What does the 'Call to Action' (CTA) button on an ad do?

The 'Call to Action' (CTA) button on an ad is designed to encourage users to take specific actions that align with the goals of the advertisement. This includes directing users to visit a website, sign up for a newsletter, download an app, or make a purchase. The CTA serves as a clear and actionable prompt that guides the audience towards the next step the advertiser wants them to take. By using effective CTAs, advertisers can enhance engagement and improve conversion rates, driving users to interact with their offerings.

In contrast, summarizing the ad's content simply relays information without prompting action; providing feedback on ad performance involves metrics and analytics that assess effectiveness rather than guiding user behavior; and linking to similar ads shifts focus away from the intended action and could dilute the ad's effectiveness. Thus, the CTA's role is crucial in steering users toward a defined action beneficial to the campaign's objectives.