Ad Copy Call-to-Action Writing 1 — Questions and Answers
Question 1: What is the primary function of a call-to-action (CTA) in ad copy?
- To direct the reader to take a specific next step (Correct answer)
- To describe the product in detail
- To establish brand voice
- To provide company contact information
Correct answer: To direct the reader to take a specific next step
A CTA tells the reader exactly what action to take next, guiding them through the conversion funnel.
Question 2: Which type of verb is most effective when writing a CTA button?
- Action verb (e.g., Get, Start, Download) (Correct answer)
- Adjective (e.g., Amazing, Free)
- Passive verb (e.g., is being offered)
- Noun (e.g., Offer, Deal)
Correct answer: Action verb (e.g., Get, Start, Download)
Action verbs create momentum and clearly communicate what the user will do or receive when they click.
Question 3: What does 'first-person CTA' mean in conversion copywriting?
- Writing the CTA from the reader's perspective, e.g., 'Get My Free Trial' (Correct answer)
- Writing the CTA as the company speaking
- Using 'we' in the CTA text
- Writing CTAs in third person
Correct answer: Writing the CTA from the reader's perspective, e.g., 'Get My Free Trial'
First-person CTAs like 'Get My Free Trial' have been shown to outperform second-person CTAs like 'Get Your Free Trial' in many tests.
Question 4: Why is urgency important in a CTA?
- It reduces procrastination and prompts immediate action (Correct answer)
- It increases ad length
- It improves brand recall
- It lowers cost-per-click
Correct answer: It reduces procrastination and prompts immediate action
Urgency creates a psychological push that overcomes the natural tendency to delay a decision.
Question 5: Which of the following CTAs best communicates a low-risk commitment?
- Start Your Free Trial — No Credit Card Required (Correct answer)
- Buy Now
- Subscribe Today
- Contact Us
Correct answer: Start Your Free Trial — No Credit Card Required
Adding 'No Credit Card Required' removes the perceived risk, making it easier for hesitant users to click.
Question 6: What is a 'soft CTA' in ad copywriting?
- A low-commitment action like 'Learn More' or 'See How It Works' (Correct answer)
- A CTA with small font
- A passive voice CTA
- A CTA that appears only on mobile
Correct answer: A low-commitment action like 'Learn More' or 'See How It Works'
Soft CTAs invite exploration without demanding commitment, making them ideal for top-of-funnel audiences who aren't ready to buy.
Ad Copy Call-to-Action Writing 1
What is the primary function of a call-to-action (CTA) in ad copy?