How to Make Call to Actions More Effective

All good search engine marketers (SEMs) know that call to action words (CTAs) play an integral role in developing compelling ads. They also know it’s difficult to determine which CTAs to use.

To make the task even more challenging, CTAs tend to perform differently across verticals, so there is not a one-size fits-all approach for selecting the highest performers. For example, the best performing CTAs for a financial services advertiser ("analyze," "trade," "sign up for," "open an account,” etc.) might be completely different than those for a clothing retailer ("buy now," "order,” “purchase,” etc.).

To help determine which CTAs to use in your various campaigns, you need to know how to properly analyze the performance of your CTAs.

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