Facebook began allowing page administrators to add a call-to-action button to the lower-right-hand corner of page post ads in February. Ever since reports of this feature first surfaced, we were excited about its potential impact and looking forward to testing.
Our digital team at Electronic Merchant Systems has been successful with paid social campaigns in the past. Facebook ads, in particular, have generated approximately 65 percent of online signups for our mobile credit card processing solution, EMS+.
When the call-to-action buttons became available, we believed it would help drive our conversion prices down on a per-ad basis.