What’s a Call to Action?

A Call to Action or also known as CTA is a term used in the advertising and selling realm. It refers to the use of words or phrases that prompt an immediate response or encourage an immediate sale.

A CTA is often used in sales pitches, advertising banners or on web pages that encourage consumers to take quick action.

Understanding the Importance of a Call to Action

While seasoned advertisers and/or the veterans of this industry have grasped the concept of having a Call to Action, people new to the digital advertising realm might not know how vital this is for their business.

It is the very essence which inhabits highly successful advertisements and more often than not is completely non-existent on banners which perform poorly.

In direct sales, the call to action will usually come after having asked a few open-ended questions and properly evaluated your prospect’s needs.

Something along the lines of:

Are we putting this on Visa, MasterCard or American Express?

When it comes to online sales, it’s all in your banner. You have one chance to entice the viewer to click and go through the process of buying your product. Simple uses of texts like:

  • Click Here
  • See More
  • Try it now


Your campaign will more than likely succeed or fail by the elements being used in the banners you have uploaded.

Whatever you decide the message to be, make sure you get the user’s attention with a Call to Action without misleading the viewer. You’ll want to consult our Abusive Ad Experience guide to examine exactly what kind of elements you can add to your creatives.

Not sure which one will perform better? Simple, test a few to see which ones deliver better results.

Leave a Reply