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Pubcon Vegas 2010: Facebook Tabs as Landing Pages

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Janet Driscoll Miller presents how to use Facebook tabs as landing pages for your Facebook ads.

Janet Driscoll Miller presents how to use Facebook tabs as landing pages for your Facebook ads.

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    Pubcon Vegas 2010: Facebook Tabs as Landing Pages Pubcon Vegas 2010: Facebook Tabs as Landing Pages Presentation Transcript

    • INCREASE YOUR POST-CLICK CONVERSION PERFORMANCE
      FACEBOOK LANDING PAGES
      PUBCON LAS VEGAS
      NOVEMBER 9, 2010
    • 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
    • (klugy version)
      Facebook tabs today
    • 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.
    • Ideas for facebook tabs
    • Ideas for facebook tabs
    • Step 1: create facebook tab
    • Step 1: create facebook tab
    • Step 1: create facebook tab
    • Step 1: create facebook tab
    • Step 1: create facebook tab
    • Step 1: create facebook tab
      Make sure you track page version in form via hidden field
    • 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...
    • Step 2 (a): TRACKING PAGEVIEWS WITH GOOGLE ANALYTICS
      Track page view with image
      Similar to email open rate tracking
      http://ga.webdigi.co.uk/
    • 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’, ‘’, ‘’]);”>
    • Step 3: create Ad campaigns
    • Why the current tab system stinks
      It’s klugy.
      Can’t track squat!
      Javascript can’t autorun
      Google Website Optimizer need to autorun
      Can use Google Analytics, with workarounds
      Have to style a whole separate page
      Stylesheets don’t work
      Can’t serve dynamic content
      Insecure
      Challenge for ecommerce and sensitive data sites
    • (the non-klugy version)
      Facebook tabs in the near future
    • Why iframes will rock
    • 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.
    • 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
    • Contact
      Janet Driscoll Miller
      jmiller@search-mojo.com
      800-939-5938 x101
      LinkedIn: www.linkedin.com/in/janetdriscollmiller
      Twitter: @janetdmiller
      Facebook: www.facebook.com/SearchMojo
      www.search-mojo.com/presentations/PubconVegas2010-1.pptx