One of the key elements of good copy is a call-to-action that entices the reader to take a specific action. Facebook makes it easy to ensure your copy has a strong call-to-action by offering a selection of standard buttons to accompany your organic or promoted posts and paid ads.

Tips for Facebook Call-to-Action Buttons


Pay attention to copy limits and layout
The call-to-action button will take up space. The maximum characters in your Link Headline or Description may be reduced, in addition to text wrapping into a 2nd line. Make sure you are previewing the ad to ensure vital information is not truncated.

Align your copy and call-to-action
One of the most common mistakes made is to use competing call-to-actions. The copy may be toting the benefits of joining a newsletter while the image shows a person using the product and the featured call-to-action button is to ‘Shop Now’. Make it easy for the reader to act on your copy through featuring one, concise call-to-action across your copy, image, and button.

Align your call-to-action and landing page
Facebook does not exist in a vacuum, independent of other sites. Yet so many marketers treat it this way and only focus on finding the copy, creative, and call-to-action button that will get the highest volume of traffic to their site.

Driving traffic to your landing page is only half the equation, the other half is converting the traffic. If the campaign objective is to increase sales of a specific product then optimizing an ad with a lower click-through-rate and higher conversion rate (provided through using a conversion pixel) will result in more site sales than optimizing an ad with a higher click-through-rate, lower cost-per-click, and lower conversion rate – even though the second scenario will drive more traffic to the site at a lower cost.

Tag to track
When you setup a CTA button add a tracking tag to the URL to gain a better understanding of how users who engage with that CTA engage with your site. Facebook will tell you the number of website clicks; Google Analytics can tell you how many of those website clicks converted to newsletter signups.

Test
Every brand’s audience behaves differently. The best way to determine which call-to-action will be the most affective is to test the options against one another. This can be done through running one ad campaign where each ad creative is a duplicate, less the varying call-to-action button. Keeping the creative, copy, targeting, budget, and destination URL the same reduces the risk of an unidentified variable skewing the data.

Facebook Call-to-Action Options

 

Pages

Featuring call-to-action buttons on non-personal pages is one of the most recently added features to Facebook – and still not available to everyone. The buttons will be rolled out to the US by the end of Q1 and available globally by the end of 2015. The following call-to-action options are available for select users:
  • Book Now
  • Contact us
  • Use App
  • Play Game
  • Shop Now
  • Sign Up
  • Watch Video
 

Organic & Promoted Posts

Many marketers are completely unaware they can add call-to-action buttons to organic posts; for this reason they are seldom used. This capability is not something advertised by Facebook nor available in the page manager interface; it must be done through the ‘Manage Pages’ section of Power Editor, following the same steps one would take to create an unpublished page post. The following call-to-action options are currently available to users who are sharing organic or promoted posts through a non-personal page:
  • Shop Now
  • Book Now
  • Learn more
  • Sign Up
  • Download
 

Organic & Promoted Video Posts

Creating an organic video post with a call-to-action button is easier than creating an organic post with a call-to-action button, though it can be created in the same manner. To create an organic video post with a call-to-action button from the Manage Pages section of Power Editor simply select a video post instead of link post. An easier approach is to define which call-to-action button should accompany the video when it is uploaded to the page. Call-to-action buttons available for Facebook video posts:
  • Shop Now
  • Book Now
  • Learn more
  • Sign Up
  • Download
  • Watch More
 

Paid Ads

The most common place call-to-action buttons are used is in paid ads. The options available will vary based on the ad objective.

Clicks to Website
  • Shop Now
  • Book Now
  • Learn more
  • Sign Up
  • Download

Page Post – if created through Power Editor
  • Shop Now
  • Book Now
  • Learn more
  • Sign Up
  • Download

Local Awareness
  • Get Directions

Event Promotion
  • Join

Offer Claim
  • Get Offer

App Engagement & Install
  • Use App
  • Use Now
  • Shop Now
  • Install Now
  • Get Offer
  • Play Game
  • Book Now
  • Listen Now
  • Get Video Views
  • Shop Now
  • Book Now
  • Learn more
  • Sign Up
  • Download
  • Watch More
 
Written by SocialFlow Marketing