How Facebook Landing Pages Work
Facebook landing pages give you a chance to showcase your product in a unique and engaging way to those who are interested in your product and has an audience to convert. The ad product allows you to reach the right demographic and many who are interested in your business, you can connect with on Facebook.
Whether you do this the easy way or the hard way to make a landing page yourself; you still need to put out some effort; and believe it or not, you can save a lot of time initially by making a landing page for your Facebook ad campaigns.
Facebook has over 1 billion users around the globe. In this case, you can take advantage of the huge audiences by putting your products to the test. If this works, you can cater your product offering to the needs and wants of your targeted audience.
Think of it this way: Facebook is the ultimate supermarket and people go there for grocery products ~ you can be the grocery store.
Think about this: there are three million interactions that happen with an ad on Facebook a day.
And, those impressions are priceless!
Who Facebook Landing Pages Are Right For
A Facebook landing page is designed to help you get your message in front of more people. If you’re selling products, you can use a landing page to get more sales and build your email list. If you’re looking for a new job, you can use a landing page to get more applications.
Building a landing page is a great way to make a move early in your business. It can be an effective way to attract new customers while you’re bootstrapping your business or you can use it to boost traffic to your website.
Facebook Landing Page Costs
How to Create a High Converting Facebook Landing Page in 11 Steps
By: Adam Dachis
The following guide will show you how to create an incredibly effective Facebook landing page that converts at a incredibly high rate.
Any serious marketer will agree that landing pages are one of the best ways of driving leads. Which is why it shouldn’t come as a surprise that Facebook has introduced its own landing page tool.
Few people know how to use Facebook’s new-found landing page tool effectively. And in most cases, this is because the people who need to learn more about landing pages usually don’t understand how a landing page works.
So in this post, we’re going to go through an easy 11-step process that you can use to create an incredibly effective Facebook landing page.
As you go through the steps, you can refer to any of the bonus guides that we’re going to have in this post; you won’t have to worry about following the steps in any order.
Step 1: Create a new Facebook ad.
To get started, you’ll first need to create a Facebook ad. Here’s what you should do to create the ad:
Create your ad.
Choose How You will Build Your Landing Page
If you’re looking to run a Facebook ad campaign to drive site traffic and increase your sales, you will need a Facebook landing page. So let’s talk about how you can make one that converts, what you need to do to set it up, and when you should use it.
Start by choosing your landing page type. A landing page is really an ad unit that takes a visitor to a defined target audience’s demographic, in-lead sequence, and offer. This type of ad unit will tell the advertiser what conversions to expect and how to track them.
You can use the Facebook ad interface on your site as shown below or create a new landing page using a third-party service (such as Instapage) to customize the page layout, add landing page content (text, image, or video), and create a call to action.
Picking Your Landing Page Type
Which landing page type is right for you? Here are three options to consider:
Standard Landing Page
This type of landing page allows you to include the same ad assets that you can use in your single ad.
The main benefit of a standard landing page is that you can use the same ad assets and tracking code across multiple landing pages.
Choose an Appropriate CTA Based on Your Advertising Goal
Your Call-To-Action (CTA) button is where all the magic happens.
It’s the primary way your customers can take action with you, so it’s crucial you get this part right.
The CTA should represent the action you want your visitor to take. The best CTA is relevant to the offer your page is promoting and helps your visitor take that one step closer to the offer.
If you’re promoting a website, consider targeting your landing page to people interested in your product.
The Landing Page Layout
Consider these major elements of your landing page: the title and subtitle; the purpose of the landing page; the primary offer; the CTA; the call-to-action button; the sub-offer; the form fields and the validation of the form fields.
All of these elements of your landing page must work together to make the page sell/reveal the offer. So think carefully and customize your landing page based on the offer you’re promoting.
The Ad Title
The text should be familiar, short and informative for the visitor. Don’t make it too long or include tiny font. The title should not have any associated images.
Match Landing Page Style to Facebook Ad
The key to ad optimization is matching the ad to the landing page. If you are targeting a specific customer, your landing page will likely be focused on that customer and your ad copy will be targeting that customer as well. In order to motivate the visitor to take the desired action, your ad and landing page need to convey the same message to them.
A high-converting landing page is often used for converting visitors to sales, and landing page conversion is the main focus of Facebook ads. As a result, you need to design the landing page to mirror the message of the ad. For most companies, that means your landing page will need to focus on the customer and their problem.
There are a few different ways you can optimize your landing page for conversion. You can:
Show Off Your Products and Services
All-in-one landing pages and offer pages are a popular option for Facebook ad optimization. If your landing page is designed to be a standalone advertisement, it will frequently be designed to showcase your product or service. This will likely mean your product or service is front and center on your landing page. If this is the case, you are likely to make up the majority of your targeting on your ad copy.
Match Ad Copy to Copy on Landing Page
Write a Catchy Headline
Headlines are one of the most important parts of your landing page. They are what get your visitor’s attention, entice them to give your product or service a try, and encourage them to take action.
To get them “hooked,” they need to be:
- Timed for maximum readability
- Anchored as you build trust
- Branded with your name or branding
- Add emotion
- Engaging and believable
- Calling to action
Your headline should be:
- Easy to understand
- Shorter than 90 characters
- Include your call to action
Make sure your headline is catchy, whether you write it yourself or hire a freelancer.
Source a Supporting Image
This is the most important thing that you need to do first before creating your Facebook landing page. After all, your Facebook landing page provides a solution to your visitor’s problems. So make sure to show the visitor that by asking for their email address and entering it in a form. That way they know that you really want to provide a solution and that what you’re offering is valuable to them.
Another important thing that you need to have for your Facebook landing page is a conversation between you and the visitor. They might want you to help them, or they might not. If they aren’t asking for help, they’re not going to convert.
So if you have a positive and useful relationship with your visitor, they’ll feel comfortable entering your website and giving you their information.
Take Away: So make sure to add a surrounding sidebar where your visitor can learn more about your page, they can share the information, or even ask a question, all while feeling comfortable to do so.
Another thing that you need to do is to read what you just wrote out loud. The next time you are at the computer, just say the content out loud, and then stop. If you find any spelling or grammar mistakes, fix those right away.
Use a Simple Contact Form
Since your landing page doesn’t need to be fancy, you should at the very least be using a simple contact form. Google Forms is a great resource for creating the required form. There is an element of social proof (if you’re sending out lots of e-mails, you have a lot of customers, so they feel encouraged to ask you questions), a landing page gives you an opportunity to communicate more information about your business and to build trust, and it gives you an easy way to capture leads and track statistics. ⨨
To personalize your landing page, make sure to include your name in your contact form’s headline. You want to make yourself seem like a genuine business person by avoiding questions such as –What is your name?” and go the extra mile by including your first name.
Potential Value Saturation
When you write out your headline like –Howdy, Marty,” 64% of test users will click on the link. After a moment of thought, they’ll realize they have reached a web page titled –Howdy, Marty,” and leave the page with no web page visits. This is very important to remember so you can avoid these two types of mistakes throughout your landing page.
Add an External Link
When you and your team create a new Facebook page, plus Facebook’s external links tool opens up (assuming you haven’t already established a number of external links to your page), you’ll notice a new folder on your dashboard.
Go to that folder and, if your Facebook page is brand new, you’ll find only one external link inside it. To add a link, you can either copy-paste the URL of your existing external links page or you can just start calling up your existing links (assuming they’re not already created as links).
Click once on the new external link you created and edit the existing. In this album, you have to insert the URL of your page.
After you click on that URL, you’ll have to enter the caption for your landing page.
And voila, you’ve just created a Facebook landing page as we detailed above.
Confirm Your Landing Page Meets Facebook’s Policies
The first thing you need to do on any landing page is to confirm that the page you’re building meets the Facebook policies. If you don’t have a Facebook ad account, you can create a dedicated page for your ad campaign from the Facebook ads manager. Once you’re in your ad account, navigate to the Facebook advertising API tab. Click on Create an ad and select Landing Page as ad type. Drop your Facebook page URL in the text box under Landing Page URL.
This is what your ad will look like in the Facebook Ad Manager.
You’re now all set to use the ad.
If you don’t have a Facebook page to set up the ad campaign, you can try creating a dedicated landing page by going to the Facebook ads manager. It’s located under the Ads section on your Ads Profile.
When you’re in the Facebook Ad Manager, you’ll see the different ad types you can create for your campaigns. The ad type you’ll use will depend on the ad objective you’re attempting to achieve.
Add Analytics Tracking
One of the advantages of promoting your products or services on Facebook is the ability to add Google Analytics tracking to your Facebook Ads. With this specific Facebook ad tracking, you can easily calculate your Adspend and Average CPM. Analytics tracking is a must to provide you an accurate idea about your Facebook Ad performance.
Step 1: Create your Facebook Ad
You can create your Facebook ad from the Facebook Ads Manager. On the right side of your screen, you’ll see Facebook Ads. Click the green Create an Ad button.
Step 2: Select Your Target Audience
In the Facebook Ad Builder, you’ll have a variety of options to select from. You can select whether you’re promoting your Facebook Page or a custom audience. For the purpose of this blog post, we’re going to keep the default settings and go with the Facebook Page option, instead of the custom audience.
Step 3: Create Your Ad Copy
Link Your Landing Page to Your Facebook Ad
One of the major benefits of using Facebook ads is that you’re able to control every aspect of your ad including the landing page. In fact, everything you do on your Facebook page from targeting to buying ads is done on your social graph and is directly tied to your Facebook ad spend.
Once created, your Facebook landing page is directly linked to your ad campaign. This allows you to have a single ad across different pages.
Optimize Facebook Landing Pages
Whether you’ve been marketing on Facebook for years or you’re just starting out, you’re going to want to know how to create a landing page that converts. In many ways, Facebook is similar to any other platform in that it’s paramount to understand your audience and what they need. If your landing page doesn’t understand your audience’s needs, then your campaign will probably end in failure.
One of the most important things you can do to optimize your Facebook landing page for marketers is to put conversion rates first. Once you have the offer right, then you want to ensure that you have the right form action, creative, color scheme, and more. But at the end of the day, you want to be able to see that your conversions are strong so that you can be confident when running your campaigns.
Elements of High-converting Facebook Landing Pages
You may have noticed, a majority of your Facebook fans have landed on your page from your website without any promotion on facebook.
This has happened because your website is a direct reflection of your own brand personality on the internet. The first thing that captures attention online is your design. These days, visual content is the first thing that people look at when deciding whether to read the contents of the page or not.
So ensure that your landing page is attractive. Make it as cinematic as possible and make it a stinger. It should provide the immediate attention demanded by the internet today.
- > The Landing Page should be specific. Show the target audience who you are and what you are about. Work on the core pillars of the company and show them on the page.
- > The Landing Page should not disconnect the audience from the product they are about to see. The landing page should be connected to the other parts of the marketing. It must share the core beliefs of the company.
- > The Landing Page should send the target audience towards the next stage. Make them feel like they are in the middle of the action. Make the user feels like they are in competition with others.
Frequently Asked Questions (FAQs)
What is a Landing Page?
What Is a Landing Page?
Coupled with a powerful core call to action and optimized conversion, landing pages are an essential tool for increasing the speed and efficiency of the conversion funnel.
The ultimate purpose of a landing page is to convert as many prospects as possible into leads or customers. Landing pages are used in very specific circumstances – such as a homepage that has a very narrow target audience.
A landing page is usually crafted in a way that targets a very specific audience. Using specific targeting, you can get precise information about visitors to a landing page before they even leave. Landing pages can cover a wide variety of topics, such as:
- New product launches
- Customer service
The purpose of the landing page is to inspire action, and therefore, the focus is primarily on the prospect or lead. Unlike a webpage, a landing page contains very little information about the company. As a result, the purpose of a landing page is to get leads or customers to take a specific action.
How do I create a landing page?
Creating a landing page is an iterative process, using a variety of tools like landing page templates to test ideas, goals and the overall advertising process. Some landing pages are made to be visually interesting, while others link to products or webpages, allowing for conversions and sales.
Where Can I Create a Free Landing Page?
A landing page is a landing page for the purpose of sales. They are used by businesses to increase their lead generation and improve the conversion rate of those leads. In simple terms, a landing page is a web page that gives you a chance to know more about your service or company, and drive your visitors to your website for more details.
For companies looking to receive potential customer leads, there are many different ways to drive traffic to a landing page. But there is a lot that goes on behind a good lead generation landing page. You have to know how to work Google analytics and have knowledge of how to drive people to your website. This is how you create your high-converting lead generation landing page.
Create Your Lead Magnet
In this case, your lead magnet would be the form to sign up for your free offer. This page should be prominent on your website so people notice your lead magnet as soon as they land on your landing page.
Think of your lead magnet as a series of signup boxes you can provide visitors to your landing page. This is where you require visitors to provide their name and email. Having their email address on file is the key to your lead magnet working. This is why you want to make sure to collect the email in some way.
What Is a Splash Page?
How Do You Determine the Conversion Rate of a Landing Page?
Everyone wants to improve their conversion rate. Conversion rate is a measure of the percentage of visitors who visit the website (or open the email) and then take certain action. The action can be simply viewing the page, ordering the product, or purchasing something.
For instance, if you have a conversion rate of 1%, it means that for every 100 people who visit your website, only 1 will order your product.
Many businesses optimize their sales page, and it is important to follow the same method when designing a landing page. The key factors that determine the conversion rate of your landing page include:
Optimizing the design, content, and layout so that it creates an effective atmosphere that encourages visitors to take action.
Measuring your landing page and optimizing it accordingly.
Research and analyze the visitors’ behavior.
What Is a Good Landing Page Conversion Rate?
In the world of conversion optimization, landing pages are the most important part of your overall campaign. A high conversion rate means more qualified visitors are converting into actual sales.
In addition to being important, landing pages have to produce a great ROI in order to justify their production. If you are wondering what the best conversion rate for a landing page is, it depends on a variety of factors, including your conversion goals. Of course, if your goal is to raise as much revenue as possible to cover the cost of your campaign, you’ll want your landing page to be really effective.
Increasing your landing page conversion rate can be quite a daunting task. It’s easy to get lost in all the aspects of your campaign, and it’s easy to accidentally ignore the importance of your landing page. That’s why you should spend a little extra time making sure you have the perfect landing page.
In this article, we’ll walk through the process of creating a high converting Facebook landing page in 11 steps:
- Understand Your Goals
- Create Your Landing Page
- Optimize Your Landing Page
- Post Your Creation
- Monitor Your Results
- Improve Upon Your Construction
- Optimize Additional Landing Pages
- Organize for Performance
Should Landing Pages Be Different for Google Ads vs. Facebook Ads?
So the question is why would you want to create a landing page with a different objective for Google ads versus Facebook ads?
Well for starters, there is no right or wrong answer; the decision ultimately lies with you. But if you’re specifically selling a product or are looking to market an offer, there are some good reasons to create a landing page with a focused objective:
Google Ads: If you’re running Google ads, your focus should be on getting leads (full or qualified). Landing pages with the focus of gathering leads should have a low call to action (CTA) at the top (almost always an email form) and should lead the visitor further down the page to another CTA (i.e. “learn more”, “click here” etc). In addition, you should make it easy for the visitor to interact and click on the CTA.
Facebook Ads: On Facebook, the focus is on getting people to interact with you and share content. Think of it kind of like a “sitewide ad”: the content of the ad should be focused on sharing or the offer. When answering “why”, you’ll want to talk about why people should share your content.
The Bottom Line – How to Create a Landing Page on Facebook
Are you struggling with creating a unique and believable Landing Page on Facebook for your business? If you are, this post is here to help you generate a quick and profitable Facebook Landing Page in just 11 steps.
A Landing Page, in Facebook lingo, is a customized web page created for the sole purpose of generating leads and building your email list.
Facebook’s platform lets you create a Landing Page which is customized to your brand and the highest converting offer for your business.
In this post, we’re going to take you through all the steps to creating a more professional and highly converting Landing Page on Facebook.
Before we begin, though, it’s important to understand the difference between a Facebook Page and a Landing Page in order to understand how to generate a high-converting landing page in Facebook.