Having a solid call to action can make or break an ad campaign – it’s honestly not a secret, and it makes a lot of sense. The main idea is this: if your CTA is compelling enough, it will get your target audience to convert and actually do what you want.
Depending on your campaign goals, you may want to direct people to a special promotion, sign up page, consultation form, live chat window, video media, or any number of marketing assets or landing pages. If your ideal customer doesn’t want to click on that button and get what you’re trying to sell, it’s time to rethink the call to action strategy.
Unbounce are preeeeetty incredible at what they do (landing pages and conversions that actually work) and they have a ton of actionable, data-based tips for where to start with your call to action buttons on ads.
1. Look at Actions Visitors Take on Current Landing Page(s)
If there are multiple actions a user can take on your landing page (like call you directly or fill out a form, for example), you can see in Google Ads what the best performing action actually is. And—if that landing page is being used in several different campaigns or ad groups—you can combine all the data to get a more accurate view of performance.
This report can ultimately help inform more useful CTAs for your other pages, or the CTAs for particular ad groups’ display ads.
2. Research What Specific Audience Segments Like to Do on Your Site
Let’s say you wanted to create an awareness campaign targeting users who match the Apparel & Accessories audience. How do you know what actions users in this category like to perform? A good way to find out is what they do on your site, and the answer can be found the same way as before in Google Analytics.
3. Double Check Visitors Perform the Same Actions Across Devices
Ad placements and user behavior differs for each device. Here’s one example of the landing page report and how user behavior differed for one goal type when I was running a display campaign.
We saw users on their phone didn’t want to fill out the form. Compared to those on desktop, they preferred to call or use the chat tool. If we didn’t segment out our data like this, it would have looked like the preferred CTA for this display campaign would have been to push form submissions no matter the device.
4. Get Into Your Data and Experiment
For a head start on new campaigns, look at the data you already have from current campaigns and visitors to see what your audiences prefer to do on your landing pages. Use this data to craft the perfect CTA that will have the most impact on a potential new customer.
What are your tried-and-true methods for calls-to-action? We can’t wait to hear from you on Twitter.