The more information you can provide with your CTA, while still keeping it succinct and to the point, the better it will be to get potential customers to take the desired action.
In marketing, your call to action is the part of your advertisement that tells your target audience the next step they should take after they clicked on your PPC ad, landed on your website, or viewed one of your blogs. The more information you can provide with your CTA, while still keeping it succinct and to the point, the better it will be to get potential customers to take the desired action.
Listed below are some tips on how you can craft an effective and engaging call-to-action for your marketing campaigns.
A clear and succinct CTA is the way to go. Getting straight to the point is not only more eye-catching but is also beneficial for people who face space limitations in their ads. Instead of beating around the bush, you should let your audience know exactly what you want them to do. Start the CTA with the desired action like “order” or “subscribe”.
You want to try and elicit a strong, positive response from your audience. If your CTA is enthusiastic, then your audience will be enthusiastic too. For example, if your CTA is “Shop today and save 50% off!”, your audience is sure to get excited. Additionally, using an exclamation point at the end of your CTA is a small, yet effective element in making your CTA stand out and provoking that enthusiasm.
Leveraging your USP is key to acquiring new leads. Incorporating information about your USP in your CTA is a great way to increase clicks.
Through your CTA, let your audience know what’s in it for them. This will tie in heavily with your value proposition. A CTA that says “Order today to get free shipping!” not only informs the user what they should do (order today), but why they would benefit from taking that action (free shipping).
FOMO or fear of missing out is something experienced by us all and it works as an extremely effective motivator in marketing as well. When people feel like they might lose out on a unique and rare opportunity, they are quick to jump into action. One of the best ways to take advantage of this human tendency is to mention an exclusive, time-sensitive sale or promotion in your CTA.
Customizing your CTA based on the device being used by your audience is another helpful tactic to make CTAs more effective. Google considers desktop and tablet as
the same device due to the similarity in their screen size and the fact that people use them in similar scenarios. However, mobile devices tend to have different user behavior and search intent than desktops and tablets
People who search for something on their desktop or tablet are typically still doing their research and aren’t ready to commit just yet. But people searching on their mobiles are usually looking for instant gratification.
Creating a more phone call-centric CTA for mobile ads will motivate your audience to take the action you desire.
Two ways you can make this tactic even more effective are:
● Google allows you to set a mobile preference for your ads and designate certain ads to only appear for searches completed on mobile devices. You can focus your CTA on generating more phone calls with this option.
● Google’s “Click- to-Call” function automatically adjusts the way your call extensions are displayed on mobile searches. Instead of your number, a small “Call” button is displayed, allowing for one-touch dialing.
Just like your ad copy, it is important to get creative with your CTAs as well.
However, PPC is a game of trial and error and the same goes for CTAs. Not everything that works in theory works in practice, and the only way to check if something works for your account is to test it out. An A/B test is a great way to identify which CTA’s are working for you and which are not. If your target audience isn’t responding to your CTAs the way you want them to, it’s time to reconsider them.
Seeing numbers such as pricing, discounts, promotions, etc, allows consumers to determine whether or not the product/ service is worth spending on.
If a user sees your pricing information in your CTA and still decides to click on it, then you know they are most likely in a position where they can afford to purchase the product or service. Displaying numbers in CTAs promotes more valuable clicks and an increased chance of generating conversions. This helps to avoid the dreaded wasted spend in your account.
A CTA that uses numbers and touches upon the FOMO tactic is even more effective. For instance, “Shop today for TVs under $300!” not only shows a user how little they will pay for a TV, but it also ignites a sense of urgency in buyers to make the purchase