{"id":13287,"date":"2024-01-10T09:00:00","date_gmt":"2024-01-10T12:00:00","guid":{"rendered":"https:\/\/cmlo.co\/?p=13287"},"modified":"2024-01-09T21:59:01","modified_gmt":"2024-01-10T00:59:01","slug":"a-importancia-do-cta-call-to-action","status":"publish","type":"post","link":"https:\/\/cmlo.co\/en\/marketing-digital\/a-importancia-do-cta-call-to-action\/","title":{"rendered":"The Importance of CTA (Call-to-Action) in Ads"},"content":{"rendered":"<style>.elementor-13287 .elementor-element.elementor-element-5e9772f3{--display:flex;}<\/style>\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13287\" class=\"elementor elementor-13287\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5e9772f3 e-flex e-con-boxed e-con e-parent\" data-id=\"5e9772f3\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-28e09163 elementor-widget elementor-widget-text-editor\" data-id=\"28e09163\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Are you the type of person who clicks on ads? If so, have you ever wondered why you feel like clicking on certain offers and not others? And what makes you do it? The answer to these questions lies in the CTA in ads, or Call-to-Action, which is one of the most important tools for conversion in advertising strategies. <\/span><a href=\"https:\/\/cmlo.co\/en\/trafego-pago\/\"><span style=\"font-weight: 400;\">paid media<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><figure id=\"attachment_13292\" aria-describedby=\"caption-attachment-13292\" style=\"width: 900px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-13292\" src=\"https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/cadastre-se-cadastre-se-no-conceito-de-boletim-informativo.jpg\" alt=\"cadastre-se no conceito de boletim informativo\" width=\"900\" height=\"600\" title=\"\" srcset=\"https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/cadastre-se-cadastre-se-no-conceito-de-boletim-informativo.jpg 900w, https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/cadastre-se-cadastre-se-no-conceito-de-boletim-informativo-300x200.jpg 300w, https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/cadastre-se-cadastre-se-no-conceito-de-boletim-informativo-768x512.jpg 768w, https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/cadastre-se-cadastre-se-no-conceito-de-boletim-informativo-18x12.jpg 18w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><figcaption id=\"caption-attachment-13292\" class=\"wp-caption-text\">sign up for the newsletter concept<\/figcaption><\/figure><p><span style=\"font-weight: 400;\">In this article, we'll explain what a CTA is, what it's for, how it works and how to make calls to action that convert. Follow along!<\/span><\/p><h2><span style=\"font-weight: 400;\">What is CTA and what is it for?<\/span><\/h2><p><span style=\"font-weight: 400;\">First of all, CTA stands for Call-to-Action, which means call to action. In practice, it is an element that invites the user to take a specific action that is relevant to your business.<\/span><\/p><p><span style=\"font-weight: 400;\">The CTA can be a button, a link, a phrase, an image or any other feature that catches the user's eye and invites them to click, download, buy, subscribe, register or do anything else with your ad.<\/span><\/p><p><span style=\"font-weight: 400;\">And what is the objective? The call to action serves to guide the user through the buying journey, taking them from the stage of interest to the decision stage, generating more engagement, relationships and conversions. That's why it must be aligned with the objective of the ad and the profile of the target audience.<\/span><\/p><h3><span style=\"font-weight: 400;\">How it works<\/span><\/h3><p><span style=\"font-weight: 400;\">The CTA acts as a psychological stimulus for the user to make a decision.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In fact, it arouses a sense of urgency, curiosity, need or desire in the individual. To do this, however, it must use strong, clear and persuasive words that convey the benefits of the proposed action and create a positive expectation in the user.<\/span><\/p><p><span style=\"font-weight: 400;\">And, as we mentioned earlier, the call-to-action must also be aligned with the objective of the ad and the stage of the user's buying journey.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">For example, if the ad aims to generate traffic to a website, the CTA could be something like \"Learn more\" or \"Visit the site\".\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">On the other hand, if the aim of the ad is to generate leads, the CTA could be something like \"Download the free e-book\" or \"Sign up now\".\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Now, if the aim of the ad is to generate sales, the CTA could be something like \"Buy now\" or \"Take advantage of the offer\".<\/span><\/p><h2><span style=\"font-weight: 400;\">The importance of CTAs in ads for conversion<\/span><\/h2><p><span style=\"font-weight: 400;\">Given all that has been said so far, you've probably realized that the CTA in ads is one of the most important elements, right? After all, it's what will determine whether or not the user will interact with your message.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">A good CTA can significantly increase the chances of conversion, as it creates a sense of urgency, need or desire in the user. Otherwise, it can decrease the chances of conversion, as it can be confusing, generic or uninteresting.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">That's why it's essential to choose the right words, colors, size and position for your call to action.\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">Call-to-action formats for your digital marketing strategies<\/span><\/h2><p><span style=\"font-weight: 400;\">There are various CTA ad formats that you can use in your <\/span><a href=\"https:\/\/cmlo.co\/en\/marketing-digital\/13-estrategias-de-marketing-para-medias-e-grandes-empresas\/\"><span style=\"font-weight: 400;\">digital marketing strategies<\/span><\/a><span style=\"font-weight: 400;\">depending on the type of media, the audience and the objective. Some of the main formats are:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Buttons: these are the most common and effective call-to-action formats. They stand out in the ad and make it easy for the user to click. They should have a contrasting color with the background of the ad and a short, persuasive text.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">In-text links: these are the most discreet and subtle CTA formats. They can be used in long or short texts, such as articles, emails or social media posts. Ideally, they should have a different color from the rest of the text and a relevant, contextualized text.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">CTAs on banners: these are the most visual and creative formats for calls to action. They can be used on static or animated banners, on websites or social networks. They should have an attractive image and concise, impactful text.\u00a0<\/span><\/li><\/ul><figure id=\"attachment_13294\" aria-describedby=\"caption-attachment-13294\" style=\"width: 893px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-13294\" src=\"https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/ilustracao-do-conceito-de-assinante-subscribe.jpg\" alt=\"ilustra\u00e7\u00e3o do conceito de assinante subscribe\" width=\"893\" height=\"599\" title=\"\" srcset=\"https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/ilustracao-do-conceito-de-assinante-subscribe.jpg 893w, https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/ilustracao-do-conceito-de-assinante-subscribe-300x201.jpg 300w, https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/ilustracao-do-conceito-de-assinante-subscribe-768x515.jpg 768w, https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/ilustracao-do-conceito-de-assinante-subscribe-18x12.jpg 18w\" sizes=\"(max-width: 893px) 100vw, 893px\" \/><figcaption id=\"caption-attachment-13294\" class=\"wp-caption-text\">illustration of the subscriber concept subscribe<\/figcaption><\/figure><h2><span style=\"font-weight: 400;\">5 best mental triggers for CTAs in ads<\/span><\/h2><p><span style=\"font-weight: 400;\">But what are mental triggers? In principle, they are persuasion techniques that activate certain emotions or reactions in the human brain. They are widely used in marketing and <\/span><a href=\"https:\/\/cmlo.co\/en\/marketing-digital\/inovacoes-em-publicidade\/\"><span style=\"font-weight: 400;\">advertising<\/span><\/a><span style=\"font-weight: 400;\"> to influence consumer decisions.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">There are various types of mental triggers that you can use in your CTAs in ads, but we're going to highlight the 5 best:<\/span><\/p><h3><span style=\"font-weight: 400;\">Scarcity<\/span><\/h3><p><span style=\"font-weight: 400;\">It's the mental trigger that creates the feeling that something is limited or rare, and that it could run out at any moment. It generates a fear of losing an opportunity or a benefit, and encourages the user to act quickly. Examples of CTAs with scarcity are: \"Last units\", \"Today only\" or \"Get yours before it runs out\".<\/span><\/p><h3><span style=\"font-weight: 400;\">Urgency<\/span><\/h3><p><span style=\"font-weight: 400;\">This mental trigger creates the feeling that something is immediate or urgent and needs to be done now. In other words, it creates pressure or anxiety in the user and pushes them to make a decision. Good examples include: \"Buy now\", \"Don't waste time\" or \"Make the most of it while there's still time\".<\/span><\/p><h3><span style=\"font-weight: 400;\">Free trial<\/span><\/h3><p><span style=\"font-weight: 400;\">The free trial, on the other hand, is the mental trigger that creates the feeling that something is free or without obligation, and can be tried out without risk. Its great advantage is that it generates curiosity or trust in the user and encourages them to test the product or service. This is the case with: \"Free 7-day trial\", \"Try it at no cost\" or \"Do a free trial now\".<\/span><\/p><h3><span style=\"font-weight: 400;\">Authority<\/span><\/h3><p><span style=\"font-weight: 400;\">The authority trigger is a little more complex, as it creates the feeling that something is reliable or recognized, that it has credibility or quality based on the opinion of experts or satisfied customers.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">By using this CTA in ads, you generate admiration or reassurance in the user and convince them to follow someone's recommendation or example. Examples of authoritative CTAs are: \"Recommended by experts\", \"Approved by thousands of customers\" or \"The best on the market\".<\/span><\/p><h3><span style=\"font-weight: 400;\">Pleasure<\/span><\/h3><p><span style=\"font-weight: 400;\">Last but not least is the mental trigger of pleasure. It creates the sensation that something is pleasurable or satisfying, and that it brings benefits or advantages, generating a desire or motivation in the user, and persuading them to seek the solution or reward.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Examples of CTAs with pleasure triggers are: \"Make your dream come true\", \"Transform your life\" or \"Enjoy the best\".<\/span><\/p><h2><span style=\"font-weight: 400;\">How to make CTAs that convert?<\/span><\/h2><p><span style=\"font-weight: 400;\">To make CTAs in ads that convert, you need to follow some good practices that will help increase the efficiency of your calls. Here are some tips:<\/span><\/p><h3><span style=\"font-weight: 400;\">Take care of the context of the call to action<\/span><\/h3><p><span style=\"font-weight: 400;\">The CTA must be appropriate to the context of the message, the stage of the user's buying journey and the objective of the ad. There's no point in asking the user to buy something if they don't know about your product or service yet. Therefore, the call-to-action must be coherent with the content of the ad and the value proposition of your business.<\/span><\/p><h3><span style=\"font-weight: 400;\">Use simple, objective texts<\/span><\/h3><p><span style=\"font-weight: 400;\">The call-to-action must be clear and straightforward, without any convolutions or ambiguities. The user must easily understand what action is expected of them and what the benefits of doing so are.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">A tip here is to use verbs in the imperative, such as buy, download, subscribe and sign up, as well as strong, persuasive words such as now, free, exclusive, among others.<\/span><\/p><h3><span style=\"font-weight: 400;\">Use contrasting colors<\/span><\/h3><p><span style=\"font-weight: 400;\">The CTA in ads should stand out in the message, so that the user has no trouble finding it and clicking on it.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">To do this, use contrasting colors between the call to action and the background of the ad, but without overdoing it or visually polluting it. The colors should also convey an emotion or a message related to your product or service.<\/span><\/p><h3><span style=\"font-weight: 400;\">Make sure the CTA is visible in the ad<\/span><\/h3><p><span style=\"font-weight: 400;\">In addition to the tips mentioned above, remember that your CTA should be in a strategic position in the ad, where the user can easily see it. Therefore, avoid placing it in hidden, distant or too small places.<\/span><\/p><h3><span style=\"font-weight: 400;\">Explore CTA numbers in ads<\/span><\/h3><p><span style=\"font-weight: 400;\">Figures can increase the credibility and attractiveness of the call to action, as they can show the user concrete data, such as percentages, quantities, prices or deadlines.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In addition, numbers can also create a sense of scarcity or exclusivity, which are powerful mental triggers for conversion. For example, \"Save 70% on your travel package. Offer valid today only\", \"Be one of the first 10 to sign up and get an exclusive bonus\".<\/span><\/p><h3><span style=\"font-weight: 400;\">Do A\/B tests<\/span><\/h3><p><span style=\"font-weight: 400;\">A\/B testing is a way of comparing two or more versions of a CTA in ads to see which one performs best in terms of clicks and conversions.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">A\/B tests make it possible to identify which elements are most effective for each type of ad and target audience, such as text, color, format, size or position.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">To do A\/B testing, you need to define a hypothesis, create the call-to-action versions, apply them to a group of ads and analyze the results.<\/span><\/p><h3><span style=\"font-weight: 400;\">Rely on experts to make CTAs into ads that convert<\/span><\/h3><p><span style=\"font-weight: 400;\">Making CTAs in ads that convert is not a simple task. It requires knowledge of marketing, advertising, psychology and design.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">So if you want to get better results from your ads, you don't have to do everything yourself.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">You can count on a <\/span><a href=\"https:\/\/cmlo.co\/en\/\"><span style=\"font-weight: 400;\">team of marketing and advertising experts<\/span><\/a><span style=\"font-weight: 400;\"> to create calls to action in ads that arouse the user's interest and offer good results.\u00a0<\/span><\/p><p><a href=\"https:\/\/cmlo.co\/en\/contato\/\"><span style=\"font-weight: 400;\">Contact CMLO&amp;CO<\/span><\/a><span style=\"font-weight: 400;\"> and learn how we can help you increase your sales with more efficient ads.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Are you the kind of person who clicks on ads? If so, have you ever wondered why you feel the urge to click on certain offers and not others? And what makes you do it? The answer to these questions lies in the CTA in ads, or Call-to-Action, which is one of the most [...]<\/p>","protected":false},"author":3,"featured_media":13299,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[16],"tags":[],"segmento":[],"solucao":[],"class_list":["post-13287","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital"],"acf":[],"_links":{"self":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/posts\/13287","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/comments?post=13287"}],"version-history":[{"count":0,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/posts\/13287\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/media\/13299"}],"wp:attachment":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/media?parent=13287"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/categories?post=13287"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/tags?post=13287"},{"taxonomy":"segmento","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/segmento?post=13287"},{"taxonomy":"solucao","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/solucao?post=13287"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}