Facebook lead ads can accomplish various marketing objectives, but they’re best at assisting with one of marketing’s golden regulations: Know thy audience.
Many marketers believe they know their audience but often complicate customer data with customer analytics. In a predominantly online ecosystem, it’s straightforward to forget that sometimes the most helpful way to learn about customers is to ask queries. That’s precisely what Facebook lead ads (occasionally called Facebook lead forms) accomplish.
If your objectives contain market research, customer feedback, or boosting conversions, Facebook lead ads may be suitable. This blog will answer all of your queries about the ad format, including constructing a campaign and optimizing for success.
Facebook Lead Ads
Facebook Lead Ads are essentially promoted forms. These forms allow marketers to capture customer details while presenting opportunities to connect, like demo requests, newsletter subscriptions, or contest registration. When someone taps on a lead ad, they are shown a form that’s pre-populated with information from their Facebook profile. Then, the rest can be completed in a few easy taps.
A significant attribute of lead ads is that they are optimized for smartphones. That’s pivotal for Facebook’s 88 percent stake of mobile users–especially since it generally takes 40 percent longer to finish forms on desktop. Another benefit Facebook lead generation ads present is that generated leads can be synced instantly with your company’s customer relationship management system or downloaded as a .CSV file. This authorizes marketers to follow up more efficiently, essential for sealing the deal.
Tips for creating Facebook Lead Ads for Conversion
Offer an incentive
People are more inclined to share their confidential information if you proffer something in return. Whether a free download or a promo code, a good incentive delivers customers you appreciate their input. Famous incentive examples include:
- Get deals and offers
- Enter sweepstakes and contests
- Receive product samples
- Attend an event
- Pre-order products
- Download studies and whitepapers
Be clear about your offer.
Share your value proposition upfront to comprehend what they are signing up for. While optional, Facebook suggests you include this knowledge in your promotional copy and the intro at the start of your form. Also, add branding throughout the ability, so there isn’t any ambiguity about who people share their info with. It’s also essential to select imagery that helps your messaging. For example, point-of-sale systems provider Revel Systems sampled various creative for its lead ad campaign and found pictures with the product as a focal point were much more efficacious.
Use compelling content and formats.
Like any other Facebook ad, lead ads are best done when the medium suits the message. For instance, if you desire to showcase multiple products or features, perhaps a carousel format is the best choice. On the other hand, a short video is suitable for storytelling and raising brand awareness. Don’t think that because you’re delivering an incentive creative doesn’t matter. Include high-quality photos and videos, sharp copy, and a CTA switch for best results. You can find lead ad layout specs here.
Keep your form accessible.
The more comfortable your form is to fill out, the more elevated your completion rate. According to Facebook, with every question you add, the possibility of someone abandoning the form gains. So only request the most relevant information. If your form contains multiple-choice questions, limit the number of alternatives between three and four.
Request the correct queries.
If Facebook’s delivered questions don’t satisfy your needs, you can construct custom questions for your form. Select between short answer, multiple-choice and conditional queries, which vary based on how a previous question was answered. Your record can also contain Store Locator and Appointment Scheduling domains that let people search for nearby locations or schedule visits. Require help brainstorming queries? Facebook’s rubric of business objectives and examples is a perfect place to begin.
Target the suitable audience
Your target audience must align with your lead ad’s ideals. There are three primary audience styles you can select from:
- Lookalike audiences: If your objective is to grow your customer base, create a Lookalike Audience modeled on your most valuable consumers to discover identical users.
- People close to you: If you hold one or more locations and a Facebook delegate manage your account, you can employ the business locator feature and target ads to individuals in the range of your stores. This audience segment is ideal for scheduling appointments, demos, or encouraging consumers to visit.
- Custom audiences: Samples of custom audiences can contain people subscribed to your recent site, app visitors, newsletter, or individuals in your CRM.
Strategy to follow-up
A swift follow-up can immensely enhance the chances of conversion. And the swift you do it, the more reasonable. Businesses that contact customers within an hour are seven times more likely to ensure qualified leads. Remember that messaging apps are now consumers’ preferred mode to connect with brands. Two-thirds of consumers rank messaging ahead of phone, live chat, and face-to-face contacts. So maybe it’s time for your business to hop onto Facebook Messenger. And of course, if you appreciate knowing your customer’s preferred time and standards of communication, don’t fail to ask.
Test and optimize
The best lead ads are usually the result of A/B testing and fine-tuning. For instance, consider running two lead ads with different imagery or copy. Or try running lead ads with varying form lengths to calculate completion rates.
Facebook lead ads have a tremendous reach, which is why it drives sense for marketers and business owners to analyze the available tools to get your products and services in front of a large audience.