Landing Pages and Facebook Ads
a Perfect Duo

There's no social platform bigger than Facebook. Though some people predict the end of the so-called Facebook era, stats don't lie – more people actively use Facebook every year. In Q2 2011, there were 739 million active Facebook users monthly, while now, twelve years later, it reaches nearly 3 billion a month!

No wonder companies still use Facebook for advertising – there are no social media platforms that match Facebook in terms of the number of potential customers. That's why advertising your products or services on Facebook Ads makes perfect sense.

Social media platforms (Facebook included) gather so much information about their users that it won't be an exaggeration to say they know pretty much everything about us. Of course, it depends on which data we decide to share, but let's face (pun intended) it: we're constantly being observed, and thus, included in marketing campaigns.

Ever chatted about holidays with a friend on Messenger just to get hit with a travel agency special offer a bit later? That's how targeting works. If you're talking, commenting, or posting about traveling, you'll get ads that match your current interests. If you're watching videos, react to posts, or like certain fanpages, you'll get ads that you might be interested in. Now you can use it to your advantage since everyone can use Facebook Ads and target their audience based on various factors such as age, place of residence, hobbies, etc.

Facebook Ads capabilities

How to create a Facebook ad?

Advertising a product on Facebook requires an ad, a landing page, optionally, a pop-up. Also, the Pixel. Let's start with the advertisement.

First, you need to select your target audience. I assume you already know your customers enough to determine who could be interested in your goods. Make sure the audience is precisely described. You don't want to show your advertisement to hundreds of thousands of people since it would cost you a fortune, and it wouldn’t be effective in the grand scheme of things. Start with a small yet carefully selected group.

Example: If you want people to buy FIFA 22 from your video games store, you'd probably want to target your ad to people aged 12-30 (mostly, but not only, boys) who are keenly interested in both video games and football.

Creating target audience for Facebook ads

Then, you need to choose where you want your ad to be displayed: you can select from Facebook feed, Instagram feed, Facebook’s right column, or even Stories! That means you can reach out to Facebook, Instagram, and Messenger users simultaneously!

The next step is setting the budget – declare the maximum amount of money you are willing to spend on advertising daily or monthly. Be careful, though, as Facebook will continue to display your ads until you tell them to stop, and you will pay for that continuously. Note that Facebook will analyze your advertisement, score it and compare it with your competition.

Creating the ad – once you've chosen all the options, it's time to finalize creating your advertisement using Facebook Ad Manager. Write an eye-catching headline, say what's unique about your offer, and don't forget to include the engaging CTA.

What about landing pages?

Now that you've got your ad, you need to direct users who click on it to an appropriate website. You already know that landing pages fit this purpose perfectly. Creating such a landing page makes it easier to provide visitors with exactly the information they need. Using landing pages helps you create a complete, seamless advertising experience for all Facebook users who happen to click on your ad.

  • Because you'd like to share more information about the product or service – trying to squeeze too much information into the advertisement copy is a beginner's mistake. Tease Facebook users with an ad and then present the whole thing on a landing page. It shoud lead to more extensive interest and – hopefully – a higher conversion rate.
  • Because if you don't own any landing pages, you will direct your potential customers to a homepage, and likely lose lots of possible conversions. Homepages are usually too slow and too packed with information to be a reliable conversion tool. It's the landing pages that are designed to convert.
  • Because people use Facebook mainly on mobile devices, and they don't have time to seek information. If they click on your ad, they need to be provided with the core of your offer right away. Landing pages are meant to give away crucial information in a short and appealing form.

Why is a landing page a good idea?

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1. Facebook Ads work great if you need to display your ads to a specific audience.

2. They also allow you to advertise simultaneously on Facebook, Messenger, and Instagram.

3. Set the budget for your Facebook Ads carefully to avoid losing money on repeatable ad displays.

4. Choose landing pages for sharing more info, getting higher conversions, and holding mobile users' attention.

Advertising on LinkedIn and YouTube

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What's next?

Facebook may be the biggest social media platform out there, but it's not the only one. In the next lesson, we'll talk about advertising on other platforms, such as LinkedIn, Quora, or YouTube.