When optimizing for the Display Network, a clear call–to–action (CTA) in the ad text is important in order to:
- improve the Quality Score of the ad on all Google properties
- identify the traffic to your website that was generated by AdWords ads
- increase overall impressions for the ad
- set expectations for customers who are in various stages of the buying cycle
Clear CTA is especially important in image-based ads, because customers may not know what part of the ad is clickable. In some cases, if your ad really blends in well with a site, they may not even realize that your ad is an ad! Don’t make them guess. People also want to know what they can do if they click your ad: “Learn more” or “Buy now.” Help them figure out what’s in it for them if they click on your ad by letting them know up front.
Be explicit about your call to action, whether a button or somewhere else. This is especially important for image-based ads, because customers may not know what part of the ad is clickable. In some cases, if your ad really blends in well on a website, they may not even realise that your ad is an ad! Don’t make them guess.
Read more here: https://support.google.com/partners/answer/1722134?hl=en-GB