1. What Are Facebook Ads with Landing Pages Below Creative?

This format is a result of Facebook’s in-app browser design. When users click on your ad, the creative asset (image or video) stays in view at the top while the linked landing page loads underneath. It provides context for users as they browse your website, keeping them visually connected to the ad they clicked.

Why It Works:

• Keeps the ad visually engaging during the browsing experience.
• Reduces drop-off rates by providing a seamless transition.
• Increases the likelihood of users engaging further with your landing page.

2. Key Factors That Trigger This Ad Format

While you can’t directly control this behaviour, certain factors increase the chances of it appearing:

• Ad Format: Traffic and Conversion ads will most likely display this layout.
• Ad Objectives: Facebook prioritises link-click ads optimised for engagement and action.
• Mobile Placement: This feature is exclusive to ads viewed on the Facebook or Instagram app.
• User Interaction: Facebook's algorithm uses user behaviour to decide if the creative remains visible above the page.

3. How to Optimise Ads for the In-App Browser Format

1. Choose the Right Ad Type:
   
   • Use Traffic or Conversion objectives to align with Facebook’s optimisation for this behaviour.
2. Create Engaging Creative Assets:
   
   • Use high-quality images or videos with 4:5 or 1:1 aspect ratios to ensure compatibility with Facebook’s layouts.
3. Configure Open Graph Meta Tags:
   
   • Optimise your URL metadata to improve the link preview. Include:
     
     • og:image: A compelling thumbnail image.
     • og:title and og:description: Clear, engaging copy that aligns with your ad.
4. Design Mobile-First Landing Pages:
   
   • Ensure your linked page loads quickly and is mobile-optimised for the best user experience.

4. Best Practices for Nested URL and Landing Pages

• Optimise Call-to-Actions (CTAs): Use action-oriented CTAs that align with the ad’s context (e.g., “Shop Now” or “Learn More”).
• Test Your Ads: Use Facebook’s ad preview tool to see how your link will appear in different placements.
• Leverage Fast-Loading Pages: Use tools like Google PageSpeed Insights to check your page performance.

5. Limitations and How to Work Around Them

• Behaviour Is Not Guaranteed: Facebook’s internal logic determines whether this format will appear based on ad performance and user behavior.
• Limited Desktop Support: This feature is exclusive to mobile ads, limiting its reach to mobile users.
• Testing Is Essential: Regularly monitor your ads’ performance metrics to adjust your strategy.

Workaround Tips:

• Test multiple ad creatives and objectives to identify what triggers this format for your audience.
• Use A/B testing to refine the combination of creative assets and landing page designs.

Frequently Asked Questions

1. Can I explicitly force this ad format?
This behaviour is influenced by Facebook’s internal logic and user interaction but cannot be manually enabled.

2. What creative formats work best for this layout?
High-quality visuals with a 4:5 or 1:1 aspect ratio and engaging thumbnails perform best.

3. How do I optimise link previews for nested landing pages?
Use Open Graph meta tags to define your image, title, and description for the URL.

Conclusion

Running Facebook ads with the landing page nested below the creative is an excellent way to enhance engagement and create a seamless user experience. While this feature can’t be directly controlled, you can optimise your ad format, creative, and landing pages to increase their likelihood of appearing.

Experiment with these strategies, monitor your performance metrics and refine your approach for the best results.

This guide is written by Hedgehog, a ‘Done With You’ digital marketing consultancy specialising in small and medium businesses in Australia. We offer digital marketing consulting, coaching, and training.

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