Running pay-per-click (PPC) campaign often comes with three objectives: (1) grab the attention of your searchers, (2) give the information they need quickly, and (3) entice them to click your ad right away. While you may achieve the first two with a concise, well-written copy, you still need to have a strong finish — and get that click — with a call-to-action that works.

A call-to-action (CTA) is a crucial part of your advertisement that tells your audience what’s the next thing they can do after reading your ads. The simplest example of a CTA is “Buy now!” But, the more informative or creative your CTA is, the better it will be for both you and your prospects. 

If you’ve been struggling to generate leads with your PPC ads, here are a few tips to create CTAs that make your audience click fast:

Play Around with Verbs 

Want your audience to make a move? Your CTA buttons must have compelling, action-oriented text. It’s all about the verbs, and how you play around with these to entice users to click your ads. Replace boring phrases like “submit your request” with more exciting, action-packed terms such as:

• Reserve Your Seat
• Get Your Free eBook
• Get Tickets Now
• Sign up for a Free Trial
• See the Pictures! 

Be Enthusiastic

Have you ever walked into a shop to buy something and the sales clerk was whiny and grumpy? That clerk’s attitude doesn’t make you want to buy, does it? Enthusiasm sells, and it’s the same for online marketing. If your CTA is exciting, your audience will feel enthusiastic about your ads, too.

Take a CTA like “reserve your ticket now and get 50% off!” for instance. Not only does this CTA compel your users to take action, but it also thrills them about the discount they can enjoy if they click now.

For people looking to lose weight through a personalized diet and fitness plan, CTAs such as “get in shape now” and “get your free workout plan today” will likely work. The thought of a positive result makes anyone eager to take action.

Make it Urgent 

Your CTA text should persuade users to click the first time they lay eyes on it, and not later. Use terms like “today,” “right now,” “hurry,” “instantly,” and “right away.”

It is also a great tactic to capitalize on fear of missing out, also known as FOMO. When people think they might miss out on an opportunity that might not come around again soon, they are quick to hop on the bandwagon. Think of holiday sales in malls, for instance.

So, one way to make your CTA urgent is to mention a current sale or promotion. If you have a clearance sale, use a CTA like “order now while supplies last.” For a two or three-day sale, CTAs like “shop today! sale ends on Sunday” or “hurry – your time’s almost up.”

Similar to eliciting enthusiasm, inciting fear of missing out in your CTA can get you more clicks.

Keep It Simple

People’s attention span is at its lowest ever. Now, users can lose focus or click away after eight seconds. With only eight seconds to persuade your users to take action, you don’t need long or wordy CTAs. Too much text may only confuse the users and turn them away. The recommended CTA length is not more than five or six words, so make every word count.

Use Numbers 

Consumers respond well to seeing numbers in ads, such as discounts, incentives, and pricing. Discounts and incentives are sure to entice your audience. After all, who wouldn’t want a 25% or 50% off? Let’s talk more about pricing. Many businesses don’t like listing their product prices on their website and PPC ads. But, here’s why you should do it: if a user sees your pricing information in your PPC ad and decides to click it, then you know that he or she is interested in what you offer. That’s way cost-efficient for you. Remember, you pay for your PPC ads only when someone clicks on it. With a click that will likely convert into sales, you get more than what you paid for. 

In other words, numbers, such as prices, in your ads help generate not just any lead but qualified ones.

Think Outside the Box

While tried and tested calls-to-action like the ones we’ve already discussed are always great to use, you still need to keep your CTAs fresh. Don’t be afraid to spice up your CTAs, especially if your target audience doesn’t respond well to your current ads.

If you always use CTAs like “call us today” or “hurry now” but don’t get enough clicks, you may want to replace them with bolder phrases like “don’t miss out”, “start the conversation”, “get a sneak peek”, or “see what the rave is all about.”

 Remember, when it comes to advertising, be it online or not, it helps to think outside the box.

Think of Size

Your CTA button shouldn’t be too big or too small. Make sure it’s noticeable and even more importantly, ensure it is mobile-friendly. Mobile devices don’t only have smaller screen sizes, but their users also have a different search intent than those who use desktops.

Users who search for something on their desktop are typically still in their research phase and are not yet ready to commit. Mobile users, on the other hand, want instant gratification or fast results. They are the ones who are likely to click a “shop now” button and place their orders online. Don’t miss out on many mobile users online; make sure your CTA button looks and functions well on any screen size.

Whether you want to follow one, two, or all of the tips above, don’t forget to test them out. Similar to other digital marketing techniques, CTAs need to be tested to make sure you meet your goals.