To persuade viewers to perform an action that is consistent with your campaign objective, Facebook Ads allows you to add a call-to-action button to your ads. For each campaign goal, there is a different selection of call-to-action buttons available.
The right call-to-action (CTA) button on your Facebook advertisement can make all the difference between achieving meaningful results and receiving no responses. This is because Facebook CTA buttons inform your audience of what you want them to do if they are interested in the advertising they view and want to go on.
Why Your Brand Needs Facebook Ads CTA
Your company needs to avoid losing out on potential customers because they will need to learn more about you or your offer. Few, if any, would take the time to search for your company’s website or the offer you’ve advertised.
A CTA button focused on results outlines the following action a potential customer must do after viewing the advertisement. It also exceeds your viewers’ expectations by fulfilling its promises after being clicked.
Steps To Add Facebook Ads CTA Buttons
It’s straightforward to add a Facebook CTA button. You can quickly add a call to action to your advertisement by following these instructions:
- Click Create in the Ads Manager window.
- Select your marketing goal, then press Continue.
- Select your target market, advertising locations, timing, and budget, then click Continue.
- Decide which Facebook page will host your advertisement.
- Select the format for your advertisement. The Instant Experience and collection formats do not support adding a CTA.
- Select your advertisement’s video or image, then enter your text.
- Next, select a choice from the CTA dropdown menu. The CTA button’s preview is now visible. Remember to click Add a website URL to view the call to action dropdown menu if you chose Reach, Brand Awareness, or Video Views as your marketing aim.
- Press “Publish.”
Remember that the list of call-to-action buttons you see varies depending on your chosen marketing aim. Here are the findings from our survey on Facebook advertisements in case you’re wondering what the most typical ad objectives among Facebook specialists are.
Related: if you about to run your first Facebook ad campaign? Follow our 9 steps Facebook ads checklist and run successful campaigns that convert!
Ads with CTA buttons perform noticeably better than ones without them. The cause? A call-to-action button makes it clear to viewers what they should do after viewing an advertisement (if they’re interested).
Is your Facebook advertising effective and moving in the right direction? You should monitor various indicators, including costs, campaign engagement, ad-level interaction, etc.
Here is a handful that we suggest concentrating on.
Cost Per Click (CPC)
The cost for each click from your ad campaign is known as the cost per click (CPC). CPC is one of the most frequently monitored metrics, and for a good reason—if it is high, your overall return on investment is likely to be lower.
Cost per thousand impressions (CPM)
If your ad impressions are low, you can assume that everything else (CPC, overall expenditures, and so on) will be more excellent. Furthermore, if your impressions are low, your targeting may be too specific. In either case, monitoring and making modifications as needed is critical.
How frequently do individuals encounter your advertising in their news feeds? Again, this could indicate broader concerns with targeting, competitiveness, ad quality, and other factors. So keep an eye on that.
A large number of impressions implies that your ad is well-suited to the platform and your target audience.
Tracking the expected amount of money spent on your campaigns, ad sets, and personal ads will show you if you’re staying under your budget and which campaigns are the most cost-effective.
Full-Funnel Marketing And Facebook Ads CTA
Three components make up a full-funnel marketing strategy: TOFU (top of the funnel), MOFU (middle of the funnel), and BOFU (bottom of the funnel). These components can be divided into distinct stages, which you’ll read about briefly.
The biggest error novice marketers make going straight into the sales pitch rather than building rapport with their potential leads. Utilizing particular Facebook CTA buttons is essential to attaining your marketing goals.
You have several alternatives to pick from. Let’s categorize them based on the marketing funnel slice into which each option falls.
TOFU: Top of the funnel
The phases of TOFU are Awareness and Interest. Your primary objective in these two phases of your Facebook full-funnel marketing plan should be to inform and pique consumers’ interest in your company, product, or topic of interest.
We advise you to start with educational content rather than a sales pitch to offer your audience a better understanding of what your business and goods do. This type of content includes e-books, tutorials, and the like. As your prospect progresses farther down the marketing funnel, putting effort and money into this step might assist raise the conversion rate.
It’s best to be patient and wait for your audience to warm to your brand. Even for a giveaway, cold audiences could find it difficult to provide information. You should therefore concentrate on persuading your prospects to engage with your brand more frequently.
These CTA buttons are for prospects who don’t know your company but will after seeing your ad. This funnel section has the following buttons: ‘learn more,’ ‘apply now,’ ‘download,’ etc.
MOFU: Middle of the funnel
The consideration phase of MOFU is where you should gather leads’ personal information and convert prospects into leads. Your marketing task at this point is to develop the relationship to turn them into paying clients.
You want to ensure that the prospect is familiar with the product you’re promoting from the earlier stage at this point. These potential customers are still not prepared to buy. Building trust with potential leads is important if you want to develop your relationship further.
These ad CTA buttons are for prospects who are aware of your business offer and are looking into the solution you offer. Ads in this funnel level assist prospects in determining whether your company is right for them. This funnel slice has the following buttons: ‘learn more,’ ‘download,’ ‘call us,’ and ‘book now.’
BOFU: Bottom of the funnel
The Conversion phase is a part of BOFU. By the time your leads arrive at BOFU, you’ve already established your brand, piqued their attention, and established trust through the previous steps’ usage of free samples. It’s time to offer them one last push to turn them into paying, devoted clients.
You should explain why your product or service is beneficial and superior to your rivals throughout the conversion process.
The Facebook CTA buttons and marketing objectives are comparable to MOFU. The content should be more aggressive than it was in the previous phase, which is the sole difference between these two steps. You want to capture them as soon as they get familiar with your brand.
These button possibilities are for converting leads interested in purchasing from you. Leads are ready to buy at this point, and your ad is the final push they need to make the purchase. Buttons that encourage conversion include “mail us,” “apply now,” “subscribe,” “sign up,” and “get a quote.”
Related: Take your social media efforts to the next level and never run out of ideas for your small business by using our 12 engaging social media content ideas!
Tips For Facebook ads CTA Buttons
Here are some ideas you may use for Facebook CTA buttons in your ads. Most of these are suggestions you can add to the text or images in your ads.
Add An Action Keyword
Action words should always be included in your ads to support and complement your Facebook CTA buttons. By including action words in your Facebook advertising, you effectively persuade people to take a particular action, like signing up for a subscription.
Some examples of action words include “Learn how,” “Convert more customers,” “Grab this offer,” etc.
Use Familiar Keywords.
Keywords your target audience will be familiar with are always included in a high-converting CTA description. For instance, you might want to use CTR as your keyword if your Facebook advertisement is about generating clicks for your website.
This increases your chance of catching people’s attention because they might be looking for topics or words related to your keyword.
Understand Your Audience
If you don’t know who your target market is, it may be challenging to choose the appropriate Facebook CTA button. As a result, you need to be aware of your audience and the topic. This is an important step, and we strongly advise doing some research.
Ensure that you customize your advertisement using the vast amount of data. For instance, it would be ideal for providing information only locals are aware of if your audience is native to that location.
Always refer to consumers by their first names to promote more direct communication. You must tailor your Facebook CTA buttons to your intended audience.
CTA Buttons That Perform the Best
Choose the CTA button for your ad based on its purpose. To put it another way, select the CTA best suited to the action you want consumers to take.
Choose ‘Download’ if you want people to download a free handbook, for example. Choose ‘Shop Now if you want them to buy something.
Choosing the appropriate CTA allows you to deliver a clear message to your potential consumer about what you want them to do. The goal should be to guide the customer through the user journey and provide the most incredible user experience possible, using CTAs relevant to each vertical, advertiser, campaign, audience, and ad unit. Social media dashboards can be used to assess the success of your CTAs.
Some popular CTA buttons include:
Learn More– Even when we urge someone to arrange a call or download a lead magnet, the “learn more” CTA beats others.
It’s likely because of Facebook or user preference, but it regularly generates more and better leads than any B2B and B2C CTA. If you can’t decide between ‘shop now’ and ‘learn more,’ choose ‘learn more,’ because Facebook’s people aren’t ready to buy right away and want to think things through before acting.
When running an ad, however, you should place your desired CTA (such as a link) in the text above the image/video and highlight it with emojis to attract attention. The hand/pointing emoji, as well as the arrows, are popular emojis.
Remember the point we made earlier: choose your CTA button based on the action you want your target audience to take.
Sign Up- This is yet another well-known CTA. Please be as detailed as possible in your request. Consider crafting your CTAs in the following format: ‘Sign up for (your product/service) today to receive (benefit to the reader)!’
Why? Because detailed offers will entice your readers to sign up because they will comprehend the value of the bargain. In truth, people only act when they understand what’s in it for them.
Make your call to action all about them by being transparent, concise, and specific.
Message Us– The ‘message us’ button, like the ‘learn more’ CTA, allows readers to get more information without being forced to make an immediate decision.
It is more appropriate for individuals at the finish or, at the very least, in the middle of their buyer’s journey. Even yet, someone at the beginning of their trip may quickly message a company if the offer is relevant to them.
What’s the best part? This CTA button assists firms in better qualifying leads. Depending on the quality of the leads, the brand might follow up with them, attempting to establish strong relationships that will drive them to conversion.
Download- Here’s why it works: it’s quick and straightforward and gets a prospect the lead magnet in only a few clicks. Prospects can leave to share or read more information to achieve their goal.
Consider this: they simply need a few clicks to achieve their desires. Isn’t it smooth?
Another reason this CTA is so compelling is that prospects can interact with your material at leisure. Using the ‘download’ button for an item, like a premium eBook, will help you improve your ad campaign’s cost per click (CPC), but there are just a few chances that the user will buy.
The reason is the customer clicked on your ad even though the product was free to download. So why not click the ‘purchase’ button? Using the direct ‘purchase’ button may not increase your lead cost. Still, it increases your chances of converting that lead to a sale because the individual was already interested in your product and was ready to buy it.
Although you now know the most popular Facebook CTA buttons, we recommend that you choose the button that best fulfills the purpose of your ad campaign.
Remember that the goal of selecting your CTA button is to ultimately encourage viewers to complete the purpose of the ad campaign. Choosing an irrelevant CTA button may generate confusion and discourage consumers from taking action. Using this social media dashboard software, you may track the performance of your chosen CTA.
You may also start with one of the popular CTA buttons for your Facebook ad campaign (if relevant) and then split test to determine which produces the best results.
Tips For Writing Facebook Ads Copy That Works
Writing compelling ad copy is key to successful results. Here are some recommendations for Facebook Ads optimization.
- Narrow your audience using Facebook Targeting
- Use plain, understandable language
- Create several Facebook ads for various people
- Keep Your Attention on One Call to Action
- Be sure that your Facebook ad copy complements your visual
- Keep your ad brief and add value to your content as your lead
Are you looking to create effective Facebook ads that drive results? Visit our course to achieve the highest results from your online ad campaigns.
CTAs make your content more actionable by informing your readers of what you want them to do. CTAs typically encourage consumers to buy a product, sign up for a download or email list, or interact with the brand in some way. Using the right CTA button on your Facebook ad might be the difference that drives significant results.
Frequently Asked Questions
What is the CTA in Facebook Ads?
A call-to-action ad promotes the call-to-action button on your Page. The button encourages customers to do something crucial for your company, such as making appointments or shopping on your website. For example, adding the Shop Now button to your Page encourages users to shop.
Do Facebook Ads Require a Call to Action?
The most crucial aspect of any Facebook ad is the call to action. The “Title” text in blue at the top of your Facebook Ad (in the sidebar) is the call-to-action (CTA). This is the most significant aspect of your advertisement.
Is it Necessary to Include a CTA in Every Advertisement?
Yes, every ad needs a CTA, but if you want to improve your click-through rate (CTR), the worst thing you can do is throw any old call to action onto your ad. Remember, context is essential.