Near the tail end of 2021, Facebook released a new “Call-Out” feature that allows advertisers to highlight propositions that make their brand stand out amongst others. Although it isn’t available to all accounts just yet, in this article we’ll be going through some of the key things to keep in mind for when you’re able to utilize this tool in your own marketing campaign.
What is this call-out feature?
The call-outs feature is meant to bring attention to something that you’re offering that might persuade a potential customer to click on it. Some examples could include offers like free shipping or even a better return policy. Call-Outs are also only compatible with Website Traffic and Conversions. As of right now, not many people are aware of it since this feature isn’t available for every account but hopefully this would extend to other accounts in the near future so that others would be able to use this to their benefit to generate more profit.
Where can this feature be found?
First, you’ll need to navigate to your Ads Manager where you typically set up and coordinate your ad campaigns. From here, create a new campaign and set your campaign objective to Website Traffic or Conversions. You should be able to find the call-outs feature in the ad level under your ad description fields and above the call to action portion. If this is available to you, creating new ads with this shouldn’t be an issue but not all existing ads will have this feature available to them.
How does it work?
When you click on the “create call-outs” button you’re able to select what best suits what you’re offering from the drop-down menu. You’re even able to select multiple options if they apply to you! The options are as follows:
Free Shipping
Some online brands find free shipping to be a competitive necessity. A lot of customers might be willing to pay for expedited shipping when ordering a last-minute gift but even more customers would rather not have to pay to ship their order. By offering free shipping, you’re increasing your chances for conversions and even the possibility for customers to boost their average order value.
Payment Options
Having secure payment options helps to gain the trust of your customers and allows them to feel safe when inputting their personal information. When customers see a payment option that they’re already familiar with, the odds of them going through with the purchasing process is also increased.
Return Policy
If you select this option to call-out, you will be asked to provide additional details regarding your return policy. If you’re offering free returns, you’ll also need to address how this will be done, as well as all the terms that your customer should be aware of when attempting to return a product. Being thoroughly transparent with this information in advance will also help in gaining the trust of your customers and hopefully get them to convert with the addition of your improved return policy.
What if I don’t have this feature?
Be patient and check back often! Although it isn’t available to every account, once more people gain awareness of this feature, it’s likely that it’ll gain popularity quickly amongst advertisers. In the meantime, you should still aim to find ways to optimize your Facebook Ads.
Even if you do have this feature, here are a couple tips to improve your ads to get the most out of your call-outs.
Be Mindful of Text
What attracts a customer isn’t a huge block of text that you want them to read. As humans, we’re typically drawn to visuals that catch our attention and are less likely to scroll right past an advertisement if we see something we like. When you’re incorporating images into your ads, be sure to keep the text on these pictures light. Having too much text would either make the visual seem too busy or deter the potential customer from pausing due to there being too much that they’re willing to read.
Include Call-to-Action Buttons
Most people need a little bit of a push in the right direction when it comes to interacting with your business. By incorporating a call to action, you’ll be inviting them to take the next step in their purchasing journey by clicking on your ad. Feel free to test out different call-to-action buttons during this time too! Based on what your objective may be, your CTA may vary per campaign.
Hopefully, you’ve found this article to be helpful in learning more about this new feature! When dealing with e-commerce businesses, it’s so important to keep on top of all the new changes and take advantage of all the tools that are accessible to your brand.