Facebook Call-to-Action Buttons: Create for Ads and Organic Posts

Facebook Call-to-Action Buttons

Facebook has quietly rolled out a very small — but important — feature that could make a very big difference for brands: The ability to add a call-to-action button to ads and posts.

In this post, we’ll explore the following:

  • What Call-to-Action Buttons Are
  • Why This is a Big Deal
  • How to Create Call-to-Action Buttons for Ads
  • How to Create Call-to-Action Buttons for Organic Posts
  • Ways to Use Call-to-Action Buttons

What Call-to-Action Buttons Are

You’ve likely started to notice posts from brands in your News Feed that have a button placed under the link title and within the description.

Here’s an example:

Facebook Page Post Call-to-Action Button

Types of call-to-action buttons include:

  • Shop Now
  • Learn More
  • Sign Up
  • Book Now
  • Download

This isn’t only for ads. It’s for organic posts, too. And it’s not even a test feature that’s only available to the biggest of brands.

You very likely have access to call-to-action buttons and can benefit from them, too!

Why This is a Big Deal

First, the obvious: A native call-to-action button is bound to be good for click-through rates.

We know from testing that users are more likely to act when they are prompted to do so. As a result, marketers make sure that their copy includes a call-to-action. And some will also attempt to include a button within the image thumbnail.

This can only help get more clicks.

Second, this helps marketers since it takes the pressure off of putting these CTAs within the thumbnail images. As we know, Facebook has a very frustrating 20% text rule within images. Every character is important.

Now marketers can focus on a compelling message within the thumbnail image, but save the call-to-action for Facebook’s button.

How to Create Call-to-Action Buttons for Ads

Currently, the only way to create call-to-action buttons is within Power Editor. You can’t do it within your Page, and you can’t do it within the self-serve ad tool.

Note that for now the only content type that can include these buttons is a link share. So it needs to utilize the “Clicks to Website” objective, but only while creating an Unpublished Post (though there is an exception: if you create an organic post as described in the next step!).

While creating an ad, click the “Create New Unpublished Post” link…

Create Call-to-Action Button Facebook Ad

Within the default “Link” view, fill out the link you want to share and promote the way you normally would. The only items that are required are the URL and post text (the commentary you add with the link). Facebook will automatically pull the link thumbnail, title and description (though you can override these).

Create Call-to-Action Button Facebook Ad

Note the new option for a call-to-action. By default, there is “No Button.” But you can create a button with one of five calls-to-action!

[NOTE: It appears that adding the button lowers the character limit for your link to description to something around 132 from 150. You should consider manually changing your link description as a result.]

Something to keep in mind here is that your call-to-action button will only appear on ads within the News Feed, not the sidebar.

How to Create Call-to-Action Buttons for Organic Posts

Initially when I heard about this, it seemed like an incomplete feature. Sure, it’s great to have it for ads. But if you promote posts, you’ll need to create a completely new, unpublished post to add the button. And it sure would be nice to include a button for organic posts, too!

Well, guess what? You can do it! But once again, you need to use Power Editor.

Most marketers don’t realize that you can actually create posts from Power Editor. Honestly, there was very little reason to do this until now. But this little addition changes everything.

First, you’ll want to select the “Manage Pages” option from the top left drop-down within Power Editor.

Facebook Power Editor Manage Pages

Next, make sure that the page you want to create a post from is selected on the left. Then click the “Create Post” button.

Facebook Power Editor Create Post

That will bring up a dialog that looks identical to what you saw when you were creating an unpublished post. The reality is that you’re doing the exact same thing, but without needing to create an ad.

Facebook power Editor Create Unpublished Post

Click the “Create Post” button when you’re done.

Highlight the row that includes that new unpublished post to preview it.

Facebook Power Editor Preview Unpublished Post

Then click the “Publish” button to bring up this dialog…

Facebook Power Editor Publish Unpublished Post

The only step remaining is to click the “Upload Changes” button to push your post live, complete with a call-to-action button!

Ways to Use Call-to-Action Buttons

Personally, I am going to make sure that any time I share a link to my website, I include a call-to-action button going forward. It just makes sense!

This will be great for things like…

  • Selling products
  • Pushing registration of a newsletter or webinar
  • Driving traffic to a blog post
  • Pushing downloads of an eBook
  • Driving one-on-one bookings

Since there are five different CTA options, I’d also recommend split testing different buttons where it makes sense. For example, if you are driving traffic to a sales page, you may try the “hard sell” buttons (Shop Now, Sign Up, Book Now) or the soft sell (Learn More).

See what works best!

Your Turn

How will you use call-to-action buttons on your Facebook content? Let me know in the comments below!

  • andegu


  • WhoDat27

    Testing it out today! Could be very useful

  • Benwww

    Hi Jon, I made a post with a “Sign up” button, unfortunately though it turned out to be a like button on the actual post. A little strange really, any thoughts?

    • http://jonloomer.com/blog Jon Loomer

      The button in the description was a like button? Or are you saying a like button existed above the post? This should always be the case when being shown to non-fans.

      • Ernie

        I just noticed this with a couple of mine, too! “Like” button down in the lower right instead of Learn More or Sign up, etc. The first one I created a couple of days ago worked, but I’m 99.9% certain it’s been inserting Like buttons instead since then.

        • Ernie

          So it looks like if you create a “Clicks to Website” ad and direct them to a tab for your Facebook Page (as the URL) the button shows up as “Like.” Sending them to an external link will allow you to use “Learn More” in the CTA button.

          • http://jonloomer.com/blog Jon Loomer

            That would make sense.

          • afam

            I am just looking at this www.http://fbinfiltrator.com/early-bird/ and wondering if it is neccessary to have that software since the facebook cta seems to have all the features. Awaiting your advice on that. Thanks

          • http://www.enteractivemedia.co.uk Chris C

            Hi mate,

            I have FBinfiltrator and am testing it out as we speak.
            I initially thought it was a great piece of software but as with a lot of things I started bumping into things I wasn’t all that keen on.
            For instance you have to use a YouTube video for the post, great if you have a video for what you are talking about but kind of useless if you don’t!
            Also i’m finding what the preview renders like is not always how the post looks in FB which can be really frustrating.
            Also you can only do one of two things, add them to a email list OR send them to a URL, just another annoyance.
            Add to that the horrendous autoresponder you get signed up to, (there’s been 2 ‘Emergency’ Webinars this week to sell me something else) and i’ve found myself looking away from this and towards the CTA posts described here.
            Just my opinion obviously but I think it has been overtaken by FB here.

  • Brandon Turner

    Hey Jon, I just made my first CTA Button thanks to this INCREDIBLE tutorial! I really appreciate the time you spend teaching this stuff and clarity with which you present the solutions.

    The one thing I did notice was that now the description below the post, which usually fits around 156 characters, now only fits around 132 characters because of the confined space due to the button. Not a big deal, of course, but good to know.

    My only concern with the button ( and I’ll do some testing, as I’m sure you will) – is whether or not the button could decrease clicks on organic posts, because it makes it look like an Ad. Thoughts?

    • http://jonloomer.com/blog Jon Loomer

      Great point on the character limit, Brandon. I’ll adjust my post accordingly.

      I agree that it’s possible CTA could be hurt for looking like an ad. So it’s possible the benefits will be less (or negative) for organic posts, but we won’t know until we try!

  • http://www.digitalks.me/ Mohit Jain

    Thanks for the tip Jon. Just curious to know if you noticed any visible impact of your tests on Clicks and on average Organic Reach you were originally able to get without using these CTA’s?

    • http://jonloomer.com/blog Jon Loomer

      Just started using it, Mohit!

  • http://www.enteractivemedia.co.uk Chris C

    Having a quick play with this feature today and it looks good, going to have to test to find the right image sized to maximise the post and i’m finding I have to refresh the page to see the post in the post list ready to upload. Apart from that (which is nothing really is it?) i’m liking this already!!

    • http://jonloomer.com/blog Jon Loomer

      Hey, Chris. The optimal size of the thumbnail should remain the same. It’s a 1.91:1 aspect ratio, which is why I use 700×366 featured images on all blog posts.

  • Donald Wilson

    Another great tutorial from Jon Loomer. Will be testing this out on my pages when I get back from Europe – and some peeps already shared it in my FB group :) Thanks!

    • http://jonloomer.com/blog Jon Loomer

      Great! Let me know, Donald!

  • Shiri B

    Hi Jon, Great post, thanks! Two questions
    1. I’m new to Power Editor, can you not edit a post once you’ve created it? I can’t find how (forgive me if I’m just being ridiculous)
    2. My link came up with a small image, which was empty, even though when I posted the same link regularly it came up with a big image.

    • http://jonloomer.com/blog Jon Loomer

      Hi, Shiri! Just now getting to Power Editor!? I know you’ve been a long-time reader, so how did I not convince you until now? Giving you a hard time, of course…

      1. Just as you can’t edit an actual post, you can’t edit posts in Power Editor.

      2. Possible you’ll need to refresh. Power Editor should preview images the same way they’re shown in News Feed.

      • Shiri B

        I know I’m embarrassed! Ok great, I think I’ve got it working now. Thanks!

  • Rebekah Poh-Seragih

    I have not seen any CTA buttons on my newsfeed yet. Maybe it is not rolled out in Asia. But will definitely play with the Power Editor to test it out with different images and CTA messages. Most important is to test and see how far is the organic reach for Posts using this feature vs paid ad. Thanks for the great info!

  • http://www.enteractivemedia.co.uk Chris C

    Thought you might be interested to see how I am utilising the CTA straight off the bat!! Event promotion for a venue I look after with link to ticket seller so I can qualify if I get any click through!


    • http://jonloomer.com/blog Jon Loomer


      • arubyan

        How do you count the clickthroughs on that CTA button embedded at the end of a FB video?

  • http://socialmediacurator.com/ Mtn Jim Fisher

    another good reason to know Power Editor…:-) still plowing thru your course, Jon. thanks.

  • http://www.tagsmith.org Matthew Knell

    Hey Jon – this is an awesome tip, thank you! One quick question – i’ve made it as far as the Publish screen and set the post to publish now, but don’t see an “Upload Changes” button as you reference. Am I missing something?

    • http://jonloomer.com/blog Jon Loomer

      It depends on your current version of Power Editor, Matthew. In order to execute any creation within Power Editor, you need to click an Upload button at the top (or something similar).

      • http://www.tagsmith.org Matthew Knell

        Found it. It was the obvious Green button at the top of the page that I looked past, like 5 times. :) Thanks Jon!

  • Marcelo T.

    Great post Loomer! Testing on our next campaign!

  • AmyJoNeal

    I often create video posts on my page with website links in the description with a CTA (a video about a webinar and a link to sign up) and then turn them into ads. Will this be an option with the CTA buttons on a video post/ad? Thx!

    • http://jonloomer.com/blog Jon Loomer

      Not sure, Amy. My guess is it won’t since Facebook wants you to share links in a particular way. The call to action for a video is to click the video itself.

      • AmyJoNeal

        Makes sense. Thx!

  • Colm Sweeney

    Hi Jon, brilliant post yet again. Reading it I felt pushed to actually get started with Power Editor and try out your idea of including CTA buttons in organic posts. I followed your instructions and got stuck at the first step!!! I selected the ‘Manage Pages’ option, then ticked the page in the box below and clicked ‘Create POST’. A prompt came up saying ‘Select a page’, even though I had done that already. So I got stuck in a loop! This is the first time I tried to use Power Editor!

  • http://www.hillsidestrategic.com Mike Best

    Thanks Jon, I’m relatively new to your blog and Power Editor. Typically my clients are small businesses that are using organic posts exclusively. I’m excited to dive into Power Editor and the CTA feature.


  • Zach LaPerriere

    Thanks, Jon! I appreciate how you stay on top of all of the FB news.

  • Vincent Vizachero

    Great tips, Jon! I built two of these today (one ad, one organic): easy as pie, and they look great.


  • Sarah Pinnix

    We just published an educational post about congenital heart defects for CHD Awareness week. The “Learn More” button was PERFECT!

  • Ricardo de la Cruz

    Very useful! I’ve used this feature two minutes ago and it works fine. I only see one problem in my case. Buttons are only in English. But who doesn’t understand “Learn More”? :-)

    • Ricardo de la Cruz

      Not correct my comment. I ckecked it and it works fine in English, Spanish, etc…

      • Corina Ippolito

        How can I put this in Spanish?

  • http://www.antoniocalero.com/ Antonio Calero

    This is a great tool. Only missing thing is the ability to have that button when the post goes viral due to a follower creating a story about it. For example, see in this image what it comes up when you from your personal profile liked your own Page post… the button is gone. I guess this means increase in engagement will be limited…

  • Guest

    I always get “Like page” and not the selected CTA… any idea why? it’s also pretty annoying to not be able to edit the dark posts after creating them (there’s no “draft mode”, right?)

  • Guest

    I always get “Like page” and not the selected CTA… any idea why? it’s also a bit annoying that you can’t edit dark posts after creating them (there’s no “draft mode”, right?)

    • http://www.antoniocalero.com/ Antonio Calero

      I guess that’s because the link you are using is for a Facebook Page, so Facebook detects this and changes the CTA button. Those links are treated differently for Facebook.

      I’m sure if you post a link to an external page, you’ll have your desired button (Jon: correct me if I’m wrong)

  • http://www.jobarnesonline.com/ Jo Barnes

    Whoop, whoop, love this new feature. Thanks Jon! Will certainly be testing this out. Also love the way you layout your graphics to be within the 20% rule, simple and effective. Thanks for the update :)

  • http://jasoncurlee.me/ Jason Curlee

    Testing it out now Jon. Thanks for all you do my friend.

  • Mark H

    This is awesome! I just published this – let’s see how it works out. Thanks for letting us know!
    I do have a side-question by the way – I have newsfeed ads setup through “Page post linked to your website (eligible for news feed). I just unpublished my page. Would that mean now the newsfeed ads would stop and the ads would move to the Right side?

    Basically, I want to same newsfeed ad flexibility (and add this new CTA button in there) without connecting to my Facebook page (which I want to keep unpublished for now). Any input Jon?


  • http://jasonhjh.com/ Jason HJH

    Very excited about this actually – just hope the effectiveness doesn’t wear off after a while. Will share my results soon!

  • Zailinah

    Why didn’t anyone tell me about Jon Loomer’s tutorials earlier???

  • Alfred

    Hi Jon, will FB be able to track the clicks through the CTA button? Will it be separated by Image Clicks, Link Click, Button Click etc?

  • http://navneetsau.com/ NavNeet Sau

    Awesome tutorial Jon. It’s really an amazing article about enhanced call to action buttons, launched recently by Facebook. Power editor is really a powerful tool LOL :)

  • CA

    I tried to add a CTA to “Learn more” but the URL I am using is from my fb page. I want to send customers to my FB page to find out more about a sales event that I am having. Unfortunately the button does not come up. does this feature only work on URLs outside of fb?

    • tracysestili

      Yes – only works for external. Facebook will not allow you to use the CTA buttons on internal FB pages or tabs.

  • Guillermo Enciso

    Great post, thanx

  • http://www.ravishukle.com/ Ravi Shukle

    Just created this for my first webinar Jon very clear instructions in this blog thanks for sharing. Will keep you updated on the results :)

  • https://plus.google.com/+AnaHoffman/ Ana Hoffman

    Took me a while to figure it out; tried several times last night, but the post just wouldn’t publish to page!

    Re-read your post again this morning, and said to myself “Dang! Forgot to upload changes!” lol

    Suppose a fresh head and coffee instead of wine do help. Thanks for the tutorial, Jon! Now we just need to see if it actually makes a difference to engagement and click-throughs.

  • tracysestili

    Jon, this was great. Super easy. I just did my first one scheduled for later today for a new whitepaper. (I love the fact that you can schedule it too!). Thanks for the easy tutorial!

  • Dolan

    Do you have any stats showing this actually improves click through rates?

  • Len

    Great tips Jon, Thanks! (Tried it out and worked like a charm!)

  • http://www.mrspil.dk/ Morten Madsen

    Great post Jon
    Am I correct in assuming that the CTA buttons are only available in English yet?

  • techtagtoe

    Great! One big question: Is it possible to change the language of the CTA`s?

  • Charles Kirkland

    Love the content and getting ready to test it out today.

  • Adam

    I tried to schedule a post using this method, but I received an “invalid post ID” error. Any idea what I did wrong?

  • Marcelo T.

    Have tested the feature in a trial campaign and worked very well while organic (we are going to promote it in couple days). The question is: Is it possible to set the audience (language, country) for an organic post with CTA button? I can’t see setting for it on power editor…

  • Selena Thurbon

    Thanks Jon, Tested it today and managed successfully to publish a post for my business. Post is scheduled for tonight – so it will be exciting to see what sort of traction it gets!!!

    • http://jonloomer.com/blog Jon Loomer

      Good luck!

  • accessheating

    Thanks for the info Jon! Helpful as always!

  • http://www.singularu.com Cloé Norvez

    Hi ! Great post thanks, I’m excited that FB launched the call to action buttons, it will revolutionize conversion via Facebook. However I have a question, I run several Facebook page (for the same company) in various languages, but my general Facebook power editor is set in English. Do you know if the button will automatically translate according to the page I’m editing from? How can I translate the button? Do they even make call-to-action buttons in Spanish or French?

    • Ro

      Hi Cloe I know this is a couple months late but generally Facebook will respond to your computers language settings. Have you tried changing that setting to see if it works? I’m curious about the same and was just about to place an ad and see for myself if the CTA localizes.

  • Maggie

    Thanks so much Jon–your tips have been a Godsend. Have you experienced issues with your Facebook ad data not matching your Google Analytics web traffic, conversions, and revenue? Google Analytics definitely isn’t attributing at least some, if not all, of our traffic, conversions, and revenue from Facebook ads to Facebook as a referral source, and we can’t figure out what’s going on. I assumed it was only showing a part of the ad revenue, but after experimenting with publishing an ad as an organic post last week we saw our GA revenue and conversion numbers jump from the usual, which I’m assuming is because this revenue came from that organic post rather than an ad. However, some days and weeks we’re seeing lower numbers in GA than Facebook Ad reporting shows, which isn’t logical because GA should be including organic visits, conversions, and revenue in addition to those from ads. Now, I’m inclined to think the GA numbers are all based on organic posts and traffic. Do you have any insight into this? I was thinking maybe the CTA buttons aren’t being properly attributed, since this week I noticed a huge difference in the visits and # of conversions data. If publishing ads as posts increases our revenue at no cost I’m all for it, but I also need my reporting data to be accurate for the medium overall, and I don’t want to double-count clicks, conversions or revenue.

  • Magalie Descamps

    What are the dimensions for this kind of post? Is it the same as a shared link?

  • CRaboff

    Thanks for the info…I didn´t know about this before and will try it for my fb page – https://www.facebook.com/AirlineStaffRates
    BUT one question. How do edit a schedule post with a call to action button?Can´t find it…
    and you can´t delete either before it is published?

  • metwaly

    out of this world :D

  • Guest

    Great info! Has anyone tested to see if this will localize acording to the computers language settings? (Apernder mas, Descargar ahora, etc.)

  • Ro

    Great info! Has anyone tested to see if this will localize according to the computers language settings? (Apernder mas, Descargar ahora, etc.)

  • http://www.renaudgagne.com Renaud Gagne

    I am currently split testing for the same image between a page post ads and this new feature. Very curious to see the results.

  • http://malharbarai.com/ Malhar Barai

    Thanks Jon, this could be pretty handy.

    We might want to see some ability to have custom CTA too, what do you say?

  • Jason

    I use CTA buttons in all cases now where I want the user to make it to an offsite landing page. The consequences of NOT using the CTA button means that Facebook will add its own “Like Page” button to the top of your unpublished post even if your goal is website clicks. They do this when someone has not liked your page.

  • Zuzana Jargasova

    Thank you Jon, for very useful tutorial. I tested it already, at first I forgot to click on Upload, so unsuprisingly I haven’t seen my post, but now it’s working well. I just would like to say, that buttons are translated to many languages so this will localize according to the computers language settings. Checked over :-)

  • Kaitlyn Orchanian

    Can you have a post with a video and a CTA to sign-up?

  • Steve

    Hey Jon this is great guide on how to set this feature up but my text inside my advert keeps getting cut off on the left handside i have uploaded the image at some many different sizes and it still gets cut off even at 1220×444 any idea why?

  • VeloNomad

    This is great. How do you manage to turn the Like button off in ads? I can’t seem to turn it off, either in the std editor or power editor?

  • Ivan Bonavolta

    Hello Jon, I see there are csome Facebook’s ads with two Call-To-Action buttons.
    I tried to create one but I can’t do it. Can you give any advices?

  • Ivan Bonavolta

    Hello Jon, I see there are Facebook’s ads with two Call-to-Action buttons. I tried to do it on Facebook insights but I was not able to do it. Can you help me please?
    I think it is an interesting item. Thank you in advance.

  • Gabrielle

    Do you have to pay for the call-to-action button on organic posts?


    We all know that facebook has started shopping portal. Know how many have started using it – http://goo.gl/jPfQYg

  • http://www.alysarushton.com/ Alysa Rushton

    Thanks so much Jon! Really helpful info. Appreciate all you do!!

  • measured me

    I have seen promoted posts that had button “like page” on the top of them. I could not figure out how to configure that in the ads. Any ideas?

  • Aldo Wandersman

    can1t fin dthe upload changes button

  • http://www.norio.co.za/ Norio De Sousa

    I’ve been using this for my ads but now it seems they’ve disappeared. I still get the option to add the buttons during ad-creation (in Power Editor and the “normal” interface) but my ad-previews show no buttons. Anyone else experiencing this?

  • Nouman Younas

    Nice Tutorial… I just saw this option while upload a video and then Google it… now going to try it by following your methods

  • Nanna

    Thank you for a great tutorial! I have seen that lots of pages post updates with a ‘Like Page’ CTA button, but I can’t pick that one for my posts. Is it because they have made it as an add and are paying for it? Please let me know how to do this. thanks!

  • Casey Hamm

    Hello I keep getting an error:
    Power editor error: Invalid page types: Feed-and-external…. any idea why?

  • Sharath Nair

    My organic posts published via power editor are not visible on my page, does it by default become an unpublished post, is there a way i can publish it with a call to button and also the see the post on my page.

  • Mae Cacanindin

    Hi! Can the CTA button be linked to an email address, letting the reader book or shop via email, given that the business has no other avenue for selling its products and services yet (e.g. online shop, booking engine)?

  • Rob

    I’ve spent most of today trying to get this to work. I’m absolutely sure I’ve followed all the correct procedures but when I view the post I’ve created, the Call To Action button has been missing. I’ve done everything right via the power editor, but it’s just now showing up. Driving me up the wall!

    • Rob

      *not* showing up!

  • Loot Box

    HI ! is this option is available on Facebook API ?

  • Lisa Loeffler

    Hi Jon,

    Question #1: Why can you access Organic Video Post Call-To-Action on the front end of Facebook on your wall – Have the ability to complete ALL the CTA information (the same as in Manage Pages) – But FB will not post the CTA you completed? Is this just bad UI on FB’s end?

    Question #2 – And More Importantly: You say in this post you must access Manage Pages to post FB Organic Video Posts CTA functionality. If you upload a video under Manage Pages to add an FB Organic Video Post CTA, does your video still auto-play in the stream once the post goes live?

    Thanks so much!

  • Deni Jelincic

    Any advice on how to write a CTA status that goes well with CTA post? :)

  • Stacy Maggard

    Hey Jon, can facebook tell me who downloads from my ads? Such as who downloaded my ebook?

  • tuhin

    I just stumbled upon your blog and wanted to say that I have really enjoyed reading your blog posts. Any way I’ll be subscribing to your feed and I hope you post again soon. I suggest to visit this website. SigninPages.com is a website dedicated to providing information on gmail sign in, along with hotmail signin login pages.

  • Antoinette

    Great tutorial, I’d love to try it out. But I’m stil not clear on the costs of the use of the call-to-action feature in ads or posts… What are the cost and especially, can it be used for free?

  • http://www.xperedon.com/ David Hallett

    Great article! Check out how we’re using Facebook buttons at http://www.mbeddo.com – where you’ll find a fully immersive Facebook ecommerce solution with Buy Now button posts that lead to instant checkout inside Facebook. Already supports all platforms including IOS/Android and supports Tweeting too!

  • arubyan

    Hey John, is there a way to count how many people click the call to action button embedded at the end of a FB video?