Here are a 7 tactics you should be using when doing any advertising on Facebook.
1. Have A Clear Business Objective on Landing Pages
The page that the user visits when clicking on your Ad is considered your Landing Page. This page must have a clear business objective. Here are a few ways to ensure your business objective is clear.
Facebook is all about User Experience. So they want to be sure when the user clicks on an ad they are taken to a page where the message is congruent to the ad copy. For example, if your ad copy talks about weight loss supplements be sure your landing page conveys the same message. Do not lead the user to a page where you are selling weight lifting gloves. This may seem obvious but we have all clicked on an ad expecting to read about one thing and were led to a page discussing something completely out of context. This is a sure way to get your Ads account banned.
Facebook also likes the action element to be obvious and presented above “the fold”. I am referring to elements like Buy Now or Add To Cart Buttons as well as forms if your landing page is for optins. This goes against what every Internet Marketing Guru teaches. Most marketers want the VSL (Video Sales Video) & Main Headline to be most prominent on the page. However, I recently came across a video from a Marketer from a large Social Media firm state, they were actually seeing higher conversions by placing the action button or form as one of the most prominent elements on the page.
An additional reason to be sure your business objective is clearly stated on your landing pages is most users do not understand what a “Funnel” actually is or what is happening on the page. So make your offer clearly visible or risk an unhappy experience from your visitors.
2. Branding Your Page
Branding is another key element for your landing pages. Be sure your logo and business name are clearly represented on the page. The visitor needs to be comfortable that there is a legitimate business behind the offer.
Imagery is also important. If you are promoting a product whether physical or digital, it is important to show the product in some form. For digital products, screenshots will work or even better a short video demonstration. This provides credibility & increases the chance the visitor will purchase or optin.
Providing some sort of navigation on the page is also key. Again, this goes against what most Internet Marketer’s teach, but Facebook keeps a close eye on these tactics so you may get away with it for a while, but eventually they will catch on.
- Retargeting – Most users have no idea what “Retargeting” is. You must reveal that you are using a retargeting pixel for advertising purposes and how a user may opt-out. To learn more about retargeting with Facebook, visit this link.
Your best bet is to hire legal council to draft this language.
5. Provide a Terms of Service Link
6. Provide A Way for the User to Contact You
Make it very clear how a user can contact you. Providing a phone number is by far the best option, however, simply allowing the user to contact you through a form will do. Most legitimate business will have some sort of Customer Support and by making it easy for the user to contact you will help increase conversions.
There is no faster way to get your Facebook Ads account banned then choosing the words you use to describe your offer. Do NOT use exaggerated or unreal claims in your ad copy or on your landing page. I cannot stress that enough! Facebook has a spam trigger word list it uses (which is not public) to flag these tactics.
Avoid words like “wealth”, “hack” or “simple trick”. Any income claims will be scrutinized by Facebook, so it’s best to avoid them all together. A few examples of exaggerated claims are, “Scientifically Proven”, “Guaranteed to Lose Weight” or “Will improve your income 10x”. There is NO way you can prove that any of those types of statements are actually true. Instead, use statements like, “Can help with weight loss” or “With a healthy diet, xx supplement can help with weight loss”.
This not only applies to your copy but also to the url of your landing page. Avoid things like: milliondollarformula.com or combination of words about income claims.
Not only can your Facebook Ads account be banned by using these tactics, but your Fan Pages can also be shut down. So choose your positioning carefully.
In conclusion, there are many other tactics Facebook monitors that the general public may never know about. As a general rule, use common sense. If your offer would not appeal to you, then it probably will not appeal to others. Be careful when creating your copy and provide as much legitimacy to the user as possible.