In Facebook's own words about how they choose to display ads to their users:
To view and adjust your ad preferences:
- Click the or near the top-right corner of any ad on Facebook
- Select Why am I seeing this?You’ll see an explanation of why you’re seeing the ad, and you can add or remove yourself from audiences who are shown that ad. Click Manage your ad preferences to see more audiences you’re a part of that influence which ads you see on Facebook.Changing your ad preferences influences which ads you see, but it won’t change the total number of ads you see. Keep in mind advertisers sometimes ask Facebook to show similar ads to multiple audiences, or to wide audiences. For example, a sneaker company might want to reach people who like sports. If you remove yourself from the audience of people who like football, but not from the audience of people who like basketball, you could still see the sneaker company’s ad.Note: Facebook always uses information about your age, gender, location and the devices you use to access Facebook when deciding which ads to show you.
In addition, this article, HOW TO USE PROMOTED POSTS by Wishpond is very dense, and may only make sense after you've attempted to run a few promoted posts of your own.
That said, you can easily view the two examples of promoted posts in order to gain a better idea of how to craft a promoted post that includes specific calls-to-action for your viewers:
1. Diamond Castles ad example
2. Oreo ad example (which has no direct calls-to-action, and probably would be more effective if it did)