Speaker 1: Learn more.
A blue text box with the words "Learn more" appears on the left side of the screen.
Speaker 1: Shop now.
A second blue text box with the words "Shop now" appears on the right side of the screen.
Speaker 1: Contact us.
A third blue text box with the words "Contact us" appears at the top of the screen.
Speaker 1: Yada, yada, yada. We've seen these CTAs over and over again. Basically in every ad that ever existed.
Text appears on screen: "EVERY AD THAT EVER EXISTED".
Speaker 1: And if you're wondering, are there better options to increase my CTR in a TikTok or Meta or YouTube ad?
A man in a brown shirt sits in an office chair, thinking with his finger on his chin. This is followed by a shot of a man drawing an upward-trending line on a whiteboard. The y-axis is labeled "DOGS" and the x-axis is labeled "AWESOME".]
> [VISUAL: The TikTok, Meta, and YouTube logos appear next to the speaker.
Speaker 1: Then this video is for you because the answer is yes. And here at Motion, we have over 2,100 companies that are using our platform to analyze nearly $5 billion in ad spend.
A screen shows the number "720" which quickly zooms out to reveal the number "2,100" surrounded by various company logos, including JONES ROAD, WPROMOTE, Huel, vuori, VAYNERCOMMERCE, and BOOMN.]
> [VISUAL: A screenshot of the Motion website homepage appears. The headline reads "Ship more winning ads". A number overlay appears on the bottom of the screen: "$5,000,000,000".
Speaker 1: And with all that money being spent and analyzed, we've curated some of the best ad CTAs that you might want to test for yourself.
Four pixelated vertical videos are shown side-by-side. A black and white photo of the speaker with a confused expression and his hands up is overlaid on the videos.
Speaker 1: And if you'd like a quick Motion demo, maybe with some of your ad accounts, click the link in the description and get started now.
A screenshot of the Motion demo booking page appears. The headline reads "Maximize the ROI of your ad spend with Motion".]
> [VISUAL: Text appears on screen: "Click the link in the description".
Speaker 1: All right, five ad CTAs are a lot to cover, so let's go ahead and dive in.
Text appears on screen: "Ad CTA #1".
Speaker 1: Ad CTA number one. Okay, this ad is from The Farmer's Dog. Let's take a look.
Screenshot of The Farmer's Dog website homepage. A chocolate lab puppy is featured next to the text "A healthy life starts with healthy food.".]
> [VISUAL: An ad for The Farmer's Dog plays. A corgi eats from a blue bowl on a porch. The speaker is shown in a small circle in the bottom right corner, watching the ad. A text overlay in the ad reads "60% OFF". Audio from the ad: "We're including a coupon for 60% off so your dog can try The Farmer's Dog. Try it out and watch your dog enjoy his healthiest life possible."
Speaker 1: Okay, so for this one, it looks like The Farmer's Dog partnered with Hammy and Olivia, which is a pet influencer account.
The Farmer's Dog logo appears next to an "X" and the logo for the Instagram account "hammyandolivia". This transitions to a screenshot of the "hammyandolivia" Instagram profile page.
Speaker 1: Apparently it's very relatable, obviously adorable, and they already have a very strong emotional connection with a large audience, so they have that going for them.
A video of two dogs playing is shown on a smartphone screen. Animated hearts float up from the bottom. Two hands form a heart shape around the phone.
Speaker 1: But the last eight seconds of this ad is just one shot of this dog eating his food with a text overlay that says 60% off.
The speaker holds up a smartphone displaying the ad of the corgi eating from the bowl with the "60% OFF" text overlay.
Speaker 1: And first of all, I feel like that's a very high discount, and we don't really tend to see that all the time. And if you combine such a clear and compelling offer with a relatable appeal of a pet owner who really people trust, The Farmer's Dog is really nailing the CTA persuasiveness.
Text appears on screen: "60% OFF". Below the text, a black and white photo of a smiling man and woman holding a corgi appears.
Speaker 1: And if I had to guess, I bet this one has a super high CTR. Next up, let's take a look at ad number two from BYLT Basics.
Text appears on screen: "Ad CTA #2".]
> [VISUAL: Screenshot of the BYLT Basics website homepage, showing a man in a black t-shirt with the text "BEST SELLERS".]
> [VISUAL: An ad for BYLT Basics plays. It features a man trying on different shirts outdoors. The speaker is shown in a small circle in the bottom right corner, watching the ad. Text overlays in the ad include "START OF SUMMER SALE" and "30% OFF SITEWIDE". Audio from the ad: "Fresh best sellers that are going quick. Take 30% off their entire site and load up on the summer essentials. It's all going down at byltbasics.com."
Speaker 1: For this one, BYLT also did a nice job with a strong discount offer, and it looks like they nailed that seasonal relevance with an incentive that they show a lot visually and they read it verbally in that voiceover about their summer essentials. And it seems like they're tapping into both urgency and scarcity, which are common psychological ad techniques that work really well. I also like the pacing of this ad and the summer vibes are definitely there. I notice they slipped in the golden retriever at the end to enhance that emotional connection and trust. There's a lot of repetition and priming that's in reinforcing their message and building really good anticipation in such a short ad. So, nicely done.
The speaker holds up a smartphone displaying the BYLT Basics ad, showing various clips of the man in different shirts and petting a golden retriever.
Speaker 1: Let's take a look at ad number three from AS Beauty.
Text appears on screen: "Ad CTA #3".]
> [VISUAL: Screenshot of the AS Beauty website, showing three smiling women with different hair colors and skin tones.]
> [VISUAL: An ad for AS Beauty plays. A woman with long gray hair speaks directly to the camera, holding a small, round makeup container. The speaker is shown in a small circle in the bottom right corner, watching the ad. A text overlay in the ad reads "You have to give this kit a shot!". Audio from the ad: "So if you're like me and you're tired of long, messy makeup routines, you have to give this kit a shot."
Speaker 1: Looks like this ad clocks in at around like a minute and 23 seconds. So I'm really curious to know where their highest click-through moments are because it's a little bit on the longer side for an ad and there's just so much to unpack in the CTA.
A graph with a wavy line is shown. Above the graph are five small video clips from the AS Beauty ad. A white cursor arrow moves from left to right across the clips.
Speaker 1: They really have to do something different. And this AS Beauty ad does that, which is they have a heavier emphasis on reliability, social proof, simplicity, and convenience. And I like how they bookended the ad with a "give this kit a shot" on both the hook and the CTA. And for women in, you know, this demographic, they're 40s to 50s, I think this UGC creator is a perfect fit because she has that calmer energy. She's building trust. She's addressing like practical benefits, and the language she uses is super relatable and simple. I'm impressed with this CTA. There's a lot of nuance and so much competition for cosmetics. So AS Beauty really nailed this.
The speaker holds up a smartphone displaying the AS Beauty ad, showing various clips of the woman demonstrating the makeup product.
Speaker 1: All right, let's take a look at ad number four from Cozy Earth.
Text appears on screen: "Ad CTA #4".]
> [VISUAL: Screenshot of the Cozy Earth website homepage. A woman is lying in bed, and text reads "SAVE UP TO 25% WITH THE SUMMER SALE".]
> [VISUAL: An ad for Cozy Earth plays. It shows a woman making a bed in a bright, modern bedroom. The speaker is shown in a small circle in the bottom right corner, watching the ad. Audio from the ad: "...in the front and finally placing a textured waffle blanket at the foot of the bed. These elements add visual interest for this clean and classic look."
Speaker 1: This one is really interesting because it's actually pinned as one of the most popular TikToks on their channel, and there's really not a clear CTA in this. If you look at the script, it's really just a walk-through on how to make a minimal classic bed with extra fluffy duvets and pillows and sheets. It has aesthetic appeal, clear demonstration of use, implied quality, and a strong brand recognition and reinforcement throughout. It just goes to show you that like sometimes the average viewer just wants the right vibes and some education and maybe they don't need a hard sell at the end. This is expanding our notion of what can give you a high click-through rate. Nice job.
The speaker holds up a smartphone displaying the Cozy Earth ad, showing various clips of the bed being made.
Speaker 1: Let's look at the last ad from HexClad.
Text appears on screen: "Ad CTA #5".]
> [VISUAL: Screenshot of the HexClad website homepage, featuring a close-up of a pan and the text "HexDad Sale Shop And Save On The Father's Day Collection!".]
> [VISUAL: An ad for HexClad plays. Gordon Ramsay is in a professional kitchen, responding to a comment shown on screen. The speaker is shown in a small circle in the bottom right corner, watching the ad. The word "Hook" is overlaid on the first part of the ad, and "CTA" is overlaid on the second part. Audio from the ad: "Gordon is paid to say this. I doubt he actually uses these. I promise you, HexClad is for you. Get your hybrid cookware set today at hexclad.com."
Speaker 1: Okay, this ad is hilarious and it's a real masterclass. I know this video is about like ad CTAs, but the hook is a chef's kiss, pun intended, using their spokesperson who's responding to an actual comment with their snarky tone is a great.
The word "Hook" appears on screen.
Speaker 1: But there's a lot going on here. You've got a strong authority figure and credibility, personal testimony, but I want to point out that visual at the end that reads, "Cook like the pros." I think it's a strong call to identity for viewers who want to emulate professional chefs, and it's tapping into aspiration and desirability in a way that blends nicely into Gordon Ramsay's whole appeal as a master chef.
The speaker holds up a smartphone displaying the HexClad ad, showing various clips of Gordon Ramsay and the cookware.
Speaker 1: All right, that's all I've got for you. What ad CTAs do you want us to break down? Let us know in the comments what your favorite CTA of all time is. And if you'd like to use Motion, once again, to test out your CTAs, get a VIP demo and click that link in the description to get started.
Screenshot of the Motion demo booking page.]
> [VISUAL: Text appears on screen: "Click the link in the description".
Speaker 1: Did you like my CTA? You like that CTA? No? Well, screw you. I'm just kidding. But seriously, go demo Motion now, you marketing little nerd, you.
