Facebook Ads may appear quite like Google AdWords.
But these are fundamentally quite different advertising platforms. Google AdWords has an average CTR rate of 3.17% for search ads, and 0.46% for display ads.
Facebook, on the other hand, has a much lower CTR rate of around 0.90%. This is because Facebook is primarily a social media platform where people don’t want to be bothered with ads, whereas the same users want to see relevant ads when they are searching for something using a search engine.
Targeting options are also responsible for lower CTR of Facebook ads as despite adding some potent targeting options, Facebook still lags AdWords in terms of targeting and reach.