To achieve a good ranking and attract clicks, every PPC text ad should include these essential elements: a captivating headline, relevant keywords, a suitable display URL, and a compelling call to action. This article will delve into the last element. The call to action, or CTA, guides the user on what to do, essentially providing a reason to click. (Besides boosting traffic, a higher click-through rate improves your Quality Score, which in turn reduces costs.) A common default call to action is “Buy now!” While potentially better than none, it lacks effectiveness due to its overfamiliarity, generality, and pushiness. What constitutes a superior call to action? Remember, your CTA doesn’t need to be a direct sales pitch. Numerous softer approaches can entice users to your landing page. Let’s explore some unique CTAs and the lessons they offer. Disclaimer: The actual CTRs of these ads are unknown. They are presented as inspiration for more imaginative creativity. If, after testing, generic, assertive language proves most effective in your market, then go for it. However, avoid settling for the generic without experimentation.
#1. Check out our amazing reviews!
Key Takeaway: Showcase testimonials. A recent search for “cupcakes new york” yielded these top ads:
The top ad’s CTA (“Read the rave reviews we got!”) is remarkably distinctive. Firstly, it sounds like authentic speech, not robotic marketing. Secondly, it suggests the bakery’s superiority by highlighting reviews instead of expecting blind trust. Studies consistently demonstrate the significant influence of customer reviews and testimonials on online purchasing decisions. Personally, I always seek them before buying from an unfamiliar vendor. Admittedly, the ad isn’t flawless. I’d move the complete call to action to the second line, making the first line a more coherent thought. Nevertheless, it’s undoubtedly stronger than the second ad, which lacks any CTA. Notice how the fourth ad falls back on the generic “buy/save now” approach.
Free guide >> #2. Give your K-cups a second life
Key Takeaway: Highlight specific savings. A search for “K-cups” (single-serving coffee pods) yielded these ads.
The standout CTA is remarkably specific and unconventional. While several ads mention per-box savings, they become somewhat indistinguishable. This ad differentiates itself with “Lower your cost per cup” instead of “Save blah blah” – implying recurring, not just one-time, savings. This sparked my curiosity, prompting a click to uncover what they were offering. (It turns out they sell reusable lids for K-Cups, allowing refills with your own coffee grounds.) Again, sidestepping the “buy/sell” language proved effective.
#3. Envision the breathtaking venue…
Key Takeaway: Engage their imagination.
This captivating ad, appearing for “wedding planner boston,” subtly incorporates a call to action. Rather than instructing the user to call, sign up, or buy, it prompts them to “Imagine the spectacular setting of the Boston Public Library…”. This unique and compelling approach would undoubtedly resonate with anyone planning a Boston wedding. The ellipsis significantly contributes to the effect, evoking a travelogue rather than a blunt advertisement. It subtly draws you in, encouraging fantasies about a dream wedding.
#4. Jim Rice trusted his vision to Dr. Melki. Discover who else did.
Key Takeaway: Showcase your clientele.
While I’m unfamiliar with Jim Rice (forgive my ignorance), his name would resonate with many Bostonians (he’s a Red Sox player), making it an attention-grabbing tactic. On a side note, whoever manages Dr. Melki’s PPC campaigns could benefit from negative keyword refinement. This ad appeared for “engraving boston.” It’s highly improbable that someone seeking engraving services is also looking for Lasik surgery. (Google’s broad matches can be quite liberal.)
#5. Shower your dog with love!
Key Takeaway: Appeal to sentimentality.
This ad cleverly combines product description with a plea to pamper your pet: “Prevent joint pain” applies to both the bed and, by extension, the buyer. It functions as a partial call to action, with the full CTA being “Love Your Dog!” I’d classify this as a soft CTA since it refrains from explicit purchasing pressure. Its effectiveness on devoted pet owners, especially those with senior dogs, is evident.
#6. Plus, enjoy friendly expert advice!
Key Takeaway: Offer a bonus. Standing out from other sponsored links can be achieved by offering something extra beyond the keyword’s direct implication.
This REI ad, appearing for “carry-on bags,” astutely infers that those searching for luggage are preparing for travel! Consequently, it advertises “Friendly Expert Travel Advice” alongside their brand-name bags. This likely appeals to meticulous trip planners and those with a penchant for high-end luggage. 
#7. Have a question? Get an answer ASAP
Key Takeaway: Offer instant gratification.
This ad recognizes that someone searching for “lawyers” likely needs legal advice and might be unsure where to turn. Thus, the offer of immediate online legal advice is appealing, especially for those seeking quick answers. Hopefully, these creative CTAs will inspire you to think beyond “Buy now” for your PPC ads. For further CTA guidance, check out our post on highly effective CTA buttons.