Facebook has started rolling out lead generation ads earlier this summer, called Lead Ads that allow you to collect leads using pre-populated forms. This makes it easier for people to take a specific action by clicking the call-to-action button (e.g. “Subscribe”, “Buy now”, “Learn more”, etc.) and confirm by pressing the “Submit” button.
This is a great opportunity to simplify your list building strategy and collect targeted leads for your business. And for your prospects, it’s a great ay to take up on an offer right inside Facebook without having to leave the site.
A Facebook lead ad is similar to any other post, but it contains a CTA button. It’s even better in that when a user clicks on the CTA button, they immediately see a pre-populated form within Facebook, so the load time is significantly lowered.
When you run a lead ad, Facebook automatically pre-populates the information you require by pulling it from a user’s profile (e.g. email addresses, full names, street address, zip, city, state, phone, country, company names and job titles).
But keep in mind that the more information you ask from users, the lower the ad effectiveness. Through a one-click approach, Facebook lead ads remove the friction between the ad and the user.
How To Create Facebook Lead Ads
You can create Facebook lead ads through Facebook Power Editor. Here’s how:
1. Go to your Power Editor and click on “Create Campaign” on the left. Type in the name of your campaign, and name your ad set and ad, then click “Create”.
2. Go to the Ad level and click on the “Create New Form” button:
There are three steps to creating your form:
– Select questions
– Add disclaimers and links
– Review form
You can choose the information you want to collect from prospects and even add custom questions:
Lastly, add a link to your Private Policy and your website URL. Users will be able to click through to your website once they submit the form. Once you’re done, review the form and hit the “Create Form” button.
Next, you can create the actual ad – for the most part, it’s similar to what you’d do for a typical ad. Create the copy that goes above the image, write the headline and description and upload your ad image (1200 x 628 pixels).
Downloading your leads is a manual process for now and there’s no import option to automatically extract the email addresses to an email service like MailChimp. To access your collected leads:
– Go to your Facebook page and click on the “Publishing Tools” tab the top of the page.
– Click on the “Forms Library” on the left side column.
– On the right, there are all the forms created – click the download link next to the form to download your leads in a CSV format.
– You can then upload this list to a customer management tool.
Boost Conversions Of Lead Ads
At the end of the day, the goal of each campaign is to get as many leads as possible from Facebook. So optimizing for conversion is a key step in the process. Here are a few suggestions to get the best results from your lead ads:
– Treat your lead ad as the landing page that it is. Create a catchy title, persuasive copy and include a compelling image. You want to highlight what makes your ad special. Give your target audience a good reason to click on your call to action button and keep reading.
– Monitor the click-through-rates. If your ad looks too salesy and you see that CTR is dropping fast, try new angles, titles, descriptions and mages to optimize the and re-boost the CTR.
– Reward the prospects who complete the form. You’re asking people to give their personal information so make sure that whatever you’re offering, it has real value. So whether you’re giving away a free ebook, coupon code or a time-sensitive offer, entice people with a sweet deal they can’t refuse.
You can take this one step further and email your newly collected leads and ask them if they enjoyed the free offer. Ask if there are parts of it they wished were different and request a feedback with suggestions for improvement.
While still in the early stages, Facebook Lead Ads seems to be a promising alternative for business owners to collect information from prospects and grow their email lists. Hopefully, these steps will encourage you to test out the new ad type from Facebook and see how well it performs for your business.