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Best information for Facebook/Google ads landing pages?

We're a small Christian liberal arts college in Canada. We're about to begin a small social media campaign (a series of Facebook and Google ads targeting American students and prospective students for three specific programs), and we're looking for some advice on landing pages.

We've decided that each ad will have its own landing page so we can track the success of our ads. We'll use a customizable template for each page that will include some basic information about the school/program and prompt the student to submit his/her contact information before gaining access to the rest of our website.

We're wondering about the kinds and volume of information we should include on a landing page. How much information is too much? What's essential? Should we include tuition information?

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I'd say the answer to this question really depends on your specific strategy for the ad campaign. Is the purpose to drive people deeper into your website, gather contact information, or gather contact information for very well-qualified leads? Each of these (plus probably a host of other potential desired end-results) would, I think, change the content of the web page. Think about what you want people to do once they get to the landing page, and then generate the content around that desired result. This will also make it much easier to measure the success of the landing page.

As far as tuition information, while that decision should be based on your desired activity for the landing page, I do think that American students find that information very helpful and they seem to appreciate school being pretty upfront about costs.

Good luck with your campaign!
Copyblogger has great information about Landing Pages in general: http://www.copyblogger.com/landing-pages/.

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