Looking to promote your brand or products with Facebook ads? Then you’ll need a Facebook landing page.
In this guide, we’re going to explore landing pages and teach you how to create high-converting ones for Facebook ads.
What is a Facebook Ad Landing Page?
A Facebook ad landing page is a page designed to convert visitors who click on your Facebook ad. It can be hosted on your own website, a third-party website (for example, Instapage and Leadpages) or within a custom tab on your Facebook Page.
Your Facebook ad landing page should compel visitors to complete a specific action, such as make a purchase or subscribe to a newsletter. A dedicated page will allow you to optimize it for the specific ad you’re running, the audience you’re targeting and the offer you’re promoting.
This, in turn, will give you the best chance of converting visitors into customers.
When to Use a Facebook Ad Landing Page
There are plenty of scenarios where you should use a landing page for your Facebook ad. We’ve listed the most common ones below.
If you’re running a contest and promoting it on Facebook, you’ll want to use a dedicated landing page where visitors can sign up to enter the contest. This will allow you to both record entrants and collect their contact details so you can market to them in the future.
While you can include a coupon code in your ad copy, it’s often better to have users click on your ad first and find the code on your landing page. By omitting the coupon code from the ad, you’ll often get more clicks from price-conscious shoppers.
Also, make sure the code is highly visible so people won’t bounce before making a purchase.
A landing page is a great way to squeeze as much value as possible out of your seasonal promotions. Think of the possibilities during popular shopping times, such as Valentine’s Day, Black Friday and Christmas.
Although you can run a promotion without a dedicated landing page, having one can help you grab more users’ attention and generate more sales.
If you have a valuable resource you’d like to offer to your audience in exchange for their email address, you can use a landing page to promote it.
By creating a dedicated landing page for your lead magnet, you’ll help visitors find your offer and understand what they need to do to get what they want.
Facebook Ad Landing Page Mistakes to Avoid
When companies start using landing pages in their advertising strategy for the first time, they often make the same mistakes. These blunders can prevent your ad from getting approved, annoy your audience and make people develop a negative image of your brand.
Here are three common mistakes to avoid when creating a Facebook ad landing page.
Facebook doesn’t like advertisers to use pop-ups on their landing pages — this includes entry pop-ups, timed pop-ups and exit intent pop-ups. If you use them, Facebook may refuse to approve your ad.
Pop-ups that are activated when a visitor clicks on a button, like “Sign up," however, are allowed.
Playing videos automatically
Videos that play as soon as a page loads are another big no-no when designing Facebook ad landing pages.The same is true for files that start to download as soon as a user visits a page.
If you want your Facebook ad to be approved, you’ll want to avoid adding them to your landing page.
Including misleading content
Facebook doesn’t want its users to be deceived in any way. That’s why it doesn’t allow advertisers to use misleading content on their landing pages.
You’ll want to make sure your offer is clear and visitors have an easy time understanding it. Users should know what you’re offering them and what they need to do to get it.
10 Facebook Ad Landing Page Best Practices
Now that you know what mistakes you need to avoid making when creating your Facebook ad landing page, let’s look at some best practices you should keep in mind when designing it.
1. Get familiar with Facebook's ad landing page policy
Facebook has an ad landing page policy on its website, which you should familiarize yourself with if you want to ensure your ads get approved and perform well.
According to Facebook, here’s what you need to keep in mind:
- Your landing page needs to represent your company, brand and product clearly.
- All aspects of your landing page need to be fully functional and match the product that’s being promoted in the ad.
- The content presented on your landing page needs to be relevant to your ad.
- Your landing page shouldn’t consist of plagiarized or low-quality content or use any pop-ups.
- You’re not allowed to use shocking or sexual copy on your landing page.
2. Use your own domain
We highly recommend hosting your landing page on your own website.
This will give you full control over all the aspects of the page, which, in turn, will enable you to create a high-converting landing page.
3. Craft a strong value proposition
If you want your landing page to convert at a high rate, it needs to have a strong value proposition.
Think about what you can offer to your audience and how you can make it irresistible.
4. Perfect your copy
Once you have all the technical stuff out of the way, you’ll need to work hard on crafting the perfect copy for your landing page.
Start with the headline, since it’s the first thing visitors will notice about your landing page. Use the headline to address a specific pain point or issue your audience is facing. Try to keep it short and easy to read.
Once you’ve decided on the right headline, move on to creating the main copy for your page. Make sure it outlines your main value proposition and focus on the benefits your product can provide to customers.
Remember to make your copy easy to read by writing short paragraphs and using lots of white space.
Finally, finish your page copy with a call-to-action (CTA) that lets visitors know what they need to do next. Take advantage of action words such as “buy,” “shop,” or “sign up” to prompt visitors to take action.
For your CTA, use a font and color that contrast the rest of the page. This will make your CTA stand out and help visitors have an easier time noticing it.
If you’re using particularly long page copy, consider including multiple CTAs that all prompt users to take the same action.
5. Adapt the landing page to your ad campaign
Your landing page needs to suit the goal of your advertising campaign — What do you want to accomplish through your advertising? Generate sales, boost awareness or get more email subscribers?
Decide on a single goal and then build your entire landing page around that goal.
6. Strive for continuity
There needs to be continuity between your ad, website and landing page in terms of both tone of voice and design.
Clicking on your ad and visiting your landing page needs to feel seamless. If there’s any kind of disconnect between the message your ad sends and the way your landing page looks and feels, visitors might be put off and decide against making a purchase.
Apart from the overall look and feel of your landing page, the offer that you present on the page should be consistent with what was promised in the ad itself.
For example, if your ad promises a discount or a two-for-one deal for visitors, your landing page needs to clearly reflect that and deliver on the promise you made in your ad.
7. Take advantage of directional cues
Directional cues show where visitors should be looking and what they should be doing once they are on your landing page. This is crucial so your visitors don’t get confused and wander away from the page — arrows, pointers, animations, shapes and photos can all be used as directional cues to help visitors understand what they need to do to get what they want.
In most cases, you’ll want to use a combination of explicit (e.g. arrows) and implicit (e.g. a photo of people facing a certain direction) directional cues to ensure your visitors will be able to find your CTA.
8. Make it fast
Your landing page’s load speed is crucial for keeping visitors on the page and increasing conversions.
Most people won’t stick around and wait for a painfully slow page to load. This is especially true for mobile users, most of whom leave a page if it doesn’t load in three seconds or less.
When you have a slow-loading landing page, your conversion rate suffers as well. It’s been shown that conversion rate drops by an average of 7% for every second it takes to load a page.
Finally, find a good CDN to help serve your landing page faster.
9. Optimize for mobile
It’s crucial to optimize your landing page for mobile devices. First, mobile users won’t be using a touchpad or mouse to navigate your landing page. Instead, they’ll be using their fingers.
This will make it harder for them to type in information. To make this easier for them, start by reducing the amount of information they need to enter on your landing page. You should also use a bigger font to make the text on your landing page easier to read.
To prevent misclicks, use larger buttons and input boxes. Additionally, make sure to have enough space between different elements of your landing page.
10. A/B test your landing page
It’s important to understand your landing page is never really complete. You should always test different versions to find the one that converts best. You’ll want to test different headlines, versions of page copy and CTAs until you find what works best with your specific offer and audience.
Keep in mind you should only test one element at a time. That way, you’re better able to understand which specific change resulted in better (or worse) results. For example, if you’re testing two different headlines, make sure your page copy and CTA stay the same.