Facebook offers a wealth of data and services to advertisers. As they continue to add new features for users, advertisers benefit too. Their latest advances attempt to connect the online and offline experience to improve conversion rate and customer value, which can have a big impact on your Facebook lead generation efforts.
Offline Conversion Metrics for Facebook Lead Ads
Facebook realized that not every step of the conversion path happens on Facebook, or sometimes even online. In an effort to help advertisers more accurately track the true effectiveness of their Facebook Lead Ads, they’re launching an Offline Conversion solution that allows them to combine known customer data with Facebook behavior and offline actions. Advertisers upload the results of their lead campaigns or integrate their CRM in order to access more valuable results data and improve the effectiveness of their ads.
As Facebook says:
By allowing businesses to connect their CRM, point-of-sale or call center systems to their Facebook ad campaigns, marketers get attribution and insight they need to understand the non-digital outcomes of any Facebook campaign, including which lead ads are more effective at driving real business results.
Facebook Lookalike Audiences From Your Most Valuable Customers
Custom Audiences have always been a helpful and often under-utilized tool in Facebook targeting. By uploading your customer email list, Facebook can match your known customers to their users, and then build an audience of people with similar interests to your existing customers. You can narrow or widen how closely the Lookalike Audience matches your true customers and layer on any additional targeting you want to ensure you reach the right people. And now, Facebook has added lifetime customer value into the mix.
Facebook Creative Hub For Lead Ad Testing
Before you launch your Facebook Lead Ad and start spending your budget, test your creative for optimum efficiency in the Facebook Creative Hub. The Creative Hub houses top-performing Facebook ads to provide inspiration and ideas to advertisers, as well as a place to build and share ad creative outside of the ad platform itself. Designed specifically for mobile ads, the Creative Hub can be a huge asset to your Facebook lead generation campaign.
Facebook continually ads and adjust features to improve ad performance for marketers. Use them to your advantage and see your Facebook lead generation campaign takeoff.