You're making a video ad with the goal of driving reservations for a tourism company on their website. Which of the following call to actions (CTAs) should you use in the ad?

The primary goal of this video ad is to drive website reservations. An effective call-to-action (CTA) should clearly and directly prompt the user to take the desired action.

Analysis of Correct Answer(s)

• Book now: This is a direct and high-intent CTA. It uses strong, action-oriented language that perfectly matches the campaign goal of securing reservations. It clearly tells interested users the next step to take if they are ready to convert.
• Take a look: This is a softer, lower-commitment CTA that is also effective. It encourages users who are in the consideration phase to explore the travel options on the website. This action is a crucial step that directly leads to the final goal of making a reservation.

Analysis of Incorrect Options

• Learn more: This CTA is too generic for a specific conversion goal like booking. It's better suited for an awareness or information-gathering campaign, as it lacks the urgency and specificity needed to drive immediate reservations.
• Call now: This CTA is incorrect because the objective is to drive reservations on the website. "Call now" promotes a different conversion action (a phone call) and directs the user away from the intended online booking path.