Surely many of you have seen that Facebook Ads launched a new advertising format called Facebook Lead Ads a few months ago. This new format allows you to capture data from your potential customers without having to leave Facebook. With this type of ads, we get more conversions and facilitate the exchange of data and resources between brands and customers. To help you get the most out of these types of ads, I have created this practical, simple, and effective guide.
How Facebook Lead Ads works
Before going deep into how a Lead Ads is created I would like to explain how this advertising format works. I have created a graph to summarize the process, although I would like to detail each step.
- You create a Lead Ads ad campaign.
- Your target audience sees the ad on their Facebook Mobile, and if it is of interest, they will click.
- A form is opened from the mobile asking for the data that you have previously selected.
- When users complete the form they are redirected to the page they want (Thanks page, download page, etc.).
- If you automate Facebook Lead Ads, you can leave an automatic email to deliver the promised content or form confirmation.
- If you do not automate when Facebook helps you get a record in the form, you have to download the data from your fan page.
In the next part of the guide, I will explain step by step how to create a Facebook Lead Ads ad.
Why bet on Lead Ads?
- Because it is an easy way to request data from your target audience, users and Facebook recognize their data and just have to send the form.
- Because it allows you to capture more leads than with traditional ads and bring traffic to a landing page.
- Because social media followers are fine, but contact lists are the ones that will help you build loyalty and sell more.
How to create a Facebook Lead Ads
To create a Lead Ads ad campaign, you will have to follow the following steps:
- Creation of the campaign
- To create a Facebook Lead Ads campaign, you have to go to the Power Editor, [https://www.facebook.com/ads/manage/powereditor] to create a campaign and then choose “Lead Generation” as your goal.
- Then you will have to create a new set of ads to configure it step by step.
- Set up your ad set
- To set up your set of ads, you have to start by choosing your fan page.
- The daily budget: I recommend you start with 5 – 10 dollars to validate your campaign and then increase the budget.
- Define the start and end date of your campaign; I recommend a minimum of one week between one and the other.
- The most important part is the audience, which you will have to segment by:
- Custom audiences your mailing lists, databases, telephone lists, etc.)
- Demographic data (age, gender, education, type of relationship, etc.)
- Choose the type of optimization: I recommend leaving it in Leads (to enhance the capture of users)
To reach your target audience, remember to use the Facebook Ads functionality to include or exclude certain interests, custom audiences, places, interests, and demographic data.
- Set up your ads
After leaving your set of ads defined, you have to create each ad. I recommend having even 4-6 different ads to test texts and images and thus enhance your results. In the configuration of ads, the most important thing is to create your first form with the following steps:
- Give your form a name
- Choose the language
- Select the data you want to request from the list or add new fields
- Then you will have to link to your company’s privacy policies (it is a mandatory field).
- Finally, you will have to choose the destination website of your new leads captured. I recommend that it be a thank you page with instructions that you have to confirm or wait for the download email.
Once you have the form created, you will have to configure your ad like any other with texts, headlines; link is shown, image and call to action button.
- Download your leads
To download the leads of your Facebook Lead Ads campaigns, you have to go to your fan page, then select publishing tools, and there you will see a section of Leads Ads Forms. You can download the list of leads captured in .cvs to import them into your CRM or Email Marketing tool.
Lead Ads vs. Landing pages
At the moment both solutions work for me; but at the level of figures, I have to confess that, for the same product with the same images and texts in advertisements, the acquisition through landing pages has come out cheaper. I leave a screenshot of my results, although in the coming weeks I will make a new challenge to test live which one is more effective.
Tips for Facebook Leads
- Select that only the ad appears to users who are connected to WI-FI because users will probably be in your office or home and have more time to complete the form and see your ad. This if your ad is related to professional environments.
- Take A / B forms tests to see how your audience reacts.
- Make two recruitment campaigns, one with Lead Ads and another with traffic to a capture landing to see which one works best for you.
- Use double opt-in for your feedback through Lead Ads so that you will have better-qualified leads.
- Activate auto responder campaigns for your new leads and keep them loyal from the zero minutes.
- Use Lead Ads to create contests with new prospects or your own Facebook fans.
- Facebook Ad Leads will have some cons, but it’s worth it.
I hope this guide helps you create the best ad campaigns to capture leads. If you have questions or suggestions, write me a comment.
Arsalan is the Founder of Agmus Media. He is the leading the team of Facebook and Google Ads. In his spare time he loves playing PC Games.