Where to Place CTAs in Your Advertorial for Best Results

CTA Placement Is Strategy, Not Guesswork

Most advertorials either place their CTA too early (killing the editorial feel) or too late (after most readers have already left). The optimal CTA placement is determined by the reader's psychological state at different points on the page, and that state follows predictable patterns.

Understanding these patterns means you can position your CTAs at exactly the moments when the reader is most likely to click. Get this right and you can see 20% to 50% improvements in click through rate without changing a single word of your copy.

The Three CTA Positions That Matter

Position 1: The Proof CTA (Two Thirds Down the Page). This is your primary CTA and the most important one. Place it immediately after your strongest proof section, the section with the most compelling testimonials, data, or results. At this point, the reader has been educated, persuaded, and given evidence. They are at peak conviction. A clear CTA here captures the readers who are ready to act.

The copy for this CTA should connect directly to the proof they just read. If the proof section featured a customer who lost 20 pounds, the CTA might read "See How Sarah Got Her Results" rather than a generic "Shop Now."

Position 2: The Closing CTA (Bottom of the Page). This catches the readers who consumed the entire advertorial and are now fully convinced. These are often your highest quality clicks because they have read everything and are still interested. The closing CTA can be slightly more direct: "Try It Today" or "Get Started Now." These readers do not need more convincing. They need a clear path to action.

Position 3: The Sticky CTA (Visible While Scrolling). A small, unobtrusive button or bar that stays visible as the reader scrolls. This CTA should be subtle enough not to feel pushy but visible enough that the reader always knows how to take action when they are ready. A thin bar at the bottom of the mobile screen with "Learn More" works well without disrupting the reading experience.

CTA Copy That Converts in Advertorials

Advertorial CTAs need to match the editorial tone of the page. Aggressive sales language like "BUY NOW" or "LIMITED TIME OFFER" breaks the editorial illusion and triggers the reader's ad defense mechanism.

Effective advertorial CTA copy sounds like a natural next step:

• "See Why Customers Are Switching"
• "Check Availability"
• "Find Out If This Works For You"
• "See the Full Results"

These phrases position the click as an exploration rather than a purchase commitment. The reader does not feel like they are buying something. They feel like they are continuing their research. Once they reach the product page, the buying mindset kicks in.

Common CTA Mistakes in Advertorials

Too many CTAs. Placing a CTA after every section makes the page feel like an infomercial. Two to three CTAs is the sweet spot for most advertorials. More than that and each one loses impact.

Identical CTAs. If all your CTAs say the same thing, the reader who ignored the first one will ignore the rest. Vary your CTA copy based on what the reader has consumed up to that point.

No visual distinction. The CTA should stand out from the editorial content without looking like a banner ad. A simple button with a contrasting color and clear text is all you need. Animated buttons, flashing elements, and countdown timers destroy the editorial feel.

Missing transition. The sentence before your CTA should naturally lead into it. A CTA that appears out of nowhere feels jarring. A CTA that follows a compelling statement or piece of evidence feels like a logical invitation.

Optimizing CTA Performance

Track click through rates for each CTA position independently. If your first CTA is getting clicks but your closing CTA is not, the bottom of the page may need stronger content. If your closing CTA outperforms the first, your proof section might need to be more compelling.

AdvertorialX includes built in CTA tracking and strategic placement tools for Shopify, making it easy to position and optimize your CTAs for maximum revenue.