A significant portion of our digital lives revolve around Facebook. A fifth of the population spends 1 hour a day on the platform.
Facebook Ads are therefore important for marketing efforts.
The company’s annual net income in 2019 amounted to $22 billion. When you consider these figures, one thing is clear: a savvy marketer cannot afford to ignore Facebook advertising.
How to Create a Landing Page for Facebook Ads:
1. Understand your goal
With any pay-per-click (PPC) campaign, including Facebook ads, there are two potential core goals:
Sell immediately
Gather email addresses to sell to those customers later
2. Offer a lead magnet
A lead magnet is something you give away for free to entice someone to sign up. Your lead magnet can be many different things, but here are some options to consider:
A copy of an ebook
A relevant white paper or report
Access to an exclusive video or online training
Access to a webinar or virtual event
A free telephone consultation with you or a member of your team
3. Make use of testimonials
Using testimonials provides the social proof needed to back up your claims and add credibility
4. Follow successful landing page examples
Landing pages are all slightly different, but strong ones follow variations on a similar structure. If you want your landing page to convert, ensure you include all these elements:
Headline
Short copy
Company logo
Images or video content
5. Include a compelling CTA
The CTA is where you tell the visitor what you want them to do. It must be clear, specific, and easily actionable. Examples of a great CTA might include, “sign up now”, “buy now”, or “claim your free trial”.
6. Ensure visual continuity
Your Facebook ad landing page must be on-brand. It should contain your logo, and the color scheme and any images used should be aligned with your brand identity and the visual assets you use elsewhere.
7. Optimize for mobile
According to a Statista study, 98% of worldwide users access Facebook through a mobile device at least some of the time.
The Takeaway
Facebook continues to dominate social media, and is a powerful tool to generate leads and bring in revenue. However, you need the ideal landing page if your Facebook ad campaign is to see results.
Remember my top tips for a great landing page:
Understand your goal first. In most cases, you will be aiming to attract leads rather than make sales immediately
Offer an irresistible lead magnet that addresses specific problems or pain points
Make use of testimonials and other forms of social proof to demonstrate your credibility
Use the right structure, including a snappy headline, short but enticing copy, and plenty of visual content
Create a great CTA that pushes people to take action
Ensure your landing page is on-brand and aligned with the rest of your visual assets
Optimize your landing page for different devices, focusing especially on mobile
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