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.
Image Credit: Facebook
Audience
The group of people your Facebook Lead Advertising is targeted to. This can be defined by geographics, demographics, interests and user behavior.
Call To Action Button
There are two CTA buttons; one on the initial ad itself, and one to submit the form. Both urge the user to click and take action.
Context Card
A unique feature to Facebook Lead Advertising that provides a secondary screen after the ad, before the Lead Form. It includes more information on the brand or offer and replaces the traditional lead landing page.
Facebook Ad
The third stage of Facebook Lead Advertising; the individual ads inside each Facebook Ad Set. This is where you determine the format of your ad and input creative, including media, text and Lead Form.
Facebook Ad Set
The second stage of Facebook Lead Advertising; the container nested inside your Facebook Ad Campaign where you define audience targeting, determine scheduling, select placements and set budgets. There can be multiple Facebook Ad Sets per Facebook Ad Campaign.
Facebook Ad Campaign
The first stage of Facebook Lead Advertising; the overall container for your ad creative, targeting and budget. This is where you set your Marketing Objective for awareness, consideration or sales, as well as a total spend limit.
Facebook Leads
The end result of your Facebook Lead Campaign; the users who completed the lead form and their corresponding data.
Lead Form
Interactive form that asks for Facebook user information, such as email address, telephone number, zip code, etc. Can be automatically pre-filled by Facebook.
Lead Funnel
Facebook users who are being primed to see Facebook Lead Advertising through awareness and educational campaigns first; the ongoing pool of new people to serve Facebook Lead Ads to.
Lead Generation
The process of acquiring information, such as email address or phone number, from prospects for the purpose of selling your business’ products or services.
Marketing Objective
The goal of your Facebook Lead Advertising Campaign. For us, this will be Lead Generation.
Privacy Policy
Required information that tells the user how you plan to use their personal data.
Retargeting
The process of showing sequential ads to Facebook users based on previous behavior.
Split Test
Running two Facebook Lead Ads simultaneously, with only one key differentiator between them, to determine which variation is more effective at acquiring leads.