How to Choose the Right Call-To-Action For Your Facebook Ad Campaigns

It may seem like a simple strategy to use calls-to-action, or CTA, that match the specifics of your Facebook advertising campaigns, but you’d be surprised at how often organizations mess up this vital part of the process.

Ads that use the right creative, ad unit and CTA button often perform better on Facebook because these ad units offer clear guidance on what actions to take post-click, depending on the goal of the campaign.

The next steps a user should follow are spelled out for them within the ad and act as a map once a person is off the Facebook platform. Include strong calls-to-action in your Facebook ad campaigns that encourage conversions in your creative or through a CTA button, whether that’s making a purchase, signing up for an email list, etc.

Smart Phone Book Now Button HighlightThis Facebook ad includes a CTA directing users to book hotel accommodations, instructing users on what to do once they are sent off of Facebook from this ad.

Facebook allows advertisers the option to choose from the following CTAs: Book Travel, Shop Now, Learn More, Sign Up, Install Now and Download. Choose the CTA the best matches the parameters of your campaign–for example, the goals, industry and audience you’re trying to reach.

According AdParlor’s Mladen Raickovic, one of the most effective methods for driving conversions with the CTA button is pairing it with a landing page that features the same deal. Make this deal as easy as possible to claim to ensure less drop off from your Facebook traffic.

The example above is a perfect example of a Facebook mobile user using the app to book a hotel room, then visiting the third party’s website to book the room directly from a mobile device. Often advertisers focus heavily on mobile app marketing for their campaigns, driving users with the install now call-to-action on the mobile app install ad unit. Mobile-first campaigns are already the primary focus for many advertisers, quickly outpacing desktop-focused Facebook ad campaigns.

In a week’s time, three advertisers — we’ll call them A, B, and C — ran tests to compare the new ad call-to-action buttons. This data, which is based on Adknowledge’s AdParlor clients, is 100% real:


Advertiser A – Jan 31 to Feb 4

Total Reach:
460,000 users
Placement:
News Feed
Vertical:
Subscription Services
Objective:
New User Registration
Click-Through Rate Cost-Per-Acquisition Conversion Rate
CTA (Sign Up) 0.460% $44.50 4.18%
No CTA 0.579% $48.54 2.94%

Advertiser B – Jan 31 to Feb 5

Total Reach:
100,000 users
Placement:
News Feed
Vertical:
Apparel and Fashion
Objective:
New User Registration
Click-Through Rate Cost-Per-Acquisition Conversion Rate
CTA (Sign Up) 0.783% $4.28 13.00%
No CTA 0.424% $8.60 10.92%

Advertiser C – Jan 31 to Feb 5

Total Reach:
250,000 users
Placement:
News Feed
Vertical:
Apparel and Fashion
Objective:
New User Registration
Click-Through Rate Cost-Per-Acquisition Conversion Rate
CTA (Shop Now) 0.34% $11.47 10.79%
CTA (Sign Up) 0.33% $8.14 16.99%

Make sure to experiment using different calls-to-action in your Facebook ads on mobile as well, since they are extremely effective at driving conversions due to fewer distractions present on the screen of a mobile device.

Fewer distractions improve the effectiveness of your creative, CTA button and use of different mobile ad units. The link page post ad unit is one of the best at driving off-site actions, which–when properly matched with a CTA button–can help to drive stronger results from your campaign.

“If you’re down in the funnel and you’re trying to drive some kind of online conversion, whether it be a shallow sign-up or a shallow customer acquisition, your bread and butter is going to be the link paid post ad unit,” added AdParlor’s Gareth Smith. “It’s the go-to for [driving] online conversions.”

Cover image to PDF file: 10 Ways Advertisers & Media Buyers Can Use Facebook to Convert CustomersWhat call-to-actions does your organization typically include in its Facebook ad campaigns? Which call-to-actions have you found the most success with driving conversions? Share your thoughts in the comments below.

This is the fourth section of our latest eBook, 10 Ways Advertisers and Media Buyers Can Use Facebook to Convert Customers. Download it for more insights on Facebook advertising.