The effectiveness of your Google Ads not only lies in a good selection of keywords or a striking design. The real engine behind an ad that converts is a well-formulated call-to-action (CTA). Let’s see how you can create CTAs that truly drive your users to take action.
Understanding the importance of an effective CTA
A CTA acts as a bridge between the user’s interest and a desired conversion, whether it’s a purchase, a subscription, or a download. A clear and persuasive call-to-action can be the difference between a click and a scroll.
Steps to create effective CTAs in Google Ads
1. Use action verbs
Start your CTA with a strong verb. Instead of “Our offer,” use “Discover our offer” or “Take advantage of this offer.”
2. Be clear and concise
Users should know exactly what to expect when clicking on your ad. “Get your discount now” is direct and clear about what it offers.
3. Provide added value
Your CTA should offer something of value. Instead of “Click here,” use “Download your free guide.”
4. Create urgency
CTAs like “Limited offer” or “Today only” urge users to act immediately.
5. Conduct A/B tests
Experiment with different CTAs to see which one works best. Google Ads offers tools to conduct these tests and analyze which one performs better.
Aspects to avoid in your CTAs
1. Being too aggressive
Avoid CTAs that might sound too aggressive or desperate. Balance is key.
2. Excessive use of exclamation marks
A CTA like “Buy now!” may sound overly enthusiastic. Instead, “Buy now” is equally effective and more professional.
3. Ambiguity
“Continue” or “Learn more” are examples of vague CTAs. Be specific about what the user should expect.
Additional tips to improve your CTAs
1. Align your CTA with your goal
If you are promoting an eBook, your CTA could be “Download now.” If you’re selling a product, “Add to cart” might be more appropriate.
2. Consider the design and color
The button’s design, as well as its color, can influence conversions. Make sure your CTA stands out but does not clash with the overall design of your ad.
3. Use personal terms
CTAs like “Show my discount” or “Take me there” can make users feel more connected and inclined to click.
4. Positioning
Ensure that your CTA is prominently positioned so users don’t have to search for it.
Conclusion
A well-designed ad with a strategic keyword selection is essential, but without an effective CTA, your efforts might be in vain. Dedicating time to create call-to-actions that resonate with your audience and drive them to action can be the difference between an ad that’s simply viewed and one that converts and generates ROI.
