Facebook is undoubtedly one of the most powerful websites out there. Marketers have been trying to harness that power for their own use for years, trying and testing each new feature and ad type to see what works for their brand or industry. So when Facebook launched Facebook Lead Ads, we were ecstatic. Finally! A new advertising type that made generating leads without landing pages possible on the most popular social network.
Facebook Lead Ads take advantage of the immense pool of users and their data that Facebook has access to. Want to target new moms in a certain area with a birthday coming up who love puppy movies? You can do that with Facebook Lead Ads. Looking for more general males age 30-40 who are self-employed? They’ve got that too, and just about every other targeting option you can think of, including third-party partner data.
One would think that this wealth of user information would make Facebook Lead Ads a slam dunk for marketers across a variety of industries. But unfortunately, not everyone has seen success with Facebook Lead Ads. Or if they have, it’s come at a high cost per lead that they simply can’t justify in comparison to their return. If that sounds like you, you’re not alone. Here are a few things to try to reduce your cost per lead, with (and without) Facebook Lead Ads.
Create A Custom Audience
If you’re not quite ready to give up on Facebook Lead Ads, create a custom audience of confirmed customers to build a lookalike model of similar users. It’s simple: just upload your email list and let Facebook match those emails to actual Facebook users. Then create a lookalike based on the matched list of current customers who are on Facebook.
Facebook will identify commonalities and create the targeting group for you. All you do is define how narrow or wide the scope should be. You won’t know what characteristics this new group shares with your customers, but when you’re ready to run your Facebook Lead Ads, you can layer in additional targeting as well. This can be a more cost-effective method of generating leads on Facebook, since it’s based off known customers.
Skip The Social Sites
While Facebook can be fun, Facebook Lead Ads aren’t for everyone. If you’ve tried new targeting, different creative and various budget optimizations, it might be time to test a new tactic. Co-registration is an appealing alternative to Facebook, since it also allows you to generate leads without landing pages and works great for businesses across a variety of industries.
Much like Facebook Lead Ads, co-registration ads target users on the sites we know they frequent. This alone gives you a certain level of behavioral targeting, but additional factors can also be layered on. The key premise? There is no need to drive traffic to your site and risk losing potential leads to a click.
If Facebook Lead Ads are becoming too costly, try co-registration. It offers many of the benefits of Facebook’s built-in lead form ads, without the high cost per lead.