What is Facebook Advertising?

Chapter 5

Optimizing the Post-Click Experience with Facebook Ads & Landing Pages

Facebook’s Audience Insights, targeting options, and the vast collection of Facebook ads create a perfect conversion conducive environment for you to create ads.

Optimizing the ad and the post-click experience it should lead up to is something you need to do.
This chapter of the guide will focus optimization – the first section of the chapter will discuss the components of an optimized Facebook ad. We are then going to move onto showcasing how you can optimize the post-click optimization experience for your audience by connecting each Facebook ad to a relevant, dedicated post-click landing page.

Optimizing Facebook ads

A Facebook ad is basically made up of four components – headline, copy, media (image/video) and a CTA button. To ensure your target audience is inclined to click the ad, here’s how you should optimize each ad component.

Write an attention-grabbing headline

Your ad is going to be competing with other ads on Facebook. To ensure your ad gets clicked rather than the others, the first thing you need is a headline that has the power to capture the target audience’s attention.

The ad headline should showcase what your offer or product/service is about, in a way that makes them want to find out more and click the ad.

Bluehost’s Facebook ad headline tells the user what the service can do for them, and the fact that they can launch their website that day is sure to intrigue them:

Optimove uses statistics in the ad headline to get users curious about how Adore Me increased revenue by 15%:

HostGator uses urgency in their Facebook headline:

Whether you use a statistic in your headline, add social proof or urgency make sure you check how your headline appears in all ad placements.

Showcase unique value proposition in the ad copy

You’re only allowed a limited number of characters for the ad copy, so you need to make it count. Clearly showcase how your offer is going to help solve their problem and make their life easier.

Asana’s Facebook ad copy does exactly that:

Not only does the headline use social proof to let users know that the platform is trusted and loved by over 30,000 companies, but the ad copy lets users know what Asana can help them accomplish.

Add a relevant click-worthy CTA button

The CTA button lets visitors know what to expect after they’ve clicked the ad. The button you include on your ad should be relevant to the offer showcased in the ad, it’s also a good idea to use an action verb to motivate visitors to take an action.

Facebook gives you several CTA button copy options, make sure you choose the right one for your ad.

Framestr’s ‘Learn More’ CTA button is relevant to the ad copy:

Include relevant, and engaging image/video

The media you include in your Facebook ad whether that’s an image or a video should be relevant to the offer, along with being visually engaging.

AdEspresso’s carousel ad includes relevant images for every part:

In addition to optimizing your Facebook ad components, there’s one thing you should always do to increase the likelihood of getting conversions after user have clicked the ad – optimize the post-click experience.

What is post-click optimization?

Post-click optimization refers to the process of optimizing the components of your marketing after the ad click, this involves connecting all ads to relevant, dedicated post-click landing pages.

Why connect Facebook ads with relevant post-click landing pages

Getting an ad-click isn’t the end goal of your Facebook advertising campaign, what you want is to take visitors to the real destination – a page with the full offer and the final CTA button.

This happens on a dedicated post-click landing page.

The purpose of a dedicated post-click landing page is two-fold:

  • Reassure visitors they’ve come to the right place after they’ve clicked the ad.
  • Convince them to click the CTA button and convert- you do this with the help of the post-click landing page elements and design.

post-click landing pages that are relevant keep visitors optimistic that they’ve found the solution for which they clicked the ad, this increases the likelihood of the CTA button click. When post-click landing pages fail to form a connection with the ad, they also fail to form a connection with the visitor.

To ensure the ad and post-click landing page form the right connection with the user, include message match between the ad and corresponding post-click landing page.

What is message match?

Message match is the process of matching the content of an ad to the content of a post-click landing page so that the message is reinforced in the mind of the prospect, and they know it’s relevant.

When your ad and post-click landing page have message match, the visitor is assured that they’ve come to the page they intended. Message matching involves ensuring that the message in the ad and page are portraying are the same, and make use of the same keywords in your ad copy and post-click landing page headline and copy.

Let’s look at the Tarzan Kay Facebook ad as an example:

The ad talks about email scripts for service based businesses. This is the post-click landing page the ad leads to:

  • The page headline also mentions email scripts putting the user’s mind at ease that they’ve landed at the right place.
  • The sub-headline talks about service-based businesses, further reassuring the user.
  • The image also mentions ‘email scripts’ collection.
  • The copy talks about why these email scripts will be beneficial for the user.

Along with message match, maintaining a conversion ratio of 1:1 is also necessary for the right post-click optimization.

What is conversion ratio?

Conversion ratio refers to the number of places to click compared to the number of conversion goals, and because a post-click landing page should always have one conversion goal, which means that every post-click landing page should have a conversion ratio of 1:1.

On most post-click landing pages, the conversion goal/clickable element is the call to action button. For the right post-click experience, your post-click landing page shouldn’t have any off-page navigation links.

Off-page navigation takes visitors away from the conversion goal which is not what you want to do. When you include navigation links on your post-click landing pages, you mess up the conversion ratio and take visitors’ attention away from the conversion goal.

Let’s look at Instapage’s Facebook ad and corresponding post-click landing page as an example.

Here’s the Facebook ad for Instapage’s Instablocks™ feature update:

This is the post-click landing page connected with the ad:

  • The page headline, similar to the ad talks about building post-click landing pages with Instablocks™.
  • The images, and the page copy explain how the feature update can help you create post-click landing pages.
  • There is only one clickable element on the page, which is the CTA button, that help visitors complete the conversion action.

Always connect Facebook ads with relevant, dedicated, and message matched post-click landing pages to ensure that you don’t just get the ad click, but also the post-click landing page click.

When you launch campaigns on Facebook you get to take advantage of the network’s growing user base, targeting options, audience insights, and various ad types helping you get more bang for your advertising buck.

When you have your Facebook ads all squared away, don’t forget about post-click optimization. Make sure all your ads are connected to post-click landing pages that have message match and a conversion ratio of 1:1.

Haven’t started creating post-click landing pages yet? Create an Instapage account here, and start creating professional post-click landing pages at scale today.

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