Don’t Use This Facebook Ads CTA!

0:00hi guys it's ben heath from lead guru and in this video i'm going to talk about facebook ads ctas which call to action button should you be using in your facebook ads i see tons of facebook advertisers getting this wrong it's very important that you get this right it can make a big difference to your results so i thought i'd create a video going through the cta options or some of them at least and explaining which one you want to use and when and how you can work out which one you should use in your facebook ad campaigns before i get into each one very quickly ask you hit

0:25that thumbs up button and of course subscribe to my channel if you haven't done so already very very important if facebook and instagram ads is important to your business to go ahead and subscribe i can help keep you up to date with all the changes going on with facebook and instagram advertising which is monthly if not weekly at the moment so um very important you subscribe if you haven't already make sure you see my new stuff okay um so i've created an example conversions campaign that's what we use the most i'm going to jump to the ad level obviously the cta the call to action button is done or selected at the

0:56ad level so i just put together well i haven't even put together an ad i've just grabbed an image just for demonstration purposes this is not how i'd run in an actual ad but if we scroll let's minimize that you can see here we've got this learn more button and that's the default call to action you see this call to action section that facebook provides and you see once you click on this little down arrow you get tons and tons of options okay that are available here now firstly most of the time i'm not going to recommend no button i'm going to recommend including a button um lots of

1:27people will click on that button more than you'd think and you want it to help affirm the action that you want people to take now the biggest mistake i see people make here is they either leave it as learn more when it's not appropriate okay so if if the actions the next book that someone's taking is not learning more don't just leave it at learn more or they use a call to action that is more appropriate for further along the sales funnel as opposed to the next step okay let me give you an example let's say for example i was advertising an online course someone's going to

2:00become qualified in something right i would almost certainly in that scenario want to use learn more watch more something like that because i want to give people a little bit of information about what's on offer get them through to my website or wherever it is i'm taking them so they can learn more about the course offering a course for example is a really considered purchase um someone's going to probably be investing you know particularly to get some sort of professional qualification right they're going to be investing a good amount of money into it um probably a lot of time you don't want to scare them by asking

2:33for the next step so in that scenario you would want to use something like learn more or watch more something along those lines so they can go that's the action the very next action you want to take you wouldn't want to use sign up and that's one of the mistakes i see happen a lot is someone will use sign up and that's going to put a lot of people off it's too aggressive it's too um you're making too big of a assumption of people that they're going to go through and sign up straight away they're going hang on i'm not i'm not clicking on this i'm not signing up

3:00no no no that's too much i'll i'll click through and learn more i'll find out a bit more information but i'm not signing up okay um these sort of psychological things really do matter so i said that's probably the single biggest mistake people i see people make is using something that's too far down the sales funnel um and scaring people people don't want to commit you look at that sort of situation where you know your friend asks you to do something and you're there like you don't really respond to their message because you're like ah i don't know if i want to commit to that yet i i don't have any plans but i might

3:34do et cetera you know that's sort of that natural feeling where you you delay doing something you delay committing to something exactly the same process that's going on with this don't don't put something in your ad use a call to action button that sounds scary and like they need to make a big commitment likewise don't leave it at learn or if that's completely unappropriate and so if for example your next action that you want people to take is to go ahead and purchase for example or a download would be a great option if you're advertising a lead magnet don't think learn more they don't need to learn more just go

4:08ahead and click download get offer for example you know you could have shop now if you're an e-commerce business that's one we'd use a lot you don't want to learn more if it's a really simple easy to buy impulse purchase product someone's like i don't want to click through to a page and learn more and have all this information i've got to read through first i just want to click through and buy it shop now gives that impression you're letting giving people an idea of what's going to happen once they click remember there's always going to be natural resistance from people clicking off of facebook or

4:37instagram to your website they're not saying they won't but there's always going to be a bit of like i don't really want to i'm on here doing this thing i don't want to be interrupted um so make sure it's really appropriate that'll be another classic issue so the way to think about this is the option you want to use is should describe the immediate action you want someone to take what are they going to do right now as soon as they click okay are they going to download something are they going to learn more often learn more is appropriate are they going to shop now do you want them to click through and

5:12then just buy the product straight away they don't need to know a huge amount about it click through and buy um are they going to book now if it's you know a free consultation for example are they going to subscribe use the one that is exactly the next step don't use the one that's three steps down the line and don't use one that's not appropriate the one that's the very next step okay simple point simple video but hopefully that can help you guys select the right one get better results we've tested this it can make 15 20 difference just using the right call to action here so well

5:45worth getting this right and hopefully helps you get better results before you go a couple of things i want to quickly mention the first is our facebook advertising services my company lead guru is a specialist facebook and instagram advertising agency we create manage and optimize facebook ad campaigns for our clients so if that sounds like something you're interested in you can book a free call with one of my team members there's a link in the video description below we do have a 3k per month minimum budget requirement but if you meet that um absolutely go ahead book a call have a chat with us find out

6:13more about our service we can find out more about your business see if we'd be a good fit and um yeah hopefully we get a chance to uh to work together other thing i want to mention is my facebook ads mastermind group this is a free facebook group um that currently has over 130 000 members amazing online community full of facebook advertisers just like you wanting to get better results asking questions getting them answered i'm in there all the time um great community to be part of if you're a facebook and instagram advertiser link's in the description completely free to join we'd love to see you over

6:43there if you found this video useful please give it that thumbs up comment below if you've got questions comment below with feedback i can't respond to everything but i certainly see it all and of course make sure you're subscribed for little bits of information like this they're going to help you get better results thanks a lot guys bye for now