When you start creating Facebook Ad you need to select your Campaign Objective.
At the moment of writing this article, there are 9 Facebook Ads Objectives.
If you select campaign objective:
- “Send people to your website” or
- “Increase conversions on your website”
You need to specify Facebook Campaign Landing Page.
There are other objectives that you can select, like, Boost your posts, or Promote your Page (Facebook Page), but for these objectives there isn’t an option to specify a Landing Page, because users are redirected to a Facebook Post or your Facebook Page.
Creating Conversion Pixel
In both objectives:
- “Send people to your Website”
- Increase conversions on your website
you can select Conversion Pixel that you need to create before creating the Facebook Ads.
How to create Conversion Pixel?
Go to your Ads Manager – > Tools – > select Pixels:
Facebook has introduced new Facebook Pixel and if you open this option for the first time a message will pop up from Facebook:
Old Conversion Pixels will be removed from Facebook in the second half of 2016. For conversion tracking, optimization and remarketing, use the Facebook pixel. The new thing is that you can create only one pixel per Facebook Ad Account:
Facebook Pixel is code that you need to insert on your Thank you Page (after opt in on Landing Page) to be able to measure conversions and also you can use it for remarketing.
If you are using WordPress for content management, there are plugins for easy inserting Facebook Pixel on your pages or blog posts.
I’m using this plugin:
The difference between “Send people to your Website” and “Increase conversions on your website” is that Facebook will show ads to people that will take action according to the selected objective. You need to test both objectives first to see which objective gives better performance for your ad.
What about Facebook Campaign Landing Page?
Facebook campaign landing page is Webpage on your domain. Or, you can choose some provider for creating beautiful Landing Pages.
The first step when you choose objective is to select destination page. Destination page is Landing Page where people will be redirected after they click on your Facebook Ad.
But, there are some rules that you need to follow for Facebook campaign landing page, too.
#1 The content of your Facebook Campaign Landing Page needs to be the same with the content on your Facebook Ad
What does this mean? Facebook gives scores to your Facebook Campaigns. Higher Relevance Score means better Campaign performance because the Ad is more relevant to people.
What is Facebook Ad Relevance?
When a Facebook user sees your Ad, his eyes first stop on Ad Picture, then he reads Facebook Ad Title, and then sees other messages. So, many testing and measurement reports tell us that the Picture in the Ads have main role for attracting users attention.
Also, the second attention attracting part is the Title.
According to this, when someone sees your ad and clicks on it, he expects to see more information on the same thing that he clicked on.
For better Facebook Relevance Score,
- Landing Page Headline needs to be same as Facebook Ad Headline.
- Landing Page Picture needs to be as like Facebook Ad Picture.
Let’s see examples:
People expect to see same on Landing Page, but with more information:
Here you can see that the Picture on the Facebook Ad is not the same as the picture on the Landing Page. Visitors may be confused when they see different pictures. So, for better Relevance you need to align pictures in Facebook Ad and into Landing Page, like this:
Be careful to align Headlines too. If visitors don’t realize that they are on right place in the first 10 sec, than they will leave your page.
# 2 Call to Action needs to be above the fold
Every Landing Page needs to have Call to Action – Big Green button:)
Why spend your money if you send visitors to your Landing Page for nothing, only to read your message.
You need to call your visitors to take some action for example:
- Place a call
- Send you Email
- Signup for Something
- Download App
- RSVP for Event
- Claim Offer
Place this Call to Action Button or Text Link above the fold. What is Above the Fold? This is the visible part of the Webpage when you open it, the part that you see without scrolling down.
So, for better performance and Facebook Ad Relevance, place Call to Action in the upper part of the page.
Let’s look at the example picture from above for the Skin Care event Landing Page. This is Above the Fold and there is no Call to Action button in this part, only Follow Us on Social Media.
If you scroll little down you will see the real Call to Action button:
# 3 List Product or Service Benefits on your Landing Page
It is good to know that people want to read about benefits and what’s in it for them. You can list features down on the page, but in Above the Fold part you should put main benefit in Headline and list all other benefits that visitors will get.
# 4 Test everything
For best Facebook Ads results, you need to tweak your ad and let it run for some period.
How can you test your ad?
First you can test different pictures. Create Ad with one picture (same as on the Landing Page) and let it run min 3 days. Then change only the picture (both on the Landing page and in the Ad) and let the text and targeting stay the same. Move on with better performing picture. after that you can test Headline, change only Headline and nothing else.
Try targeting different audiences with the same Ad and see which audience reacts better on your Ads.
After some iteration, and if you are satisfied with the results you can leave the best performing Facebook Ad with the best Relevance score.
Following these tips you can achieve good Facebook Ads Relevance Score, thus better performing Facebook Ads.
Want to know our tests, targeting and Relevance scores?
We are publishing a “Facebook Ads Test Challenge” with our latest Ads tests and results.