Why a Landing Page is All That's Required to Begin Getting Meta Ad Conversions

By Ian Fernando

As I was looking to scale up my TikTok campaign, I realized that I could quickly start converting my videos for Meta Ads, which I could repurpose later on stories and reels. 

I bet you didn’t think of that. A lot of people ignore this because FB doesn't even give a lot of value to these placements. I tested and well let's talk about it…

At the start, my TikTok campaign used all direct linking, which is why initially, I found no need to create a landing page. Mainly because even before presenting the offer, the audience on the platform is already interested and warm; they know what they want. 

Moving TikTok Ads to Meta

Honestly, this is what makes TikTok so incredibly powerful. In my opinion, this platform has perfected its ability to utilize an interest graph rather than a Meta social graph.

This thought left me wondering what would happen if I moved my campaign to Facebook; I thought it should likely do well there too. First, I started by creating a brand-new campaign in RedTrack and connected it to my Facebook business manager using a direct link. 

Initially, I kicked this campaign off with a budget of $200 per day. With almost no conversions at first, which was odd, I let it run for a day to see what would happen. Typically, I've found that Facebook goes through a learning period, so I was under the impression that after a day, some conversions would start trickling in; unfortunately, I was wrong. 

After that, I decided to add a landing page in front of the offer, thinking maybe my audience on TikTok was different from Facebook; maybe my initial approach was too much in their face. 

Landing Page Results

From there, I added a landing page to the front of the offer. Here are the results…

From the first day of this campaign, you'll notice it didn't start too well. After that, the next day, some profits started to roll in, followed by the next day showing some further promise. 

For some reason, a landing page helped me filter out unnecessary clicks and unwanted users. With this change, I began seeing higher quality leads from the network and ads. 

But how did I find the right type of landing page? 

Finding the Right Landing Page

Simple, I just did some essential spying on Anstrex, which you can read more about it here. From there, I could niche down, which let me promote using the most popular landing page template, in which I repurposed the existing text from the original.

Since I had already used different sets of landing pages before that I think have done well in the past, I just needed to find the right context. 

With the help of spying tools, such as Anstrex, I quickly got ahead of the game. Following the help of these fantastic tools allowed me to work on my copywriting, the bane of my existence. 

Above, you can see that you can easily edit and then export the landing page right from Anstrex, then quickly load it onto your domain; it's just that easy. 

Why Does a Landing Page Create Conversions?

The reason a landing page helps to create conversions is, first off, it pre-qualifies all leads. This point is critical for a social graph traffic source; you must filter all incoming users. 

With the help of a landing page, you can do this quite easily, mainly because the user needs to click on the next page to see the offer, which helps to drive further interest, curiosity, and even action.

The goal of any affiliate campaign is to convert the click. Here, ensuring that users click are qualified persons of interest for the offer is critical. A good landing page should entice users; by creating a sense of wanting from the user, it's more likely they'll continue through your click funnel. 

For those who follow, Oli Gardner, founder of Unbounce, states you should never start a marketing campaign without a landing page. In my opinion, it depends on the algorithm, such as on TikTok.  

But I do believe, for the most part, a landing page is a powerful tool for any marketing campaign, which I always use when it comes to Google and Facebook.  

Conclusion of a Landing Page

Hands down, I will always recommend using a landing page; it's one of the most powerful marketing tools. As you can see from this case study, a landing page can be the difference in helping translate a successful TikTok campaign into one that's converting well on Meta Ads. 

What this tells me is that not all traffic sources are made equal. Sometimes, it's a good idea to let the data tell you where to go next; that's been the case for me. 

Sometimes, it could be as simple as the offering costing too much or the users on Facebook wanting to know more information before they agree to anything. By answering questions for the user like "What is the benefit?" and "What are they getting out of it?", which most offers don't tend to state, a landing page can help turn things around.  

Keep in mind that the flow of a typical landing page is pretty straightforward, from the ad to the landing page to the final offer; it's that easy. 

Some people will argue it's better to add a lead capture right before the offer, but I've found that this depends on the type of offer. I believe lead capture is necessary, but again this heavily depends on the offer and goal of the ad, but that's a conversation for another time. 

Finally, to cap everything off, this ad converted better mainly because I could filter the users who were most interested in the offer, resulting in higher quality leads and more conversions.

Ian Fernando
Involved in the internet space since 2002 and have been through the ups and downs of this online industry. I am a traveling digital nomad, media buyer, online strategist, and many more online titles.

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