Purpose
Following a positive experience engaging with content, the call-to-action allows users to opt into learning more about the advertiser by traveling from the article to an owned or operated brand site. In doing so, these consumers are moving further down the consideration path.
Best Practices
What really works.
Unbranded
Honor the editorial and vertical context
Treat CTAs like headlines: add value, and address the "why"
Be relevant
Visual2x the CTArate of a simple hyperlink
Add a 2nd CTA into the body of longer articlescan increase CTA rate by update to 40%
Imagery
Catch the eye with images.
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Authentic imagery | Unrealistic stock photos(but remember: stock photos can be a valuable resource) |
Emmphasize seasonality | Product-only shots(think of the context/experience, like a final dish rather than ingredient) |
High-res photos in eye-catching colors | Blurry or pixelated imagery |
Horizontal visuals | Vertical or busy photos |
Lead-in Copy
This wording contextualizes and tees up the ask, persuading users to continue engaging.
Discover Utah's Hidden Gems [Plan Your Trip]
See How Cloud Computing Benefits Your Businessess [Explore Services]
Are You Ready For Retirement [Discover Tools to Help]
Find Your Nevada State of Mind [Book Your Vacation]
Recommended length of 3-5 words, or 40 characters or less
Button Copy
This is the call-to-action you want readers to take, after engaging with your content.
Sign Up | | | Shop the Sale! |
Order Now | | | Get the Guide |
See the Reciper | | | Continue Reading |
Download the Full Report | | | Click For Your Coupon! |
Recommended length of 2-3 words, or 20 characters or less
Be actionable / Instructive!
A/B Testing
Using more than one CTA allows the platform to A/B test, optimize article performance and extract learnings for each campaign.