In the digital world, call-to-action is a prompt present on a website and Google Ads. These are often seen as phrases on Google Ads like “Click here”, “Buy now”, “Act now” or others. Mastering call-to-action in Google Ads is necessary to signpost the audience about the next step to be taken by them. It is essential for enhancing ad performance as catchy phrases attract the audience’s attention leading to more clicks and conversions. The lack of compelling and attractive call-to-action will make the Google Ads pass by the audience and render them useless. To avoid such consequences, I am going to share a few tricks and ideas to follow to create a persuasive call-to-action for your next Google Ads.
1. Overview of Call-to-Action
A call-to-action is a prompt designed to inspire or encourage the target audience to interact with the Google Ad or webpage. You will often see phrases on Google Ads like “Click here”, “Buy now”, “Act now” or others. These appear as hyperlinked text or clickable buttons to draw the attention of consumers to make purchases or interact with the Ads. They also influence the audience to make social media comments or visit a related webpage, etc. CTA can be shorter as well as longer such as “Download now” or “Subscribe Today! Don’t Miss”.
The main purpose of your CTA on Google Ads is to keep the audience engaged. If it can’t, you will lose valuable audience.
2. Actions to Master Call-to-Action for Google Ads
2.1 Create Relevant CTA
Call-to-Action (CTA) are required to be relevant to the aim of the Google Ads for your business. Remember, there is a character limit for your ad and wasting words to create longer call to action would be foolish action. So, focus on using strong action words which reflects the aim of the ads. The chosen CTA needs also to share an urgency among audience to react to the ad. This is because it would drive value proposition for the product. Lower any unnecessary distraction and ensure clarity for the CTA.
2.2 Increase Visibility of CTA
In mastering the CTA in Google Ads, you are required to increase its visibility to the audience. Many companies often hide CTA in description text considering it is an inappropriate idea. However, ending your product or service description with CTA is a unique approach. This is because it draws increased attention from the consumers who read through the description to make the purchase or interact with the ad.
The places which increase the highest visibility of CTA are not on the description but on the headline. This is because headlines are the highlight of the Ads which are read by most people. You need to understand that people wish to get the most information within a brief time and effort. So, they would avoid going through the description in detail and act on what catches the eye first (headline). There are limited words allocated for the headline, so make the CTA concise without losing clarity.
2.3 Clarify the Action for CTA
A CTA directs the person about the next move to be made for the Google Ad. Your CTA needs to tell the individual what is to be done and the impact of the action. It should not focus on requesting the person how the action is to be done. For example, keep CTA like “Buy now”, “Save now” and others on Google Ads. Also use “Save $10 on Today’s Purchase”, “Call now to get a free gift”, etc.
You need to understand that there is limited space for you to convey the reason any individual should click on your Ad. Therefore, stop wasting your time on the outlook of the CTA such as colour, size, font and others. Your focus should be on the message so that you can frame it effectively by using the provided space in the Google Ad.
2.4 Logically Place CTA
In mastering the CTA for your Google Ad, you need to understand the way to place them. The CTA is required to be appropriately visible to the customers to take the required action. You need to focus on the UX design of the Google Ad for placing the CTA. For this, you need to keep the CTA button directly on the path of exploring the Ad by the audience. Analyse the entire presentation of the Google Ad which is going to contain the message and logo of the company. Chart the natural flow of reading to be maintained by the audience so that the CTA can be placed effectively.
For example, see the Google Ads for Apple TV: Gift Card. You can see the CTA button “Learn more” is set by the side of the pictures. It is a logical placement as visuals usually draw the audience to be looked at first and placing the CTA button by its side creates an effective placement.
Source: e-consultancy
However, look at the Google Ad for Macy’s Father’s Day Sale. You can see messages all over the Ad without any definitive CTA to be easily spotted. This nature of CTA placement confuses the audience and does not divert them in making the click.
Source: e-consultancy
2.5 Choose an Enthusiastic CTA
If you are aiming to make the target audience show an emotional response to your Google Ad, a long CTA is best to be used. This is because it mentions the reason along with the action to be performed. For example, “Shop now, get 25% off” is a long CTA that provokes an emotional response in the audience to any Ad for getting the discount. If you drop a “Shop now”, it only tells the audience what to do. It may not raise their enthusiasm to select the CTA out of a lack of feeling of purpose for the action.
2.6 A/B Testing CTA
In framing the best CTA in Google Ads, you need to know where and how to place it. You also need to analyse the contrasting colours to be used to make it highlighted on the Ad so that it gets easily noticed. Thus, you need to focus on the UX design part for placing the CTA on Google Ads. For this, you can set A/B testing to select the best way to present the CTA on the Google Ad.
3. Examples of Quality Call-to-Action in Google Ads
Presence of mind is necessary to detect the best CTA to be used based on the nature or subject of Google Ads. Here, I am sharing some examples of CTA with their purpose to help you master their use for Google Ads.
- “Sign-up” or “Register”: It is a forthright phrase which makes the audience take immediate action in purchasing the product. This CTA aims to create the identity of the user online within systems. It is to help them access service features from the platform. It is usually seen on Google Ads which aims to create an increased user account of any webpage or any other web-based services.
- “Call Now”: This feature provides users the chance to get a call from the customer services of the brand to resolve their queries. It is an excellent CTA if the business is aiming to increase sales of its products or attempting to increase website traffic.
- “Try Now”: The CTA creates an interactive opportunity for the Google Ads. It makes the audience virtually try the products before making the purchase. This helps the consumers to analyse the quality of the product or services and take appropriate action.
- “Get a quote”: It is great to use the CTA for Google Ads which provides customisation options to its audience. The CTA encourages the audience to ask for increased data about pricing for the service or product.
- “Subscribe”: If you are creating a Google Ads to allow the reach of target customers to you in receiving marketing messages, product development reports and others, this is the main CTA to be used. It is a key CTA for drawing new audiences through Google Ads to marketing reports, business newsletters, articles, etc.
- “Order now” or “Hurry up”: These CTA are great for Google ads which attempt to make the audience make immediate conversion to purchase any product. This is because it creates a sense of urgency for the viewer of the Ads to take immediate action to buy any services.
- “Share”: The CTA is used to increase the reach of Google Ads on various platforms. Though it looks like asking customers to increase the exposure of your Google Ad, it increases audience engagement with your brand.
- “Buy now”: It is an effective CTA that works well for Google Ads to make viewers execute immediate purchases. They are mostly used in e-commerce Google Ads about products.
- “Pay Later”: A great CTA for Google Ads regarding products where the audience is given the privilege to make immediate purchases without money and pay with time. Usually, no extra interest is needed to be paid by the
- “Click here”: The CTA is effective for Google Ads that try to take the audience to a separate page to make any purchase or subscription.
- “Get started”: It is an excellent CTA for Google Ads that attempts to make the audience take the first step towards trying any product or service. This is because it makes them feel the urge to attempt using a product or service without getting into detail to spend increased time in critically analysing to take the first step.
- “Save now”: It is used in Ads to make the audience make the decision later to purchase or engage with the products or services.
- “Get free trial”: It is a great CTA for Ads which supports the audience to get free access to use any product or service.
4. Importance of Mastering Call-to-Action
Mastering the implementation of CTA is important not only for Google Ads, but also for webpages. CTA plays a major role for the audience to take action to the next level.
4.1 Improve Decision-Making
The use of effective CTA can make your target audience enhance their decision for their action on the Google Ad. This is because appropriate CTA resolves the confusion of the consumer and makes them focus on their action.
4.2 Enhances Sales and Conversion
Appropriate CTA can help you leverage your Ad that could drive more sales. A simple choice like “Submit Payment”, “Pay Now” and other CTA help you make a powerful marketing message that forces sales in disguise.
An appropriate CTA helps in connecting the desire of consumers to action on the Ad. It enhances the usability of products and services along with reduces consumer frustration in making choices to execute the purchase or not.
4.3 Success of Digital Advertising
Mastering CTA for Google Ads helps you create successful digital advertising. The digital space has become highly competitive and missing a single opportunity to direct the client to your product could adversely affect your business. You need to create a strong understanding of the impulsive of the target audience and accordingly frame CTA to make them take action for purchase.
Conclusion
A good call-to-action (CTA) on Google Ads is the fastest way to get conversion and sales for your products and services. Therefore, mastering CTA is part of the marketing game to win. Even though you know which CTA is best to be applied, it is best to test them. It gives you leverage to choose the right CTA along with its impeccable placement on the Ad which would drive effective leads for your products.
Frequently Asked Questions (FAQs)
1. What is CTA on Google Ads?
Call-to-action (CTA) on Google Ads is the clickable button which directs customers to take immediate action about the Ad.
2. How to master the use of CTA on Google Ads?
In mastering the use of CTA on Google Ads, you need to understand the purpose of placing the Ad. Afterwards, focus on selecting relevant CTA that provokes an emotional connection with the audience to make them click the button.
3. Why is CTA important on Google Ads?
CTA is important in Google Ads to motivate the audience to engage more effectively with the brand and avail of their services.
