{"id":4903,"date":"2018-08-27T18:11:08","date_gmt":"2018-08-27T06:11:08","guid":{"rendered":"https:\/\/nzdmi.co.nz\/?p=4903"},"modified":"2020-05-11T16:12:35","modified_gmt":"2020-05-11T04:12:35","slug":"facebook-advertising-and-landing-pages","status":"publish","type":"post","link":"https:\/\/logic1.co.nz\/facebook-advertising-and-landing-pages\/","title":{"rendered":"Facebook advertising and landing pages"},"content":{"rendered":"
Landing Pages are the gateway to your success. They introduce potential customers to your company, your product or service and the benefits you offer. If you are having trouble getting your customers to convert, the problem can often be found in poorly optimized landing pages.<\/p>\n
Landing pages are often overlooked, and businesses put more focus into the design of their Facebook ads than on where the ad is sending their customers. Just creating a Facebook ad is not enough, you need to connect your targeted Facebook ad with an optimised landing page.<\/p>\n
A landing page you send Facebook users to is often more important than the ad itself.<\/em><\/strong><\/p>\n Your ad\u2019s job is relatively straightforward \u2013 get people to click on the ad. The real conversion happens on the landing page and sending potential customers to the wrong, or a poorly optimised page is likely to reduce conversions.<\/p>\n When creating a Facebook ad<\/a>, you have the option of choosing to keep your customers within the Facebook platform or send them to an external site.<\/p>\n Majority of Facebook ads link to external landing pages, however, there has been a significant amount of growth with companies choosing to link their ads to their Facebook page instead of an external landing page.<\/p>\n As it is relatively easy to gain insights into user preferences, with a little analysis, you can see where your website traffic is coming from and where your customers are the most engaged. If your target audience spends most of their time on Facebook, then it makes sense to engage with them there. There\u2019s a chance that asking users to leave the platform (redirecting them to an external site) may result in them not taking immediate action.<\/p>\n Facebook is constantly releasing updates and enhancements to both its business pages and ads platform. These changes impact where you should send your customers i.e. with the introduction of Facebook lead ads, if the goal of your ad is to get potential customers to fill in a lead form, then it makes sense to keep them in the Facebook platform instead of sending them to an external site to complete the same task. Facebook offers lead forms, direct to messenger, and the Facebook page as some of the options for keeping your customers within the platform.<\/p>\n Deciding where to send your customers depends on the objective of your ad and what landing page is going to be the most relevant for the desired outcome.<\/p>\n If you are sending customers from your Facebook ad to an external landing page here are a few best practices that you should follow;<\/p>\n People who land on your page want to know exactly what\u2019s in it for them.\u00a0 For example,<\/em> Unbounce\u2019s website clearly promises a compelling benefit (get more conversions) and how to achieve the results. Always focus on the most important benefit for your customer and place it in the most visible position. Don\u2019t make the mistake of promising one thing in your Facebook ad, but failing to keep the value proposition consistent on the landing page.<\/p>\nShould you send your customers to an external landing page?<\/strong><\/h2>\n
Facebook External Landing Pages \u2013 Best Practices<\/strong><\/h2>\n
Offer a unique value proposition.<\/strong><\/h3>\n