Facebook has made the process of generating leads through Facebook Advertising much easier after launching the Lead Generation objective. The best thing? People can submit their contact information without ever having to leave Facebook! How? Using Facebook Lead Generation Ads, of course!
Why should you use Facebook Lead Generation Ads?
Creating a lead generation campaign is a long process. Going back and forth to your design team to create the best landing page that will ensure a great conversion rate. Having the right creative that will get people clicking, finding the right audience and more.
Sounds exhausting right?
Well, Facebook significantly shortened the process for creating lead generation campaigns! Here are some benefits of using Facebook Lead Generation Ads.
Benefits of using Lead Generation Ads:
- You will reach your target audience, regardless of the device they use. Especially since they are already built with mobile in mind.
- You will be able to improve the quality of your clients’ data and customize forms with data that will help you improve your strategy.
- You’ll be able to target people who already showed interest in visiting your website or interacted with you thanks to the retargeting option. So you can also show your ads to people who have already seen your previous ad and opened the form and either not completed or they did not finish sending it.
- The form is already auto filled with information from Facebook making the signup process as easy as possible.
What are the advantages of attracting potential customers on Facebook for my business?
Facebook is a great platform to promote your business. The classic process of generating leads runs a high risk of losing potential customers for the simple fact that they consider completing the form too much effort.
Luckily, Facebook Lead Ads are a good solution to that problem.
Facebook lead ads allow users to either sign up to your offer or request other offers and information, directly from the Facebook platform
Even better than all this?
Facebook Lead Generation ads completely simplify the process by auto filling the form with information the user already gave to Facebook (such as e-mail and name). This allows marketers to avoid the issues that arise with a longer click-through path.
What should you consider before creating an ad campaign for lead generation in Facebook?
The first thing to consider before creating an ad campaign for lead generation in Facebook, are their rules and regulations.
It is important to mention that if you decide to use this ad format you can’t:
- Sell leads to third parties.
- Help your clients obtain other business quotes, for example, companies that are dedicated to compare prices. Comparators of insurance, flights, hotels, trips, etc.
- Transfer information from individual users to one or more companies.
- Publicly display the information you obtain from the ads for leads in an individualized way, for example, indicate the names of the users.
What questions should you ask yourself before starting a campaign to attract leads on Facebook?
So, if your business objectives are to attract new customers, this type of advertising on Facebook may be the solution to your needs, but remember, you must be very clear about who your target audience is, and how you will measure or monitor the results of your campaign to generate leads.
What sectors might like to create campaigns to attract leads on Facebook?
The recruitment ads for leads are ideal for retail, the education sector, the financial sector, vehicle dealers, consumer products and for companies that sell new technology and telecommunications services.
Campaigns to attract leads for retail
If you have a retail trade (jewellery, herbalist, gym, clothing store, shoe store, etc.) you can present your customers with the option of making advance orders or registering to receive special discounts.
In this case, when you design your form, do not forget to include the email and offers of interest to make your ad more attractive.
Campaigns to attract leads for companies in the education sector
Are you going to launch a new catalog of training courses? Are you going to launch the new edition of a course or degree? Is the date of the enrolment and schooling campaign approaching?
These may be some of the reasons why you are interested in working with this ad format.
Remember that when you configure them you must include in your form the following fields: Name, Email / phone number, Field / area of interest, Classification questions
Campaigns to attract leads for companies in the financial sector
Financial services companies can facilitate the request of a budget or a report or provide the client with the option to fill out an application.
Banks or credit card issuers can initiate the application process through this system, so that the commercial department then contacts the client to complete the transaction.
In this case, in addition to the contact data, a drop-down can be included with the type of service on which the client wants to obtain more information.
Campaigns to attract leads for vehicle dealers
Is your dealer going to present a new model of car, motorcycle or van? Would you like to attract customers who want to try it? Are you going to launch a discount campaign for repairs or maintenance in your garage?
This type of ad format on Facebook will become your ally to help your business grow.
Remember to include your physical address in the form, as well as the questions that you consider interesting to work on the segmentation of your database.
Are you about to launch a new product? Do you need to test the market to have a first opinion of the users?
Then the forms of leads on Facebook will allow you to have data directly from the final client.
Do not forget to include the fields of the physical address to send the samples to the client.
Campaigns to attract leads for technology companies
Are you about to receive that latest Smartphone model? Do you want to make a pre-sale?
Is a period of big purchases like Christmas or holidays approaching and would you like to create offers for your customers? Are you going to inaugurate a new point of sale? These may be some of the situations in which this Facebook ad format can be ideal.
How to setup a Facebook Lead Generation campaign:
To create a Facebook Lead Generation campaign, you have to follow the usual steps. Go to create a new campaign using the guided creation option.
When you are asked to choose your objective select Lead Generation:
The next step is to name your campaign. We’ve currently named is as a test, but you can name it as you please.
The Ad Set set-up is business as usual. Select your audience, placements, bid and budget after which you should move on to the Ad creation section
Creating an ad for a Lead Generation campaign is also similar to other objectives. For this objective you can either use the carousel ads format or the single image/video ad format.
You can upload you own image/video, browse library or use free stock images.
The process continues as usual with adding the Ad copy, display link, UTMs and more.
Now, here’s where things get interesting. The next step in creating a Facebook Lead Generation campaign is to create and instant form.
After you click on create new form you will get a pop-up window where you will be able to create your form.
The first step towards this is to select the form type. There are two options: More Volume or Higher Intent.
As you can imagine, the More Volume form will be a very easy to fill and submit to ensure maximum conversions.
The Higher Intent one will have a review process, ensuring that the people that make the “effort” to complete this ad are higher quality leads.
The next section is Intro. You can choose not to add anything, although it is good to have some extra information about what the form is for in there.
Following this, you will have to set your questions.
The default options are e-mail and full name. However, you can customize these questions (Date of birth, city, country, gender, job title, company and even National Id number for South American countries) or add custom made ones.
As with every landing page form you must have a thank you page.
Facebook did not fall short this time either, and you can customize the thank you section of the form with a custom message, and CTA for the users that completed the form.
That’s it, you’re all set! All you have to do after you save your new campaign is optimise, optimise, optimise!
How can I obtain the data collected by my ads to attract leads?
You have several ways of collecting the new leads’ data:
Through integration with a customer management system, through the Facebook marketing API or through the manual file download process in CSV format.
Integration of the Facebook marketing API (real time)
If you have a client system of your own, it may be useful to set up a custom integration between your customer system (for example, CRM or ESP) using the Facebook marketing API.
Download a CSV file (manual)
If you prefer not to use the marketing API or do not have a customer system, you have the option to easily download your leads as a CSV file.
We suggest you download leads several times a day, so you can track them in a timely manner.
Remember that since the data of leads are personal data, you must be an administrator to have access to them.
Other roles on the page, such as advertiser or analyst, can circulate ads for potential customers and view statistics, but cannot see or download information.
Useful and necessary advice: Install the Facebook Pixel on your website
It’s no secret that the best audience is made up of people who already know your brand. They are those who already visit your website, who installed or who bought your products or services.
To capture these actions, it is best to implement the Facebook pixel.
The Facebook pixel is a piece of code for the website that allows you to measure, optimize and create audiences for your advertising campaign.
In addition, the pixel will allow you to measure the behaviour in different devices, so you have no excuse not to implement it if you have not already done so.
But, if you still have doubts, I advise you to continue reading, since the pixel can help you to:
Optimize delivery so that your ads reach the people most likely to perform the action you want, such as making a purchase or completing a form.
Consolidate audiences automatically to reach people again after they visit your site. In this way, you can create personalized audiences, so you can go back to people who perform specific actions on your website, such as visiting the website a product, and send them relevant ads.
Measure conversions on different devices and observe how customers alternate between devices before performing an action, such as making a purchase.
Define the right budget for your goal
Can you imagine receiving so many contacts that your customer service or sales team does not have time to attend? Perhaps it is better to start small and increase the budget based on the results obtained. Don’t you think?
Video content is very attractive to most audiences regardless of their age and is an effective way to attract people and convey your message.
Ads for leads with video work in the same way as ads for leads with a photo. When a person clicks the call-to-action button below the video, they are redirected to the announcement form.
In addition to knowing the politics of Facebook in terms of campaigns to attract leads ask yourself some basic questions essential to develop any social ads campaign.
You must understand which sectors are more suitable to implement this advertising solution and check if your company is in some of them.
Through a Harvard Business Review study, it was observed that the clients contacted in the first hour after the sending their query had:
- Almost 7 times more likely to become qualified leads, compared to those contacted an hour later.
- 60 times better response than contacting clients 24 hours or more after they sent a query.
So, if you have decided to take the plunge and try how about you work this type of campaign, the best thing to do is schedule time to review with care and agility results of your campaigns.