Chapter 7. Creating Pages for Your Campaign

In This Chapter

  • Choosing between internal and external landing pages

  • Creating a new tab on your Facebook Page as an ad landing page

  • Installing the FBML application for creating custom Facebook Page tabs

  • Adding a form on your Facebook Page to gather user information

In online marketing, a landing page — sometimes known as a lead capture page — is the page that appears when a potential customer clicks an advertisement or a search engine result link. Such a page typically displays content that's a logical extension of the advertisement or link and also that is optimized to feature specific keywords or phrases for indexing by search engines.

Specifically, for cost per click (CPC; or PPC [pay per click]) campaigns, your landing page can be customized to measure the effectiveness of different advertisements. And by adding a parameter to the linking URL, marketers can measure advertisement effectiveness based on relative click-through rates.

In this chapter, we discuss landing pages and their usefulness for your Facebook Ad campaigns. We cover landing pages that reside as part of your business' online Facebook Page as well as landing pages on your Web site or a third-party Web site. We go over how to install the FBML special programming language, which you use to build special landing page tabs within your Facebook Page. Finally, we show you how to introduce some common marketing elements, such as a user information form, to your Facebook Pages to capture ...

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