![\"\"](\"https:\/\/adespresso.com\/wp-content\/uploads\/2018\/10\/university-experiment-E-14-1024x536.jpg\")
<\/a><\/p>\nSpending a little time crafting your Click To Action button can make a significant difference to your conversions.<\/p>\n
But what’s the best CTA for your Facebook ads<\/strong> to stop people dead in their tracks and increase your clickthrough rate?<\/p>\n We invested $1,000 to run an experiment and find the scientific answer. And we discovered that…<\/p>\n <\/p>\n Although Facebook advertising can be very useful for general brand awareness, most of the time, we want to deepen the relationship with the prospect or customer by getting them to take action.<\/p>\n To help with this, Facebook provides a range of call to action (CTA) buttons for ads and pages.<\/p>\n There are approximately 20 different options, from the general \u201clearn more\u201d to more specific ones such as \u201cshop now\u201d for e-commerce, \u201csee menu\u201d for cafes and restaurants and even \u201cget showtimes\u201d for movie theatres.<\/p>\n What we wanted to discover is:<\/p>\n To take the guesswork out of advertising, we ran another AdEspresso $1,000 experiment to find out what really works when you put real ad dollars behind an A\/B test.<\/p>\n We wanted to test four different CTA options:<\/p>\n To make the test \u201cscientific\u201d and its results meaningful, we needed\u00a0to eliminate as many variables as possible. So we basically created one\u00a0single Facebook\u00a0ad and copied it four times, changing only the CTA button.<\/p>\n![\"Facebook](\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/09\/Facebook-CTA-options.png\")
<\/p>\n\n
What\u2019s the Best CTA for Facebook Ads?<\/h2>\n
Experiment Setup<\/span><\/strong><\/h4>\n
\n
No button<\/strong><\/h5>\n<\/li>\n
Learn more<\/strong><\/h5>\n<\/li>\n
Download<\/strong><\/h5>\n<\/li>\n
Signup<\/strong><\/h5>\n<\/li>\n<\/ul>\n
The other details of the campaign are:<\/span><\/strong><\/h4>\n
\n
\n<\/strong>Each ad was placed into a separate adset so that we could control the budget and each ad spent $250 over the course of 11 days. With four ads that resulted in a total campaign budget of $1,000. Lifetime budgeting was used.<\/li>\n
\nLowest cost without cap<\/li>\n
\nMobile newsfeed<\/li>\n
\nUS 1% Lookalike based on a seed audience of leads.
\nCurrent leads and website visitors in the last 180 days were excluded to prevent subscribers from seeing the ads.<\/em><\/li>\n
\nWe optimized for conversions based on a lead pixel placed on the thank you page.<\/li>\n<\/ul>\n![\"Facebook](\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/09\/Facebook-CTA-experiment-ads-details-1024x252.png\")
<\/p>\n
![\"Facebook](\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/09\/Facebook-CTA-experiment-ad-No-Button.png\")
<\/p>\n![\"Facebook](\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/09\/Facebook-CTA-experiment-ad-Sign-UP.png\")
<\/p>\n![\"Best](\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/09\/Facebook-CTA-experiment-ad-Learn-More.png\")
<\/p>\n![\"Best](\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/09\/Facebook-CTA-experiment-ad-Download-296x300.png\")
<\/p>\n![\"Best](\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/09\/Facebook-CTA-experiment-landing-page.png\")
<\/p>\n![\"Best](\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/09\/Screen-Shot-2018-09-06-at-11.36.23.png\")
<\/p>\n![\"Best](\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/09\/Facebook-CTA-experiment-results-1024x508.png\")
<\/p>\n![\"\ud83e\udd48\"](\"https:\/\/s.w.org\/images\/core\/emoji\/2.3\/svg\/1f948.svg\")
<\/h5>\n<\/li>\n![\"\ud83c\udfc6\"](\"https:\/\/s.w.org\/images\/core\/emoji\/2.3\/svg\/1f3c6.svg\")
<\/h5>\n<\/li>\n<\/ul>\n