How Effective Is Your Landing Page?

by Jen Sheahan
FBadsLab

When you’re advertising with Facebook you have the option to send traffic to your fan page or to a landing page. It’s very important to take the time to decide where you want to your traffic to go. Your ad is one thing but where you’re sending the traffic is something completely different and it is absolutely worth giving as much attention to as the ad itself. Your landing page can mean the difference between acquiring or losing customers.

Keep in mind that landing pages on Facebook differ dramatically from those on Google AdWords. When you create a landing page for Google AdWords, you need it to be keyword-rich. On Facebook you don’t have the same restrictions. Your landing page has to be relevant and connected to your ad but it doesn’t have to be full of keywords in the same way. This frees you up to create a very simple and clean landing page.

The most successful landing pages are straightforward, free from confusion about what to do or where to click next. Ideally you will have answered any questions that your customer may have about the product or service. And, of course, it should be interesting, clear, and visually appealing and include: a photo or video explaining your sales message, a simple opt-in form, a few bullet points and that’s it.

Here are some traits that excellent landing pages have in common:

The customer knows exactly what is being advertised. The product is prominently featured and the price is listed.

It is very clear what you’re supposed to do once you get to the page. For example, a “buy now” button or a simple one or two-field opt-in.

Keywords may be highlighted within the text of the ad, reinforcing the interests of the targeted consumer. For instance, stating in bold within the text copy that a product may make a person feel “confident” or look “healthy”.

On the other hand, a problematic landing page can so easily lose, confuse, or turn-off your potential customers. Often ineffective landing pages distract people or overwhelm them with too much unnecessary information. It is doubtful that a landing page that is very busy, with several disconnected elements will convert well for a business.

Here are some things to avoid when creating your landing page:

Resist the temptation to ask for tons of detail. People are far more likely to provide a quick email address than enter in name, address, phone number, etc. Not only is it time-consuming but often people are reluctant to give so much away upfront. Over the past few years and hundreds of thousands of impressions on Facebook, we have had the best? results with simple, one or two-field opt in pages.

Another mistake is a confusing layout with seemingly unrelated elements. Keep it simple and focus specifically on your advertised product.

Occasionally you’ll see geo-targeting mistakes that can so easily be avoided. For example, an ad targeted to women in Canada with the price of the product listed in US dollars by default.

Finally sometimes people haven’t gone in to check their ads and don’t even realize that some aspects of their page aren’t working. Test it properly to make sure everything looks good and is running smoothly.

Jennifer Sheahan is the founder of The Facebook Ads Lab, a full-service ads agency specializing in Facebook PPC ads and proving over and over, with numerous clients that ethical marketing can be extremely profitable. The FBAdsLab provides advertising campaign management, training, and mentor programs for marketers. The goal of the FBAdsLab is to help entrepreneurs and business owners learn all they need to know to be successful in advertising on Facebook; to take control of their traffic so they can stay ahead of their competition and be leaders in their field. Helping people understand Facebook marketing and delivering outstanding results are the most crucial aspects of the FBAdsLab mission. This is achieved through a comprehensive ad campaign management service: clients choose from a “Monthly Insights” program- allowing them to take advantage of the latest tips, strategies, and information which is sent to them on a monthly basis; a one-on-one coaching program, where they work directly with Jennifer to develop their campaigns; or a complete “Done For You” service, which includes a comprehensive analysis of the client’s marketing needs, setting up individually tailored ads, and ultimately finding the perfect, precisely targeted customers. Regardless of the option clients choose, Jennifer makes sure to bring the most current content to them through webinars, video tutorials, articles, and blog posts. She has a true passion for Facebook marketing and is constantly researching, networking and learning as well as fine-tuning strategies that make for the most successful ad campaigns.

Jennifer is based in Melbourne and is a busy mother and internet marketer who has developed a strong reputation as a leader in this industry. Facebook ads caught her attention years ago in part because of the immense traffic opportunities. She discovered PPC advertising and it wasn’t long before she became a specialist. In addition to running the FBAdsLab, she also maintains PPCMom.com. Through several years of trial and error, she has amassed an extensive body of information, strategies, and technical know-how. In 2010 she developed this unique Facebook Ads system that works for all kinds of businesses – online and offline, big and small. Jennifer reminds us that- though advertising on Facebook can seem daunting- “with time, knowledge, and persistence, you can tap into more targeted traffic than you’ll ever need. Once you crack the Facebook code, the payoff can be huge!”

Article submitted Wednesday, May 25, 2011 & read 4 times.

Founder of FB Ads Lab, Jennifer has for many years helped entrepreneurs and business owners to acquire the skills and knowledge they need to market their products, services and business in this dynamic environment. She is the innovator of a unique and successful system that is applicable to all kinds of businesses – online and offline, big and small.

Both online and offline businesses that recognize the role that social media plays in today’s society engage Jennifer to design and monitor their Facebook advertising campaigns. She has worked closely with well known and successful marketers including Anthony Robbins, Eben Pagan, Frank Kern, Trey Smith and James Schramko on their Facebook marketing plans.

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