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Facebook Lead Ads

Ad Targeting, Facebook Lead Ads,

3 Common Facebook Lead Ad Mistakes (And How To Avoid Them)

facebook lead ad capture

A Facebook Lead Ad is a powerful marketing tool. This self-contained lead form and ad unit in one can be the cornerstone of a lead generation campaign and is a highly effective method for lowering cost per lead by gathering leads without landing pages. But you have to use it effectively to reap the true benefits. There are a few mistakes that are easy to make, but even easier to correct, once you know what to look for.

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Facebook Lead Ads, Landing Pages, Leads Without Landing Pages,

Are Landing Pages Dead?

landing pages

The digital landscape is constantly changing. Every year there are new trends to try and best practices to adopt. As marketing strategies evolve, some mainstays of traditional advertising fall by the wayside. And it looks like landing pages might be one of them. Think about it: direct mail paved the way for email, which has been steadily taken over by social media. And as user-generated content spreads across the internet, landing pages are on the decline.

The internet has grown to include webpages about anything and everything, becoming a far more cluttered landscape for advertisers to navigate. Users have access to more information than ever before, but many actually visit fewer sites, sticking to content aggregators like Facebook. Good news for Facebook, but bad for your website. Or is it? What if you could put a small part of your site right into Facebook? With Facebook Lead Ads, you can.

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Facebook Lead Ads, Lead Ad Creative,

How To: Write The Perfect Facebook Lead Ad

Sample Facebook Lead Ad Creative

A Facebook Lead Ad can be a pretty powerful lead generation tool, when run effectively. But there are a lot of moving pieces in each Facebook Lead Ad Campaign. How can you be sure you’re optimizing for the highest quality leads and lowest cost per lead? The key is to break it down piece by piece and optimize step by step, continually testing along the way. To start, let’s tackle the Facebook Lead Ad itself: the creative.

Facebook Lead Ad Headline

As with any type of advertising, your Facebook Lead Ad headline needs to entice users to click. Highlight the key selling proposition of your company, or the main benefit of your lead generation offer. The Facebook Lead Ad headline is the largest text they’ll see but space is limited, particularly on mobile devices. Keep it to 40 characters or less. Think short, sweet and to-the-point. It’s OK to be direct and somewhat salesy here; your supporting copy and Context Card can tell more of the story, but your headline is what will convince users to read on and continue clicking.  Your headline is one of the easiest items to test and highly correlated to clicks, so be sure to test multiple headline variations of your Facebook Lead Ad.Sample Facebook Lead Ad Creative

Visual Media

Your headline and visual will do most of the heavy lifting in your Facebook Lead Ad; if a user isn’t interested in those they will quickly move on. A video will naturally attract more eyeballs in the crowded Newsfeed, so if you’ve got one, use it. Video not in the budget? You can create a moving slideshow right within Facebook to still include motion in your Facebook Lead Ad. In some cases a carousel of static images may be preferred; just make sure there’s no text in the image and that you elect to have Facebook show the top-performing graphic first. The visual creative is not quite as easy to swap in and out as a headline, but it is the most powerful part of your ad, so experiment with a variety of ad formats, media types and visual look and feels to find the one that works for your business.

Post Text

Once your catchy headline and compelling visuals have drawn in users, your Facebook Lead Ad copy comes into play. If they’ve read this far, you can do a little more storytelling here or expand on the key features of your offer, product or service. But keep it short! Think of this as the caption for a Facebook post. Aim for a maximum of 130 characters; 90 is even better as it presents best for mobile viewing. (And Facebook Lead Ads are extremely powerful on mobile, where users are less likely to browse away from Facebook.) This is the most complex part of the ad to test, so you may want to save it for after you’ve optimized all your other Facebook Lead Ad components.

Call-To-Action Button

The final piece of your Facebook Lead Ad is the CTA button. Facebook has pre-selected a set of Call-To-Action buttons for use with a Facebook Lead Ad: Apply Now; Get Quote; Download; Learn More; Sign Up; and Subscribe. Your business may more closely lend itself to one over others, but test different CTAs to see what works. Again, these are very easy to swap but can have a large impact without a lot of overhead.

While you’re testing, keep in mind that there is no one right answer for any piece of your ad. Each one interacts with the next, and the right combination for once audience may be very different than another target. Got your Facebook Lead Ad in a good spot? Then it’s time to improve your Context Card and Lead Form.

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Advanced Lead Tactics, Facebook Lead Ads, Facebook Tips, How To Guides,

How To: Split Test Your Facebook Lead Ads

Facebook lead ad split test

One of the key components of Facebook Lead Ad optimization is split testing. Also known as an A/B test, split testing entails splitting an audience into two random segments and showing them creative that differs in one key way. This can be your Facebook Lead Ad copy, imagery, offer, CTA or any other element of your ad. The key is to test one item at a time, keeping all the rest the same, in order to find the variable that works best.

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Facebook Lead Ads, Landing Pages, Leads Without Landing Pages,

4 Reasons To Skip The Lead Generation Landing Page

Why you don't need a lead generation landing page

For years a landing page was the gold standard in online ad destinations, particularly for lead generation. For some a lead generation landing page was simply a destination url, an existing page already part of their site navigation and merely assigned as the designated landing page for an ad without any changes or optimization based on the campaign. But many marketers would spend countless resources crafting unique landing pages for each campaign, and sometimes for each piece of creative in that campaign. What started as a way to more easily track and convert customers could quickly become unmanageable. We’ve all been there. And you know what we say? Skip the landing page! Here’s why:

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Advanced Lead Tactics, Facebook Lead Ads,

You Ran A Facebook Lead Ad…Now What?

Facebook lead ad follow up email

Congratulations! Your Facebook Lead Ad Campaign has concluded and the Facebook reporting statistics looks promising. High reach in your desired target audience and a low cost per lead. So…now what do you do? Start over with more of the same? Try something different? Or just take a nap? What you do after running a Facebook Lead Ad Campaign may actually be more important than the ad itself. It takes work to turn these leads into customers! Here are a few things you need to do to get started on your Facebook Lead follow-up.

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Ad Targeting, Facebook Lead Ads, Facebook Tips,

Top 3 Tips To Fine-Tune Your Facebook Lead Ad Campaign

Facebook Lead Form Fields

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:

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Ad Targeting, Budget Optimization, Facebook Lead Ads, Facebook Tips,

3 Ways Facebook Lead Advertising Saves You Money

Facebook lead advertising targeting

Reducing cost per lead and increasing conversions is the ultimate goal for any lead generation campaign. Countless solutions offer new ways to optimize ads and improve conversion rate. But one of the quickest and easiest ways to reduce cost per lead might be right in front of you: Facebook Lead Advertising. While not entirely new, this is one of Facebook’s most recent ad product launches and one they continue to invest and improve upon.

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Facebook Lead Ads, Facebook Tips, Lead Ad Creative,

Why Your Facebook Lead Ad Needs A Video

Facebook Lead Ad Newsfeed Video

According to Facebook, people watch over 100 million hours of video every day on the site.  And with 1.23 billion active users, that’s pretty powerful stuff. Facebook is investing a significant portion of their resources to video, adding new audio features, livestreaming and more. These developments come with new measurement tools as well. It’s clear Facebook is all about video. But does that mean marketers need to be, too? And why does that matter for a Facebook Lead Ad? Read on to find out.

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Facebook Lead Ads, Facebook Tips, Lead Ad Creative,

Facebook Lead Advertising Glossary

Facebook Lead Advertising Glossary

Facebook Lead Advertising is an effective and efficient way to grow your email database and gather potential customer information, also called sales leads. Thanks to Facebook’s wealth of user data, their targeting capabilities are second to none. And their Lead Ad placement doesn’t require a user to click out of Facebook. They are able to submit all their information without having to leave the site and interrupt their browsing experience. This makes them more likely to quickly hit submit on the Lead Form and pass their personal information on to you. Facebook even pre-fills the form with the user’s verified information! Best of all, there is no need for you to set up multiple landing pages on your website. Everything is handled right on Facebook.

Now that we’ve defined Facebook Lead Advertising itself, there are a few other key terms you should know before you start running your first Facebook Lead Campaign.

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