Posted on Apr 21, 2021
Calls to action are very important, so find out how to use them effectively...
When creating successful Google Ads, there are several elements to consider, including images, links, and corresponding landing pages. Ad text is also one of the key factors, with calls to action falling under this category.
A strong call to action (CTA) can help a Google ad perform far better, increasing the click through rate (CTR) and ultimately, lead to more conversions.
Due to our wide client base and years of optimising Google Ads for multiple industries, along with our innovative PPC management software, we’ve gathered a wealth of experience on how to optimise Google Ads for maximum performance. Below, we’ve shared our top Google Ads call to action examples.
What is a call to action?
A call to action, also known as CTA, is a marketing term used to tell the user exactly what action they should take, and how to do it. They are used to help persuade a user and can be seen in the form of a clickable button or hyperlinked text within an ad.
This can be a simple sentence, such as “Buy now”, or slightly longer, such as “Subscribe now to never miss a post!” and can accompany a strong image or video.
Here are some other common phrases used for CTAs:
- Listen now
- Apply now
- Watch more
- Get a quote
How do I create compelling Google Ad copy?
It’s important to understand how to create strong Google Ad copy before you can address your CTAs. Here is a step by step, best practice guide to creating Google Ad copy:
- Leverage keywords where possible – if you want to better target your chosen audience, you’ll need to incorporate your keywords into your ad text. This way, your ad will have a higher chance of appearing in front of the right audience at the beginning of their online shopping journey.
- Be specific to the user’s query – often, when a user is shopping online, they will be looking, and searching for, something very specific. It’s important that you match their specificity as much as possible.
- Always include a CTA – your ads are designed to make a user take a specific action, whether it’s to visit your website or to get in touch with you. Therefore, a CTA is crucial to prompting the user to take these actions once they see your ad.
- Messaging and tone of voice – not only do you want your ads to reflect your brand’s unique persona, but you also want to appeal to your target audience and deliver the right sentiment.
By following the above steps, you’ll already be well on your way to creating strong Google Ads copy.
What is a good call to action?
As previously mentioned, CTAs are incredibly important, therefore, you must spend time optimising them for your Google Ads. Depending on the nature of your ad, and the actions you are trying to prompt, your CTA needs to reflect this.
Overall, a good CTA is clear, concise, and easy to follow for the user. Not only does it point them in the right direction, but it motivates them to leap into action.
Here are some of the best Google Ad Call to Action examples:
1. Direct Line
With so many large car insurance brands online, it can be hard for users to decide which provider to choose. With this Google Ad from Direct Line, they present a clear CTA which directs the user to exactly what they’re looking for, which is finding a car insurance quote, while also enforcing that they’re not like other car insurance providers, as they’re not on comparison sites.
For their Google Ad, Apple have used site extensions as their CTAs. While Apple is a huge company and doesn’t necessarily need to advertise their products, this Google Ad and the CTAs can help users in their online shopping journey, by both simplifying and speeding up the process.
This ad is a perfect example of encouraging and motivating users to sign up for a service. With clear and easy to follow CTAs, a user can get to where they want to be quickly and easily.
In true Nike style, their Google Ad and CTA is bold, punchy, and strong. Wording such as “shop the latest and greatest” reminds users of their prestigious products and reputation, reinforcing the idea that if users shop from their site, they too can be the best of the best. The site extensions are another example of a brand being as useful as possible in the user’s journey, providing them with quick access to key pages of the site.
Through their ad text and CTA, Trabocca is persuading users to act from the beginning by providing plenty of reasons why, including free samples. This reassures users that it is a risk-free opportunity.
Google Ad CTA top tips
To summarise, here are our top tips on creating the perfect Google Ad call to action:
- Match up your CTA to your audience – deliver a more personal message and consider how different audiences will react to different CTAs.
- Stick to one goal and CTA per campaign – multiple CTAs can confuse the user. Don’t ask them to take multiple actions in one ad.
- Reiterate your CTA – incorporate reinforced messaging in your ad text to clearly explain the benefits the user will receive from interacting with your CTA.
- Utilise ad extensions – the ad extensions available within Google can help to support and reinforce your CTA.
- Add urgency – naturally, users are always looking for the best deal. By creating a sense of urgency in your CTA, you can make users want to click faster, so they don’t miss out.
If you’re looking for help with PPC campaign management, please feel free to get in touch with us today. Our team of digital experts can help you to make the most of your Google Ads while ensuring they’re completely optimised, CTAs included.
We also offer PPC training to help you boost your skills in PPC advertising. Choose from standard or bespoke courses.