Careful targeting and clickable Facebook Ad creative is only half of the puzzle when it comes to having success with your Facebook Ads.
The landing page you send people to when they click on your Ads is just as important to your success on Facebook – in fact, getting it wrong can result in your Ads severely under-performing or even worse, having your ad account shut down permanently.
These are Facebook’s requirements for your landing pages:
Ensure your landing page complies with Facebook Advertising policies.
Facebook is strict with ensuring that landing pages, as well as the ads themselves, adheres to their policies. Keep yourself up to date with the latest policies here: https://www.facebook.com/policies/ads/
Landing page must not contain a pop-up
Facebook doesn’t like landing pages that use automated pop-ups. If you’ve got site-wide pop-ups installed, you should disable them for your Facebook landing page.
Message on the landing page is consistent with the ad.
Ensure that the content on your landing page is relevant to your ad. Facebook doesn’t like the user to be confused or mis-led by the Ads shown on their platform.
Landing Page on your own domain
Facebook doesn’t like sending traffic to particular URL’s, particularly those owned by landing page services. For example if you are using Lead Pages for your landing pages the URL will look like this: https://yourwebsiteurl.leadpages.co/leadmagnet. What you need to do instead is use the Lead Pages plugin to instal that landing page on your website so you end up with a URL that looks something like this: https://yourwebsiteurl.com/leadmagnet
While the following aren’t requirements set out by Facebook, they are best practices for your landing pages to ensure you get the best possible results from your ad spend.
A large percentage of Facebook users are scrolling using a mobile device. If your landing page isn’t mobile responsive and hard to navigate than the users will click away without taking the action you want them to.
Fast Load Time
Ideally, you want your landing page to load in 3 seconds or less. People are inpatient and the majority won’t wait for a slow loading web page. In addition to that being a wasted click from your ad that you have paid for, Facebook also looks at user experience when determining when and who to show your ads to. If your stats are showing that a large percentage of people are clicking away quickly than that will affect the cost of your ads moving forward.
About section with Photo
Facebook wants to know you’re a real person just as much as your potential clients do and showing an image of yourself with more information is always beneficial.
And as a bonus tip, ensure your landing page contains a benefit driven headline and social proof is always a good addition to a top performing landing page.
Grab a copy of the free checklist and keep it handy to look through every time you create a new landing page.