Facebook continues to tackle data privacy issues and false news accusations. Combine that with historically high pricing for Facebook Lead Ads, and many are left wondering if the platform is worth including in any lead generation plan. While target Cost Per Lead (CPL) will vary by industry and individual, we have a few thoughts on Facebook Lead Ads in an era of increasing focus on data privacy.
Facebook Lead Ads Are Not For Everyone
Facebook CPLs have traditionally been higher than almost any site, making them a highly inefficient buy for lead generation. However, Facebook has the ability to offer the reach and scale that many other sites lack. Their wealth of information on users is also an huge selling point. For a complex industry requiring specific targeting, with a high tolerance for expensive CPLs, Facebook Lead Ads could still be a viable solution. Just make sure to set up test audiences to check for the size of your potential lead pool before going all-in.
Facebook Lead Ads Are Not Single Source
To be clear, “all-in” does not mean “Facebook Lead Ads as the only lead generation campaign.” Hanging all your lead generation efforts on a single site is not a safe, long-term strategy. And with a site as volatile as Facebook, it’s even more dangerous. You are at the mercy of their policies, and the greater impact that those sweeping policies and PR issues have on user utilization and trust. Facebook Lead Ads may be a great solution, but if the site overall is suffering, your campaigns will decline as well.
Facebook Lead Ads Can Work Within A Larger Plan
However, Facebook’s not all bad. They have huge reach, and incredible targeting capabilities. Facebook Lead Ads utilize an incredibly simple form system, for both the advertiser and the user, and all known data is easily pre-populated, giving Facebook Lead Ads the potential for high opt-in rates. But with a high CPL to go along with it, we recommend looking at Facebook Lead Ads as part of a larger, more holistic lead generation plan that spans across multiple websites and touchpoints.
We can help you incorporate Facebook Lead Ads into your lead generation campaign, or build a full opt-in advertising plan to capitalize on the behavior of your target leads. Ready to get started? Contact us today.