Using calls to action in adverts is vital for driving clicks that convert.

Using one is no guarantee you’ll make a sale/get that lead. But often you’ll find that by giving potential visitors clear and specific instructions in your ads means they are primed and ready to get the job done when they land on your site.

What do you do when you’ve been testing your ad copy for years and you just can’t think of a different way to phrase your call to action? Turn to a mega list of ready made calls to action of course.

So click through the lists below for hundreds of different ways to tell searchers what to do.

When it's time to sell, sell, sell

When you want to make them talk

When you want them to ask for a quote

When you want them to collect what they've bought

When you want to meet them face to face

When you want them to get an account

When you've got great stuff to download

When they've got to apply to join your gang

When you want to walk them through it

And a few by industry

When you run a restaurant

When your clients are local

When travel is your game

When you're doing it for charity

NB: The Xs in the calls to action for the charity section are for you to fill in an appropriate sum of money, be it €1, $5 or £10.

Move beyond the call to action

But don’t stop at just using these standard calls to action – anyone can drop a “buy now” into their ad, and kick back and wait for the sales to start coming in. For ads that stand out from the crowd, combine calls to action with emotive statements and benefit, e.g.

“Buy Now & Complete Your Dream Home”

“Download Now & Get Free Upgrades”

“Book Now & Enjoy a Free Starter”

And to really kill at PPC ads and win life, plan out ad copy tests with an ad testing matrix, which is a great way of preparing yourself for months of ad tests in one sitting.

Landing pages that sell

Forgive me for stating the obvious, but spending hours on crafting the perfect PPC ad with the best call to action EVER means nothing if your landing page/entire website isn’t good enough. Not only do you need to have a good design that puts the customer and getting that conversion first, but also your landing page needs to live up to the promises made by your ad – and vice versa.

If you need some tips on improving your landing pages, Unbounce has a brilliant list of the best CTA resources. Each of the posts contained in this has brilliant advice on improving your calls to action – whether it’s through better wording, design, understanding of your customer or testing your assumptions.

Which nicely brings me to my final point: the main thing you’ve got to do if you want to write ads that convert is keep testing to find the formula of benefits, features and calls to action that works best for you… Then test again to find ways to make your best even better. You’ll hear it time and time again, because really the only way to find what works is to let the customer decide.

Have you got any great tips or resources on using CTAs in ad copy? Share them in the comments!

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