Whether you use content marketing to appeal to your target audience or a paid marketing strategy to increase profit margins, calls to action (CTAs) are essential parts to the mix. All good search engine marketing experts know CTAs play influential roles in compelling ads and that various language works differently across verticals.
To help determine the appropriate CTA for a campaign, marketers need to analyze the performance of several options and then implement the well-rounded choice. Therefore, marketers should test CTA performance regularly, starting with impressions made and ending with return on advertising spend (ROAS). Otherwise, changes in client sentiment may go unnoticed by campaign managers.
When evaluating CTAs, marketers tend to focus too closely on click-through-rates (CTRs). However, this metric is not the end-all, be-all of superior marketing solutions – just because a lead chooses to navigate to wherever links leads doesn't mean he or she will make a purchase. It's important to consider both CTR and conversion rates when implementing a CTA. A compelling phrase that grabs the attention of prospective clients and persuades them to make purchases is always the way to go in online marketing.