In their book Ultimate Guide to Facebook Advertising, online marketing and Facebook ad experts Perry Marshall, Keith Krance and Thomas Meloche explain the game-changing tactics of paid Facebook Ads and how you can gain more on your investment—in clicks, customers and profits. In this edited excerpt, Krance and Meloche explain what your landing page should contain and why you have two options when it comes to landing page length.
Getting a prospect to successfully click on an ad is only the first step of a relationship that can continue for days, months or even decades. If you’re going to establish a long relationship with a customer, you must first survive the first 15 seconds of his visit.
Within 15 seconds, your prospect is deciding whether to stay with you or press the back button and abandon your presence forever. If you paid a dollar for a click and you lose your prospects in the first 15 seconds, you just paid $240 per hour to fail to engage the people who clicked on your ads.
You can’t afford to spend that much money on lost leads. Once prospects click on your ad, your landing page has to capture their attention, trigger their interests, and not let them go. Your very livelihood depends on it.
First and foremost, you must establish a clear, measurable goal for your landing page. In some cases, that goal will be to actually have the prospect complete an order. However, we always recommend an intermediate goal to capture prospects’ information so you have more than one chance to connect with them and complete a sale. Landing pages are often called “lead capture pages.” Remember that name because it implies the real goal of the landing page is to capture contact information.
A quick way to establish credibility and build a relationship is to offer something in your original ad that you instantly deliver in your landing page. In a digital world, the offer and the delivery is frequently some form of information. You may deliver the information in videos, in papers or on web pages. The benefit of delivering digital information is that it’s easy to provide without incurring additional costs.