी वेबसाइट के साथ बातचीत की है।
उदाहरण के लिए, हमारे ताप पंप प्रचार अभियान के लिए, हम विशिष्ट भौगोलिक क्षेत्रों में गृह मालिकों को लक्षित करते हैं जिन्होंने ऊर्जा बचत और घर के नवीकरण में रुचि दिखाई है। यह सटीक लक्ष्य निर्धारण हमारे विज्ञापन की प्रासंगिकता को अधिकतम करता है और इसलिए उसके CTR को भी।
2. प्रभावशाली दृश्य बनाएं
इंस्टाग्राम पर, दृश्यों का महत्व मुख्य होता है। आपका चित्र या वीडियो उपयोगकर्ता के स्क्रॉल को रोकना चाहिए।
उच्च गुणवत्ता: तेज, पेशेवर और अच्छी रोशनी वाले दृश्य प्रयोग करें।
प्रामाणिकता: प्रामाणिक और अति-उत्पादित न महसूस होने वाले फोटो और वीडियो अक्सर सामान्य स्टॉक इमेज से बेहतर प्रदर्शन करते हैं। हमारे वास्तविक ग्राहकों या टीमों को चित्रित करें।
गति: वीडियो अधिक ध्यान आकर्षित करता है। अपने उत्पाद या सेवा को क्रियान्वित करते हुए दिखाने के लिए रील्स या छोटे वीडियो प्रारूप का उपयोग करें। हमारे स्मार्ट सोलर पैनलों की सरल और त्वरित स्थापना को दर्शाते हुए वीडियो एक साधारण चित्र की तुलना में अधिक प्रभावी है।
स्पष्टता: मुख्य संदेश कुछ सेकंड में समझा जाना चाहिए, भले ही बिना ध्वनि के।
3. एक प्रेरणादायक विज्ञापन हुक लिखें
आपके दृश्य के साथ के पाठ ("कॉपी") का महत्व उतना ही होता है। यह चित्र का पूरक होना चाहिए और क्लिक करने के लिए प्रोत्साहित करना चाहिए।
स्पष्ट और संक्षिप्त रहें: सीधे मुद्दे पर आएं। ग्राहक के लिए मुख्य लाभ को उजागर करें।
मूल्य प्रस्ताव पर जोर दें: "हम सोलर पैनल स्थापित करते हैं" की बजाय "सोलर ऊर्जा के साथ अपनी बिजली बिल को 70% तक घटायें" कहें।
एक मजबूत कॉल टू एक्शन (CTA) का उपयोग करें: उपयोगकर्ता को स्पष्ट रूप से बताएं कि आप उनसे क्या अपेक्षा करते हैं। क्रियात्मक शब्दों का उपयोग करें: "खोजें," "डाउनलोड करें," "अपना उद्धरण प्राप्त करें," "अभी खरीदें।"
4. विभिन्न संस्करणों का परीक्षण करें (A/B परीक्षण)
सिर्फ अंतर्ज्ञान पर भरोसा न करें। A/B परीक्षण एक कड़ी विधि है यह जानने के लिए कि आपके दर्शकों के साथ क्या सबसे अच्छा काम करता है। अपने विज्ञापन के कई संस्करण बनाएं केवल एक तत्व को बदलकर:
दृश्य (चित्र A बनाम चित्र B)
शीर्षक (शीर्षक A बनाम शीर्षक B)
विज्ञापन कॉपी
कॉल टू एक्शन
लक्षित दर्शक
मेटा A/B परीक्षण स्थापित करने को आसान बनाता है। कुछ दिनों के बाद, परिणामों का विश्लेषण करें और अपने बजट को उस संस्करण पर आवंटित करें जो सबसे अच्छा CTR और समग्र परिणाम उत्पन्न करता है।
5. स्पष्ट प्रोत्साहन की पेशकश करें
लोग अधिक इच्छुक होते हैं क्लिक करने के लिए यदि वे तत्काल मूल्य को महसूस करते हैं। प्रोत्साहन की पेशकश करना एक बड़ा तरीका है आपका CTR बढ़ाने के लिए।
विशेष छूट
मुफ्त शिपिंग
डाउनलोड करने के लिए एक श्वेतपत्र या गाइड
मुफ्त सलाह या ऑडिट
हमारे उद्योग में, "100% मुफ्त ऊर्जा मूल्यांकन" की पेशकश करना एक बहुत ही शक्तिशाली प्रोत्साहन है। यह घर्षण को हटाता है और क्लिक करने के लिए एक अपरिहार्य कारण देता है और अधिक जानें।
तात्कालिकता और संयम की शक्ति
अपने विज्ञापन कॉपी में तात्कालिकता (“केवल 48 घंटों के लिए प्रस्ताव मान्य”) या संयम (“केवल 3 स्थान बचे हैं”) की धारणाओं को शामिल करें। ये मनोवैज्ञानिक ट्रिगर महत्वपूर्ण रूप से फोमो (चूकने का डर) को बढ़ा सकते हैं और उपयोगकर्ताओं को तुरंत क्लिक करने के लिए प्रेरित कर सकते हैं ताकि वे अवसर को मिस न करें।
6. रीटारगेटिंग का समझदारी से उपयोग करें
रीटारगेटिंग उन लोगों को विज्ञापन देने का कार्य होता है जिन्होंने आपके व्यापार में पहले से रुचि दिखाई है (वेबसाइट आगंतुक, न्यूज़लेटर सब्सक्राइबर, वो लोग जिन्होंने आपकी इंस्टाग्राम प्रोफाइल के साथ बातचीत की है)। ये "तापित" दर्शक क्लिक करने की अधिक संभावना रखते हैं क्योंकि वे पहले से आपको जानते हैं। आपके रीटारगेटिंग अभियानों पर CTR "ठंडे" दर्शकों को लक्षित करने वाले अभियानों की तुलना में काफी उच्च होना चाहिए।
7. सही बोली नीति का चयन करें
हालांकि मेटा मुख्य रूप से छापों के आधार पर शुल्क लेता है (CPM - प्रति हजार लागत), आप अपने अभियानों को विशेष उद्देश्य के अनुसार अनुकूलित कर सकते हैं, जैसे कि लिंक क्लिक। एल्गोरिथ्म को सूचित करके कि आपका लक्ष्य ट्रैफ़िक बढ़ाना है, यह आपके दर्शकों के उन लोगों को विज्ञापन दिखाने की कोशिश करेगा जो क्लिक करने की संभावित होते हैं। विभिन्न अभियान उद्देश्य (ट्रैफ़िक, रूपांतरण) के साथ प्रयोग करें यह देखने के लिए कि कौन सा सबसे अच्छा CTR उत्पन्न करता है और अंतिम रूप से सबसे अच्छा निवेश पर रिटर्न।
8. प्रभावशाली व्यक्तियों के साथ सहयोग करें
प्रभावशाली विपणन आपके विश्वसनीयता और CTR को सुधारने के लिए एक शक्तिशाली तंत्र हो सकता है। सामग्री निर्माताओं के साथ सहयोग करके जिनका दर्शक आपके लक्षित दर्शकों के साथ मेल खाता है, आप उनके विश्वास पूंजी से लाभान्वित होते हैं। उनके द्वारा अनुशंसाकृती एक सामान्य ब्रांड विज्ञापन की तुलना में अधिक योग्य और अनेक क्लिक उत्पन्न कर सकती है।
सामान्य गलतियाँ जो आपके CTR को कम कर सकती हैं
कभी-कभी, यह जानना कि क्या नहीं करना है इतना उपयोगी होता है जितना कि सबसे अच्छे अभ्यास पता होना। यहाँ कुछ सामान्य गलतियाँ हैं जो एक कम क्लिक-थ्रू दर व्याख्या कर सकती हैं:
बहुत व्यापक लक्ष्य निर्धारण: सभी से बात करने की कोशिश करना किसी से बात न करना है। अनिश्चित लक्ष्य निर्धारण आपके संदेश की प्रासंगिकता को घटाता है।
सामान्य और बोरिंग दृश्य: बार-बार उपयोग किए गए स्टॉक इमेज या खराब गुणवत्ता वाले दृश्य का उपयोग करना शादी में नजरअंदाज होने का सबसे अच्छा तरीका है।
दुविधाजनक संदेश: यदि उपयोगकर्ता 3 सेकंड में यह नहीं समझता कि आप क्या पेशकश कर रहे हैं और उन्हें क्या लाभ मिलेगा, तो वह स्क्रॉल करता रहेगा।
कोई कॉल टू एक्शन नहीं: उपयोगकर्ता को स्पष्ट रूप से बताना कि क्या करना एक गंवाने का मौका है। इंस्टाग्राम का CTA बटन सहायक है लेकिन इसे विज्ञापन कॉपी में कॉल टू एक्शन द्वारा मजबूत किया जाना चाहिए।
विज्ञापन थकान: एक ही विज्ञापन को एक ही दर्शक को बार-बार दिखाना अंततः उपयोगकर्ताओं को उबाउ बना देगा। अपने विज्ञापन क्रिएटिव्स को नियमित रूप से ताज़ा करने पर विचार करें ताकि रुचि बनी रहे।
अपने इंस्टाग्राम पर CTR को ट्रैक और अनुकूलित करना आपके विज्ञापन खर्च की प्रभावशीलता को अधिकतम करने के लिए आवश्यक है। यह एक मेट्रिक नहीं है जिसे एक बार चेक किया जाए बल्कि रणनीतियों को संशोधित करने के लिए इसे सतत निगरान करने का सूचक है। सटीक लक्ष्य निर्धारण, आकर्षक क्रिएटिव्स, और निरंतर परीक्षण पर केंद्रित एक विधिपरक दृष्टिकोण अपनाकर, आप अपने विज्ञापनों को आपके व्यापार के लिए शक्तिशाली वृद्धि तंत्रों में बदल देंगे।
FAQ
CTR और रूपांतरण दर के बीच क्या अंतर है?
CTR उस प्रतिशत को मापता है जो आपके विज्ञापन पर क्लिक करता है, यानी विज्ञापन की प्रभावशीलता को रुचि उत्पन्न करने में। दूसरी ओर, रूपांतरण दर उस प्रतिशत को मापता है जो, क्लिक करने के बाद, आपकी साइट पर वांछित कार्य पूरा करता है (एक खरीद, एक साइन-अप, एक डाउनलोड)। अच्छा CTR पहला कदम है, लेकिन अच्छा रूपांतरण दर अंतिम लक्ष्य है।
क्या विज्ञापन प्रारूप (छवि, वीडियो, कैरोसेल) CTR को प्रभावित करता है?
प्रत्येक प्रारूप की अपनी ताकत होती है। वीडियो अक्सर सबसे प्रभावी होता है ध्यान आकर्षित करने के लिए और पहले कुछ सेकंड में प्रभावी होने पर उच्च CTR उत्पन्न कर सकता है। कैरोसेल कई उत्पादों या सेवा के पहलुओं को प्रदर्शित करने के लिए उत्कृष्ट होता है, बातचीत को प्रोत्साहित करता है और संभावित रूप से अधिक क्लिक उत्पन्न करता है। एकल छवि बहुत अच्छा प्रदर्शन कर सकता है यदि वह दृश्य रूप से मजबूत है और उसका संदेश तुरंत स्पष्ट है। सबसे अच्छा प्रारूप आपके संदेश और दर्शकों पर निर्भर करता है, इसलिए परीक्षण महत्वपूर्ण है।
क्या मुझे केवल CTR पर ध्यान केंद्रित करना चाहिए एक अभियान की सफलता मापने के लिए?
नहीं, CTR एक महत्वपूर्ण संकेतक है लेकिन इसे अकेले नहीं विश्लेषण करना चाहिए। एक अभियान का बहुत उच्च CTR हो सकता है लेकिन रूपांतरण दर कम हो सकती है और प्रति अधिग्रहण लागत अधिक हो सकती है। इसके विपरीत, एक अभियान का मामूली CTR हो सकता है लेकिन अत्यंत योग्य ग्राहक उत्पन्न हो सकते हैं जो अच्छी तरह रूपांतरित होते हैं। हमेशा CTR का विश्लेषण अन्य प्रमुख मेट्रिक्स के साथ करें जो आपके अंतिम लक्ष्य से जुड़े हैं, जैसे कि प्रति क्लिक लागत (CPC), रूपांतरण दर, और विज्ञापन खर्च पर रिटर्न (ROAS)।
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