Your first Facebook Lead Ad Campaign can be quite a learning experience. There are more parts to a Facebook Lead Ad than most other advertising types, making more pieces to create and manage. So once your Facebook Lead Ad is up and running, it can be tempting to sit back and just let it go. But you can learn a lot from your Facebook Lead Ad Campaign quite quickly, and it’s in your best interest to fine-tune as the ad runs. But that doesn’t mean change everything all at once! Here are a few places you can make small tweaks for big results:
Facebook Lead Ad Campaign Targeting
There are two big mistakes most people make with Facebook targeting: going too broad, or going too narrow. There is no one magic number for how many people you should reach in a day, but Facebook will provide guidance along the way. Your budget will have an impact here as well. But the best way to hone in on your target and reduce cost per lead is to think like your audience.
When you’re looking to drive prospects to your Facebook Lead Ads, it pays to “fish where the fish are.” Think about your audience: what time are they likely to be on Facebook? On their work computer during the day, or on their mobile device at night? What’s their mindset in that time? Perhaps a single, one-size-fits-all campaign is not the best approach. A staggered schedule based on placement and frame of mind, with language and creative tailored for this approach, can break through the clutter of a crowded Facebook Newsfeed much more effectively than one always-on static Facebook Lead Ad Campaign.
When you need to provide a little more information on your offer or company, a Context Card is the way to go. But some brands get too carried away and try to overstuff the small space with unnecessary information. The objective of a Facebook Lead Ad, especially when it includes a Context Card, is to eliminate the need for a lengthy landing page. Use this additional screen if you need it but keep copy minimal. Test bullet points over paragraphs and revise until you have a short, streamlined Context Card that will quickly get users to click to the lead form and hit submit. You can also try different imagery here that complements your Facebook Lead Ad creative but conveys your message without adding more words.
Facebook Lead Form
When running a Facebook Lead Ad Campaign, it all comes down to the lead form. And, unsurprisingly, this is where you can fine-tune your ad over and over again. You need to strike a balance between all the things you can ask for and all the things you should ask for. Facebook knows a lot about your target customer, and you can too, but it takes time to get to know them. Stick with email address and one other piece of information to start, and test other additions on certain targets. For example, if you know they are familiar with your brand, you probably can get away with asking for a little more. First time hearing about you? You might want to keep your Facebook lead form to email only.
The best part about running a Facebook Lead Ad Campaign is how customizable it is to fit your audience, and your budget. But there are a lot of moving pieces to maintain and you need to continually fine-tune your ads to optimize for the lowest cost per lead.