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. If your startup is successful, no one will remember how ugly your product looked the day you launched. When we think about successful companies like Google, Facebook, and Twitter, we tend to forget the modest beginnings from which they came. Well in celebration of modest beginnings, here’s a dose of reality: I recently came across the landing pages of some of the most successful companies we know.
I think in 2013, there’s no reason to be extra embarrassed by your landing page with all the tools out there.
I think Reddit is the best example of making something that people love rather than focusing on making things look pretty.
The way it looks back then seems the norm for its time, during those days, it was like awesome, but looking back, only then we can see omg that is cheesy hehe. For the last four months or so, I’ve become very fond of Facebook welcome pages and their design. I browsed through hundreds of brand pages and these are the ones I want to share with the rest of you. Let me know in the comments below which category of brands you want me to research next for some inspiring landing pages.
I was wondering how much your company charges to design such a welcome page for my company, along with the designing of the profile picture. 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.
I'm a young marketing enthusiast currently getting my bachelors degree in the awesome field that is marketing. If your new visitors are landing on your default wall page, chances are, you are not making a big impact. 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.
As Reid Hoffman once said, “If you are not embarrassed by the first version of your product, you’ve launched too late” (click here to tweet this quote). I'm passionate about inbound marketing, social media, mobile marketing and my own personal hobbies such as football and volleyball. 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.



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