1. Product correlation
Make the transition from Facebook ad to off-Facebook page seamless by driving the user to a landing page that mimics the ad’s creative elements and copy. If a Facebook ad is promoting bedding, the user should be directed to your bedding category page because it encourages browsing based on proven interest. This also works well for products that are known to be popular sellers. For example, if an 800 thread count blue Egyptian Cotton Sheet set is being advertised, the user should arrive on the 800 thread count blue Egyptian Cotton Sheet set product page. If it’s a product-specific ad, the user should be directed straight to the product being advertised. If sheets are being advertised and a customer winds up on a landing page for iPads, that conversion will be lost.
2. Call to Action (CTA) correlation
Advertising a limited-time sale, discount for new members, or free app download for today only? A strong CTA — whether in the ad unit’s text or embedded in the creative itself — encourages the user to go from the consideration stage (pre-ad engagement) to the decision stage (ad engagement). But this only works if the user is able to follow the breadcrumbs without interruption. For example, when a travel site’s Facebook ad CTA is “Save 40% on hotels in Orlando, Florida today!” the user should arrive on the Orlando hotels page with the 40% off being called out. Failure to do so will confuse users at best — and at worst they’ll suspect a bait and switch.
3. Focus on timing
An ad landing page that expresses urgency can be extremely effective in motivating users to complete the purchase cycle. When advertising, limited-time sales and limited-quantity left messaging encourages the user to leave Facebook and act immediately. Echo the “hurry up!” nature of the copy in the ad on the landing page to fuel the feeling of urgency. For example: a mobile app advertiser promotes their 1-day only price reduction from $4.99 to $1.99, a user clicks and lands in the app store and sees similar language advertising the limited-time price reduction. Voila! Quick sale. If you can’t promote a time-related ad, even a simple “Download Now” call to action will discourage wait-and-see user behavior.
4. Sensible targeting
A well-constructed landing page is worth little when it’s appearing in front of the wrong audience. Creative and targeting go hand-in-hand with each other. For example, a gaming advertiser has a goal to drive app installs. Using Facebook features like Custom Audiences and setting the proper targeting perimeters should prevent the app install ad from showing to audiences who have already downloaded the app and avoid wasted impressions and disruptions in the conversion funnel.
In conclusion: lead customers through the sales funnel and create experiences that will make customers shop with you again by ensuring relevancy through copy and creative correlation. Highlight timeliness and make sure your ad and landing page are appearing to audiences who are in the appropriate stage of your sales cycle. And if you’ve learned only one thing from this post, the final takeaway should be that ad creative needs to reflect the landing page as closely as possible to avoid consumer confusion and conversion drop-off.