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What is an Enhanced Call to Action (CTA)? Meta’s New Feature for Stories Ads

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Faisal Nazeer

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    The Art and Science of Crafting High-Performing CTAs

    You’re browsing an online store, looking for a new pair of shoes. You’re not looking for anything in particular; you’re just browsing. Then you see a bright banner: “Last Chance! Sale Ends Tonight—Shop Now!” Before you know it, you’ve clicked and added to the cart. What just happened? It’s not an accident—it’s the power of a CTA.CTAs online work on the same psychological principles as real-world decisions. They prompt a split-second decision: Do I act or do I move on? The secret to a good CTA is how well it speaks to those decision-making instincts.

    If you’ve used Meta’s Advantage+ Creative suite you may have seen the new feature called Enhance CTA. This option automatically pairs your Stories ads CTA with key phrases to boost engagement and drive action.

    What is the Enhance Call to Action Button?

    Enhance CTA adds dynamic CTA overlays to Stories ads. These overlays pair phrases with your CTA to grab attention and drive purchases, sign-ups or offer explores.

    Good CTA placement means the CTA is aligned with the ad content and overall ad performance improves.

    Meta says:

    “We’ll pair key phrases with your CTA in overlays on Stories to share information about your offerings and encourage action.”

    The goal is to have the CTA aligned with the ad content to improve overall ad performance.

    How Does Enhance CTA Work?

    Enhance CTA is only for Stories placements and only applies when Meta thinks it will help. The tool generates a CTA overlay dynamically and pairs it with phrases to make it more compelling. The dynamic CTA overlay is an interactive element making the CTA more attention-grabbing for the user.

    Customization options include using AI to find phrases in your text. However, the AI has been unreliable and often doesn’t find phrases even when they’re there.

    Enhance CTA Placements Features

    1. Personalization: CTA based on user behavior for more relevance.

    2. Urgency: Phrases like “Limited Time Offer” to create urgency and drive action.

    3. Clear Value Proposition: Tells the user what’s in it for them.

    4. Visual Appeal: Eye-catching designs to make the CTA pop.

    5. Social Proof: Includes reviews or testimonials to build trust and drive action.

    CTA Button Customization and Limitations

    Enhance CTA has customization but the AI to find phrases is still being worked on. It’s also only for Stories placements.

    Enhance CTA has customization but you should consider the bigger picture of calls to action in your overall marketing strategy.

    Conclusion on Conversion Rates

    Enhance CTA is a powerful feature within Meta’s Advantage+ Creative suite that helps optimize the performance of Stories ads by pairing dynamic CTAs with key promotional phrases. Despite some limitations with customization, it can potentially improve user engagement, drive conversions, and ultimately boost the conversion rate when fully refined.

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    Go back
    If you’ve used Meta’s Advantage+ Creative suite you may have seen the new feature called Enhance CTA. This option automatically pairs your Stories ads CTA with key phrases to boost engagement and drive action.What is the Enhance Call to Action Button?Enhance CTA adds dynamic CTA overlays to Stories ads. These overlays pair phrases with your CTA to grab attention and drive purchases, sign-ups or offer explores.Good CTA placement means the CTA is aligned with the ad content and overall ad performance improves.Meta says:"We’ll pair key phrases with your CTA in overlays on Stories to share information about your offerings and encourage action." The goal is to have the CTA aligned with the ad content to improve overall ad performance.