A landing page is, as the name suggests, the first page a visitor ‘lands’ on after clicking a link. In this case, then, it will be the first page reached after clicking on your Facebook ad.
Why advertise on Facebook?
Facebook isn’t just the place to see photos of your old school friend’s new baby; it’s also a powerful marketing tool, capable of driving your conversion rate skyward if used correctly.
With around 2.8 billion (yes, billion!) active users, Facebook is easily the most populated social media platform, and so clearly the best one from which to reach the most people with your marketing campaigns. It’s the third most visited website in the world, behind only Google and YouTube!
Facebook’s advertising tools also include some pretty clever features, including lookalike audiences. This feature allows you to target people with your ads that are considered as similar to your existing customers – a great way to grow your business!
Clearly, Facebook is not a platform to be overlooked within your marketing strategies.
Why include a landing page?
Facebook users don’t typically use their social media with the primary intent to shop. This means it will be harder to convert visitors into your customers and the conversion rate for your Facebook-advertised products may decrease.
Facebook users are also further from an Amazon purchase in terms of clicks; someone already on Amazon has to make fewer clicks to purchase a product than someone scrolling Facebook, who would have to navigate from one site to the other.
Not having a landing page also means you can’t place a Facebook tracking pixel that would allow you to gather vital information about your ad traffic.
Benefits of the landing page:
- Introducing buying incentive.
Setting up a landing page won’t lessen that number of clicks, but it will allow you to inject buying incentive during the potential customer’s moving from Facebook to Amazon.
A buying incentive is an extra nudge you might give the potential customer to encourage a purchase. You might, for example, include a coupon code on your landing page, encouraging a potential customer to purchase your product as they can now do so at a lower price.
- Collecting contact information.
A landing page is the perfect place to include a contact form fill-in. Here, you can ask for an email address from your potential customer in order to send them ads, calls to review and promotional content in the future.
Positive reviews from happy customers are one of the most valuable promotional tools you can utilize!
- Placing a tracking pixel
A tracking pixel on your landing page will be able to provide you insights to your traffic and visitor behaviour, and will potentially give you the ability to retarget ads much more effectively.
- Filtering traffic
Inserting a landing page between your Facebook ad and your Amazon product or shop page will give those who aren’t intending to buy more time to click away, therefore improving your Amazon sales velocity stats and keyword rankings.
Including a landing page in your Facebook ad campaign has only positive impact on your conversion rate. It can help convert customers via the presenting of buying incentives, filter your ad traffic, place a valuable tracking pixel and collect your potential customers’ contact information.
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