Get more conversions with calls to action!
Find the best way to do a call to action in your search ad - read it today!
That was our attempt at a call to action. Microsoft provided some good advice on doing this with paid search advertising.
Their adCenter blog advised marketers to be specific. Paid search is not a time to play around with searchers. They want to take action but may need prodding to do so:
An inviting call to action (CTA), which is specific and used in the right context, can boost the CTR and conversion rate of your PPC ads in two ways:-
1. By inviting them to take direct action
2. By letting the user know exactly what you want them to do once they arrive on your webpage
For example, if you establish that the potential customer needs to sign up or register for an account before they can use your service, you can avoid clicks from those who are not prepared to go through the sign-up process and save some of those advertising pennies.
Microsoft suggested CTAs will be more effective when they are specific to the product, and have been built seamlessly into the paid search ad. “Save up to 50% on ‘Harry Potter and the Deathly Hallows’” represents their example of a strong call to action
More at the adCenter blog
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Good advice from Microsoft, but unfortunately not original: Google came up with the same advice at SES London in February and repeated it at Internet World in May.