If you don’t ask you don’t get! That’s why it’s so important to have a good CTA, or call to action in your ads. Crafting a good CTA will help your audience know what the next steps are for them to take.
Your call to action in your ads is your invite to your audience to take the next step with you. So this could be to read the blog post, click to learn more, shop now, install the app, start your free trial, download the opt-in. Whatever it is that you want them to do after clicking on your ad. You need to make that ask. Because your audience, if they’re interested in the offer, they’re not going to take the time to figure out what the next step is, and they want to know what it is before they click. So it’s really important for you to have a good call to action in your ads. And this is something you can do a lot of testing with to figure out what the most effective call to action is for your audience. So you can test putting it in different places. I usually put it in the ad copy. You could test putting it in the headline. You could test putting it at the end of a video. Facebook also has a call to action button with a few different predetermined options like learn more, shop now, so you can test different button text to figure out what is most effective. And testing this can have a big impact on your ad campaigns.
For example, I recently ran a test for a client in their retargeting campaign. This campaign was targeting people that had already been to their website, had already looked at their product. They were a very qualified audience and they were very interested and this was for an insurance client. And so a lot of people, I think they weren’t very clear that they could actually purchase the insurance online. So I split tested our original call to action which was “Click to Buy '' and I split tested that with “Click to Purchase Online Today”. And this made a huge impact in the success of the campaign because these people were obviously pre-qualified. Like I said, they were a warm audience. They were really interested. And just letting them know that they could purchase online immediately made a huge difference in the success of our campaign.