Many business owners want to add call-to-action buttons to their Facebook posts and ads to drive traffic and conversions. However, Facebook doesn’t allow call-to-action buttons directly in posts or ads. There are a few reasons for this policy.
Facebook’s Policy on Calls-to-Action
Facebook’s terms of service prohibit most calls-to-action in posts and ads. Specifically, their policy states:
“Ads must not contain deceptive, false, or misleading content, including deceptive claims, offers, or methods. Ads must not contain content that constitutes, facilitates, or promotes false or misleading information, illegal products, services, or activities, or any kind of criminal or fraudulent behavior.”
This policy is in place to protect users from potentially misleading ads or scams. Facebook wants to maintain a safe community and high-quality ad experience. Calls-to-action that promote questionable products, services, or offers could violate these standards.
There are a few exceptions where simple calls-to-action are allowed. For example, ads can include “Sign up,” “Download,” “Learn more,” or “Shop now.” However, even these need to comply with Facebook’s other policies and standards.
How to Work Within the Policy
While you can’t directly add call-to-action buttons, there are some workarounds:
- Use a strong, relevant image that conveys the offer or action you want users to take.
- Write compelling ad copy focusing on the offer, promotion, or next step you want users to take.
- Include a clear call-to-action within the ad text, such as “Click here to download our free guide.”
- Link to a landing page with a clear call-to-action button.
The key is focusing on sending users to a landing page with a relevant CTA button. The ad should capture attention and motivate clicking through to the destination page.
Tips for Call-to-Action Ads
When using Facebook ads to drive clicks to a landing page, keep these tips in mind:
- Highlight the offer or promotion clearly in the ad image and copy.
- Make sure the landing page loads quickly on mobile devices.
- Place the call-to-action button prominently on the landing page.
- Test different button colors, sizes, and text to optimize conversions.
- Use urgency and scarcity to encourage immediate action when relevant.
- Retarget users who don’t initially convert to increase conversions.
Compliance is Critical
While Facebook’s policy may be frustrating, it’s important to comply to avoid account restrictions or bans. Make sure your ads and landing pages align with all of Facebook’s guidelines related to quality standards, audience targeting, and prohibited content.
With creative ad copy and images, you can pique interest and drive traffic to pages with compelling calls-to-action. Maintaining compliant, high-quality ads and user experiences will serve you well in the long run.
Frequently Asked Questions
Why does Facebook prohibit most calls-to-action in ads?
Facebook prohibits most direct calls-to-action in ads to protect users from potential scams, false claims, misleading content, and low-quality experiences. They aim to maintain high standards for ads and landing pages.
What types of calls-to-action can I use in Facebook ads?
You can use simple, direct calls-to-action in Facebook ads like “Sign up,” “Download,” “Learn more,” or “Shop now.” But the destination experience must comply with Facebook’s policies.
How can I drive clicks from Facebook without call-to-action buttons?
Use compelling images, ad copy and targeting to pique interest. Include a clear CTA within the ad text. Then, link to a landing page with a prominent call-to-action button.
What tips should I follow for effective Facebook advertising to landing pages?
Tips include highlighting your offer clearly, optimizing landing pages for mobile, placing visible CTA buttons, A/B testing variations, using urgency when relevant, and retargeting visitors who don’t initially convert.
Why is compliance with Facebook’s policies so important?
Compliance is critical to avoid having your ads or account restricted or banned by Facebook. It also maintains a safe, high-quality experience for users.
Example Facebook Ads
Here are some examples of Facebook ads that comply with policy and drive clicks to landing pages with call-to-action buttons:
Ebook Promotion
This ad uses compelling imagery and copy to promote an ebook giveaway. The call-to-action “Download here” directs users to a landing page with a prominent “Download Now” button.
Webinar Registration
This Facebook ad advertises an upcoming webinar. It uses a sense of urgency and scarcity to encourage registration. Clicking directs users to a landing page with a registration form.
App Install Promotion
This ad uses bold imagery and copy to promote a mobile app offer. Clicking the “Install Now” call-to-action takes users to the app store to download the app.
Sample Landing Pages
Here are examples of effective landing pages with clear call-to-action buttons:
| Landing Page Type | Image | Description |
|---|---|---|
| Lead Generation | This landing page offers a guide download in exchange for contact information. The colorful button contrasts well to help capture emails. | |
| App Download | This page prominently promotes the app store badges and download buttons to make installing easy. | |
| Webinar Registration | This page highlights the webinar’s value proposition. A bold button allows quick registration and access. |
These examples use clear, contrasting call-to-action buttons near the top of the page to encourage visitors to convert. The buttons match the offers promoted in the corresponding Facebook ads.
Key Takeaways
Here are some key tips to keep in mind when running Facebook ads:
- Comply with Facebook’s policies prohibiting most calls-to-action in ads.
- Use images, copy and targeting to create effective ads without direct CTAs.
- Link ads to landing pages with prominent, contrasting call-to-action buttons.
- Test different headlines, images and button styles to optimize conversions.
- Ensure compliant landing pages that align with Facebook’s standards.
With the right creative strategy and landing page setup, you can run successful Facebook ad campaigns and turn clicks into conversions. Just maintain compliance and keep refining based on performance data.