Whether you’re ready to run Facebook Lead Ads or just dipping your toes into Facebook’s many advertising products, chances are you have questions. Here we’ll tackle the top queries about Lead Ads and how to start running a Facebook lead campaign.
What is a Facebook Lead Ad?
Facebook segments their advertising products by objective. The three overarching buckets look for awareness, consideration or conversion. A Facebook Lead Ad is part of the consideration group, with a specific objective of capturing lead data. Because Facebook allows a fully functional, interactive lead form right within the ad unit, this is a much more specific call-to-action than just a click.
These lead ads are probably the most unique advertising product offering from Facebook. While you can use Facebook’s wealth of knowledge on customers in any advertising targeting, this is the only time they actually pass that data along to you.
How is it different from other Facebook ads?
If you are considering a Facebook Lead Ad campaign, you’re probably familiar with Facebook’s advertising products and process. So what makes a Facebook Lead Ad different than what you’ve run before? Many of the features are the same. You will have access to all the same targeting capabilities you’re used to, as well as post type. (This is the initial ad creative that the user will see, typically in the newsfeed. It may be a static image, carousel gallery, slideshow or video.)
Your advertising objective will be different, of course, as the goal here is to collect customer information and use that lead data for follow-up conversions. Which brings us to the biggest differentiator of Facebook Lead Ads: the lead form. Here, your potential customers will be presented with pre-filled fields containing the data they have already provided to Facebook, as well as the opportunity to edit and then submit to you. They never leave the site, interacting within your ad unit and seamlessly returning to their Facebook browsing experience when done.
How do I know which ad type to choose?
There are a number of Facebook advertising options available. You can choose from engagement-driving ads that will increase likes, comments and shares, gaining you brand awareness and increased visibility in the newsfeed. Or you can drive web traffic to create sales. If you are looking to build up your email list and create a customer database for use off of Facebook, a Lead Ad might be right for you.
As you can see, your Facebook ad type is determined largely by your end goal, and to a lesser extent by your product offering. High-cost offerings will require multiple ad types in order to move customers through the funnel, whereas lower barrier to entry items may convert with a single viewing. We’ll explore the different use cases for Facebook lead ads in future posts, but in general they are reserved for higher commitment offerings, whether that be time, money or both. Services that require customized setup also benefit from lead ads as opposed to link ads. But Facebook lead ads should always be used in conjunction with other ad types to warm up your prospects.
What should my first Facebook Lead Ad look like?
Your initial ad will appear in the newsfeed, much like any other sponsored content. You can choose from a single photo, photo carousel, slideshow or video. A brief post will introduce Facebook users to your company or offering, and a call-to-action button will invite them to Apply Now, Download, Get Quote, Learn More, Sign Up or Subscribe.
Once they click that button, Facebook Lead Ads really start to differentiate themselves. The user will now see your lead form and context card, if included. A header image and brand icon maintain your brand’s visual look and feel, but the bulk of the ad is an interactive lead capture form with field you have selected based on your needs. These may be pre-populated with user data by Facebook, and can be edited before the user hits submit and transmits their information to you.
Still have questions? There’s a lot more to learn about Facebook Lead Ads, so keep reading!