You’ve got your first Facebook Lead Ad campaign up and running. Creative looks good, call to action is strong and your offer is compelling. You’ve even added a concisely worded Context Card and pared back your lead form field to encourage quick submission. But are your Facebook Lead Ads working? Are they generating Facebook Leads for you? And furthermore, what’s the quality of those leads? Here are a few questions to answer in order to tell:
Are You Acquiring Facebook Leads?
Log into Facebook Ads Manager and take a look at your Facebook Lead Ad campaign. First and foremost, you want to see the sheer number of Facebook Leads you’ve gathered through your campaign. (We’ll get to cost and quality soon.) The Facebook Ads Manager Dashboard will quickly show you campaign metrics, including the number of leads submitted.
Image credit: Facebook
Depending on how often you check on your campaign, the size of your budget, and how narrow your Facebook Lead Ad targeting is, that number might be higher or lower than you hoped. But as long as there’s at least one lead in there, you know your ads are running! And even if it’s a low number, be sure to export those Facebook Leads frequently. Facebook Leads are only stored for 90 days, and you want to be sure to send that initial email as soon as possible.
What Is The Cost Of Those Leads?
Now that you know you have Facebook Leads coming in, it’s time to look at the cost of those leads. Facebook Ads Manager will also show you how many people in your defined target audience were shown your Facebook Lead Ad and compare it to how many actually submitted the lead form with their personal information. Together, these two numbers tell you your cost per Facebook lead, at least as it applies to this campaign directly. (Facebook won’t factor in creative development costs, for example.)
Only you can judge for certain If your cost per lead is too high, but make sure to look at how often your Facebook Lead Ad was served and compare to how many people actually submitted the Facebook lead form to see if you need to adjust your targeting. You want to find the right balance of hitting enough people to maximize reach without going too wide and showing your Facebook Lead Ad to unqualified leads who have no interest in your offer.
Do These Facebook Leads Convert?
Finally, you need to assess the quality of your Facebook Leads. Make sure you are exporting your leads frequently in order to follow through on your offer and hit them with the first email in your lead nurturing series. After all, acquiring a lead is only half the battle. You need to turn those leads into paying customers!
Segment your Facebook leads from any other lists and start emailing your newly acquired leads.After sending a few emails, analyze bounce rate, open rate and click through rate to assess lead quality and interest. And of course, conversions. Are these leads turning into customers? That’s how you really know your Facebook Lead Ads are working! If the interest and conversions aren’t as high as you’d like, go back to your targeting and make some tweaks to your audience to ensure you’re hitting the right people.