Definition
The call to action is the button on an ad, such as Shop now, Learn more or Sign up. It tells people what to do next.
Call to action explained
The CTA should match the intent of the offer and the landing page. Shop now suits direct product offers, Learn more suits higher consideration purchases.
Example
A mobile game uses Install now, a skincare brand uses Shop now.
See it in real ads
Browse millions of real Facebook and Instagram ads to see how top advertisers put these ideas into practice.