If your CTR is low, there are a 4 key factors to consider:
1. CTA - include a call-to-action button from the pre-defined list to encourage the user to take action.
2. Optimise your main text and headline - make sure your copy is direct and compelling and links directly to your CTA. The user should know the action you want them to take and prompt them to click through.
3. Images - test banner images vs product or in-person event images. Different types of images can perform better than others. Run A/B tests with different types of images to find out what works best for your brand.
4. Video - try adding video content for users higher up the funnel who are unfamiliar with your brand. These are users in our core audience based on job titles, interests and behaviours who are need more information in order to complete an action. Video is a great way to provide lots of information in a short space of time.