A Conversion is any resulting Action you want a potential customer to take.

It might sound obvious that - if you're an e-commerce brand for instance - this is something you're always aiming for.

But it's not always obvious in campaigns that are just based on awareness, or for brands that offer a service or are just looking for signups.

It's very easy for marketers to forget that all important CTA (Call-To-Action) - in any and every ad.

✏️ Define a conversion for everything you do. Even if your ad is simply to raise awareness, add some sort of objective so you can measure success and give you something to aim for.

Notice how despite the two ads above are offering something for free, they are still laser-focused on the viewer taking action. While Tim Ferriss asks directly for signups, Daily Stoic takes a slightly softer approach.

Mastermind Meditate includes a CTA, but asks to visit his IG profile - a little confusing as this is a Facebook ad, but if he is simply looking to grow followers on Instagram then the CTA is perfect, perhaps a little more direct copy ("Follow my Instagram for mindfulness support and guidance!") might help...

The Ecosse External Lighting ad is likely a post boost rather than a pure ad, meaning no CTA button 🤦‍♂️. They recover a little by adding 'Check our reviews' but this relies on the customer heading to their profile then browsing/searching to find reviews.

Inspire some sort of small action

It’s really important that the customer takes some form of small action, an action as little as watching 3 seconds of a video is enough to enable you to retarget them with more direct ads!

Full list of CTAs available in Facebook and Instagram Ads ↗️