How many call-to-action buttons are used: Learn More, None (not using CTA), Shop Now, Sign Up, Book Travel.
Choosing the perfect call-to-action button isn't as simple as you might think, which is why the CTAs that people like to use on the list have been changing in recent years. As of 2016, nearly half of all ads did not use CT, and by 2018, 70% of ads used CTAs, with the top three CTAs being "Learn More Shop Now" and "Sign Up."
Facebook has three main types of advertising, with the goal of increasing brand awareness, increasing purchase intent, and conversion. While using the five call to action mentions above proves to be effective, using other call buttons can also make your ads unique. Sometimes, like Send Message, Image Click (the image itself CTA), CTA buttons can work better.
Positive case:The New Yorker could have used simple call to action, "Buy Now" and "Know More," but "subscription" was more in line with his marketing goals and more able to distinguish it from general advertising.
Facebook is also rolling out new call-to-action buttons.