Facebook Lead Generation Ad’s

On October 7th, Facebook quietly rolled out access to a new tool for marketers called Lead Generation Ad’s On the surface, it seems like not a big deal when you consider all the ad types available for helping to generate that website click and conversion page

As cool as all those tools are, there is an increasingly annoying little problem Load times – when someone clicks the ad, how long it takes to load is the Holy Grail of conversion Facebook has been taking steps already to combat that by adding tools like the instant article and Call to Action buttons Facebook has added ad types to help complete a message with carousel ad’s

The primary place marketers are loosing conversion and ultimately making the cost of conversion go up Mobile Devices

Lead ads are yet another attempt to keep users on Facebook In particular, most advertisers have seen the issues with collecting information from users while on a mobile device While costs to reach and get engagement tends to be cheaper on mobile than on desktop, getting the conversion is usually more expensive There are many reasons for this, not limited to slow load times Lack of mobile responsiveness The comparative difficulty entering contact information on mobile vs. desktop

A lead ad looks like any other link ad with a CTA button on the surface But when you click the link or CTA button “Apply Now” “Get Quote” “Download” “Learn More” “Sign Up” “Subscribe” The user is immediately shown a form WITHIN Facebook Load time is vastly improved But that’s just the start

Facebook pre-fills requested information like name and email address based on Facebook profile information Users can edit this information in the form if they choose There's a list of information you include on your form You can also include custom questions

The last time we spoke about this it was brand new You HAD to go through Power Editor to use it Was only available for Mobile Kind of techy in the set up In March the Lead Generation platform was updated It’s pretty easy to set up now – Here is how you do it

Start by going to the Ad’s Manager page

In the top tool bar select the Create Ad button

Select the Collect Leads for your Business option

Select the page you want to use for the ad

Name your campaign

Set your Audience and budget The Audience will be different depending on your niche You can use custom audiences also By default FB is set to optimize for Leads, however the Leads optimization charges based on impressions You can switch to Link Clicks which switches to be charged when someone actually clicks the link

Name the specific Ad

Choose an image that grabs attention and is relevant to your audience

You need text, headline, link description

Now lets set up the form

FB walks you through the set up

Automotive: Car make Car model Trim Year of make Car dealership Education: Interested field of study Current field of study Highest level of education When do you plan to enroll? Course of interest Campus location What degree are you interested in Ecommerce: How often do you want to hear from us Select a category B2B: Size of company Size of sales team Primary trade Professional Services: Type of legal service Health Insurance: Health insurance coverage status Auto Insurance: Annual mileage Need Help: Need help What are you looking for What is the problem Select services Purchase Intent: Time to purchase Time to join Size of budget Waitlist

New feature – Context Card Gives you a chance to tell people why they should fill out your form (what’s in it for them)

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