Why is Facebook’s click-through rate less than Google’s?
Facebook ads traditionally come with a low CTR. It’s all about push marketing versus pull marketing. Facebook marketing is very much like Push Marketing, where users are not actively seeking your information, product or service but just come across an ad. It’s a lot more passive. Google is Pull Marketing-led, where the user’s search directly concerns the subject matter and they’re consciously searching for your information, product or service online.
It may be Facebook’s relatively slim offerings in terms of ad formats and targeting options, which are the key to driving ad relevancy and CTR. Another possible explanation is intent – people may be less responsive to banner ads within a social network than when using other types of websites.