You only get one chance to make a first impression, as the old adage goes, and while that doesn't specifically apply to landing page design, it's certainly comparable. If you are running campaigns without optimizing your landing page, your chance to make a good first impression is lost. As a result, consumers may be bouncing at a higher rate.

Though there are many ways to optimize your landing page design, here are some quick fixes you can do right now to reduce bounce and encourage conversions.

Banner ads are one of the oldest forms of advertising online (circa 1994), but time hasn't rendered them ineffective. MediaPost notes that 80 percent of brands in a recent HubSpot survey still use banner ads to showcase themselves to their target audience. This time-tested marketing channel remains a staple of monetized strategies online.

Because of that long track record, the makings of good banner ads are well understood, but truly great banner ads are a more rare find. Even a relative newcomer to online marketing can find a simple road map for building banner ads with a modest degree of success. But ROI, conversion rates and other performance metrics are constantly coming under the microscope and being compared to performance seen in social media, content marketing and other emerging digital campaigns.

Facebook ads do not inherently add value without a strategy behind them. A successful Facebook ad campaign starts with defining your goals, and thus your audience. Thanks to new Facebook targeting tools, reaching that audience has gotten easier.

Not All Goals Are Created Equal

Companies often cite goals like "increase brand recognition," "increase sales and revenue" and "improve customer engagement." All of these advertising goals are terrific but lack quantifiable measurements. Brand identity is key. You wouldn't try to sell hair widgets using a bald spokesperson. Likewise, you want visuals and messaging to be consistent across platforms. Beyond that, you're going to need to get more specific. Make quantifiable and measurable deadlines — increase sales by 12 percent within the fiscal year, or increase positive customer feedback by 5 percent this quarter.

Monitor, Monitor, Monitor

Using the ads manager tab in Facebook, you can see exactly how well your ad is doing. You can also set up multiple campaigns and evaluate performance from a holistic approach. By evaluating performance metrics, you can determine whether to turn campaigns on or off at any time — this is the real money-saving feature of Facebook ads. You can adapt your strategy based on consumer behavior in real time.