What is the Call to Action (CTA) in a Google Ads campaign?
The Call to Action is a textual composition feature of sponsored links that serves to increase the attractiveness of the ad, resulting in a higher CTR.
Calls to action or CTAs are essentially statements that summarize what the user should expect from the landing page.
Requirements for composing a good Call to Action
To write good calls in a sponsored link ad, it is essential to follow 3 principles:
1) Adherence to the Content of the Landing Page
2) Semantic Presence of the Keywords from the Ad Group
3) Presentation of strategic marketing differentials and persuasive elements