How to Implement and Use the New Facebook CTA Buttons Effectively
In January, Facebook announced the launch of a new feature available to Page advertisers that allows you to create call to action (CTA) buttons within Page posts.
Facebook described these as ‘enhanced calls to action for your Newsfeed ads’, which they are, but additionally these can be used on organic Page posts. Using them in this way provides an additional level of text and an additional place to put your CTA, instead of trying to cram it into the very short character length of the actual ad text. This means the post, once live, takes up more real estate in the Newsfeed that is increasingly saturated with brands fighting for attention.
For users who are using CTA buttons in Newsfeed ads, the additional text space also has a huge benefit as Facebook continues to apply the 20% rule. This rule means that an ad creative must not feature more than 20% of text. CTA buttons make it easier for marketers to use larger, more eye-catching images, knowing they have more text to play with outside of the image.
Below is a comparison between two posts: one with a CTA button and the same one without the CTA button. It is clear that the post with the embedded button is much more visually effective due to the layout and larger image size.
Organic Facebook post with embedded CTA button
Organic Facebook post without embedded CTA button
But what else do the Facebook CTA buttons actually do?
Econsultancy reported that they increase clickthrough rate when regularly implemented. We will be experimenting with these buttons some more for a number of our clients here at Fresh Egg and will report our findings in a future post.
It takes a little longer to set up these posts, but once you know which section is which, it’s very simple.
So how do you implement the CTA button in your organic posts? Follow our step-by-step guide to find out.
How to create a CTA button post on Facebook
1. Select Power Editor
Power Editor is a powerful plugin for Facebook that works best in Chrome and allows you to manage all your ads and Pages in one place. If you have not used Power Editor before, you will need to download it, but this won’t take long.
Make sure you are using the Chrome browser and click the top right drop down arrow and select the option to ‘Manage Ads’ and then visit Power Editor on the far left side of the screen.
2. Create a post
Select the ‘Create Post’ tab. From here you can create an organic Page post or an ad. This guide outlines how to create an organic Page post.
3. Add in post details
A pop up window will appear where you can create your post, as shown below.
There are quite a few elements to the fill in for this post. Here is a breakdown of what Fresh Egg recommends you include for each section:
- URL – Add the link to the content you want to promote. Ensure you tag this with a Google UTM tracking code. For more information on how to do this, download our free Campaign Tagging for Google Analytics cheat sheet
- Post Text – This is the actual content of your post. Write here what you usually would when writing a Page post
- Call to Action – This is where you select your embedded CTA button. Facebook gives you the option of five buttons: Shop Now, Learn More, Sign Up, Book Now or Download. Choose the most appropriate one for your post
- Link Headline – The headline will be bold and should be the article headline or short name of a product
- Display Link – Fresh Egg recommends using the name of your site
- Description – This should outline to the user why they should click this link
- Picture – Enter the URL of the image you would like to use or upload an image. Best practice dictates this image should be around 1260 x 800 to display correctly across all devices. Fresh Egg recommends including a clear, engaging image and considering asking your design team to create an optimised image if you are going to be running an ad
The screenshot below shows a breakdown of each element of the CTA button post.
4. Languages and location
Once you have added text to all the sections and an image, select the option: ‘This post will be published on the Page,’ unless you are using this post as an ad.
You can then target the post by languages or location; however, this is not necessary if you would like all of your fans to see the post.
5. Final checks
Once you are happy with your post, hit the ‘Create Post’ tab. Please note: this does not actually publish your post. You should now be able to see your post in the list, with a crescent symbol showing that it is unpublished.
Click on the text and a post preview will appear. Check your post one final time in the preview, ensuring it displays correctly on desktop and mobile.
6. Schedule and publish
With the post still highlighted, select ‘Publish Post’ below your Page name.
A pop up window will appear where you can select whether to publish the most immediately or schedule it.
Lastly, do not forget the one final step to ensure you post goes live. Ensure you hit the ‘Upload Changes’ button at the top of the screen , otherwise your post will remain unpublished.
Fresh Egg highly recommends using Facebook CTA buttons. Currently, not many brands are utilising this feature on organic posts – doing so will help give you an edge over your competitors on Facebook.
If you would like to find out more about how a full Facebook strategy could benefit your business, or you would like us to audit your current social activity, contact us.