If you’ve explored social media ads recently, you’ve no doubt heard of a Facebook Lead Ad. But, what exactly is it, is it beneficial, and who should use it? (
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Facebook offers a myriad of different types of ads, each with a host of options making their ad platform a little complicated for newcomers. However, in a space that’s increasingly becoming a pay-to-play environment, savvy businesses know that they have to understand and utilize these options. While we could write a book on all of the ad varieties that Facebook offers, lead ads are at the top of our list these days.
What is a Facebook Lead Ad?
On its face, a Facebook Lead Ad looks like any other ad. You get to choose your audience, placement, budget, and creative (i.e., text and images). However, instead of a button that sends people to a lead page or link, this type of ad will allow the user to enter their contact information right from within the ad.
Here’s an example of a Lead Ad:
Here’s what the lead form looks like when a user clicks on the “Sign Up” button:
When a person enters their information and clicks “next,” Facebook collects the data on your behalf which you can then download as an Excel or .cvs file. You can also use a third-party app to link the leads to your favorite CRM or email programs like MailChimp or Constant Contact. The advantage of linking it your current database management program is that you can set up alerts when new leads are received and/or add them to an automated email funnel.
When should you use a Facebook Lead Ad?
Facebook Lead Ads are an awesome alternative to lead pages. It’s harder than ever to convert customers on lead pages because consumers are getting wiser and want less clutter in their inbox. This means that they are less willing to give out their contact information unless the offer is extremely relevant to them. They also don’t have time to be clicking on multiple pages and searching for contact forms. From the consumer’s point of view, it has to be both ridiculously easy and relevant. Furthermore, to be successful with a lead page, you have to work with a website design team that really knows their stuff and is willing to create different variations of the lead pages to test which one works best and also be willing to edit the lead pages during the testing process. And then on top of it, you have to promote the link. Lead pages can result in a significant amount of leads, but it’s a lot of initial work!
As an alternative, a Facebook Lead Ad can be created anytime you want to collect contact information, but as with any other marketing tactic, it’s important that you tailor the message to the audience so that you get the best results. You also make sure that the individuals know what it is they are signing up for. This way you collect higher quality leads.
You may want to ask people to opt-in for any number of reasons, which could include:
- Download a free guide or eBook
- Sign-up for a pledge
- Be contacted by someone about a product or service
- Join a membership or network
- Register for early access to a service or product
What do you need to create a Lead Ad?
- Know your lead ad objective. What are you offering in return for their information? (Pro tip: The higher the value to a specific audience, the more conversions you’ll receive.)
- A privacy policy on your website. Facebook requires that all Lead Forms include a link to your company’s privacy policy.
- Administrative access to your company’s Facebook page.
- Your budget (daily or total) and the dates that you want the ad to run.
- The demographics of the audience you want to reach.
- An image or video for your ad. (Pro tip: You can also select free stock images during the ad creation process.)
- The text for your ad.
- The text for your lead form as well as what information you want to collect (i.e., name, email, phone number, etc.)
- What you want your “thank you” page to say after the form has been filled out.
Social media ads and Internet ads can be extremely rewarding for a business as long as you have some patience, a decent budget, and a team that knows what they are doing. Not a DIY kind of business?
Contact Miss Ink about our social media and Internet ad packages.
