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

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.

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.

Source: Facebook Ads panel

Source: Facebook Ads panel

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.

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.

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.