You want your customer to complete a specific action, and therefore your copy should be actionable. When done well, negative words can make a big emotional impact. For example, the CTA in sidebar ads is the top line of text: One of the most difficult techniques to master – in writing, marketing and Facebook ads – is appealing to the customer’s emotions by promoting a benefit or solution. You’ll need to put thought into all of these steps. When it works, your target audience will feel, WordStream has an excellent chart with the average click-through rate (, Retail, apparel, beauty and fitness ads may perform so well because they often feature attractive models and quality images, and both Facebook and Instagram (, Even if your industry has a low CTR, it’s important to look at average cost per click (, Knowing these trends can help you choose the right type of Facebook ad and CTA. Emojis are a gray area when it comes to marketing. A better version of that ad would put the price in smaller letters and use the larger font for an emotion-appealing CTA like, “Stop waiting. that having a button on its link ads cost 2.5 times more per lead. Asking a question is a quick way to tap into the customer’s emotions. For more information, refer to section 3 of our privacy policy. This site uses cookies and other tracking technologies to assist with navigation, monitor site usage and web traffic, assist with our promotional and marketing efforts, and customize and improve our services, as set out in our, How to Add Links to Instagram Stories with Swipe-up, LinkedIn Insight Tag the Ultimate Guide for Marketers, Top Instagram Updates in 2020 - September Edition, 6 Conversion Optimization Hacks That Don’t Require Google Tag Manager, The Ultimate Guide to Facebook Custom Audiences. Book your dream vacation now.”. The button is only one part of your CTA. With data from AdEspresso in mind, I predict the following. However, you have tons of different options depending on what you want users to click to. The. Hypothesis: Facebook link ads with a button have lower CPC and more clicks. The calculator will let us know whether our results should be expected if we were to test again or if you were to run a similar test. When you pose a question, the reader naturally answers it. The three lowest-performing industries are employment & job training, finance & insurance, and customer services. The Facebook ads without a button performed better in every category, according to our testing. Appeal to that fear with words like “stop” or “don’t.” The goal isn’t to make your customer feel dumb; it’s to encourage them to improve their life by stopping A and starting B instead. Join over 25,000 people who get our latest and greatest Instagram advice straight to their inbox. With an interesting or complex topic, “Learn More” could be exactly what the customer wants to do. Let’s look at this ad: That’s a good price on a hotel in Honolulu, but the customer isn’t going to Hawaii so they can spend $158 on a hotel – they’re going so they can have a quintessential Hawaiian vacation, with all of the experiences and memories that come along with it. This field is for validation purposes and should be left unchanged. I use the a/b test calculator from Neil Patel. For example, even though insurance-related content has a low average CTR, its CPC is $3.77 on Facebook – that’s high for Facebook, but actually much lower than the CPC on Google, which can be as high as $50 or more.