Do you use lead generating campaigns on Facebook?
Are you familiar with Facebook Lead Ads?
In this article, you’ll learn about why you should start using Lead Ads, how they work, and how to set up your first Lead Ad.
Why FB Lead Ads:
- Facebook’s lead ads makes it easier than ever for people to signup and receive your offer by auto-filling lead generation forms with user details. People no longer have to type in their name + email address. And the less people have to do, the higher the probability that they will convert.
- Another benefit of lead ads is that it keeps users on Facebook and no longer interrupts their experience. And with Lead Ads since you’re not taking users to a landing page to fill out a form it doesn’t require any load time and it’s instantaneous.
Breakdown of How Lead Ads work:
Show your ad to your targeted audience, and if they are interested, they will click the call to action which will bring up a form pre-filled with their personal information that they’ve shared with the network. They can then review the information, edit it if necessary and click Submit.
Example of a Lead Ad:
Before Facebook rolled out lead ads, you’ve probably been sending your audience to a landing page to fill out a form. There are a couple of weaknesses with this approach that I’ve outlined below:
- It interrupts the user’s experience on Facebook – A user is on Facebook to communicate with friends and family, watching videos, doing what they enjoy and your ad takes them away from that experience.
- There is a big issue with load times and websites – Facebook did a study that indicated especially for mobile that the average website took 8 seconds to load when you click a link from Facebook. I don’t know about you but I would abandon a site that took 8 seconds to load. That’s a major problem.
- Time and effort to complete forms – it sounds like a little thing but people are easily distracted. We want things to be simple and fast, so if you’re on a mobile device and you get to a landing page and then you have to thumb type out your first name, last name, email address – forget about it, I’m leaving.
- Is your landing page optimized for mobile? You may think you have a top-notch landing page but does it translate well on a mobile device or does it look like a complete mess?
Follow these steps to create your first Lead Ad
#1 Create Your Lead Ad
You’ll want to use the Power Editor to create your Lead Ad. Click the Create Campaign button in the top left. Select Collect Leads for Your Business.
From there, type in a name for your ad and click continue.
Continue the ad creation process as you normally would. When you get down to the ad level, you’ll see the following Lead Form section.
Click Create New Form to create your first lead generation form.
Next, type a name for your form in the text box and click Next.
Now choose the details that you want to collect from customers and prospects.
You can also add custom questions that you want to ask, such as “Are you a current customer?”
When you’re finished adding your questions, click Next.
Now enter your website address. Customers will have the option to click through to it after they submit the form. Then click Next.
Review your form, and if everything looks okay, click Create Form
After you’ve created all of your ads, give them a final check for typos and errors, and then upload your ad account via Power Editor
#2 Retrieve and Respond to Leads in Real-Time
The easiest and fastest way to retrieve lead information is to set up lead ads to sync with a CRM solution for one of Facebook’s integrated marketing platforms. If you work with one of Facebook’s integrated marketing platforms, you can collect lead information in real-time, helping you keep up with customer expectation that once they reach out to a business, they will hear back quickly.
If you don’t work with Facebook’s integrated marketing platforms you can access your leads in a manually.
To get your leads, go to the Facebook page that’s connected to your ads and click the Publishing Tools tab at the top.
From there, click Forms Library on the left side of the screen. Keep in mind that you need to have admin access to view forms.
On the right, you’ll see all of the forms that you’ve created. Click the Download link next to your form to download your leads in CSV format
You can upload this data to your client management tool or pass it along to your sales team to contact the leads.
What do you think? Have you created any lead ads on Facebook? What were the results? Please share your thoughts in the comments below.