Facebook’s call to action buttons have been working incredibly well for direct-response advertisers looking to bring users into their store’s page or have them download an item.
According to AdRoll, the overall clickthrough rate lift from using a CTA button is 2.85x.
AdRoll senior product marketing manager Shringar Pangal discussed the effectiveness of Facebook’s call to action buttons:
Any kind of message—email, blog, singing telegram—is more effective when it tells the person who gets it exactly how to respond. On an ad, a clear call to action (CTA) lets the audience know exactly what to expect when they click, as well as what your brand has to offer.
In February 2014, Facebook jumped on the CTA bandwagon, adding the option for one of five CTA buttons on their News Feed ads:
- Shop Now
- Book Now
- Learn More
- Sign Up
Since then, many advertisers have incorporated these CTA buttons on their ads. Performance has been strong—really strong. A CTA button has got to be one of the simplest tricks for increasing the performance of a Facebook ad campaign.
AdRoll also put together an infographic, below, showing the popularity and effectiveness of call to action buttons on Facebook.