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March 19, 2014 | Emily Winsauer

Facebook Ads Can Now Include CTAs, and Other News

CTAs in Facebook Ads

This month, Facebook has rolled out a range of changes and improvements, from a simple visual update to the news feed to improve readability to more important changes to Facebook ads and business pages. Here's a summary of the most relevant updates to marketers:

CTAs in Facebook Advertisements

If you do any digital marketing, take note - Facebook has just added a call-to-action (CTA) option for its advertisers! Even if you aren't an ecommerce business, you can still use this new feature to increase website traffic an get more conversions, whatever the end goal of your Facebook advertising is.

Facebook's ad creator tool now allows you to add a CTA button when creating an ad, and you can choose from 5 actions: Shop Now, Learn More, Sign Up, Book Now, or Download.

Like with other Facebook advertising, you set the budget for your ad campaign, but you can now offer people a clear action to take if they find your ad appealing.

The entire ad links to your website, including photo, copy, link, and button. You can use your own images, or choose from theirs and Shutterstock's collection of images to create your ad.

Finally, you can choose from two new objectives for ads: 1) drive traffic to your website, and 2) track website conversions like check outs, registrations, and leads (which is done with a "conversion pixel"). Page post engagement and page likes are also still available as objectives, for those ads that aren't intended to drive traffic away from your Facebook page, and there are a few other options for more specific purposes.

Just visit the "ads create tool" to get started!

Improvements to Facebook Business Pages

Facebook has also made a set of changes to Facebook business pages to improve usability, both for page admins and for visitors.

They began rolling the redesign and navigation changes out last week, and Facebook believes they "will make it easier for people to find the information they want and help Page admins find the tools they use most."

Posts will now be displayed in the right-hand column of your timeline, while the left column will feature business information, like your hours, contact information, website URL, a map, and any photos or videos you've uploaded.

As a page admin, you'll also see a "This Week" admin panel with the number of ads you're running, new likes, reach, and unread notifications, wherever you scroll on your page. A new, simplified toolbar across the top of the page will give you quick access to Activity, Insights, and Settings.

"Pages to Watch" Lets You Monitor Competitors

Also - and I think this is particularly exciting - they've added a new "Pages to Watch" feature for business page admins, which lets you monitor a list of pages similar to yours to compare your performance to competitors or other leaders in your industry.

Through Pages to Watch, you can view other pages' total likes, new page likes, posts this week, and engagement this week to help you set goals for your own page.

How will these changes affect your marketing strategy? Let us know in the comments!

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Emily Winsauer

Emily Winsauer

As VIEO's content director, Emily Winsauer is responsible for content strategy for VIEO and our clients. She works with the content team to create a wide range of compelling content designed to help our clients better connect with their customers.

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