Facebook recently added a new feature to their paid ads… the optional addition of a call-to-action (CTA) button right in your ad.
At first you might think that this is no big deal, but anything you can do to make the desired action you want your viewers to take more ‘obvious’… can have a significant impact on your ad’s effectiveness.
The thing you need to know about this new feature is that it is only available inside Facebook’s Power Editor. For those that create all their ads using the main Facebook Ads Manager, you’re missing quite a few bits of functionality that can really help you… so I recommend you dig into the Power Editor as soon as possible.
The new call-to-action buttons allow you select from the below button text (perhaps they will add more options later).
- Shop Now
- Learn More
- Sign Up
- Book Now
Here’s how you add call-to-action buttons to your ads…
1. If you haven’t set up Power Editor, you need to do that first. This is a tool you should become familiar with since it gives you access to quite a few things that you cannot do in the regular Ads Manager. Facebook provides setup instructions here.
2. Inside Power Editor, create an unpublished ‘Dark Post’ (must be the ‘Clicks to website’ ad type). An unpublished post will not display on your facebook page wall, that’s why these are commonly referred to as ‘Dark Posts’.
In the ad creation screen, you’ll see the option to add a call-to-action button. Play around with different button text to see what works best for you. As with all ads… you really have to test to see what works best.
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To Your Freedom!
~ Jon Ochs