MATCHING FACEBOOK ADS TO LANDING PAGES
If you’re not already using Facebook/Instagram Advertising, you probably know you should be – it’s cost-effective, the reach is huge, and the targeting capabilities are phenomenal.
But there’s more to Facebook/Insta Ads than just the ads! If your campaigns are going to succeed, you also need a great landing page. Although creating compelling visual ads for your campaign(s) is crucial, it’s only half the battle – your accompanying landing page need to be just as strong (if not more so) to ensure your visitors go the distance and convert.
You work hard to drive clicks—tweaking ad copy, experimenting with different image formats, sharing a video here and there. We’re talking about serious investments of time and money. But if few to none of those clicks convert into revenue for your business, then what’s the point?
That’s why landing pages are important—because they determine whether you drive any returns from your efforts and ad spend. Even if a Facebook user truly loves your ad, if she doesn’t see anything of interest or substance after clicking through, she has no reason to convert—no matter what action you’re trying to inspire him/her to take.
There’s a reason marketers talk about the “customer journey” so often: people take multiple steps before becoming paying customers. And if you don’t engage them and deliver legitimate value at every step, they’re going to take their business elsewhere.
ENSURE VISUAL CONTINUITY BETWEEN YOUR ADS AND YOUR FACEBOOK LANDING PAGES
Remember how we said that one of the greatest strengths of Facebook ads are they’re visually rich? Well, this provides both opportunities and challenges for advertisers, as visual community between your ads and your landing pages becomes even more important, especially on mobile.
Let’s take a look at a client example to see what I mean. Here’s a Facebook ad from our friends at Green Machine Lawn Care that is promoting their pest control services. Did I mention how important it is to differentiate yourself from the competition?!? A little (Yeti) eye-candy, along with a giveaway (pepper in some urgency by adding in a deadline), is a great tactic to capture someone’s attention as they rifle through their newsfeed.
Now that the ad has caught my attention, I click on the ad, which takes me to this page:
See how closely the ad and the landing page are aligned in terms of aesthetics and overall design? It’s the perfect progression from ad to landing page, and gives me exactly what I expect when I click on that ad. The landing page also follows a number of other best practices, such as reinforcing the benefits of the service, including compelling language with minimal copy, short lead form, cross-selling other services AND adding testimonials to further drive home their credibility.
I will say there’s room for improvement here, however. This Facebook landing page could have emphasized the discount offer featured in the ad much more strongly and/or reinforced the Yeti tumbler.
UPDATE: I later found out the Yeti tumbler incentive went away based on being a limited time offer which was supplemented by the “Get an application FREE” offer.
All in all, this is a great, well executed digital strategy that I am sure garnered the results (lead gen. opps) they were looking for.
If you are unsure how to accomplish this for your business, contact the pro’s at 75 Degress West and let our marketing strategist team help you with all digital marketing needs.
Visit 75dwest.com or give us a call at (570) 406-3305.