If you are like most small business owners, you are well aware of the effectiveness of Facebook advertising and the importance of compliance. But what do you need to know to have Facebook compliant landing pages?
Let’s face it. Nothing is more disheartening than to receive a Facebook notification stating, “Your ad was not approved.” Or even worse, that “We are shutting down your ad account.”
Most digital marketing managers and media buyers cringe at the thought of receiving a message like that. If you are like most, you want to understand how to have Facebook compliant landing pages... and how to protect yourself and your business.
To simplify, a landing page is where your prospective buyer “lands” after clicking away from your ad. This may be a sales page, which is commonly seen in eCommerce ads.
But for anyone in the digital marketing field, the landing page often collects email addresses in exchange for something free and of value. Another choice is to take a person to a registration page, offering them information in the format of an educational webinar.
Other terms to describe a landing page would be a squeeze page, opt-in page, or lead magnet page. These are all common labels, describing the same thing, so we will refer to them all throughout this article.
A good landing page will grab your prospect’s attention and do so in a captivating and compliant way. The goal, of course, is to scale your campaign to the point of predictable and profitable results.
To make sure that this is the result you achieve, it's critical that you show both your Facebook ad and landing page to the right audience. But also, you want to have the right structure and language suitable for compliance.
Below, we will discuss 7 of the most critical elements you need to know to have Facebook compliant landing pages.
The most important aspect of your landing page is that it needs to be relevant to your Facebook ad. What does this mean?
Well, basically it means the headline and theme of your squeeze page need to make sense to your prospect after reading the ad.
According to TechJury, 48% of marketers build a new landing page for each campaign. As you can see, this is a good idea to keep all landing pages relevant to their ads.
For example, you wouldn’t want to show a picture of a jacket in your ad, and then take them to a landing page that has shirts or shoes.
As you may be aware, the core idea of your message is called the “hook.” Your headline is an expression of that hook. All images should support this same idea, giving your page visual continuity.
The solutions you present in any of your ads needs to appear on your Facebook compliant landing pages, matching its original theme.
Your ad needs to follow Facebook’s terms, conditions, and ad policies. Likewise, your company's landing page needs to do the same thing.
Facebook’s compliance rules often change. For this reason, it's important to stay current and aware of what is and is not allowed, according to their compliance rules.
Here are some concepts that Facebook will surely be watching for when it comes to compliance:
Forbidden or shocking content is not allowed.
You cannot make misleading claims.
You cannot call anyone out for personal attributes.
Clickbait headlines are not allowed. (Shocking headlines leading to unrelated content.)
No obvious errors.
No misleading signs of Facebook endorsements.
No low-quality or Facebook banned content.
These are some of the most well-known compliance issues that marketers are becoming more familiar with. But remember, if it's not allowed on your Facebook ad, it's also good practice to leave it off your landing pages as well.
But it's not all bad news. Digital marketers and small businesses are learning to better cooperate with Facebook ad policies.
Apparently, Facebook has the intention to help us as well.
To illustrate this point, HootSuite shares some exciting news from the founder of Facebook, as he describes his 10-year vision. According to this quote, small businesses can expect positive changes in the future:
“Over the next decade, we hope to build commerce and payment tools so that every small business has easy access to the same technology that previously, only big companies have had.”—Mark Zuckerberg, CEO, and founder of Facebook
Anything to help small businesses is good news for sure! It's encouraging to know that we are all emerging past the growing pains. At the same time, we are entering into the possibility of a productive movement for us all.
Back in the “old days,” people could say almost anything when it came to advertising. But thankfully, not anymore! Today, more than ever, if your business does not prove itself to be trustworthy, it will get left far behind those that do.
This applies to everything about your business, and your company's landing page is certainly no exception. With that in mind, what are some ways you can prove credibility in your business?
One of the first ways is to make sure that your business landing page is parked on a real domain name. Affiliate links and popular landing page URLs are not allowed.
A good landing page software will give you the choice of adding your domain name or give you a WordPress plugin. This makes it possible to hook up your opt-in page to your domain name.
Placing your Facebook pixel is another strategy that is used by most reputable businesses.
This practice is a good sign that you are a professional business and know what you are doing. The ability to track and re-market to your customers is one reason. But another reason is to further illustrate the reliability of your business.
“The best marketing strategy ever. CARE.”—Gary Vaynerchuk, speaker and marketing expert
Testimonials on your Facebook compliant landing pages are another great way of providing social proof and gaining trust with your prospects. Also, be sure to discuss any doubts your prospects may have. Bullets are a great way to handle objections on your landing page.
According to current trends, having a strong value proposition is a sure sign of an honest business. This means that you must offer something of value throughout the steps of your campaign.
Another way to prove that you are believable is by gaining a good “WOT” score. This refers to “Web of Trust,” and keeping a regular check of your domain score.
A landing page is one place where predictability will work in your favor. Another way of stating that is, “No surprises!”
When a prospect lands on your squeeze page, your message needs to fulfill expectations. If your ad indicates that they will be watching a video about a certain topic, the landing page needs to bring them one step closer to that goal.
If your ad offers a free book or guide, your opt-in page needs to support this idea as well. In other words, be clear about what you are selling or giving away. Let there be no doubt about what the reader will get in exchange for their email or money.
Objection-handling bullets can and should be different, but they need to be easy to understand and should always support the main idea.
Once they get to your squeeze page, it's important that your prospects have a positive experience. Remember, this is one of Facebook’s main goals.
They want their users to have enjoyable and pleasant experiences so that they will come back!
In the end, without users, Facebook would have no business, and neither would the companies that depend on them for advertising. It's understandable why looking out for the best interest of their users is a smart move.
According to Cardinal Digital Marketing, Facebook had 2 billion users in October 2017. Since then, it has grown to 3 billion people! You may agree, it's worth it to make sure your business complies with Facebook rules!
If users are viewing from a mobile phone, the landing pages need to be mobile-friendly. They need to be easy to read and navigate from any brand of phone.
According to TrueList, 50% of landing pages are optimized for mobile devices. Based on that statistic, making this simple change could give you an extreme advantage!
Thankfully, most credible landing page sites give their customers the choice of mobile editing. But the person building the funnel needs to make sure this happens. If the landing page is not mobile-friendly, this will increase the chances that an ad will get disapproved.
And of course, do not ever shock or scare your readers on your landing page! Always keep it friendly, with language that a person would use when speaking to their best friend.
It's best to either elicit positive emotions or solutions on your Facebook compliant landing pages. If you are addressing a fear, focus on the benefits and ways to solve their problems. Always make them feel better, not worse.
And lastly, make sure that it's easy for your prospect to leave the landing page if that is what they wish to do. If your lead-magnet page has pop-ups or appears to be leading them to a “dead end,” Facebook will not approve your ad.
Always make sure that your business landing page has one clear call-to-action. Never leave them guessing about what to do next or where to go. The instructions need to be so obvious that the next step jumps out at them from the page.
For example, include a large bright button. The language on this button can be in second person, as in “Here Is Your Free Book,” or first person, as in “Give Me My Free Book.”
Do not give them more than one choice. This will confuse the reader, and a confused prospect never buys. Everything about the landing page needs to have one single focus.
As an interesting side note from KlientBoost, 46% of landing pages have more than one offer. But this can decrease conversion rates by 266%. As you can see, giving them one choice puts you at a tremendous advantage over 46% of your competition!
The goal is for you is to get them to the “back end” of your funnel, where you can continue to communicate with them. The back end is where you can offer them more choices. A popular way to get them to your back end is to offer an enticing gift on the front end, in exchange for their email.
Most of the time, this means sending your prospects to an email auto-responder list. But one thing Facebook does not allow marketers to do is to send them to closed or secret groups. Knowing this, be careful not to make that mistake.
You should also have legal disclaimers at the bottom of your Facebook compliant landing pages. Most of the time, the more the better. But some key disclaimers must be there with no exceptions.
You should also include a mailing location and contact information, such as a contact email or phone number. Include your copyright information and business description as well.
If you follow the 7 techniques and suggestions above, you should be in good shape for creating Facebook compliant landing pages. By using these ethical and authentic practices, you position your business as a trustworthy and reliable company that cares about your customers.
If you need an experienced copywriter to build out your Facebook ads and landing pages, you have come to the right place! Our goal here is to make sure that your campaigns are compliant, and your Facebook ads scale in a profitable way.
Contact us today if you need help with your Facebook compliant ads and landing pages!
Debbie Landry resides on the Mississippi Gulf Coast. With a background in sales and business, she has a BS in psychology. She has several marketing certifications in copywriting, freelancing, masterminds, course creation, consulting, life coaching, Facebook advertising, funnel building, and more. Her focus is on the big picture of copywriting and content marketing, as well as personal growth and development.Hire Deborah