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Janet Driscoll Miller presents how to use Facebook tabs as landing pages for your Facebook ads.
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@SEARCHMOJO
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FACEBOOK LANDING PAGES
PUBCON LAS VEGAS
NOVEMBER 9, 2010
INCREASE YOUR POST-CLICK CONVERSION PERFORMANCE
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CHANGES COMING TO FACEBOOK PAGES
• FBML: Facebook Markup Language• FBML is becoming iframes by the end of 2010– Existing FBML pages will continue to be
supported• Cannot “auto-run” javascript in Facebook tab
pages– Cannot use Google Website Optimizer today
• Watch the developer roadmap:– http://developers.facebook.com/roadmap
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(KLUGY VERSION)
FACEBOOK TABS TODAY
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CAPABILITIES OF FACEBOOK TABS TODAY
• Forms– Can put in forms like Salesforce Web-to-
Lead forms– Resume upload
• Multimedia– Using FBML, include videos, Flash, etc.
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IDEAS FOR FACEBOOK TABS
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IDEAS FOR FACEBOOK TABS
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STEP 1: CREATE FACEBOOK TAB
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STEP 1: CREATE FACEBOOK TAB
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STEP 1: CREATE FACEBOOK TAB
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STEP 1: CREATE FACEBOOK TAB
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STEP 1: CREATE FACEBOOK TAB
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STEP 1: CREATE FACEBOOK TAB
• Make sure you track page version in form via hidden field
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STEP 2: SET UP GOOGLE ANALYTICS TRACKING
• To track events on the Facebook page to test conversion rates, you’ll need to track two things:– Page views– Events (call to action)
• Then compare the numbers in Google Analytics
• Here’s how...
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STEP 2 (A): TRACKING PAGEVIEWS WITH GOOGLE ANALYTICS
• Track page view with image– Similar to
email open rate tracking
– http://ga.webdigi.co.uk/
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STEP 2 (B): TRACKING ONCLICK EVENTS WITH GOOGLE ANALYTICS
– onClick="_trackEvent(category, action, opt_label, opt_value)”
– Example:<input type="image" src="http://www.search-mojo.com/images/submitresume.png" name="submit" value="submit“ onClick="_gaq.push(['_trackEvent', 'resume’, ‘submitted’, ‘’, ‘’]);”>
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STEP 3: CREATE AD CAMPAIGNS
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WHY THE CURRENT TAB SYSTEM STINKS
1. It’s klugy.2. Can’t track squat!– Javascript can’t autorun• Google Website Optimizer need to autorun• Can use Google Analytics, with
workarounds3. Have to style a whole separate page– Stylesheets don’t work– Can’t serve dynamic content
4. Insecure– Challenge for ecommerce and sensitive data
sites
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(THE NON-KLUGY VERSION)
FACEBOOK TABS IN THE NEAR FUTURE
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WHY IFRAMES WILL ROCK
Current System IFrames
Klugy! Likely much easier interface. Just enter a URL for the iframe!
Can’t track squat! Can have javascript autorun in the iframe page.
Have to style a whole separate page No more! iFrame pages can run both styles and dynamic content from the home site.
Insecure No more!iFrames maintain the security level of the host site (not FB), although lock will not appear closed.
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EXPECTED PROCESS WITH IFRAMES
• Create a tab• Enter URL for iFrame
content– This essentially
moves the page from being hosted by FB to technically being hosted by you.
– Essentially do whatever you can on your website on FB.
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FACEBOOK PAGES:BEST PRACTICES AND TIPS
• Pages will likely stay the same width: 520px– Use existing landing pages for AdWords, just
apply a different style sheet– Shortens page development time!– Downside: 520px likely requires a lot of
scrolling• Don’t count on FB for conversion tracking– Use Google Website Optimizer (or other
software)– Track via hidden form fields, enter into CRM
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CONTACT
Janet Driscoll [email protected] x101
LinkedIn: www.linkedin.com/in/janetdriscollmiller
Twitter: @janetdmillerFacebook:
www.facebook.com/SearchMojo
www.search-mojo.com/presentations/PubconVegas2010-1.pptx
