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10 Types of CTAs You Need to Have on Your Website

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10 Types of CTAs You Need to Have on Your Website

There’s no one-size-fits-all solution for calls-to-action (CTAs), especially when you have multiple audiences perusing your website at any given time. 

Visitors, leads, customers, and promoters are likely to visit your site, so you’ll need several types of CTAs to get them to accomplish different goals. 

To help you turn visitors into leads, leads to customers, and customers to promoters, I’ve put together a list of CTAs to use for each audience. But before we get into that, let’s discuss what a CTA is. 

Download Now: 28 Free CTA Templates

Without a CTA, potential leads and customers may struggle to find the correct path to buy a product or sign up for a service or list. CTAs help companies generate leads, but they also help delight customers and avoid frustration. 

Now you know what a CTA is, here’s a list of CTAs that will benefit your website. 

10 Types of CTAs Marketers Should Know

The CTAs below can be made with our free PowerPoint Template, so download it here if you want to use them on your own website. You can also create a CTA with HubSpot’s CTA tool.

1. Lead Generation 

As mentioned earlier, calls-to-action are crucial to generating leads from your website. Since you’re trying to turn visitors into leads via these CTAs, you’ll want to place them in any spot on your website with a high percentage of new visitors.

The best place for a lead generation CTAs is on blog. Specifically, you should add a CTA at the end of the blog post, in the sidebar, and as a floating banner in the corner.

Successful CTAs are eye-catching and effectively communicate the value of clicking on it. In other words, visitors should know exactly what to expect when they get to the landing page the CTA points to. 

Below is an example of a lead generation CTA:

Lead_Generation

2. Form Submission

Let’s say your visitor get to your landing page — there are still two more things they need to do to register as a lead. Your visitor still need to fill out a form and click on a button to submit their information to your contacts database.

At this stage, your visitor is close to becoming a lead, so you don’t want them to slip through the cracks with a lackluster submit button.

Instead, trade out your “submit” button copy for something more actionable and specific to the marketing offer they are about exchange information for.

The lead capture form and button below are much more actionable and engaging than a simple “submit” button. If you’re interested in crafting a form for your site, HubSpot has a free online form builder here.

form_cta

3. “Read More” Button

Whether you place a feed of content in your blog, customer case study page, or press newsroom — you should avoid displaying the whole post one the home page.

You need to entice your homepage viewers to click on individual posts by featuring the first few paragraphs of your content followed by a “read more” CTA.

Here’s what a “read more” button looks like:

read_more_button

Besides allowing more content to be featured on your homepage feed, “read more” buttons ensure your engaging posts receive the stats they deserve.

This allows people to click through to read any post instead of scrolling down on the homepage, In turn, the post itself gets credited with its own traffic, not the homepage. 

4. Product or Service Discovery 

When someone is poking around your website trying to learn about your company and what it offers, make it as easy as possible for them to do so. After all, your products and services are what keep your business afloat.

The CTAs don’t have to be fancy images — simple text on a button can do the trick, as long as the button stands out enough against its background.

Here’s an example of what that can look like, taken from our very own homepage:

product_discovery

Disclaimer: Our homepage product awareness CTA wasn’t created in PowerPoint, but you can easily create the same look with our PowerPoint templates.

5. Social Sharing

One of the simplest types of calls-to-action is one that encourages you to share a piece of content with your friends. Social sharing buttons are a low-commitment way for visitors, leads, and customers to engage with your brand.

So, be sure to include them in places where it makes sense on your website, such as blog posts and landing pages.

Don’t just slap them on everything, though. You wouldn’t want to include them in places where people are giving you their personal information, for example.

The best part about this type of CTA is that it is really easy to customize.

Here’s what it can look like:

Social_Sharing

 

6. Lead Nurturing

So, what happens when someone becomes a lead but isn’t quite ready to pay for your product or service?

You’ll need to entice them with another type of offer that is more aligned with your product offering than a typical top of the funnel marketing offer.

You’ll need to use a lead nurturing CTA to promote offers like product demos, free trials, and free quotes. A lead nurturing CTA should be in an area you know many leads visit. 

For example, consider a smart CTA option in a blog post or as an offering at the bottom of another marketing offer’s thank you page.

Here’s a prime example of what one looks like:

nurturing

7. Closing the Sale

And once all of your lead generation and lead nurturing are done, you’ll need to finally turn those leads into customers.

This type of CTA will be very sales-focused: you want to get potential customers to want to buy your product or service right here, right now.

Again, if you have smart CTAs, you can use them at the end of blog posts. However, consider placing them on product pages, as potential customers may want to do one last bit of research before taking the plunge.

This is an example of what a sales-focused CTA would look like:

closing

8. Event Promotion

If you are throwing an event, whether online or in person, it’s pretty clear you’re going to need people to attend.

Use an event promotion CTA to raise awareness of the event or help drive ticket sales. The best part about this type of CTA is there are endless places you can put it, depending on which segment of your audience you’re trying to get to attend.

For customers, place the CTA on their login page, dashboard, or on the page you offer them a receipt. For leads, make this CTA appear in the blog sidebar. The possibilities are endless.

Here’s a simple example of an event CTA:

Register_for_Event

9. Related Content

The longer a visitor stays on your website, the more likely they’ll convert to a lead. A related content CTA makes it easy for website visitors to jump from once piece of content to the next on your site. 

In turn, they’ll learn more about your product or service and will likely want to make a purchase. Place a related content CTA within the content, such as between sections of a blog post or in the side bar as link.

Below is an example as it would apply to exploring your company’s services: 

Related Content CTA

10. Quiz CTA

Audiences love to be delighted, and what’s more delightful than a quiz to test their knowledge or learn more about themselves? We all love a good Buzzfeed quiz, right? 

If you decide to use a quiz or a game to encourage visitors to stay on your site longer, you’ll need a quiz CTA to capture their attention. And if the quiz is free, include that in the CTA.

Place a CTA like the one below at the end of a blog or its sidebar. 

quiz CTACTAs make your website easier to navigate, and they can serve as roadmap that takes a visitor on the path to becoming a lead. However, to get the most our of your CTAs, you’ll need to make them engaging, hard-to-miss, and straightforward. 

Now that you know the different CTAs available for your site, you’re ready to use them to you advantage.

New Call to action

 

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YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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