Low cost, high conversion! Facebook lead ads should be created this way
Many companies use Facebook lead ads to get potential customer information. Facebook lead ads are cheap but effective. The targeting options for Facebook ads are so powerful and accurate that they can be used to find new potential customers.
This article mainly explains the basic operation and optimization direction of Facebook lead ads.
For those who are unfamiliar with lead ads, this could be a time-consuming question to explain. As we all know, the conversion rate of most paid ads is often affected by mobile devices. That is why Zuck and Facebook advertising staff decided to cancel one of the most daunting step for potential customer conversions - visiting the website. For mobile users, web page directs often make them feel troublesome. Many people turn it off within a few seconds without any conversion.
Instead, with lead advertising, you only need to select your target audience by creating a lead form. Facebook lead ads can be used to get a variety of information from any consumer. In short, leads ads are used to invite users to subscribe to an e-newsletter, provide a voucher, pick up a follow-up call, and receive business information.
What is the most useful part of Facebook lead ads? The contact information gathered by advertisers through lead ads can be used to create new audiences -- including customized and similar audience. It allows advertisers to adjust paid advertising strategy based on where a potential customer is located in the channel, or to find new similar audiences.
Before discussing how to make your Facebook lead ads more attractive, let's take a look at how to create it.
Facebook Leads Ads detailed creation steps
Once logged in to your Business Manager account, click on the drop-down menu to select Power Editor.
Click the "+Campaign" button on the top left corner of the screen to open the list of expected campaign goals. Marketers may be familiar with these steps, and to create a lead ad, you must click on "Collect leads for your business."
Then, start the refinement. Choose the audience, targeting parameters, placements, budget, and schedule. As a marketer, I believe you must know clearly about your brand, business, advertising goals and audience. So just check everything and process to the next step.
The Power Editor will prompt you to create a New Form or Duplicate an Existing Form. Assuming you haven't done this before, you can only choose the former. For future reference, you can also copy existing forms for reference, but remember! Don't use a single form in every potential customer campaign.
Next, add a context card, which is "optional". Essentially, a text ad card is the most important thing for your key ads to attract users to fill out the form. Take the time to fill out the copy on the text card (or hire a professional) to ensure that your company information is refined to the simplest: explain what products/services your brand/business offers? who are you? And why users need to submit their valuable contact information, etc.
Once you've completed your ad text card, you can put it together with the lead form. Next, you will enter the creation of the form, which may have a lot of information to complete, and even make you unable to start.
It doesn't matter, if this is your first lead ad, just pay attention to two of them: email address and full name. Why not try to get more information? If a potential customer needs to fill out a complete form, the probability of conversion will be less.
Now that you know how to make a regular Facebook lead ad, it's time to learn how to make a higher-conversion ad. After all, you need to know that competitors may also get your potential customers through lead ads. So what do you have to do to make your lead ads stand out?
Optimize audience targeting and screen for qualified leads
Use a customer profile that has interacted with you to create a similar potential audience list to more accurately target potential customers.
If you choose to use a user profile that fills out the form to create a similar audience, the ad coverage will be large, but may not be applicable.. If you create a similar audience with customer information that already generates conversions, you can build a more accurate prospect profile that can actually be converted, generated, or become a customer after the ad is advertised.
This model is more valuable to your business, and it's not just a rough look at people who might be interested in your product just once.. It is a good thing to let users calm down such interest. At least for you, the potential customers with low conversions are virtually filtered.
Refining potential customer characteristics with targeted options
Create campaigns and ad settings as accurately as possible, and don't be afraid to try multiple times. You can accept a variety of user information and find what you need. With Facebook's precise targeting, you can start overlapping similar customers with virtually unlimited target audience options. Including:
With all of this, you can create targeted lead ads and more highly targeted campaigns that help you communicate directly with potential customers.
Avoid inactive advertising and save advertising budget
According to Facebook, trying to show multiple lead campaigns for the same audience may result in "Under-delivery issues", in short, invalid advertising.
If you follow the above suggestions (narrowing those similar audiences) and use Facebook's other powerful target options to create favorable conditions, then the initial billions of potential customers have been intercepted and turned into a trickle. Your ads are only served to the small qualified audiences. But remember, don't repeat lead ads for the same audience!
Understand user activity and make the best use of ad scheduling
Ad scheduling is a great way to avoid wasting time and money, it also helps you deliver lead ads to your potential users more accurately.
Once your campaign is alive, you can add more scheduling options. If your data indicates that potential customers are highly motivated, try to increase your bids (better create new campaigns and find a way to take advantage of your insightful user habits and write great, engaging ad copywriting). Conversely, if the data shows that potential customers are not using social platforms at certain times, or even reluctant to share their personal information, it is better to reduce the size and reduce the waste of advertising budget.
1. Ensure the images and text are matched, use call-to-action
Lead ads ask people to act immediately (call-to-action). Unlike traditional ad types, the conversion between the first click and the form submit is no different. Therefore, in addition to making the ads look "pretty", your creativity needs to be greatly improved.
Make sure your ad image matches the copywriting content. You can add a guide button that explicitly tells potential customers what they will get by clicking.
2. Understand user habits and “tempt” potential customers
Some people just won't click on your ad, no matter how good it looks. When it appears in "news feed" as a folded post, you need to guide the user to click as much as possible.
Keep an eye on your audience location in the advertising channel. If they browse more in the middle or somewhere on the top, send a free message or provide a subscription. If they are closer to the bottom, you can guide the clicks by offering coupons, free consultations or quotes.
Regardless of what marketing objective you have, as long as you want to seize potential customers, you must be clear that most users can't resist the appeal of coupons.
3. Use lead ad text card to convince user to retain data
As mentioned above, the ad text card is not optional. The "optional" logo may just because Facebook has forgotten to remove it from the ad management interface. In fact, advertising text cards are very necessary.
They allow you to share more detailed information about your product with potential customers within seconds of requesting valuable information from your users. Use an ad text card can:
● Highlight the benefits of your business
● Promote special offers
● Create a double selection (use another “OK” button to determine your potential customer qualification)
4. Guarantee customer’s right to be informed
Let people know when and how you will contact them. Be sure to follow up. It’s not difficult to get an email address and let someone enter your auto-sales channel from a lead ad. But if you want to promote service products like free quotes or audits, you have to add a customer service. It won't waste your money and will give you a more professional look.
Refine the highlights of the advertisement and write the copywriting carefully
Don't just cut and paste the same copywriting each time you create a new lead campaign, and don't insert text in your landing page. The ad text card is a separate text that has its own unique role.
Of course, you can draw inspiration from hidden content, but copying the same copywriting is definitely not a good suggestion. Remember to think about the specific audiences you target for each of your major ads. What information do they appreciate? Which language and tone are most attractive to potential customers? When you write something that resonates, you will take some stimulating measures to attract other users to take a look.
How to get potential customer information?
Finally, if you have already created an irresistible ad. People are happy to provide you with their contact information and your auto responder will respond normally. There is still a question about how to get potential customer information from Facebook.
1) Log in to the advertising account, find your Ad Settings tab, find the "Results" drop-down list, and click on the "Leader Leads" link. You need to check it often because Facebook does not currently have any type of notification system available to marketers.
2) If you use CRM synced with Facebook (so far: Marketo, Salesforce, Driftrock, Oracle, Maropost, Sailthru), your list of potential customers will appear there!
3) The third option may require a higher technical content, but a custom connection can be developed between the backend and the Facebook API.
Now you know how to make a Facebook Lead Ad and know how to optimize and track your leads. Just try it out and get potential customers now!