I have recently launched a Facebook campaign optimized against sign-ups. We redirect users to the specific article on our forum: https://uk.community.huawei.com/photography-16/get-the-most-likes-and-win-when-autumn-comes-along-share-you-autumn-photos-419/index1.html.
I have a feeling that this ad could perform even better with highlighted Sign-up button ("Login"). Currently it's called "LOGIN" which does not give a clear direction to the users on what he should do.
Have you tested different name variants for this button? For example to show "Register" to those those users who are not logged in?
I am curious about how other Inspired members are dealing with this topic.