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Facebook CTA Buttons Guide

Facebook CTA Buttons Introduction

Facebook CTA buttons are arguably the most powerful feature you can include in your Facebook ads. Adding it can significantly determine whether you will attain more leads or end up with no response. 

In this article, we’ll go over the steps to adding Facebook CTA buttons for your ad and how you can use them for each phase of the marketing funnel. In the end, we’ll provide you with some tips that you can implement into your ad to help achieve your marketing objectives. 

 

Facebook CTA Buttons Definition

So, what are Facebook CTA buttons? 

CTA is an acronym for call-to-action. In general, Facebook CTA buttons are buttons you use in marketing campaigns to guide users toward your marketing objectives/goals. While eye-catching visuals attract users’ attention to stop scrolling, the CTA button is what convinces them to click on your ad.    

It is one of the most important features you can add to your Facebook ads. In fact, according to AdRoll, Facebook CTA buttons can potentially return 285% in better results on your ads!

Adding Facebook CTA Buttons To Your Ads

Here is are the steps to creating an ad that includes the Facebook CTA buttons:

  1. Navigate to your Facebook Ad Manager account.
  2. Under the Campaigns tab, click +Create.
     Create Campaign
  3. Choose your marketing objective and Continue.
    Marketing Objectives

  4. Choose your conversion event location, audience, placements, schedule, and budget. Once done, click Continue.
  5. In the Identity box, select which Facebook Page you want your ad to run on.Identity - Facebook Campaign
  6. Select your ad format.
  7. In the Ad Creative box, fill in all the information you need to create your ad. You can preview your ad on the right-hand side of the screen.
  8. To add your CTA, head to the Facebook CTA buttons menu and select one of the options.
    Facebook CTA Buttons
    If you’ve selected the marketing objective of Reach, Brand Awareness, or Video Views, click Add a Website URL to view the dropdown menu.
  9. Once done, click Publish.

To read more about how to create your Facebook ads, check out this guide!

In the next section, we’ll discuss how specific Facebook CTA buttons can be applied to each stage of your full-funnel marketing strategy. 

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Facebook CTA Buttons & Full Funnel Marketing

A full-funnel marketing strategy consists of 3 parts: TOFU(top of the funnel), MOFU(middle of the funnel), and BOFU(bottom of the funnel). These parts can be broken down into specific stages, which you’ll read about briefly. 

The biggest mistake inexperienced marketers make is jumping directly to the sales pitch rather than nurturing a relationship with their potential leads. Leveraging specific Facebook CTA buttons is key to achieving your marketing objectives. 

 

Facebook CTA Buttons & TOFU

TOFU consists of the Awareness and Interest phases. In these two stages of your Facebook full-funnel marketing strategy, your main goal should be to educate and make more users interested in your brand, product, or topic that they are interested in.

Rather than starting with a sales pitch, we recommend that you begin with informational content to give your audience an idea of what your company and products do. Content such as e-books, tutorials, etc., fits this description. Investing time and resources into this stage can help increase the conversion rate as your lead moves further down the marketing funnel. 

Here are the Facebook marketing objectives for the Awareness & Interest stage:

  • Messages
  • Video views
  • Traffic
  • Reach
  • Brand Awareness

These objectives involve getting their content or ads to as many suitable viewers as possible. However, having great visuals doesn’t mean you’ll be able to coax them into doing what you want them to do. 

At this stage, it’s best to be patient and wait until your audience warms up to your brand.  Cold audiences may find it challenging to give their information, even for a giveaway. Therefore, you should focus on convincing your prospects to interact more with your brand.

Here are several Facebook CTA buttons that you should consider using:

  • Send Message
  • Listen Now
  • Watch More
  • Learn More

As you can see, these CTA are not intimidating or pushy. Remember, your goal for this stage isn’t to scare the potential prospect away but to warm them up.

 

Facebook CTA Buttons & MOFU

MOFU consists of the Consideration phase and is where you should be collecting prospects’ personal information and turning them into leads. As a marketer, your job at this stage is to nurture the relationship further in hopes of converting them into paying customers. 

At this stage, you want to ensure that the prospect is somewhat familiar with the product you’re offering from the previous stage. These prospects are still not ready to make a buying decision. Therefore, to nurture your relationship further, you want to build trust with potential leads. 

This is a great time to offer valuable information in exchange for their emails which you can use later to retarget them. If you want to obtain this information from prospects, you’ll need a good lead magnet. Valuable information can come in a webinar, special offers, free samples, or trials. Providing you with an email is a high-value action.  

Here are the Facebook marketing objectives for the Consideration stage:

  • Conversions
  • Messages
  • Lead Generation
  • Engagement
  • Traffic

As you can see, many of these objectives listed deal with generating leads for your business. For example, selecting the Traffic objective can be a very effective way of driving more customers to your website. If you’re trying to obtain leads via the Traffic objective, it’s best to create a well-designed landing page with a CTA. 

Here are several Facebook CTA buttons that you should consider using in the Consideration stage:

  • Book Now
  • Learn More
  • Get Quote
  • Download
  • Sign Up

The Facebook CTA buttons in the MOFU are slightly more aggressive than in TOFU. That’s fine because most prospects at this stage have already warmed up to your brand.

 

Facebook CTA Buttons & BOFU 

BOFU consists of the Conversion phase. 

Once your leads have reached BOFU, you’ve already introduced your brand, gained users’ interest, and built trust with free samples from the previous steps. It’s time to give them that final nudge to convert them into paying and loyal customers. 

In the Conversion phase, you should communicate why your product or service is valuable and better than your competitors. 

The marketing objectives and Facebook CTA buttons are similar to MOFU. The only difference in this step is that the content should be more aggressive than in the previous step. You want to get them while they have warmed up to your brand. 

In addition to the Facebook CTA buttons in MOFU, here is a couple:

  • Install Now (for apps)
  • Shop Now
  • Subscribe

However, don’t make it too aggressive! You don’t want to scare them away!

While BOFU only contains one phase, some marketers argue that this part of the full-funnel marketing strategy should include two more phases. We agree! 

The two phases are Loyalty and Advocacy. Customers already loyal to your brand are your best customers and can help strengthen your brand through word-of-mouth marketing. So, rather than forgetting them, it’s better to nurture them further. 

The goal of nurturing them is to increase the customer lifetime value of these customers. Existing customers are much easier to reacquire and convince to make purchases, thus generating higher profit margins. Furthermore, repeat customers are likelier to promote your brand on social media and leave positive reviews.

 

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Facebook CTA Buttons Tips

This section will discuss tips you can implement into your ads that Facebook CTA buttons. Most of these are tips to add to your ad descriptions or visuals. 

 

Facebook CTA Buttons Tip #1: Include An Action Word

Your ad should always include action words to complement and support your Facebook CTA buttons. When you use action words in your Facebook ads, you are essentially motivating them to conduct a specific action, such as signing up for a newsletter. In other words, you’re acting as a motivational speaker. 

You should also consider including your action words in your images. 68% of all social media users prefer pictures over text-based ads. 

Additionally, your action words should focus and speak directly to your audience on how your product or service can help users with their routines. Here are some action words examples:

  • Convert more customers
  • Lose weight quicker
  • Learn how
  • Grab this offer

While action words can be paired with any Facebook CTA buttons, ensure that the combination matches your audience’s temperature. Get creative with your actionable CTA and measure the success of your Facebook advert based on click-through rate (CTR).

 

Facebook CTA Buttons Tip #2: Use Recognizable Keywords

A high-converting CTA will always include key terms that your target audience will be familiar with in the description. For example, if your Facebook ad is about driving traffic to your website through clicks, you might want to include CTR as your keyword. 

Therefore, keyword research using SEO tools such as SEMRush is highly advisable. You’re more likely to attract users’ attention this way since they may be searching for topics or phrases similar to your keyword. 

 

Facebook CTA Buttons Tip #3: Know Your Target Audience

There are a variety of Facebook CTA buttons and selecting the right one might be difficult if you don’t know your target audience. Therefore, you must know who you’re talking to and about what. This is a critical step, and we highly recommend conducting some research.

Despite the recent iOS update, Facebook is still one of the best advertising platforms since there are still 2.93 billion active monthly users. That’s still a lot of data that you can utilize and take advantage of. 

Using the immense amount of data, make sure you personalize your ad. For example, if your audience resides in a specific area, it would be best to incorporate something only locals know about. 

Always address the users as individuals to encourage more direct communication. Your Facebook CTA buttons must be personalized to your target audience.

 

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  Facebook CTA Buttons Conclusion

Now that you’ve learned about Facebook CTA buttons and how to apply specific ones to each phase of the marketing funnel, it’s time for you to put it into action! To ensure your Facebook ad has the best-performing call-to-action, your focus must be on creating a catchy title with actionable verbs to engage with and guide the audience. 

As with any high-performing campaign, the key to success is knowing your audience and where they fall in the marketing funnel so that you can personalize your ad. Always remember that while the imagery is what catches the audience’s attention, your CTA button can play a big role in converting them into customers.

We hope that you find this article helpful. Follow us at Stiddle.com for more marketing blogs like these! Until next time!