In February, Facebook rolled out call-to-action buttons, featured on the bottom-right-hand corner of page post ads. Like most online marketing professionals, we were excited about the bright and shiny new change, the potential impact it would have and were ready to test it out on one of our own clients.
With a click of a button you can easily add a native call to action button to your organic Facebook page update and from our results, improve clicks! This new Facebook Advertising feature offers five call-to-action options available within Facebook: “Book Now,” “Shop Now,” “Learn More,” “Sign Up” and “Download.”
To meet our client’s goals, we found the most applicable call-to-action in this case to be the “Learn More” feature, as the ads were sending users to the New Orleans Audi website to find out more about the dealerships monthly specials.
The ad above has been live for ten days, targeting a little more than 13,000 users. So far, the spend totals $35.64 and has resulted in 216 website clicks, reaching 5,960 users. The CPC averages out to about $0.17, which is 45% lower than ads we have previously run for this client without the call-to-action feature.
When examining the website traffic from Google Analytics, data shows a 44% increase in social referrals to the designated specials landing page on the New Orleans Audi website from the month before. In fact, Facebook is the second referrer to the website overall so far this month, sending 11% more total visits than it did in February.
Creating compelling content for a car dealership can be trying at times. We often struggle with developing a genuine message that gets the client’s goals across without being too salesman-like or gimmicky. The enhanced buttons compliment our messaging perfectly and encourage just that — a call to action! These improvements for direct response marketing have definitely allowed us to reach more users on desktop and, perhaps now days, more importantly mobile. Keep it coming Facebook!