Before we dive into setting up Forever Links, lets first go over what they are and where you will find them.
What is a FERMÀT Forever link?
Forever Links are re-routable URLs that can be mapped and remapped to any FERMÀT Shop or external website. They are designed to give you the freedom to change the destination of an in-market ad without needing to take it offline or have it take a performance hit.
All of the links that are created in FERMAT are created as Forever Links so you always have the freedom to re-route the destination.
The Possibilities are Almost Endless
once you set up a campaign with a Forever Link, you’ll be able to reroute it directly in the our platform moving forward. No more jumping between different tools.
Here’s how we recommend using Forever Links:
Redirecting in-market Meta ads without it reentering the Learning Phase
Use a forever link inside Smart Ads on TikTok so that you can freely change where the entire ad set points to.
Switch out destinations of evergreen email campaigns so you can propagate the change everywhere with one edit
To make full use of the power of Forever Links, we recommend launching every new ad, email campaign, or other marketing campaigns with a Forever Link. This will give you the ability to easily test the destination of an ad or campaign to find the best-performing post-click funnel after you find a high-performing creative.
How do I create a Forever Link?
You can quickly generate new Forever Links in the header of FERMÀT.
The first time you set up a Forever Link and choose a shop, we’ll ask you if you want to make this your default shop for Forever Links.
You can also create a Forever Link from within a Shop context, which will pre-fill the destination of the link to the current shop. Note that each shop can have multiple Forever Links mapping to it, but each Forever Link will only map to one shop.
Accessing an existing Forever Link
All of your Forever Links can easily be found in the sidebar navigation. This link gives you access to any link that has been created in the past and also allows you to build new ones.
Within the Forever Links tab
This home for all of your existing links makes it much easier for freelancers, media buyers, and agencies to quickly grab what they need.
Within an individual shop’s setting
You can also access a Forever Link from within an individual shop. This way you can grab the link within a Shop you are already working on, and or reroute it to a new destination.
Rerouting an existing Forever Link
To reroute a Forever Link, go to the Forever Links tab in the left-hand sidebar, search for your link by the name or destination name, and then click the edit button (pencil icon) to change the destination:
Once again you can also choose to reroute a Forever Link from within a specific shop. Simply select the dropdown beside the link destination and select where you want users to go. This can be to a FERMAT shop or to any external URL.
Splitting traffic with Forever Links
Not only can you change the destination of a forever link but you can also split the traffic between two destinations, even changing it to split once its already live in market.
You can decide what percentage of traffic should be allocated to each destination and the link will start to split test to those destinations in every instance that link is used. You can always come back to that link and select the analytics icon to see how each destination compares to one another.
Forever Link Frequently Asked Questions
Is Remapping a Forever Link Considered Cloaking?
Is Remapping a Forever Link Considered Cloaking?
No, using a remappable link (like a Fermat Forever Link) to change the destination of your landing page is not considered cloaking, provided it is used transparently and adheres to the advertising platform’s policies.
Cloaking typically involves showing one type of content to the platform’s review team while showing a different type of content to the end users.
Here’s how to be sure you are using a Forever Link in a way that will avoid being considered cloaking:
1. Transparency: Cloaking is deceptive because it involves showing different content to the ad review system and the actual users. If your remappable link redirects users to a different destination but both destinations are similar and align with the content and messaging in your ad, it doesn’t fall under cloaking.
2. Compliance with Policies: Ensure that both the original and new landing pages comply with Facebook’s advertising policies. As long as your pages adhere to these policies and you’re not attempting to deceive or mislead the platform or users, it’s not cloaking.
3. User Experience: The user experience should remain consistent with what is promised in the ad. If users clicking on your ad end up on a relevant and expected landing page, it doesn’t constitute cloaking.
4. Intent and Practice: The intent behind using a remappable link is crucial. If the purpose is to optimize user experience and performance by testing different landing pages or updating content, it is a legitimate practice. However, if the intent is to bypass Facebook’s ad review process or to show different content to users and reviewers, it would be considered cloaking.
Will Remapping a Forever Link Cause Higher CPAs or CPMs?
Will Remapping a Forever Link Cause Higher CPAs or CPMs?
Since the ad itself isn't being re-reviewed and the change is limited to redirecting the link to a different destination, the immediate effects on CPAs, CPMs, and other metrics can vary based on how drastic or minor the change is to the new landing experience.
Here's what it could impact.
1. User Engagement: The change in destination can affect user engagement metrics. If the new landing page is indeed more optimized and leads to better user engagement (lower bounce rates, higher time on site, more conversions), Facebook's algorithm will eventually pick up on these positive signals. This can improve the overall performance of your ad, including potentially lowering CPMs as the ad is seen as more relevant and engaging.
2. Relevance and Quality Score: While Facebook doesn't re-review the ad, the platform continuously monitors performance metrics. A significant change in user behavior due to the new landing page could affect your ad's relevance and quality score over time. If the new page performs better, it should enhance your ad's performance. Conversely, if it performs worse, it could lead to higher CPMs and reduced effectiveness.
3. User Expectations: If the content of the landing pages is generally similar, the impact on user expectations should be minimal. However, any noticeable difference that affects user experience could have an indirect effect on how well the ad performs.
5. Data and Optimization: Facebook's machine learning models rely on data to optimize ad delivery. Changes in performance metrics due to the new landing page will feed into these models, potentially causing short-term fluctuations. Over time, as more data is collected, the models should adjust and continue to optimize delivery to the most appropriate audience.
In summary, while the change in destination won't trigger a re-review or immediate retargeting adjustments, it will influence the ongoing optimization process. If the new landing page performs better, this should enhance overall ad performance. If not, you might see some negative impacts on targeting efficiency and CPMs. Monitoring performance closely and being ready to make additional optimizations is key.