There are a lot of moving parts to a Facebook Lead Ad. From creative to call-to-action, form fields to friend-of-a-friend targeting, every aspect of your Facebook lead generation campaign is carefully crafted to work together for lowest cost per lead and highest lead quality. But what if your cost per lead is higher than you’d like? Or you’re struggling to convert these leads and need more qualified potential customers? There’s one quick fix that can drastically improve your Facebook lead generation efforts: retargeting.
The standard method of retargeting utilizes a “cookie” or pixel to track website visitors. With a Facebook pixel you can retarget website visitors from any page on your site. You can even require an action, such as checkout or email submission, before the pixel becomes active. These verified site visitors are then shown a Facebook Lead Ad and you continue lead nurturing from there.
Since you’ve invested in running a Facebook Lead Ad, you won’t need a user to submit their email on site first; you’ll be gathering email addresses directly in your Facebook Lead Ad without the need for a landing page to gather emails. But you can still retarget any website visitors, as they have obviously shown an interest in your business. Another avenue for retargeting? Your current email list. Users who have signed up but not converted to customers are ripe for retargeting with a lead ad featuring a new offer they can take advantage of.
You can also retarget users who interacted with your brand previously on Facebook. It can be highly beneficial to run a general awareness and branding campaign prior to your lead generation advertising. The cost per impression is typically much lower than the cost per lead, giving you a more efficient media buy that primes your audience to then be retargeted with your Facebook lead ad based on their interaction or engagement with the initial branding ad.
Three ways to retarget, one quick way to boost the lead generation power of your Facebook campaign. Got another tried and true tip? We’d love to hear it!