You could definitely argue that the most important part of a Facebook ad is its headline.
That's what snags the initial attention you need.
But there are other things too, not least the call to action (CTA). This one's probably the second most important part of any ad.
After all, advertising messages are usually designed to compel someone to do something, to take an action.
Sometimes it's pretty low-key upper funnel stuff, like “check out our blog!”
But the CTA can also be a key sales pitch.
Like a tiger going in for the kill, you're ready to present your carefully nurtured, red hot lead with a proposition.
They're down at the bottom of the funnel now, where they're about to pass through to the other side of it.
A CTA that works well is absolutely golden.
If you have a CTA that's proven itself effective, time and time again, it can easily become the key to getting more out of your Facebook ads.
Use a proven CTA
Using an effective call to action can be the difference maker in your Facebook Ad campaigns.
If you’re targeting cold traffic, you probably don’t want to ask them to buy immediately.
Conversely, if they are already brand aware, it wouldn’t make sense to have them learn about you.
They already know you.
Picking a CTA can make or break your campaign and should always be linked to specific audiences and end-goals.
Facebook allows you to choose from a multitude of CTAs for a given ad:
[image source: AdEspresso]
But how do you know which ones work and which don’t?
If you use the wrong CTA, you risk getting no clicks and spending money without any conversions.
According to the analysis of over 37,000 Facebook Ads, here are the most commonly used CTAs:
[image source: AdEspresso]
In this study, only 56% of ads even had a call to action, too.
Meaning 44% of people aren’t using a CTA on their ads. And without a call to action, what else is a user supposed to do with your ad?
Taking this CTA data, AdEspresso compared the two most popular calls to action:
Learn more and shop now.
They found that “Learn More” generated a 22.5% higher click-through rate:
Pretty amazing right? But that’s not the full story.
Remember, higher click-through rates are nice, but the end goal is ROI.
If those clicks didn’t convert, then your CTA isn’t working.
When looking at conversion data, “Sign Up” generated a 14.5% higher conversion rate.
Of the two most common CTAs, Sign Up generated the best conversion rate, and Learn More generated a massive click-through rate.
Having the perfect call to action is critical for success on Facebook.
Although this Facebook advertising tip sounds basic, it still needs to be said — if your end goal is selling a product, don’t put “Learn More” as your CTA.
If your final conversion action is getting something on your website, try using “Learn More” instead of “Download” or other CTAs.
A great CTA can make a world of difference for your ad campaign.
You can find more helpful tips on Facebook advertising in the full blog post from AdEspresso.