A call-to-action (CTA) is a crucial element in any display advertisement that motivates the audience to take a specific action, such as clicking on a link or completing a form. Choosing an effective CTA can significantly impact the success of your display ad campaign. In this article, we'll discuss data-driven ways to choose effective CTAs for your Google display ads.

Use A/B Testing:

A/B testing is a data-driven technique that helps you compare two versions of your ad to determine which one performs better. To conduct an A/B test for your CTA, create two versions of your ad with different CTAs, and test them on a small segment of your target audience. Measure the performance of each ad based on the conversion rate, click-through rate, and engagement rate. The CTA that performs better can then be used in your final ad.

Analyze Competitor Ads:

Analyzing competitor ads is another data-driven way to choose effective CTAs. Check the ads of your competitors and see which CTAs they are using. Analyze their performance, and see which CTAs are generating the highest click-through rates, conversion rates, and engagement rates. You can then use this information to create your own effective CTAs.

Leverage User Intent:

Understanding user intent is key to choosing effective CTAs. Consider what action you want the user to take when they see your ad. If your ad is for an e-commerce store, for instance, your CTA should be geared towards encouraging users to make a purchase. If it's for a newsletter signup, your CTA should encourage users to subscribe. The language and placement of your CTA should be aligned with the user's intent.

Use Action-Oriented Language:

The language you use in your CTA can significantly impact its effectiveness. Use action-oriented language that creates a sense of urgency and motivates the user to take action. For example, instead of using “Click Here,” use “Get Started Today” or “Claim Your Free Trial.” Action-oriented language creates a sense of excitement and urgency, which can lead to higher engagement rates.

Optimize CTA Placement:

The placement of your CTA can significantly impact its effectiveness. Place your CTA in a prominent location, such as the top of the ad or above the fold, where it is visible to the user without scrolling. Consider using multiple CTAs in different locations within the ad to increase the likelihood of user engagement.


Choosing an effective CTA is crucial to the success of your display ad campaign. By leveraging A/B testing, analyzing competitor ads, understanding user intent, using action-oriented language, and optimizing CTA placement, you can choose effective CTAs that motivate your target audience to take action. Use these data-driven techniques to improve your ad’s performance and achieve your marketing goals.

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