HomeTechnologyAdd a Call to Action (CTA) to an image in your ad.

Add a Call to Action (CTA) to an image in your ad.

Tony Mastri, MARION Integrated Market’s Marketing Manager, says that adding a call to action to the ad image can improve post engagement. This is because users will see your image before they read any details in the ad description. This format is more engaging than ad images that don’t have CTAs because users are being urged to take action right from the beginning.

Mastri cautions that you must still adhere to the 20% rule for this text. However, if you are creative enough to create the CTA text, it can pay dividends.

Write engaging ad copy.

The ad copy also influences engagement in your post. What are the characteristics of engaging ad copy?

Your copy should be:


Aufray advises, “To ensure your engagement is high,” make your copy persuasive. Your audience will respond more to ads that tell stories than other advertisements. Our brains love stories click here.


Online Team Building’s Jeremy Cross voted for a personable copy. Cross explained that many Facebook advertisers try too hard to sell their products in their ads. One example is focusing on your features and ‘painting a picture of the perfect for potential buyers. Instead, write copy that connects with people at an individual level.

Cross also shared an example copy: Cross said, “For inspiration, look at Reddit ads that tend to use words such as ‘I’ or ‘TIL’ people are used to hearing from individuals.”


Your copy should make people think. Siemek suggests that your captions should include a question to give people more reason to comment, like, share, and interact with your post.

Andrew Clark, Duckpin’s CEO, is the same. Clark says, “Address your end users’ needs/wants through thought-provoking questions and prompts.”

Talks directly with the audience

Jordania Nelson from Divining Point explains that “increasing engagements could be as simple as optimizing your copy by speaking directly with your target audience.

Nelson shares an example: “Which statement resonates more with you: “People feel better after experiencing the A+ service” or “You will feel happier after experiencing the A+ service.”

It is the latter. A great tip to remember when putting pen to paper: “Replace nouns like ‘people’ and ‘users’ with ‘you.’ This will allow your audience to visualize themselves using your service or to buy your product instead of someone else.

You may be asking what the benefit is. Nelson says this is a “surefire method to create a sense of belonging for consumers through your brand’s inclusiveness.”

A direct address to your audience is another way to communicate with them. Andrew Schutt, Schutt Media, suggests that you always address your audience in the first sentence of a post-engagement ad.

Suppose you have a target audience of “Real Estate Agents.” Your ad will be more read and understood if you include “hey real estate agents!” in the first line.

This also means that non-realtors will not see your ad. This allows the Facebook algorithm to serve your ad more effectively to real estate agents since they are most likely interested in your ad. It’s a win for everyone!

Long enough to allow people to click

Aufray points out that “many marketers use a one-sentence message in their ads.” It isn’t enough. But the question is: Why? One, stories are more than just a sentence.

Sanders also notes that your audience must click on the ad copy to see more of what is being written. Your audience can be prompted to click by “adding multiple images to the ad copy, so they have to click it all.”

It is designed to increase engagement, meaning that users need to engage to see more. However, it informs Facebook that it is an interesting post and will likely be shown to more people. This will allow you to expand your reach.

Clark suggests that you include emojis within your ad copy to attract people’s attention.

Peter Thaleikis of Bring Your Own Ideas Ltd. also recommends emojis in your copy. Clark says the goal is to give people a reason “to stop scrolling and engage.”

Your copy can also cause controversy. James Pollard, The Advisor Coach, says, “my best tip for ensuring high engagement on Facebook is slightly devious… it’s adding a typo within your headline or the first few lines of body copy.”

Pollard says that people love to point out typos and grammar mistakes. It makes them feel valued. Facebook only sees that people are engaging in your ad, and they push it to more people at a lower price.

Include a CTA in your copy

A call to action (CTA) is also required in your copy. This encourages people to take action. Lauren Turner, Online Optimism, says that a CTA is one of the best and easiest ways to gain post engagement.

Turner elaborates, “when you include relevant questions or prompts to tag Facebook friends, you’re giving your audience the chance to use your voice.”

You could ask people to tag a friend, share your post, or view a video. No matter your CTA, it should be “slammed” in the first three seconds.

Dsouza suggests that “your goal is to drive action through Facebook advertising. The action could result in likes, comments, shares, or visits to the landing pages (if there are) read more.

These are some creative ways you can include a CTA.

Include a question-based CTA

A question can be added to a CTA. Maia Wells from ClearPivot elaborates: “Try asking questions your buyer personas really want to answer.”

Brandon Amoroso of electronic marketing adds that the question can be lighthearted and fun but still catchy. However, it should still relate to your service.

Here are some ways to ask Wells questions:

Ask them to choose their favorite color from your new product line.

Ask them what deal or discount they prefer.

Get feedback about your new service.

People will be more inclined to engage if you care about the questions you ask.

Your CTA can be as easy as tagging a friend.

Krissy Selda, Fit Rated/Vertical Scope Inc., suggests that “having a CTA within your text such as “tag a friend” is an easy way increase comments and share.” People often follow this CTA because it doesn’t require much effort.

Melissa Edwards
Melissa Edwards
Hi, I'm Melissa Edwards a former writer and coach at Triple Gems, a certified school counselor, and a former educator. I have written more than a dozen articles for Triple Gems. Throughout my career, I have worked with youth and families in private homes, residential group homes, and schools.


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