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.
Advanced Facebook Lead Advertising Targeting
Facebook has some of the most advanced advertising targeting capabilities available. As a social network, users provide a lot of personal information in their profile, more so than on any other site. A typical sign-up form might include name, address and date of birth. But they also input family members, relationship status, favorite movies, sites and causes they care about and much, much more. Facebook users continue to interact with content every day, painting a clear picture of who they are and what they like.
Image Credit: Facebook
Facebook doesn’t stop there. They also work with third parties to source data on purchase behavior, car and home-buying, credit card spend and other financial markers. You can make use of your current customer data by uploading emails or cookieing website visitors, and then retargeting them or building lookalike audience of similar profiles. Got an app? You can create a list of people who have taken a specific action in your app a list of people who have engaged with your content on Facebook. All of these targeting options are available for any Facebook Lead Advertising campaign. And that level of specificity ensures you target the right people in your Facebook Lead Ads, so all of your budget is spent on qualified leads.
Pre-Filled Lead Form
Since Facebook has all of that personal information on their users, they make it easy for them to opt-in to an advertiser’s Facebook Lead Advertising Form by pre-filling the form with the data they have on that user. Some advertisers may ask for additional information that a user hasn’t supplied yet, but every user has the opportunity to edit pre-filled fields or supply any information not automatically loaded by Facebook.
Users find this very handy as they can quickly opt-in with just a few clicks and very little typing. This greatly increases their likelihood of submitting the Facebook Lead Form, improving your lead generation, which makes your Facebook Lead Advertising budget much more efficient.
No Need For Landing Page
The Facebook Lead Form lives right within the ad unit, essentially becoming a part of the user’s Newsfeed, so there really is no need for a landing page. And with the addition of a Context Card you have plenty of space to provide any additional information they need. Your initial Facebook Lead Advertising creative hooks them with the offer, your Context Card provides the details, the lead form is pre-filled with pertinent personal information, and a link to your privacy policy explains where their data goes.
Two or three clicks and you have their data, while they are back to browsing viral videos. With no landing page (or pages!) to design and develop, you save valuable resources that can be diverted to optimizing your Facebook Lead Advertising, saving you time and money twice over.
Facebook has designed an advanced and efficient lead generation tool that revolutionizes opt-in advertising. Try it today and see how it can improve your lead quality while lowering your cost per lead.