Drive traffic to your website with new Facebook Ads call-to-action button

A Facebook ad done right can achieve awesome results. It seems that until recently, Facebook’s ad platform was optimized more for driving those results within Facebook. But back in October, we began to see a shift where Facebook Ads Manager began to better integrate business objectives living outside of Facebook, including website conversions.

Brands have invested a lot of resources over the last few years into building large fan bases to market towards. They’re now looking for better ways to turn that access into real actions and real sales.  Facebook seems to be listening, as they’re continuously improving the capabilities of Ads Manager. The newest feature, a call-to-action button, fits neatly into a Page Post ad and helps your audience better understand the action to take.

The call-to-action button has been introduced with 5 of the most common actions as options:

Shop Now, Learn More, Sign Up, Book Now, or Download.  This button, as well as the ad’s text box and image link to your landing page, increases the chance of converting a Facebook user. There are two options within Ads Manager for driving website traffic depending on your needs:

Clicks to Website:  This is a basic option that drives website visits with the regular suite of Ads Manager insights including click-through rate and impressions.

Website Conversions: This is the more advanced option where you can generate a conversion tracking pixel (a JavaScript code snippet to place on the backend of your website) that communicates with Facebook.  It helps measure your return on ad spend by letting you know who clicked on the ad to visit your site and then took the desired action. For example, you can place a tracking pixel on the form page for a downloadable eBook in order to track how many of those downloads came from a specific Facebook ad.

Tips for creating a great ad:

• Choose a relevant and attention-grabbing photo for your ad. Did you know Ads Manager provides access to millions of Shutterstock images at no extra charge? Click on “Find Images”.
• Creating your own ad imagery? That (annoying) 20% text rule still applies! Read our blog post about this rule and how to make sure your ad gets approved.
• Follow Facebook’s specifications when writing copy and sizing an image. You can download a full chart outlining specifications for each type of ad from this site.

Have you used the Facebook Ads call-to-action button yet? Let us know what you think of this new feature!