Following on from our recent review of setting up a shop on Facebook, comes a review and detailed look at Facebook Lead Ads. Facebook Lead Ads seemed like a great idea when they announced them a couple months ago. 2 days ago they rolled them out globally. So what’s all the noise about? Well, it seems Facebook are finally figuring out easy ways to help Marketers and business obtain all that sexy demographic data they’ve got on their suscribers. Let’s take a look at how you can use Facebook Lead Ads to grab leads from Facebook users really easily and generate more leads for your business.
Lead Ads are another strategy by Facebook to enable advertisers to obtain essential information (name and email) easily and quickly without the user having to navigate away from their feed. Whilst they enable you to ask for much more information than just name and email (I’ll get to this in a minute), the concept is to allow Facebook users to click your ad, be shown a pre-filled form with their name and email (which they are able to edit prior to submitting) and hit submit; then return to their feed. They are given the option to visit a landing page of your choice after submitting the form, however, the idea is you get a quick lead and the user is only required to tap twice and carry on.
Given its simplicity and speed, I’d expect to see much greater engagement metrics and much lower cost per acquisition for leads.
Advertisers can create Facebook Lead Ads either through Power Editor or you could simply call us and we can set them up and manage them for you! This post will walk you through the Power Editor process so you can do it yourself.
1. From Power Editor, navigate to Manage Adverts, then Create Advert. Select Lead Generation from the drop down as highlighted below. Within the ad set, you’ll notice the only option at this time is mobile. This will change soon when Facebook rolls out desktop lead ads.
2. You will optimize for leads by default, with Facebook attempting to get you the most leads for the best price. You can also manually set the value of that lead.
You also have the option of using CPC bidding.
3. Much of the ad creation process is identical to what you would do when creating a typical link ad. You’ll need to provide:
Note that while Facebook will pull the headline, description and image from meta data for link ads, you’ll need to provide those manually for lead ads. You will also then select a CTA (Call to Action) button from the provided list.
Advertisers have the following CTA options:
4. The next step is to create a Facebook Lead form.
Once the creative is complete, you are then given the opportunity to create the form which interested users will complete when they click on your ad.
1. Simply click the button to Create New Form.
2. Give the form a name and click next.
By default, Facebook will generate the first page of the lead form with two fields – name and email. If you want to ask for more information, just click the ‘show more options’ link.
Now a world of options will be opened up to you based on name, address, phone number, demographic information and work questions.
You can also add a custom question. Click “Add a question” at the bottom.
Facebook brings up requests based on automotive, education, e-commerce, B2B, professional services, health insurance, auto insurance, need help and purchase intent. For each of these, Facebook will request information (like “Choose a car brand”) and you can enter potential responses that a user can select from.
Here are all of the options…
Automotive:
Education:
Ecommerce:
B2B:
Professional Services:
Health Insurance:
Auto Insurance:
Need Help:
Purchase Intent:
You can also choose to create up to three custom questions from scratch by clicking “Add Custom Question” at the top right.
You can either leave the answer open ended or provide options the user can select from.
When you’re ready, click “Next” and you’ll be taken to the privacy policy and disclaimer view. Here you will be asked to provide a link to your website’s Privacy Policy page. If you don’t have one, you will need to create one before you are able to run Facebook Lead Ads. During this step, you can also add any further disclaimers that might be relevant.
Finally, add a link to your website. After the user has submitted your form, they will be given a link they can click.
While it would make sense for this to be a link to a landing page on your site, Facebook doesn’t allow you to customize your text for the CTA. So doing so may be confusing.
After adding the link, you’ll be prompted to preview your form. If you are happy with the form, click “Create Form”.
It would be really nice if these leads were emailed to you or just showed up in your CRM, but unfortunately Facebook haven’t progressed that far (yet). There are some third party CRM’s that already integrate with Facebook Lead Ads (such as Eloqua, Driftrock, Marketo, Maropost, Sailthru and Salesforce). I’m pretty sure all other major CRM players will be furiously developing an integration to extract this data from your Power Editor so if you’re not using one of ;the above mentioned CRMs, maybe give your provider a call.
In the meantime, you’ll need to visit your Facebook Page, navigate to ‘Publsihing Tools, then select Forms Library from the left hand column. You should see your Lead Ads Form there witha link to Download leads. You’ll then need to manually import them into your CRM, email prgramme, Mailchimp or whatever else you are using to track and follow up on these. I would suggest doing this once a day given leads will be expecting a prompt response from their interest in your ad.
The easy way to do all of this, is to just give us a call or contact us using the form below and we can help you get set up and running with Faecbook Lead Ads!
We are currently running a Facebook Lead Ads Campaign to test the results, so keep an eye on the blog or our Facebook page for updates!
This story was featured on SmartSocialMedia!
