1. Facebook Lead Generation Ad’s

2. 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

3. 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

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

5. 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

6. 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

7. 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

8. 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

9. Start by going to the Ad’s Manager page

10. In the top tool bar select the Create Ad button

11. Select the Collect Leads for your Business option

12. Select the page you want to use for the ad

13. Name your campaign

14. 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

16. Name the specific Ad

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

18. You need text, headline, link description

19. Now lets set up the form

20. FB walks you through the set up

25. 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

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

33. Place Your Order