[Data] Split Test Results on Facebook’s New Call-to-Action Buttons

February 12,2014 by
Molly Pittman

Have you seen them yet?

Facebook’s new call-to-action (CTA) buttons for ads are now available.   Our advice, jump on this tactic right now — it works.

We’ve been running tests on them this week and we’ve got results.  We’ll also show you how to set these up for yourself at the end of this article.

**NOTE: This Thursday, February 13th, we will do a live demo of these Facebook CTA Button Ads and answer all of your questions on the weekly DM Lab Office Hours call.  Learn more about Digital Marketer Lab here.**

What are Facebook Call-to-Action Buttons?

The appropriately named call-to-action buttons allow you to add the following CTA buttons to your ads,

  • Shop Now
  • Learn More
  • Sign Up
  • Book Now
  • Download

Here’s an example…

 Example Facebook Call To Action Button

 

Notice the “DOWNLOAD” button — which is appropriate for this particular ad.

Here are the results of our testing…

We ran the following ad without a CTA button,

Facebook Call To Action Button Ad

We duplicated the ad and added a “LEARN MORE” call-to-action button,

Split Test with Facebook Call To Action Button

Clicks were significantly cheaper using the Facebook CTA button,

Results of Split Test

The ad without the button cost 36% more to generate a website click.

This makes sense right?  When we ask people to take action, they do.

The only question is what took Facebook so long to give us these buttons!  :)

How to Create Facebook Ads With Call-To-Action Buttons

As of this writing, there are three to keep in mind when building ads with CTA Buttons,

1 – They have to be built in Power Editor

Facebook will show you how to set up Power Editor here.  It’s worth setting up Power Editor because Facebook often rolls out new features to Power Editor before the regular Ad Manager.

2 – They have to be the “Clicks to Website Ad Type”

When you build an ad you will choose an “objective” for the ad.  The only type of ad that allows CTA buttons at the moment is the “Clicks to Website” objective.

Here’s what it looks like in Power Editor,

Facebook Power Editor - Adding Call To Action Buttons

3 – They have to be unpublished or “dark posts”

An unpublished post simply means that it won’t appear on the wall of your Facebook business page.  Some marketers call these “dark posts.”

In Power Editor, you’ll click CREATE NEW UNPUBLISHED POST and it will pop up the box in which you will create your ad.  Here’s what it looks like in Power Editor,

Create an Unpublished Post in Power Editor

Then, it’s just like building any other ad with the exception of adding the Call-To-Action button you want to use,

Add Call To Action Button

We’re seeing great results from this new feature in Facebook Ads.  I recommend you start using these right away.

Need more proof? The largest online retailer in the world is already using the new Facebook CTA Buttons, as you can see below:

Amazon

**NOTE: This Thursday, February 13th, we will do a live demo of these Facebook CTA Button Ads and answer all of your questions on the weekly DM Lab Office Hours call.  Learn more about Digital Marketer Lab here.**

 

About Molly Pittman

Molly Pittman is Digital Marketer's Vice President and Traffic Manager. She uses her wide range of business and communication skills to acquire customers through paid traffic. She graduated with a degree in Business Administration & Marketing from Transylvania University in Lexington, KY. Molly has a tiny black dog named Larry. Connect with Molly on Facebook

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