Facebook claims 2.2 billion monthly active users, making it an advertising must for any business. The ultimate goal is to direct traffic from Facebook to your product, and the best way to do that is by creating a Facebook-compliant landing page for your ad. The landing page is a part of your website or a page you’ve set up to perform a specific function for your product as it relates to the Facebook Ad you hope to run.
Here’s an example Facebook ad for 24 Hour Fitness:
A click-through on the ad takes the user to the landing page for this particular online marketing campaign:
Facebook is constantly changing the way it surfaces content to its users by way of its algorithm, Power Editor, and advertising policies. It’s important to first understand Facebook’s current ad approval process and landing page requirements. For example, an ad may not be approved if its landing page:
- contains content that isn’t fully functional (for instance, if the “Next” button on 24 Hour Fitness’ landing page doesn’t take users to the next page)
- doesn’t match what you’re promoting in the ad (for instance, if users reached the landing page to find only one day free, but three days were listed on the ad)
- or doesn’t comply with all Facebook Advertising Policies
Why is Facebook so strict on what these landing pages look like and how they function? It’s not even on the Facebook site, so how can they regulate your website? Think of it from a user’s perspective. If you navigate to a landing page via a Facebook ad, Facebook wants to be sure the user is getting the best experience in that navigation. They want the reputation that advertisers can count on them to give their users a positive outcome.
Here are some steps to take to be sure your landing page is compliant with the most current Facebook Ads standards, as of April 2018.
- Use a custom domain.Your website and landing page will have the most credibility if you buy a custom domain, rather than using, say, a WordPress.com domain. This is your first chance to give your brand the spotlight it deserves.
- First make the landing page, and then make your Facebook Ad match that. Do they have the same look/feel? Are you using the same color schemes or similar images? Build your Facebook-compliant landing page first, and then create your ad based on the content of your landing page. Be sure what is promised in your ad is delivered on your landing page, and vice versa.
- Skip pop-ups on entrance and exit.Facebook has always frowned on advertisement pop-ups when the visitor immediately enters a site. Now, they’re also moving away from exit pops, or pop-up ads that appear when a user tries to click out or navigate away from the page. Instead of bombarding your visitors with requests, give them a call to action and the option to click into an ad that produces the pop-up. To make it clear to the visitor, label your button or call to action with a “Click Here” message.
- Avoid click-baiting dialect and weight loss or money-making claims.Don’t make claims like, “I made this much money in this many days using this product.” It’s tempting to talk about how effective your product is in terms of time and money. Instead, find creative ways to explain how you’ve made money, for example, with client testimonials or success stories. In terms of health ads, using words like “diet” or providing before-and-after photos could be cause for disapproval. Similarly, Facebook will disapprove an ad/landing page with excessive use of the words “you,” “you’re,” “this,” and “other,” as these words are often present in click-bait headlines. (Think: “You Won’t Believe This Product!” or “You’re Never Going Back to Those Other Products!”) Write your copy and then re-read it, replacing these words with “clients,” “users,” “[product name]”, “our product,” etc. Get creative with the terms you use to navigate around Facebook’s clickbait flags.
- Use caution when including Facebook terms and images. Be careful not to commit copyright infringement on Facebook itself by making sure the word itself is capitalized and uses the ™ symbol after it. Don’t use any Facebook-specific images in your ads or on your landing page, including the “thumbs up” symbol or the blue, lowercase “f.”
- Offer a tangible giveaway. Giving away a physical product or digital download provides incentive for users to click through to the main product you’re promoting. For example, if you hope to promote a webinar, first offer something the user can see and acquire. Once they’ve earned your trust, knowing you’ll actually provide them with something, take them to the next step, where they’ll consume the information you’re providing in your webinar.
- Make sure your landing page is fully functional. All forms should be working properly, and all click-throughs should take users exactly where they’re expected to go. Similarly, be sure your site is fast enough and optimized for mobile users. A slow site could result in lower landing page views, with more people clicking out of your landing page as it slowly loads.
Once you’ve created your landing page and the ad to go along with it, stop and review everything before you submit it to Facebook. Sure, you’ll have a chance to edit some things to submit it for re-approval, but first take a look at some of the most common causes Facebook might disapprove of your advertising content:
- Words flagged by Facebook’s Community Standards
- A blacklisted URL or one that doesn’t match up with what you have displayed in the ad
- Redirects or pop-ups on your landing page
- Use of prohibited or restricted content, as outlined in sections 4 and 5 of Facebook’s Advertising Policies page
Still have questions? The best plan of action is to go straight to the source. Go to facebook.com/business/resources after 9 a.m. EST on business days. Underneath the Top Questions list, you should see a Chat or Email icon as Additional Support. Here, you can chat with a Facebook representative to get to the bottom of your ad problem and optimize your landing page for excellent results.
If you need help creating a variation of your current landing page that is Facebook compliant, reach out to the team at Varsity 5 by visiting our website or emailing us. With our over 30 years combined experience in digital marketing and social media, we are well equipped to assist you in landing page compliance adherence.
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