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Great question this week from Scott Linklater:
Landing page within Facebook or outside? What would you recommend and how much difference does it make
A: to the facebook user and
B: to the cost of the ads
The General Answer
In general, there are a few patterns that I’ve seen and that I know others have seen. But there are positives and negatives to both options.
For an external landing page:
- Positive: Full control over performance, speed and tracking codes
- Negative: Price tends to be higher
When you send a user to your own website, any performance issues are within your control. Additionally, you can get creative with Google and Facebook tracking codes to micromanage what happens when users are sent to your landing page.
For a Facebook tab:
- Positive: Price tends to be lower
- Negative: Tabs tend to load very slowly
Again, the general consensus is that both Facebook and users prefer to keep users on Facebook. As a result, the cost tends to remain a little lower for ads that keep users there.
The big negative, though, is the slowness that tends to follow Facebook tabs. A reason for this is that most tabs are actually iFrames that pull in content from another location. As a result, Facebook needs to essentially load two pages (the tab itself and the page that is being iFramed) before you see it.
Find What Works for You!
All of these things said, I want to be clear: There are no absolutes!
It’s entirely possible that your CPCFacebook reports on CPC (All) and CPC (Link Click). The first refers to all clicks and the second on all internal and outbound links. More is higher for ads that lead to an external landing page. But is that page actually more efficient in terms of conversionsA conversion is counted whenever a website visitor performs an action that fires a standard event, custom event, or custom conversion. Examples of conversions include purchases, leads, content views, add to cart, and registrations. More? It’s entirely possible this is the case because site speed has been known to impact these results.
This is why I always advise that you find your own results! What works for me may not work for you and vice versa. It’s important to split testSplit testing (or A/B testing) allows you to test changes in Facebook variables like ad creative, audience, or placement to determine which approach performs best. More and experiment!
Here are a few things I’d do to find the answer that applies to your advertising…
1. Create a Facebook post that includes a link leading users to an external landing page. This landing page should include relevant tracking codes including Facebook conversion tracking so that you can measure results.
Promote this post!
2. Create a variation of that post that leads people to a Facebook tab. This is done by creating a dark or unpublished post.
To do this, first create an external landing page similar to the one above (but the URL needs to be different!). Add all relevant tracking codes. Then use a tool like ShortStack to iFrame that page in.
Promote this post!
3. Split test! Use dark posts to create variations of copy, targeting, placementA placement is a location where your ad is shown. Examples include Facebook's mobile Feed, Messenger, Instagram feed, Audience Network, right-hand column, and more. More, bidding and the landing pages themselves.
Links Mentioned on this Show
- More on Conversion Tracking
- Video on Split Testing
- Use ShortStack to create tabs
- How to create a Dark Post
- Landing Tabs for Ads Destination
Do you find more success driving users to an external landing page or a Facebook tab with your Facebook ads? Let me know in the comments below!