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In 2009 I was introduced to the concept of having a dedicated landing page for each PPC ad. Just three years later, here we are, living in a world where almost all of the major companies like Dell, General Mills and DHL understand the necessity of using dedicated landing pages.
This understanding is trickling down into small businesses as well, where smart marketers are using software, like Unbounce, to create and test dedicated landing pages. Unfortunately, it seems that many organizations think this necessity begins and ends with Google AdWords. When it comes to creating dedicated landing pages we know there are a couple of best practices that set the standard for lifting conversion rates, whether it’s a PPC campaign or a Facebook advertisement.
Message match creates relevancy for your visitor and lets them know they are the right place.
Just like with headline and offer matches, image match tells the user that he’s in the right place.
I recently clicked through four Facebook ads that piqued my interest and was disappointed by the pages I landed on. In the first three examples, the landing pages are actually custom tabs that keep the visitor within Facebook. I really like the design of this landing page a lot – it’s focused and has a big call-to-action. I would highly suggest to Walden that they create custom landing pages for each degree level to better cater to the needs of students at those levels.
Additionally the ad mentions an “online degree program” but nowhere on the landing page do I see the word “online degree” or “online classes.” If the mention of an online program is what got me to click, that is a feature I need to see highlighted right away. The goal of this Facebook ad and corresponding landing page is to generate more “likes” for the page. When I click the ad headline I am taken to a page that says, “Be a Sustainable Traveler!” The ad had mentioned being “eco-friendly” but the landing page headline says “sustainable.” Yes, these two words can be interchangeable, but why not create cohesion by using the same word in both?
Additionally, the call-to-action “Like us to explore exciting destinations…” doesn’t really stand out from the rest of the landing page. I love this ad for a lot of reasons: really compelling headline, great visual, and clear call to action in the body copy. The ad headline reads, “WIN a Trip to BORA BORA” while the landing page says, “BORA BORA TRIP OF A LIFETIME SWEEPSTAKES.” A simple change here so that the ad and landing page headlines are the same could improve conversions. Additionally, if this is a lead generation campaign for DreamPlanGo, I would remove the “like” barrier to entry. First of all, the ad headline reads, “Master’s in Communication” but the headline on this landing page doesn’t match. The body copy of the ad highlights that you can graduate in as few as 18 months, but on the landing page it’s mentioned all the way near the bottom. Having successfully completed Facebook ad campaigns for a different state university, I can say first-hand that headline and image match are very important when dealing with college-aged young adults who are bombarded with ads from different universities. Kristina is a marketing consultant for AdEspresso, a Facebook ad management and optimization software company.
Hi, I am not sure which templates the companies used to create their Facebook landing pages. My fellow bloggers always say that Facebook is working out great for them, but unfortunately, it has never been so for me. Do you have any statistics to contrast the conversion metrics based on headline match and image match between the ad and the landing page.
Christina Sanchez from Le Modern Trinket was so happy with her site build, she asked us to crank out another project for her!
Christina supplied us with pictures from a recent photo shoot, links to all of her social media and text to use and we ran with the rest. Steph Calvert is the published illustrator and award winning designer behind Hearts and Laserbeams. Better yet, wouldn't it be great to be able to manage the content of that Page from within Facebook? To see what we'll be building, check out the Magic Cupcake demo on the MagicEdit Facebook Page.
In order to avoid confusion, when you see the word "Page" capitalized, it refers to your Facebook Page, the profile for your business or product (or whatever) on Facebook. If you see a link that looks Like This, it is a link to Facebook that will open in a new tab or window. By default, Facebook includes a number of features in Pages, but what is NOT included is the ability to simply design the Page to look however you want (think the Coca-Cola Page). Choose the option that most closely matches our cupcake business (or choose the one that works for you). Depending on the option you chose, you may have some other fields to fill out, but once you complete them you'll end up with your Page. If you haven't created an app before, click "Allow" on the "Request for Permission" dialog, then click on the "+ Set Up New App" button in the upper right. Note: If you've already taken care of the permissions and verification, you can click here to immediately create your App. Once you see the "Create Application" page (see image to the right), fill in a name for your App, then hit "Create App." You'll have to decipher a CAPTCHA to prove you are flesh and blood, then you'll be taken to the Facebook App management page. This stuff can look daunting, and Facebook seems to change it on a daily basis, but there are only a couple of things you absolutely have to set here. Select the "Auto-resize" option for the iFrame size, then fill in the information for Tab Name and Tab URL.
Okay, if you did everything correctly, you should see the dialog that lets you confirm adding the App to your Page. Now that you have the App installed in the Page, you need to do one last thing to the Page to make sure the App comes up by default when visitors hit your Page. Select the "Manage Permissions" tab on the left, then look for the select drop-down for "Default Landing Tab" (see the screenshot on the right). You've gone through all that trouble to have Facebook stick your site as an iFrame in your Page, and now you're stuck with scrollbars looking all ugly. This allows your website to communicate its height with the Facebook iFrame, causing it to size appropriately. If your site uses MagicEdit, you'll be able to maintain the Page content right from within Facebook. To support this we have to resize the editor slightly to fit within the 520 pixel width iFrame, so just add the following script near the bottom of your page.
Now you have all the tools you need to create and manage your website in an App in a Page on Facebook. For future reference, here are some useful links that may be a little difficult to find from within Facebook itself.
Jonathan Goldford is a partner at Wired Impact, a web design company that builds websites for nonprofits.


Right now Facebook Pages and custom landing pages are bigger than bottled water was on December 31, 1999.
While there are an enormous number of articles that talk vaguely about how to create a custom landing page, very few discuss the nuances of actually designing and programming one.
Design for Any Height — We can make our Facebook Page any height, but we have to remember that most people interact above the fold and at the time of writing this, our Facebook landing page will start 135px from the top if the person viewing is logged in. Account for the Width of the Company’s Name — Since we’re interested in creating a call to action for our Like button, we must take into account our company’s name. To take into account the 520px width and the distance for your Like button, you may want to take a screenshot. Now that we have a design we’ll walk through how to program our landing page to use on Facebook. There are a number of reasons why we should start programming our Facebook landing page outside of Facebook. Facebook Offers No Coding Support — Facebook provides only a small box for you to code in, and provides no syntax coloring or syntax checking. Facebook Caches External Files — Facebook caches every external file causing changes to external CSS, images, Flash, or other external files to not show up without changing the version query string on the end of each file. You’ll Publish Untested Code — Once you save changes, those changes will be live on your Facebook Page. Since we aren’t going to be using Facebook to start programming, we can’t use Facebook’s Markup Language (FBML). Use Plain Old HTML and CSS — Program your Facebook Page like you would any page using HTML and CSS. Load CSS Externally — CSS should be loaded using an external style sheet file instead of using an internal style sheet. Host Files on Another Server — Every image, CSS file, Flash video, or other external file needs to be hosted elsewhere. Remove Firefox’s 1 Pixel Gap — Mozilla Firefox creates a 1-pixel space between images on Facebook landing pages. The page looks exactly as we expected it to, but right now if someone already Likes our page, they will still see the call to action for them to Like at the top. In case you want to add something else besides a call to action for your Like button, below are some examples of other commonly used FBML items. Fb:share-button will display a share button that allows users to share a link on their own profiles. While adding a form is not FBML, people are often curious to learn how to place them on their Facebook landing pages.
Adding target="_blank" will open a new window when the form is submitted so the user isn’t taken away from Facebook. If you want to add a newsletter signup form to Facebook, both MailChimp and CampaignMonitor have tutorials that explain the process. After adding all of our FBML, we’re ready to add those final touches and publish our finished Facebook landing page.
Once we’re done adding all the necessary FBML we need to move all the CSS, images, videos, and other external files to a server.
Once all of our files are located on a public server, we need to adjust our HTML to make all of our paths absolute and add a version query string. One of the biggest disadvantages of Facebook landing pages is that Facebook provides no place for you to test your code. Copy and paste your HTML into the JavaScript Test Console and click “Run Code.” You’ll get to see your code in action. Under the FBML section click “Go to App.” If you don’t see this, please add the “Static FBML” application to your Facebook Page.
Now that you’ve put in all of this time programming your custom landing page, you probably want to make it your default landing page. Beside “Default Landing Tab,” use the drop-down menu to select the title of your new landing page. Note that as an admin you will always see the content that you only want shown to those who haven’t Liked your page. Since there is no one correct way to program a landing page, we would love to hear what you think. For those who access Facebook on their mobile phones (and there are a lot of you), you might’ve noticed ads for various apps that are directly downloadable from your Facebook news feed. According to a report from TechCrunch, these in-app “install ads” are designed to prompt users to interact and make purchases once they’ve downloaded the app, or in Facebook’s terms, “deep linking.” Uh, okay. In TC’s hypothetical example, it cites HotelTonight being able to not only entice customers to download its app for deals on last-minute hotels, but also show listings based on the user’s location after the installation is complete. If you’re someone who’s likely to download an app via Facebook’s in-feed ads, perhaps this is helpful for you. Natt Garun is the US Editor at The Next Web, managing the North American team on content, events, features and reviews coverage.
I saw first hand how conversion rates soar when this simple process is put into place and knew I would be an advocate for rest the rest of my professional life. The first ever Conversion Conference was held in 2010 and I was there (on behalf of my employer at the time). There seems to be a notion that Facebook ads are somehow different and dedicated landing pages aren’t necessary. When it comes to Facebook ads, banner ads or any other medium that allows images, the landing page should contain the same image used in the ad. I also love how the custom tab on Walden’s Facebook page is designed to look exactly like a regular landing page. I would probably add a directional cue (such as an arrow) that points towards the “like” button up top and also experiment with making the CTA a different color so that it stands out better.
If the goal is to get as many people to fill out the entry form behind the fan gate, so remove the fan gate altogether.
I see important facts being pointed out in a bulleted list, the call-to-action is above the fold and stands out, I see social proof and there’s no leaky navigation.
Additionally, the image used in the ad isn’t close to any of the images used on the landing page. This means you should be just as serious about getting a return on your investment as any other advertising channel.
More businesses need to take advantage of the branding and networking opportunities these Apps provide!
Some niches are more responsive than others and there you can have fun with multiple ways in creating a landing page. After reading this post, I’m quite sure that it was me who was wrong Learned something new and valuable by stopping and reading this post. What you say makes sense to me from a logic standpoint but I’d love to see some hard numbers to back up the points made.


As a stylist at Gods and Heros salon in Costa Mesa, Christina was looking for a clickable landing page for her business’ Facebook page.
Pages exist for companies, products, and services, and a regular account exists for, well, you, a real person.
We've done some work to create a website, and now we want to style up our Facebook Page with the coolest cupcake styles ever.
Feel free to customize the profile a bit by adding an image, editing your info, or whatever.
Don't worry if you're not a programmer, since a basic Facebook App is really just a website that runs inside of Facebook. You must have a verified Facebook account in order complete this step, so if you haven't verified your account, take care of that and then click the "Launch my Facebook App" link again.
Facebook used to have Tabs across the top of the Page, but those are now gone in favor of "tabs" as links down the left side of the Page. You may see the scrollbars appear for a split second as the height is sent over, but most people won't even notice. Here we will discuss the subtleties of designing a Facebook landing page and FBML programming.
Since we can’t use a body tag in our Facebook Page, we’re going build our entire page in a container div set to a width of 520px. If they aren’t logged in to Facebook, that increases to roughly 250px from the top of the page to allow space to log in or sign up. Let’s put in a conditional statement using FBML that only shows the action image when you aren’t logged in or haven’t Liked the page. For example, if a user named John Smith comes to your page the code below will display “John Smith”. For example, the code below will display the current user’s profile picture at 64px by 64px. For example, the code below will display the thumbnail used for The Social Network movie trailer. For example, the code below will display a play button that you click to play the FLV video. If you don’t use one of those services, you can usually drop in the code from your e-mail marketing company to make this work. As of right now, you should remember that JavaScript will not be activated on your landing page until the user has taken action. Powered by its own proprietary technology, Mashable is the go-to source for tech, digital culture and entertainment content for its dedicated and influential audience around the globe. Now, Facebook is going a step further to allow companies to display post-install ads in an effort to convert downloads into purchases.
This way, users don’t need to search for deals, but see them right away and potentially book a room then and there. The onboarding is supposed to help consumers interact and eventually make a purchase within the app, not just download it for curiosity’s sake.
For everyone else who’s not a marketer, get ready for another chunk of your mobile data spent on more advertisement.
Additionally the offer from the ad and the one being made on the landing page must match up. You aren’t so much interested in financial aid options as you are in research concentrations and noteworthy professors you might get to work with. Some niches are more conservative and you need to be pragmatic and fixed in creating the landing page.
But the only things that we need to fill in for embedding the App in a Page are on the Facebook Integration tab. You must give your App a Tab Name, and also put the URL of the content you wish to be displayed in the tab. If you don't see the "Edit Page" link, click on "Account" in the upper right corner, then select "Use Facebook as Page" and switch over to your Page. If you do not see your App name there, make sure you actually filled in the "Tab Name" field when you configured the App. Copy the whole URL of your Page, then log out of Facebook and paste the URL back in the address bar of your browser (or hit Back a couple of times). To make this discussion more concrete, we’ll use the creation of our own JG Visual landing page as an example.
We wrapped the FBML in a container div to allow us to style it and added ?autoplay=1 to the end of swfsrc so the user won’t have to click twice to play the video. The player will then rotate through a display of the song title, song artist, and the album name. This means that once you publish your Facebook Page, any changes you make to external files will not show on your landing page. Instead it references “a degree” which could be anything – a bachelor’s degree, a master’s degree or even an associate’s degree! However, if the goal of this campaign is simply to generate more “likes” than the fan gate makes sense. Wouldn't it be cool to have a Page like that for your business, club, nonprofit, product, or whatever? If you want to learn more about Facebook Pages, check out the FacebookPages Page (very meta, I know), which has lots of information about how to create and manage your Facebook Page. This should be a page designed to fit in the Facebook iFrame, which is a width of 520 pixels. Go back and check that you got your Page ID and App ID correct, paste them in the boxes above, and try clicking the "Add App to Page" link again.
To override Facebook’s default paragraph style, we added a font-family style for #container p. This happens because Facebook doesn’t know the file has changed and is loading its older saved version. Also, I noticed that the Facebook JavaScript Test Console has trouble loading videos, so you may be forced to test that code directly on your landing page. To trick Facebook, we use a query string at the end of our filenames and increase the number whenever we make a change to that external file. To best imitate Facebook while testing, we included the 11px font size and also set the container text color to black to match our company colors.



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