On June 25, 2015, Facebook announced a new type of ad: Facebook Lead Ads. One of the most important concerns that this type of ad addresses is – acquiring leads without having a landing page.
For users, this means that they don’t have to leave Facebook’s interface.
For businesses, this means that they don’t have to create landing pages.
The users fill their information in a form which is a part of the ad itself and the businesses can retrieve the information of users from their Facebook Page.
Convomax has successfully delivered 300+ lead forms for a specialty resort for one of their premium offerings at a cost of merely $ 0.6 per lead form. More than 80% of these leads were qualified as ‘good’ by the resort management.
What Facebook Lead ads are, really?
Lead Ads are a type of ad that allow Facebook users to sign up for price quotes, newsletters, business enquiries, follow up calls etc., without making them leave Facebook’s interface. The manner in which they work is extremely simple –
- A Facebook user sees your ad – which contains a CTA button -on their Facebook Timeline
- The user clicks on the CTA button of your ad
- On doing so, a form opens up in which all the basic information of the user is pre-filled, for example: their full names, email addresses and phone numbers
- The user taps on ‘Submit’ and voila, the form has been sent! The user doesn’t even leave Facebook’s network and you receive their information
How to create Lead Ads?
Creating Facebook Lead Ads is a lot like creating any other type of Facebook ad. Only the initial set up is different. The rules for using creatives and texts are similar to that of other type of ads. Here’s how you can create Lead Ads for your business.
1) Create Campaign using the objective ‘Lead Generation’
2) If you’re creating a Lead Ad for the first time, you have to create a new form for the users. We have discussed lead ad form creation in detail in point #4.
3) Name your form. We are used to naming the lead forms for various campaigns as <Campaign Name> followed by ‘Lead Forms.’ This makes it easier for us to retrieve the leads’ data at the time of reporting.
For example: Facebook Marketing Lead Forms, SEO Lead Forms, B2B Lead Forms, etc.
Note: Once you name your form, you cannot edit it. So pick a name carefully!
4) Choose the type of information you’d like to ask the user for. Asking only for basic information like Full Name, Email addresses, Phone Numbers is recommended – as they are pre-filled, making it faster for the user to finish the process of form submission. However, you can ask for more information and even add up to 3 custom questions in your form.
5) Add a link to your privacy policy and disclaimer from your website. You cannot create a lead ad without adding a link to your privacy policy. For this purpose, you must have a privacy policy on your website.
6) Once the user has submitted the form, you have the option to take the user to visit your website. This will make them explore your offering in detail.
7) Take a look at your Lead Form and check if everything is in place. Note: We repeat, once you have created a lead form, you cannot edit it. If something goes wrong, you will have to set up the entire campaign again. So choose the fields of your form carefully.
So in just 7 easy steps, you can create a Lead Form campaign for your business.
Once you have created the lead form, the other rules for things like images, text and headline are similar to the other types of ad campaigns on Facebook.
How to retrieve leads generated via Lead Ads?
Retrieving the information of leads generated – their names, email addresses, phone numbers and any additional information – is a cakewalk.
Just go to Facebook Page > Publishing Tools > Lead Adverts Forms > Forms Library.
The lead forms expire in 90 days, meaning they will only be stored in your forms library for 90 days from the date of their submission.
How to use Facebook Lead Ads effectively for your business?
Best practices of Facebook Lead Ads are as follows:
- Use a clear-cut call-to-action that will make people click on your ad. Use the CTA button effectively: ‘Sign Up’ for newsletters or subscriptions, ‘Learn More’ to inform the user about offers, etc.
- Only ask for that information which you really require. If you’re a home repair company, it is really not necessary to ask the users about the area of their house
- Retrieve and follow up on leads frequently. Otherwise you might just end up losing out on the leads that your ads have generated
- Test two or more types of ad copies for your campaign. This may include using different types of images, CTA buttons, headlines, texts, etc.
Facebook Lead Ads serve a variety of purposes. Right from acquiring your audience’s information to create a wider database to spreading awareness about offers on your products and services, Facebook Lead Ads deliver the right results when used in an effective way.
If you want to set up productive Facebook Lead Ads for your business, get in touch with us.