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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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  • 1. INCREASE YOUR POST-CLICK CONVERSION PERFORMANCE
    FACEBOOK LANDING PAGES
    PUBCON LAS VEGAS
    NOVEMBER 9, 2010
  • 2. 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
  • 3. (klugy version)
    Facebook tabs today
  • 4. 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.
  • 5. Ideas for facebook tabs
  • 6. Ideas for facebook tabs
  • 7. Step 1: create facebook tab
  • 8. Step 1: create facebook tab
  • 9. Step 1: create facebook tab
  • 10. Step 1: create facebook tab
  • 11. Step 1: create facebook tab
  • 12. Step 1: create facebook tab
    Make sure you track page version in form via hidden field
  • 13. 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...
  • 14. Step 2 (a): TRACKING PAGEVIEWS WITH GOOGLE ANALYTICS
    Track page view with image
    Similar to email open rate tracking
    http://ga.webdigi.co.uk/
  • 15. 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’, ‘’, ‘’]);”>
  • 16. Step 3: create Ad campaigns
  • 17. 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
  • 18. (the non-klugy version)
    Facebook tabs in the near future
  • 19. Why iframes will rock
  • 20. 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.
  • 21. 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
  • 22. 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