Facebook Ads Question: Which Call To Action Button Should You Use in Your Facebook Ads?

Key Takeaways

hi guys it's been Heath from lead guru and in this video I'm gonna quickly answer a Facebook Ads question that I sometimes get and that's which call to action button should I use on my facebook ads so I'm going to talk you through the options and when you want to use which and in what scenarios to do that I I've brought up one of our campaigns that hasn't been live for a while but we used to run and that's advertising our five-part Facebook ad template it's a lead magnet you can download it for free if you are interested I the way guys it contains two the best performing ads we've created you could model from them use them should be really useful the link will be in the in the video description but we ran ads advertising this lead magnet and when we created that and that's what you're looking at right here so I'm not gonna sort of get into the ad and all that sort of stuff I just want to demonstrate the call-to-action side of things that's what this video is about so you'll see on the right here that it's a five-part Facebook ad template it's a free download I've stated that up in the in the copy I've also popped it in the headline so we have used the download button now when it comes to choosing I'll just scroll down on the here so call to action when it comes to choosing a call-to-action button I like to use the option the best describes the action that people are going to take so here they're going to be downloading I've used download and but it might be more appropriate to have get author get quote book now apply now contact us learn more shop now etc sign up whatever happens to be for lead ads which is a category I probably gas the most about I usually like to go with sign up if that's appropriate because usually with a need out you're going to be offering a free consultation some of my designs so I like to go with a sign up for e-commerce businesses when you're looking to directly buy I like shop now I think that works quite well so it's quite simple really when you're coming up with option is go with the one that sounds most appropriate now the following question for that is obviously what if I've got two that sound equally appropriate well the first thing you could do there is test them both create duplicates of the ad and have one with you know let's say book now and one with sign up if they're both equally applicable and test to see which works best you're probably not going to see a huge difference between the two either way but the other thing I would like to do is when you've got two options is go for the one that sounds and less of a commitment for your prospects so for example learn more is sort of the easiest one to click on often because it's easy just to learn a bit more about something whereas if you've got play game you know obviously these aren't comparable but some of these options are a bit more and involved they sound like the person who's going to click on this ad it's gonna have to do more work use more effort they're gonna be more reluctant to do so so that's why I like to use if there's if there's a competing option or there's a couple that could use I like to go with the one that makes it sound like it's less of a commitment otherwise go with the option that best describes the action you want people to take now the reason why I've used this campaign you can see that you know we haven't hardly got any social proof on here we didn't run this ad for very long because a video ad version it's not a very good ad looking at it now you know it's one we created probably four years ago I think and this ad inform very well a video version of it performed much better and I want to quickly show you something cuz I think would be quite interesting now this is the video version why you're wasting time with Facebook I've talked about this video in in other videos of mine you can see much much more social proof 1,700 likes 405 comments I mean I think we spent we spent tens of thousands of pounds promoting and this particular outperformed very very well and built our email list for people to opt-in for that lead magnet now what you'll notice is there's no call to action button in this ad whatsoever now this ad is run in the we've used existing posts so this is on our Facebook page we've used the existing post feature now there is an option to add a call to actions button to this and when we first created the ad use of the video Facebook pops up with a message saying would you like to add this on and and the reason why we didn't we actually tested it we ran a version of this ad with and without it and we found that this version works a lot better this isn't a scenario that you see very often where no call to action button works better on a conversions campaign and the reason why we think this is done quite well is because at the end of the video I talked about clicking on a link in the video description which you can't quite see there in this preview but they click on the link in the video description and they go through to our website etc so explain the steps they need to take also by not including a call to action button it makes this look less like an ad and more like a piece of content so that is the time when I would recommend you exclude a call to action button it's when you're promoting something that is a piece of content or you want to act like a piece of content that might have a call to action end of it so this acts like a piece of content and has a call to action at the end of it most of time we do include call to action buttons as I said if I go back to it to the previous version we go ahead and where are we we go ahead and select the the option that's most applicable but in this scenario it worked a lot better to leave it off as simply split tested it it works better to leave it off and we think why is because it's what we want this to act as a piece of content and include a call to action if you're in the same boat I'd recommend you don't include a call to action button so just for you go we'll quickly remind you about the five part Facebook our template if you're interested in it really really useful completely free click on the link in the video description if you enjoyed this video please give it a like and subscribe to the channel we we're releasing about three videos a week at the moment what might not always produce that sort of volume but that's what we're doing right now so lots of great Facebook advertising content coming your way and I'll talk to you soon guys thanks a lot bye-bye