I recently completed the ‘Landing page optimization’ course on CXL.com by Michael Aagaard, and I enjoyed every moment of it. What a lot of people (mostly your clients) won’t understand is, that the landing page has a huge impact on how your ads perform, their CPA, and their overall “cost”.
When it comes to Facebook ads, a large deciding factor of how much your CPM is
1. Your ads quality score
2. Engagement score
3. Conversion score
4. how someone interacts with your business organically,
These 4 variables are what Facebook clubs together to calculate the “user value” which is taken into consideration when calculating the “total value” of your ads. This total value metric helps Facebook decide which ads to show users and how much to charge an advertiser for each impression. Working backward, we can see, that 4. Is something that is outside of paid media. 3. Is subjective, depending on your product and price point. 2. Is how engaging your creative/ ad copy is and 1. Your ad's feedback, which is mostly the post-click experience – i.e. – your landing page.
In the context of this article, your landing page would be any page that the user “lands on” after clicking on your ad, if you’re in eCommerce it’s most probably the product page or the collections page.
If you were running Google Ad PPC campaigns, then your quality score would also include how relevant your landing page is to the keyword search. As Facebook doesn’t utilize search terms and is majorly interest-based ads, we don’t have to worry about having our landing page copy match our ad copy.
However, Facebook’s advertising policy does list out a few “post-click” experiences that would cause the ad to be rejected or give it a ‘low quality’ score that would ultimately affect the performance of the ad, and here is what you have to look out for:
1. Lack substantive or original content
This is not limited to “plagiarized’ content but also, little to no content on the landing page. Most businesses hold back on copy and focus too much on design, because “people don’t like to read”. But that’s far from the truth, we (consumers) need clarity.
Don’t bore people with large, wordy copies, but like CXL states “ It’s okay to have long copies, as long as it’s concise, to the point, and relevant”.
2. Disproportionate volume of ads relative to the content.
Having too many ads and too little content on your page would result in a low-quality score for obvious reasons. Apart from this pop-up ads, banner ads, and those little sneaky hyperlink ads, although few, could result in a low-quality score. If it disrupts the user experience, it’s going to disrupt your ad performance.
3. Unexpected content experiences:
While Facebook doesn’t properly tell us what exactly is considered as an “unexpected experience”, they do give us this example - spreading an article's content across multiple pages and requiring someone to click and/or load multiple pages to read through the full article.
But I’ve honestly seen my mother engage with a lot of articles such as “ 7 sleeping cats that think they are human” that require here to load 2-3 pages and are filled with ads. So, personally, I don’t think Facebook practices what it preaches.
4. Misleading experiences:
This mostly has to do with service provided, like when giving Facebook feedback about being dissatisfied with websites that misrepresent products, expected delivery times, bad customer support experiences, and more. When it comes to the landing page, this would include “fake functionality” such as broken buttons, Video thumbnails with the play buttons that redirect users to a different platform, etc.
Do check for broken buttons or elements that would cause people to “click on” but not function as expected.
5. Misleading claims in the ad copy as well as landing page copy:
In most cases, if it’s in the ad copy, your ad is bound to get rejected. An example of misleading claims would “quick weight-loss” programs or “medical benefits of products”. Personal story, I used to run ads for an “essential oils” brand, that would claim lavender oil could help you sleep better. Which, is a very common belief. But just because everyone believes it, doesn’t make it true. The ad got flagged and the ads manager got disabled when we tried to “request review”.
Facebook advertising policy is quite large, and if you aren’t careful, it could result in you being permanently disabled. The worst part? A lot of people do not take the time to go through it. Some businesses now sell “verified” business managers, ad accounts, and profiles if a media buyer gets permanently banned. All of which could be avoided, if they just spent 10-15minutes going through the advertising policy.
The course on CXL.com for landing page optimization did not cover the above dos and don’t in respect to Facebook ads, but it did get me thinking about how a good landing page experience would not only help save on ad costs but also improve conversion rates.
I’d recommend the course for anyone that is looking to design a landing page, as it teaches us about auditing landing pages, information hierarchies, visual hierarchies, working with qualitative and quantitative to better the experience a user has on a landing page, the psychology of a consumer and much more.
About Michael Aagaard
According to his website, he is a Conversion Optimization Veteran, International Keynote Speaker & Public Speaking Coach. He’s been working in conversion optimization since 2008 and was the senior conversion optimizer in Unbounce for 2 years, and if you don’t know what Unbounce is, you need to read up more.
As an instructor, he was quite engaging with his delivery of the course. There was a little humor involved, which kept things light and easy to go through, which I find really important. There are some courses that I just can not find the will to complete because the person delivering the course either is dry or talks too much. Michael was pleasant and to the point.
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