How Can You Integrate Lead Ads into Your Marketing Strategy?
The days of hunting for leads on your own are long gone. Find out how Lead Ads can do it for you.
Facebook keeps adding new features that make the life of business owners easier. Lead ads, in particular, can save you a ton of time and money that you’d have to spend on more traditional ways of generating leads.
When someone clicks on a lead ad, they see a form pre-populated with the information Facebook pulled from their profiles. This makes it very easy for people to subscribe, and for you to gather a ton of valuable data.
Of course, this doesn’t mean it’s a magical feature that will solve all your problems. You still have to do some work before you can reap the benefits. Let’s dive deeper into the way lead ads work.
Setting Up a Lead Ad
Before we get into the best ways of creating effective lead ads, let’s go over the technical side of things. Fortunately, setting up a lead ad campaign is quite straightforward. Here are the steps that you need to follow:
- Go to Ads Manager and click Create.
- Select Lead generation as your goal, then give your campaign a name.
- Choose the Facebook page for which you want to create the ad. Go to View Terms and agree to the terms and conditions.
- Choose your placement, budget, schedule, and target audience.
- Select your preferred ad format. You can choose single image, video, slide show, or carousel.
- Add the headline, body, and CTA. You’ll see the preview on the right.
- Scroll down to Contact Form. From here, you have to set up:
- Custom questions
- Form type
- ‘Thank you’ screen
That’s all there is to it. However, the devil lies in the details. Here are some tips that you’ll want to follow if you want to create a powerful lead ad:
1. Be Transparent
This applies to both what you can offer and what you’re asking in return. Communicate your offer clearly so that people know exactly what they’re signing up for. In addition, you’ll want to add branding to the ad so that people don’t feel confused as to where their information is going.
When asking for information, be inviting without being too pushy. Lead ads make it quite comfortable for people to share their information, so you’ll want to add to this comfort. Ask only for the data that you can use for rebranding later and try to keep that to a minimum to reduce resistance.
2. Take Advantage of Custom Questions
To make things easier, Facebook provides a wide variety of default question for your lead ads. However, it doesn’t know your business as well as you do. To ensure that the ad gives you the desired results, create concise custom questions that matter the most to your business.
Facebook lets you add 15 custom question to your form. However, this doesn’t mean you should use up all those slots. Instead, ask only crucial questions that you want answered right away. If you fill your form with too many custom questions, you might discourage people from filling it.
3. Have a Clear Goal
There are two available form types: More Volume and Higher Intent. You’ll choose one according to what you’re trying to achieve.
More Volume is pretty self-explanatory. It focuses on getting the highest number of people to see the ad. This is best if your goal is exposure.
On the other hand, if you’re aiming for conversions, you’ll want to go with Higher Intent. This adds another step to your form that lets people review their info. Doing so not only prevents typos and inaccurate information but ensures higher commitment when someone fills out the form.
4. Target the Right People
This is a crucial component of every marketing campaign. Instead of trying to be ‘everything for everyone’, you’ll want to specify the people that will see your ad.
Luckily, Facebook’s got you covered with its targeting features. You can create custom audiences based on all the relevant factors. This lets you deliver the ad only to those who match your idea of a perfect customer.
The key here is to go as narrow as possible while still having enough people for the ad to generate enough leads. And if you plan on extending your reach, you can always create lookalike audiences from your existing customer profiles.
5. Look Beyond the Ad
Sure, it’s nice to have people fill out our form and get in touch. But this is only the beginning. To move them through the funnel, you need to plan ahead and think about what happens after you have the information you need.
This encompasses everything from designing an attractive ‘Thank you’ page to mapping out further communication. You can use custom questions to ask your leads if they want you to contact them and when. This can increase commitment and help you plan your future steps.
If you follow the steps above, there’s a good chance that you’ll see many fresh leads coming your way. So, what do you do after the campaign?
You get to add those leads to your funnel and start working on converting them. You can download the CSV file that contains all the relevant data at Campaigns > Ad Sets > Ads. This still requires some manual labour, but Facebook is working on automating the process by integrating various CRM solutions.
So, if you still haven’t had a chance to work with lead ads, now is as good a time as any to start. The potential is incredible, and all it takes is figuring out the ins and outs of how the feature works.
If you need some pointers in this regard and more, Growth Marketing can help.