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Using This Color in Your Facebook Ads Could Increase Your Click-Through Rate On a super-saturated advertising platform, use every last advantage you can.

By Neil Gordon Edited by Jessica Thomas

Opinions expressed by Entrepreneur contributors are their own.

If you advertise on Facebook, you might sense that the marketplace is becoming more crowded, prospective buyers are warier of offers, and it's generally more difficult to get people to pay attention. This is for good reason.

I remember when I first started advertising on Facebook in the mid-2010s. I paid between $2 and $5 per lead. Some of my clients paid just under $1 per lead. But according to digital marketing data analytics platform WordStream, the average cost per lead in 2022 is $19.68.

There are of course many tools available to help marketers to optimize their Facebook ads, including retargeting strategies, lookalike audiences and simply understanding the idea that everything can be tested for very little money. Not only that, but advertising is only as effective as the offers we send people.

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