It’s well known that Calls To Action (CTAs) are needed in Pay-Per-Click (PPC) campaigns, all to ensure that the readers of your campaigns know what to expect when they arrive at your landing pages, especially as you’re paying for this traffic. I think it’s safe to say that any unclear CTA’s will result in any potential traffic leaving the website without converting.
Developing a clear Call To Action will obviously depend on your goals, but there must be a few standards when deciding on the level of description of your CTA, and how it will a) make the ad effective, and b) how it will convert your traffic.
The few points I’m going to make, is to:
• Avoid bog-standard text links. One of the best practices with CTAs is that it must be visually striking, that compels to you click on the offer. Generic Links, especially when used on multiple pages won’t give you the best returns in the majority of cases. This has a lot to do with your traffic, and their want to see something different on each page they see. These should be different, unique, and appealing.
• Give the Traffic what they want. If you put yourself in the user’s shoes, and consider the following: How did they arrive on your page? What are they looking for? What are they expecting to find? When you’ve answered those questions for yourself, you’ll be in a far better position to write copy, improved content and to direct your traffic to the next logical step in the process. Your main aim for this should always be to direct the visitor to the next action to take.
• Perfect your Content. Again get rid of the text links! Believe me when I say that CTA buttons are the way to go, all of which should have perfected (and tested) copy that appeals to your audience. You don’t want to have any more than two to three words on your Call To Action – I’ve seen this before, and overloading your button just makes it difficult to read, and won’t give you a good amount of conversions.
• Use Buttons. Statistically speaking, graphical CTAs are proven to be so much more effective than static links. That’s because technology, over the years, has trained us to believe that graphics – and by that, I mean buttons – are naturally going to take us somewhere, whereas text, whether it’s a link or not, is just content. Graphics are far more prominent, and having a relevant position is 100 times more likely to give you the results that you’re after.
To conclude, the above points, if not already implemented, have to be acted upon. If you want your visitors to ‘start sth now’, then let them know so. Specifics count for a lot, and with PPC campaigns, you need to rid yourself of irrelevant clicks and traffic. Make sure the statement that you’re making is accurate!