Creating carefully targeted and clickable Facebook Ads are really only half the story when it comes to advertising on Facebook right now.
The landing page you send people who click on your Ads to is just as important to your success on Facebook – in fact, getting it wrong can result in your Ads account being permanently shut down.
When it comes to prohibited landing page attributes, Facebook’s guidelines state: “Non-functional landing pages. This includes landing pages that interfere with a person’s ability to navigate away from the page.” [are prohibited].
Here’s what this means in practice:
1. Your landing page MUST have navigation options
The easiest way to do this is simply to ensure your landing page has the exact same navigation menu as your website does – About page, Home page, Blog page, Contact page, etc.
Alternatively, you can do as I’ve done and ensure your header image links right back to your website homepage when users click on it.
This is a screengrab of one of my landing pages – while there’s no navigation menu at the top, if you click on that image you’ll go straight to my website homepage, which is perfectly acceptable to Facebook.
Sending users to a landingpage where the only actions they can take are either to enter their email addresses or to close the page down is unacceptable and is likely to get your Ad account suspended. Make sure anyone going to your landing page can click away from it easily.
2. Be cautious when using pop-up boxes on your landing page
Don’t use any pop-up boxes that prevent users closing your landing page down (you know the ones – are you SURE you want to leave? etc). They’re too aggressive and are deemed to be poor quality content by Facebook.
Never use these:
The safest course of action is to forego pop-up boxes on your landing page altogether; if your landing page is properly constructed and does a great job at speaking to your target client, you shouldn’t need them in any case.
3. Make sure the content on your landing page matches the content in your Ad
This one sounds obvious, but if you’re promoting a great opt-in offer (fictional example: “Free Report: How To Triple Your List in 3 Days Without Spending A Penny!”) your landing page has to be consistent with this. For example, you can’t send people to a page where they get the free report if and only if they make a purchase – that condition was not stated in your Ad, so Facebook would deem it misleading content which is strictly prohibited.
4. Make your contact information clearly visible somewhere on the page
Facebook wants to know you’re a real person just as much as your potential clients do.
Ideally, you’ll already have this covered if you keep the navigation menu from your main website on your landing page, but at a minimum you should provide an email address or contact form, or a link to your website homepage, or even a link back to your Facebook page.
5. Ensure your landing page/ad doesn’t break any of Facebook other’s prohibitions
- Promoting illegal content
- Adult (or ‘sexually suggestive’) content
- Discriminatory content
- Violent or confrontational content
- Landing pages that require a download of software to access full functionality
- Landing pages that automatically download something to the user’s device
- Deceptive or misleading content
Play it super safe and get the full and official lowdown from Facebook right here.