When Facebook unveiled Facebook Lead Ads, it was considered a groundbreaking product for lead generation. Facebook’s depth of knowledge on their users is unprecedented for an ad network, and the wealth of information shared on the platform could be considered a goldmine for leads. But Facebook lead generation never caught on in the way many hoped it would, or assumed it could. High cost per lead was often cited as a major factor, and recent changes have only made it more difficult to generate leads at scale with Facebook Lead Ads. Considering Facebook lead generation for your business? Here are four fast facts you need to know first:
Privacy Concerns In The News
Facebook has been all over the news lately, almost exclusively in relation to privacy concerns around the world. Data breaches, mishandling of information and the dissemination of misleading content have been discussed on nearly every news outlet in every country. Facebook has implemented many updates and changes to address these privacy concerns, but it may not be enough to sway public opinion. When it comes to Facebook lead generation, that matters more than any other ad type. Facebook Lead Ads are the only ad product that actively asks users to share their personal information. So if low Facebook lead volume or poor quality was a concern before, expect these issues to be magnified as users take a hard look at their use of the platform.
Stricter First Party Data Regulations
In response to the data and privacy issues facing Facebook, the platform has instituted tighter policies and guidelines around first party data uploads. This applies to all ad types, not just Facebook Lead Ads, but could have major implications for marketers looking to diversify their lead sources through Facebook lead generation. In order to upload a customer list of data, such as email addresses of past leads or customers, you’ll need to agree to Facebook’s revised terms around Custom Audiences and their use of data. This asserts that you have the proper permission to use the data uploaded and the users opted in to marketing messaging. Users can also click to see how and why they were targeted from your ads.
Limited Third Party Targeting Options
Custom Audiences can also be used to create Lookalike models of your known customers. This represents a gray area between first and third-party data, as it often relies on both to create a viable targeting list for Facebook lead generation. For example, Facebook’s analysis of commonalities across your customers is likely very broad and will need to be refined by other factors such as interests, geography, etc. Extensive third-party data was previously available to assist with Facebook lead generation, but the platform has begun to limit how much they will share with advertisers. You’ll need to get more creative with your targeting to make up for this loss of data.
Expanded Features for Obtaining Express Consent
Facebook lead generation isn’t impossible, but it’s certainly becoming more difficult and more costly. If you’d like to explore cost-effective methods of lead generation that can scale with your business, we can help devise a plan that works for you. Let’s get started today.