Does the CTA Button Matter for Meta Ads (Facebook Ads)?

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Does the CTA Button Matter for Meta Ads (Facebook Ads)?
31 January 2024
The call-to-action buttons available on the Meta platform are designed to encourage users to take specific actions after encountering our advertisement. Find out from this post exactly what CTA buttons Meta offers and what are the benefits of using them properly!
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2min.

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What is a CTA Button and What Are the Functions?

The name of the CTA button is an abbreviation for call to action. We have the possibility to use this button when creating adverts in the Meta ad manager. It is used to encourage users to click on our content.

The ability to select button text differs between ad formats. In single image and carousel, there is an imposed list from which a specific phrase can be selected.

CTA button in single image ad

Source: Facebook Ads Panel

In the collection, we have freedom of choice – we are able to enter the CTA of our preference. In addition, two such buttons are available in this format. One in the main view and one that appears in the individual card view. For each button, we can also select a suitable landing page link, to which a click on the button will take us.

CTA button in Facebook Ads

Source: Facebook Ads panel

CTA button in Facebook Ads

Source: Facebook Ads panel

Types of CTA Buttons

Meta Ads gives you the opportunity to choose from a really wide range of CTA buttons. Which ones will be available in a particular campaign depends on what goal was chosen when creating the campaign. Below in the tables you will find specific buttons that can be used each campaign goal.

goal: awareness

CTA buttons in campain with goal: awareness

Source: own graphic based on data from https://www.facebook.com/business/help/410873986524407

goal: traffic

CTA buttons in campaign with goal: traffic

Source: own graphic based on data from https://www.facebook.com/business/help/410873986524407

goal: engagement

CTA buttons in campaign with goal: engagement

Source: own graphic based on data from https://www.facebook.com/business/help/410873986524407

goal: leads

CTA buttons in campaing with goal leads

Source: own graphic based on data from https://www.facebook.com/business/help/410873986524407

goal: app promotion

CTA buttons in campaign with goal app promotion

Source: own graphic based on data from https://www.facebook.com/business/help/410873986524407

goal: sales

CTA buttons in campaign with goal sales

Source: own graphic based on data from https://www.facebook.com/business/help/410873986524407

The Meaning of the CTA Button

The main task of the CTA button is to indicate to the user what to expect by clicking on the content. Whether it will be the possibility of filling out a form, making a purchase or taking part in a Facebook event.

The ad message can also be reinforced by adding an CTA button on the graphics used in the ads. An example is shown below.

CTA buttons on graphic

Source: Delante advertising material

The call-to-action button is not only for making the ad content sound good. Choosing the right one, other than the default “Find out more” can help the algorithm target and deliver maximized results. For example, by choosing a CTA with the text “Buy now” we give Facebook a signal that we want to get a conversion – a sale – through the ad. In this way, Meta can display the ad to people who are more likely to click on that button.

The biggest advantage of the CTA button is certainly to offer the user the opportunity to go from the ad (already with the suggestion of a specific action) to the landing page we have selected, so it is worth taking a moment to choose it properly.

Author
Karolina Pyznar Delante
Author
Karolina Pyznar

SEM Specialist

A Management and Economics graduate. She started her adventure at Delante with an SEM internship in December 2021. She currently holds the position of SEM Specialist. Her special interest from the professional angle is Internet marketing, and she is no stranger to Google market changes. Privately, she enjoys traveling, sport, especially gym.

Author
Author
Weronika Strzeżyk

Junior SEM Specialist

Author
Karolina Pyznar Delante
Author
Karolina Pyznar

SEM Specialist

A Management and Economics graduate. She started her adventure at Delante with an SEM internship in December 2021. She currently holds the position of SEM Specialist. Her special interest from the professional angle is Internet marketing, and she is no stranger to Google market changes. Privately, she enjoys traveling, sport, especially gym.

Author
Author
Weronika Strzeżyk

Junior SEM Specialist

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Award - Deloitte 2021 Award - European eCommerce Awards 2022 Award - European Search Awards 2022 Award - Global Agency Awards 2022 Award - IPMA Award - US Search Awards 2021

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