Promotion of your brands "Call to Action" button on Facebook

Following the recent roll out of the “Call to Action” button (Contact Us, Buy Now, Book Now etc) on Facebook; brands and companies now have the option to further promote their particular “Call to Action” with an advert.

We are currently promoting a workshop we are running, so decided to use this as an example.

Click on the “Call to Action” button and in the drop down menu you will be given a number of options. First ensure, using the "Go to Link", that the "Call to Action" takes your audience to the corresponding website page.

Next select the "Promote" option to get started with your advert.

It is deemed good practice for the thumbnail  image to reflect, wherever clicking through will lead to. Also ensure that your image does not contain more than 20% text, otherwise you will need to redesign it so that it fits within the Facebook Policy Limits and can be used.

Whenever promoting your page, service or product, ask yourself does your advert text clearly convey what you are looking to promote? If, not it may be worth rewriting.

Now complete the relevant advert fields.

For our promotion we changed the text to ensure the relevancy of what we were looking to promote, together with the target audience criteria.

It is also important to keep your budget in mind and set a relevant daily maximum cost as well as tweaking the default target audience parameters.

Once you are happy with your advert, submit the promotion for review by Facebook.

Here is our finished “Call to Action” promotion. Note that in this format, the advert also displays a "Like Page" button at the top right of the advert and the "Call to Action", in this case "Book Now", appears on the bottom left.

Throughout the relevant campaign, Facebook also provides you with analytics which detail the effectiveness of your advert in terms of the click through rate and cost per click.