You're a marketer for a solar installation business aiming to generate leads. What should you do in the video ad to ask people to take action?
Provide multiple options for how viewers can take action.
Include a generic call to action (CTA).
Keep audio to a minimum so that viewers focus on the call to action (CTA).
Include a specific call to action (CTA).
Explanation
Analysis of Correct Answer(s)
For a lead generation campaign, the primary goal is to drive a specific, measurable action. A specific call to action (CTA) provides clear, direct instructions to the viewer on what to do next.
- Clarity and Direction: A specific CTA like "Get a Free Quote" or "Schedule Your Consultation Now" eliminates ambiguity. The viewer knows exactly what will happen when they click.
- Increases Conversions: By aligning the CTA with the user's intent and the business goal (generating leads), you create a frictionless path from viewing the ad to becoming a lead. Vague instructions lead to lower engagement and fewer conversions.
Analysis of Incorrect Options
- Provide multiple options for how viewers can take action: This can cause decision paralysis, also known as the paradox of choice. Offering too many choices often leads to the viewer choosing none. A single, focused CTA is more effective for direct-response campaigns.
- Include a generic call to action (CTA): Generic CTAs like "Learn More" or "Click Here" are less compelling. They lack urgency and don't communicate the specific value the user will receive. For a solar business, "Get a Free Quote" is much more powerful than "Learn More."
- Keep audio to a minimum: Audio is a critical component of a video ad's effectiveness. A strong voiceover can verbally reinforce the CTA and convey emotion, making the ad more persuasive. Muting the message weakens its overall impact.