For many marketers the perception exists that the call to action (CTA) for an ad, email or webpage is the primary reason for success or failure, however in this video Mike will talk about the real function of the CTA, what a CTA should answer, and its position in an ad or webpage. He offers a few tips on how to design a CTA and also how iterative testing is the best way to really make your ads have the most pop.
- [Voiceover] For such a small thing in an ad,…a call to action sure does seem to receive…an awful lot of attention.…In my years of conversion optimization testing,…there's definitely no greater request from clients…than to test different kinds of CTAs.…Okay, so what is a call to action…and what is its purpose?…A CTA is really just the link…that gets your visitor from point A to point B…in your sales funnel.…It can be a Join Now button…that links a page to the account creation process…for example.…But what a CTA really is however,…is an end to the argument you're presenting.…
Every single ad you create…is an argument on why someone should buy your product.…So your CTA should be the closer to that argument.…Remember this:…your CTA should always answer the question,…"I want to blank?"…I want to buy now.…I want to send my information, for example.…When you look at it this way,…some CTAs you come across…can sure sound weird.…I want to submit?…I want to send request?…That's not how you'd say it in real life.…
So why are you saying it at the conclusion…
- Describe how to keep content relevant.
- Recognize the importance of carefully choosing grammar and syntax.
- Cite ways to improve the chances of acquiring new customers in your ads.
- Differentiate between website ad copy and social media ad copy.
- Explain the value of customer personas.
- Name the ways in which content marketing differs from traditional advertising.