Facebooks NEW Lead Generation Ad’s

On October 7 th, 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 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 process is streamlined to be much more efficient, and you can expect that advertisers will be seeing more leads (and lower cost per lead) as a result

So what’s the catch? It’s a little techy Her we go

This NOT available in the regular Ad’s Manager You MUST open Power Editor to use the Lead Generation ad Type Start by going to the Regular Ad’s Manager page

In the top tool bar select the Power Editor button

It may take a few minutes for the Power Editor to open (it will open in a new window) On a side note, if you are suing anything other than Chrome, t will not load properly for you, use Google Chrome You may get a message at the top saying that FB is conducting an experiment in Spain and in Ireland allowing for multiple engagement options such as like, love, not sure, dislike There is an X at the far right to close this message, you must close it to expose all of the tools in Power Editor

On the Power Editor home screen drop down the create ad button and select create campaign

Drop down the Objective menu and select Lead Generation

Choose and Ad Set (create new or use existing)

If you create a new one

Change your view to the ad set view to set the new ad up Start by setting the business page

Once you select your page you will be prompted to adhere to the Lead Ad Terms of use

Set your budget and a schedule if you like

Click Edit Audience to set your demographics or choose your custom audiences

Placement

The default for pricing is set to maximize the number of leads you will get and the price you pay Facebook for each If people don’t fill out the form, Facebook does not get paid Leave this setting alone

Next Go Back to Ad’s and create the actual Lead Generation Ad

You need text, headline, link description and image (1200x628)

Set your call to action

Now lets set up the form

Name your form

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

With Power Editor everything is saved as a draft you must publish