Facebook has a very large audience and a very good advertising platform.
Most users access Facebook through a mobile device, so it is essential to have your ads optimized for mobile devices. Facebook launched Facebook Lead Ads in 2015 to optimize online conversion through mobile device ad display optimization.
How does Facebook Lead Ads work?
Facebook Lead Ads allows advertisers to take advantage of their large audience to improve conversion rates for campaigns. This feature allows you to collect leads at a lower price, gather information from prospects through mobile as well as desktop ads.
This tool makes the conversion of leads much simpler by allowing users to remain in the social media environment while they convert their leads. Then, users had to provide their personal details in order to proceed.
Users were unwilling to move from the social media marketing companies’ platform they trusted to an unknown external environment often resulted in an unsuccessful conversion because of the lengthy process.
Facebook Lead Ads allow users to click on an ad and have a pop-up window appear with their data already pre-populated. Most of the time, the user just needs to approve their information and submit it with a few clicks.
Facebook Conversions API
The Facebook Conversions API allows businesses to maintain data privacy and deliver personalized advertising experiences to customers and audiences.
The Facebook Conversions API works by integrating with a Facebook pixel to capture relevant data when a visitor lands on a website. The Pixel records the customer’s data in cookies (first-party). The server saves information about the user’s activity in the same way it saves the user’s IP address, web browser, and Google Analytics client ID. This allows the server to track the user’s activity and glean insights from it. The customer’s data and the event are sent to the Facebook server when the customer triggers an event.
This feature allows you to track events such as Leads, Affiliate payments, Locations, Phone calls, Form submissions, Purchases, Email subscriptions, and Subscription changes.
There are several advantages that the app has over the browserPixel, including a more comprehensive view of customer journeys across multiple channels. This is done by improving things that were challenging for event tracking, such as improving network connections, reducing loading times for pages, and finding ways to get around Ad Blockers.
You need to integrate the Facebook Conversions API feature with your favorite CRM in order to use it effectively. Through LeadsBridge, you can streamline the entire process. The Conversions API allows you to connect your CRM to ensure data accuracy and proper recording of results.
Why use Facebook Lead Ads for your campaigns
- Massive and high converting audience
There are 2.936 billion monthly active users on Facebook, making it one of the largest social media networks. This provides many opportunities for marketers.
- Facebook Lead Ads is optimized for mobile
This means that almost all Facebook users are accessing the platform through mobile devices.
Facebook Lead Ads can help you reach more people who are likely to be interested in your brand. Adobe offers a Facebook ad template that you can use to design your ads. The ads are also available in a pre-built version that is optimized for mobile displays but can also be used on desktop displays.
- Facebook Lead Ads reduces conversion friction
This means that users can fill out the form without having to leave Facebook, which makes the process more convenient. The lead ads have an interactive form that can be filled out right on the platform, meaning users can fill out the form without having to leave Facebook, making the process more convenient. This makes it so that you don’t need to send users to your landing page, which makes more people convert. In addition, it removes the fees associated with creating individual landing pages for each of your ads.
- Facebook Lead Ads offers precise targeting
With Facebook Lead Ads, you don’t have to speculate. The point of this tool is to help you find your target audience quickly and easily. You can run campaigns that are likely to convert customers to leads by selecting your audience carefully and optimizing the configurations on Facebook Lead Ads.
- It’s cheaper than direct advertising
Facebook Lead Ads can help reduce your advertising budget. Research has shown that Facebook Lead Ads cost significantly less per quality lead.
- It helps increase brand awareness
Facebook is the perfect place to increase brand awareness as it is the largest social media platform. The platform makes it easy to create your advertising audiences and convert them into leads.
- It saves time
Facebook’s new Lead Ads feature is very easy to use. This feature makes it easy to submit forms and manage leads, saving both the user’s and your time.
- Fully customizable tool
You can create a Facebook ad campaign that is customized with different fields, such as size, people, business, field of study, etc. This allows you to promote your product or service to a specific group of users while also increasing your brand awareness.
How much does a Facebook lead generation campaign cost?
A number of factors can influence the cost of a Facebook lead generation campaign, such as your target audience, the relevance of your ads, and your bidding strategy.
What are the estimated Facebook ad costs for 2021? This can give you an idea of what to expect in ad costs for 2022.
As is typical, Q1 saw lower cost clicks which then became more expensive as the year progressed, culminating in higher costs during the holiday season. CPC is typically determined by the level of competition generated by other advertisers. When demand for ad space is low in Q1, it’s possible to pay less for each ad; on the other hand, when there is a huge amount of ads booked in Q4 – especially by eCommerce brands – ad costs are significantly higher. This means that the cost of each click on an ad may be different depending on the total cost of the ad.
Here are a few tips that can help you lower the overall cost of your Facebook ad campaigns:
- Optimize your target audience as much as you can;
- Improve your ad relevance metrics;
- Keep yourself always updated on the latest bidding strategies.
Facebook Lead Ads vs. Conversion Ads
The feature known as Advertising Insights is also available to users In addition to Facebook Lead Ads, the platform also offers the Advertising Insights feature. There is another option for ad objectives inside the Facebook Ad Manager- conversions.
While Facebook Lead Ads allows you to create a form and collect lead data without redirecting users to external pages, Conversion Ads direct people off of Facebook to a website or landing page.
Conversion Ads allows you to send users to a specific page and provide them with additional information. If you add more steps, it may cause users to leave the page.
How to create a Facebook lead ad in 10 steps
Follow these steps to create a Facebook lead generation ad:
1. Go to Ads Manager.
2. Click “Create” in the top-left corner of Ads Manager.
3. Choose “Lead Generation” as your objective, and name your campaign.
4. Pick the Facebook Page you want to use to run your lead ad. Click on “View Terms” and then agree to the Facebook Lead Ads terms and conditions after reading them.
5. Choose your target audience, placements, budget, and schedule. Ads cannot be targeted at people under the age of 18.
6. Select your lead ad formats. You can select carousel, single image, video, or slideshow.
7. Add your headline, body copy, and a call to action. The window on the right displays a preview of your ad while you are creating it.
8. Scroll down and click Contact Form. On this page, you can enter a name for your form, add introductory text, create questions, include your company’s privacy policy, and add a thank-you screen.
- Intro: Use this section to clearly explain why people should fill out your form.
- Custom questions: There are two types of questions you can choose: Standard questions (ie. gender, job title) and custom questions. Ask custom questions that pertain to you business, for example: “When are you looking to buy a new car?” Up to 15 questions can be included. Some governments bar advertisers from requesting certain information,
- Form type: Under Form Type you can select: More volume or higher intent. Choose more volume if your campaign goal is to get the form completed by as many people as possible. Selecting higher intent adds a step to your form that allows people to review and confirm their info before they hit submit. This is a good option if your objective is to seal a deal.
- Privacy policy: Facebook lead ads require a link to your company’s privacy policy. Make sure you have a page on your business website.
- Thank you screen: This screen will appear after the form is submitted. You can also include a call-to-action or download link here.
9. On the form settings page, check the box next to “Collect organic leads.” This advanced step is optional, but recommended. You can also change the language of your form by selecting it from the drop-down menu.
10. Click Finish in the top-right corner. Make sure to review your ad from Ads Manager before you publish it. To do so, click Confirm.
You can access leads that you’ve created an ad for through customer system integration, implementing the Facebook Marketing API, or by manual download.
Tips for creating Facebook lead ads that convert
Offer an incentive
If you want people to share their personal information with you, offer them something in return. Whether it’s a promo code for a discount or a free download, a good incentive shows customers you appreciate their business.
Popular incentive examples include:
- Get deals and offers
- Enter sweepstakes and contests
- Receive product samples
- Attend an event
- Pre-order products
- Download studies and whitepapers
Be clear about your offer
Be clear about what you are offering from the beginning so that people know what they are agreeing to. If you are promoting your form on Facebook, it is recommended that you include the information in your promotional copy and at the beginning of the form. This is not required, but it is a good idea to do so. Make sure your branding is visible throughout the customer’s experience so there is no confusion about who they are sharing their information with.
The imagery you select should support the message you are trying to communicate. Lead ad campaigns with images that focused on the company’s product were found to be much more effective than those without.
Use compelling content and formats
When creating a lead ad, it is important to make sure that the medium used fits the message being delivered. If you want to showcase multiple products or features, a carousel format is a good choice. Short videos are a good way to tell stories and increase brand awareness.
Even if you’re offering an incentive, it’s still important to create something eye-catching and innovative. If you want your website to be successful, be sure to include high quality images and videos, sharp copy, and a CTA button.
Keep your form simple
If your form is easy to fill out, more people will be likely to complete it. The more questions you add to a form, the more likely someone is to abandon it, according to Facebook.
Only ask for the most relevant information. If your form includes multiple-choice questions, you should have no more than four choices.
Ask the right questions
If you need to, you can create custom questions for your form on Facebook. Choose between short answer, multiple choice and conditional questions, which change based on how a previous question was answered.
Other fields on your form can help people search for a nearby location or schedule visits.
Target the right audience
When creating a lead ad, you should make sure that your target audience is in line with the ad’s objectives. There are three primary audience types you can choose from:
- Lookalike audiences: If your goal is to expand your customer base, create a Lookalike Audience modeled off of your most valuable customers in order to find similar users. Learn more about how to use lookalike audiences.
- People near you: If you have one or more locations and your account is managed by a Facebook representative, you can use the business locator feature and target ads to people in range of your stores. This audience segment is ideal if your aim is to schedule appointments, demos, or simply encourage customers to visit.
- Custom audiences: Examples of custom audiences can include people who are subscribed to your newsletter, recent site and app visitors, or people in your CRM.
Plan to follow-up
Quickly following up can greatly increase the likelihood of a sale. And the quicker you do it the better.
Remember that people now prefer to use messaging apps to connect with companies. According to a recent study, two-thirds of customers rank messaging as their preferred method of communication, ahead of phone calls, live chat, and face-to-face interactions. It could be beneficial for your business to start using Facebook Messenger. If you want to know your customer’s preferences for communication, be sure to ask them.
Test and optimize
The best lead ads are usually the product of A/B testing and adjusting. You could try running two lead ads with different pictures or text to see which one works better. You could also try running lead ads with different form lengths to see what completion rates you get.
Final thoughts
The best way to understand Facebook advertising is to experiment with different methods. This step-by-step guide will help you set up and design high-performing campaigns.
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