How to Write PPC CTAs That Convert
A strong Call-to-Action (CTA) can make or break your PPC ads. CTAs guide users to take action, like buying a product or signing up for a service. Here’s what you need to know:
- CTAs are critical for PPC success: Ads with clear CTAs can boost click rates by up to 285% and conversions by 232%.
- Key elements of effective CTAs:
- Use action verbs like "Get", "Buy", or "Start."
- Highlight clear benefits for the user.
- Keep the focus simple and relevant to the audience.
- Psychology matters: Add urgency, scarcity, or social proof to make users act faster.
- Avoid common mistakes: Don’t use vague language, mismatched intent, or poorly visible buttons.
- Mobile optimization is essential: Mobile-friendly CTAs can increase conversions by 32.5%.
Call-to-Action: How to Write High-Converting CTAs (+ Examples)
Key Elements of PPC CTAs
Now that we’ve touched on the importance of CTAs, let’s break down what makes them work. The most effective PPC CTAs are built on clear, focused principles that resonate with your audience.
Basic Rules for Writing CTAs
Billy McCaffrey from Wordstream explains it well: "In marketing, a call to action, or CTA, is a word or phrase that tells your target audience what to do next."
Here are the core elements that make CTAs effective:
| Element | Purpose | Impact |
|---|---|---|
| Action Verbs | Encourages immediate action | Boosts CTR by up to 2.8% |
| Clear Value | Communicates benefits upfront | Enhances engagement rates |
| Single Focus | Reduces distractions | Can increase clicks by 371% |
| Relevance | Aligns with user intent | Improves conversion rates |
These foundational elements are designed to grab attention and drive action. But there’s more to crafting CTAs than just sticking to the basics – understanding human psychology can take them to the next level.
Using Psychology in CTAs
Want to make your CTAs even more persuasive? Leverage psychological triggers. These subtle cues tap into how people think and make decisions, making your message harder to resist.
Some powerful triggers include:
- Urgency: Encourage quick action by emphasizing time-sensitive offers.
- Scarcity: Highlight limited availability to create a sense of exclusivity.
- Social Proof: Use testimonials or reviews to build trust.
- Risk Reduction: Provide guarantees or free trials to ease hesitation.
Even small adjustments, like switching "OUR" to "YOUR", can make a big difference by creating a more personal connection.
Common CTA Mistakes to Avoid
While best practices are key, it’s just as important to steer clear of common pitfalls that can weaken your CTAs.
Here are a few mistakes to watch out for:
- Vague Language
Avoid generic phrases like “Click Here.” Instead, use action-oriented language that highlights the benefits, like “Get Your Free Trial” or “Download the Guide.” - Mismatched Intent
Your CTA should align with where the user is in their journey. For example, ClaimCompass uses different CTAs tailored to each stage of user engagement, ensuring relevance. - Poor Visibility
A CTA that blends into the background won’t get noticed. Make sure it stands out visually – strategic placement and design can increase revenue from content by as much as 83%.
"The biggest lesson here is that writing for your audience and speaking to their needs is more important than blindly following any hard and fast rules for call to action writing."
Action Verbs That Drive Results
When it comes to crafting effective CTAs, action verbs are the unsung heroes that can significantly impact your PPC campaign’s performance. The right choice of words can guide users toward taking action and ultimately drive conversions.
Selecting Action Words
The key to selecting the perfect action verbs lies in aligning their intensity with your campaign’s goals and the stage of the buyer’s journey. Here’s a quick guide to help you match verbs with objectives:
| Campaign Goal | High-Converting Verbs | Example CTA |
|---|---|---|
| Immediate Sales | Buy, Order, Shop | "Buy Now and Save 20%" |
| Lead Generation | Get, Claim, Start | "Get Your Free Quote" |
| Information Sharing | Download, Discover, Learn | "Download the Guide" |
| Engagement | Check out, Visit, Explore | "Explore Our Collection" |
Once you’ve chosen the right verbs, combine them with clear benefits to make your CTAs even more compelling.
Matching Verbs to Benefits
The most effective CTAs go beyond action verbs – they also highlight the benefits of taking action. This combination not only tells users what to do but also gives them a reason to do it.
- Value-First Messaging: Moona captures attention by starting with a benefit – "A cool head means better sleep" – and follows up with a prompt like "The science".
- Personal Connection: CloudSpot saw increased engagement when they switched from "Get OUR App" to "Get YOUR App", making the message feel more personal.
- Clear Outcome Statements: Waldo Contacts combines an action verb with a direct benefit, using phrases like "Get ready to see happiness" alongside "Start your free trial".
A/B testing further underscores the power of active verbs. For instance, an ad headline featuring the verb "Increase" resulted in a 150% boost in clicks compared to alternatives. These results highlight how small tweaks can lead to significant improvements in campaign performance.
CTAs for Each Sales Funnel Stage
Crafting persuasive CTAs is only part of the equation – tailoring them to each stage of the sales funnel ensures you’re guiding potential customers effectively. Let’s break down how to create CTAs that resonate with users at every step of their journey.
Top-Funnel CTAs
At the top of the funnel, the goal is to educate and spark interest, not to push for a sale. This stage is all about drawing attention through valuable content. For example, Databox places subscription CTAs at the end of their blog posts, inviting readers to stay updated with fresh content – an approach that prioritizes learning over selling.
| Stage Goal | Effective CTA Examples | Value Proposition |
|---|---|---|
| Education | "Download Free Guide" | Access to expert insights |
| Awareness | "Get Industry Updates" | Stay informed |
| Engagement | "Join Free Webinar" | Learn from experts |
Once you’ve captured their attention, the next step is to nurture these leads as they move into the evaluation phase.
Mid-Funnel CTAs
Mid-funnel CTAs are designed to engage leads who are actively considering their options. This stage strikes a balance between providing value and encouraging deeper engagement. For instance, Autodesk uses mid-blog CTAs to invite readers to free webinars, offering detailed insights rather than pushing for immediate sales.
MOZ takes it a step further by pairing informative statistics with a value-driven CTA, like offering a domain SEO analysis in exchange for an email. This approach not only educates but also builds trust. HubSpot saw a 128% increase in subscribers within 90 days by leveraging similar targeted opt-ins.
As prospects near the decision-making stage, it’s time to focus on closing the deal with bottom-funnel CTAs.
Bottom-Funnel CTAs
At the bottom of the funnel, the focus shifts to driving conversions. Research highlights that bottom-funnel (BOFU) content can deliver conversion rates up to 25 times higher than top-funnel strategies.
Hello Fresh uses urgency effectively with a countdown timer paired with a “Claim Offer” CTA, creating a sense of immediacy. Similarly, Beast Health Blender simplifies the buying process with clear, action-oriented buttons like “Add to Bag” and a convenient “Buy with Prime” option, reducing friction at the checkout stage.
"Emails with a single call to action can increase clicks by 371 percent and sales by 1,617 percent." – Ellie Mirman, VP of Marketing at Toast
Personalization is key here. Tailored bottom-funnel CTAs can boost performance by 202%. Wise demonstrates this with targeted options like “Open an Account,” “Register,” and “Send Money,” addressing specific user needs and making the path to conversion seamless.
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Mobile CTA Best Practices
With 4.88 billion people worldwide primarily using mobile devices to access the internet, optimizing your CTAs for mobile isn’t optional – it’s a must. Studies reveal that mobile-friendly CTAs can increase conversion rates by as much as 32.5%, making mobile optimization a key ingredient for PPC success.
Mobile Button Design
When it comes to mobile CTA buttons, functionality and design go hand in hand. For touchscreens, size matters. Research from MIT suggests that buttons need to be at least 45–57 pixels wide for effective interaction. Similarly, Apple recommends a minimum size of 44×44 pixels.
| Design Element | Best Practice | Why It Matters |
|---|---|---|
| Button Size | 44–88px range | Makes interaction easy for users |
| Placement | Lower third of screen | Aligns with natural thumb reach |
| Padding | Extra space around | Prevents accidental clicks |
| Visual Contrast | High-contrast colors | Enhances visibility and usability |
A great example comes from Half Price Books. Their desktop site features a bold "Read the Blog" banner, but on mobile, the design required resizing to maintain balance with other navigation elements. This kind of thoughtful, responsive adjustment ensures a seamless user experience.
And don’t forget: the button’s design is just one part of the equation. The text on it matters just as much.
Mobile Text Length
Short and sweet wins the race when it comes to mobile CTA copy. With 44.7% of email opens happening on mobile devices, concise messaging is non-negotiable. Ideally, a mobile CTA should use no more than three words to keep the screen uncluttered and the message clear.
HubSpot learned this firsthand. Their data showed mobile users were 27% less likely to click on CTAs compared to desktop users, and fewer than 75% scrolled far enough to even see the CTA. By introducing a sticky CTA bar and tweaking their hero image, they achieved up to a 10% boost in conversions.
Here are some tips for optimizing mobile CTA text:
- Strategic Placement: Position CTAs close to the content they relate to.
- Visual Hierarchy: Keep key content in the center of the screen for maximum visibility.
- Persistent Visibility: Use sticky headers or footers to ensure CTAs stay in view as users scroll.
A poorly optimized mobile experience – like hidden or cluttered CTAs – can impact lead quality by as much as 45%. To avoid this, make sure your CTAs are easy to spot and not obstructed by elements like chat windows or cookie banners. Every detail counts when designing for mobile users.
CTA Testing Methods
Testing your Call-to-Action (CTA) is a crucial step in improving its effectiveness and, by extension, your PPC campaigns. By making data-driven adjustments, you can significantly boost conversion rates. Did you know that personalized CTAs outperform generic ones by a whopping 202%?. Below, we’ll explore ways to test and refine your CTAs for maximum impact.
Running A/B Tests
A/B testing is a straightforward way to identify what works best. It involves creating two versions of your CTA and presenting them to separate audience segments. The key is to test just one element at a time – like text, color, or placement – so you can pinpoint the exact factor driving the results.
Here’s an example of a structured A/B test:
| Test Component | Version A (Control) | Version B (Test) | Metrics |
|---|---|---|---|
| CTA Text | "Refresh & hydrate in 30 minutes" | "2-minute call to start feeling 100%" | Conversion rate, Cost per conversion |
| Button Design | Standard color | High-contrast color | Click-through rate |
| Placement | Below content | Sticky header | Engagement time |
Take a real-world example from Nava Health. They tested two ad copies: the control version said, "Refresh & hydrate in just 30 minutes with our nutrient-packed IV therapies", while the test version focused on urgency with, "A 2-minute call could be the start of your journey back to feeling 100%. Call us today." The urgency-driven CTA outperformed the control, delivering higher conversion rates at a lower cost.
Once you’ve completed your tests, it’s time to analyze the results and make adjustments.
Using Test Results
The average Google Ads conversion rate is about 3.75%. However, with the right testing and optimization, you can push these numbers much higher. To do that, keep a close eye on key metrics:
- Click-Through Rate (CTR) and Conversion Rate
- Cost Per Conversion
- Time on Page
- Bounce Rate
For example, an ecommerce client of HawkSEM tested adding product-specific video content to their Performance Max campaign. The result? A 132% jump in conversions and a 286% increase in ROAS.
Conclusion
Crafting high-converting PPC CTAs requires a mix of psychology, clear action-oriented language, and ongoing fine-tuning. Studies reveal that personalized CTAs perform an impressive 202% better than generic ones, while button-based CTAs can boost click-through rates by about 30%.
Here’s another key insight: 90% of visitors focus solely on headlines and CTA copy. KlientBoost’s research highlights the impact of optimized CTA buttons – one example being their "Download" button, which drove 49 conversions at just $5.10 each. Compare that to ads without buttons, which only managed 20 conversions at $12.50 per conversion. The difference is clear: well-designed CTAs deliver better results.
For a real-world success story, look no further than Peet’s Coffee. By refining their campaigns and emphasizing their unique value proposition, they achieved a staggering 455% increase in revenue and saw 676% more orders. These results underscore the power of strategic optimization.
If you’re looking to take your campaigns to the next level, professional PPC services can make a significant difference. The PPC Team offers tailored management solutions, including free audits and conversion rate optimization, to help businesses achieve measurable improvements through expert strategies and carefully crafted CTAs.
"The LIFT Model is all about putting yourself in the shoes of the prospect and coming up with ideas that will solve their needs"
FAQs
How can I use urgency and scarcity in PPC calls-to-action to increase conversions?
Incorporating urgency and scarcity into your PPC calls-to-action (CTAs) can significantly increase conversions by encouraging users to act without delay.
Urgency creates a sense of immediacy, pushing users to make decisions quickly. Phrases like "Sale ends today!" or "Offer expires in 24 hours!" are great examples of how to create this effect. Scarcity, on the other hand, focuses on limited availability. Messages such as "Only 5 left in stock!" or "Exclusive, limited-edition offer!" tap into the fear of missing out (FOMO), driving users to act before it’s too late.
When urgency and scarcity are combined, they heighten the perceived value of your offer, making it hard for users to resist. To get the best results, ensure your message is clear, to the point, and tailored to what your audience cares about most.
How can I optimize CTAs for mobile users to boost engagement and conversions?
To make calls-to-action (CTAs) work effectively on mobile devices, you need to ensure they stand out and are simple to use on smaller screens. Use bold, contrasting colors that catch the eye, and give them plenty of breathing room with white space around them. The text should be short, direct, and action-focused – phrases like "Shop Now" or "Get Started Today" work well to encourage immediate action.
Where you place your CTAs matters a lot. Position them in spots where they’re most likely to grab attention, such as above the fold or right after compelling content. Be mindful not to clutter a page with too many CTAs, as this can overwhelm users. To figure out what works best, experiment with different designs and wording through A/B testing. Making these adjustments can go a long way in boosting engagement and driving conversions on mobile.
How can A/B testing improve PPC CTAs, and which metrics should you focus on to measure success?
A/B Testing for Better PPC CTAs
A/B testing is a powerful way to refine your PPC calls-to-action (CTAs). By testing different versions of an ad – like tweaking CTA phrases or button designs – you can figure out what resonates best with your audience. For instance, testing "Shop Now" against "Get Started Today" can reveal which option drives more clicks or conversions.
When evaluating the performance of your PPC CTAs, keep an eye on these key metrics:
- Click-through rate (CTR): This tells you how effectively your ad grabs attention and encourages clicks.
- Conversion rate: Tracks how many of those clicks turn into a desired action, like making a purchase or filling out a form.
- Cost per acquisition (CPA): Helps you gauge the cost-efficiency of your campaign, making sure you’re getting the most out of your budget.
By combining A/B testing with these metrics, you can fine-tune your CTAs to drive better results.
