Whether you’ve been running a variety of Facebook ad types or are considering your first foray into Facebook, Lead Ads offer a compelling advertising opportunity. After all, just about everyone is on Facebook! Lead Ads are a little more complex to set up than other ad types, but they also offer many unique features you wouldn’t otherwise find on the site. Read on to learn four things about Facebook Lead Ads before you start your next campaign.
1. Facebook Lead Ads don’t require a landing page.
Facebook offers several ad objectives to help maximize your budget. If you’re looking for video views, engagement or even impressions, users will simply view your ad right on Facebook. They may pause to watch or click like, but they never leave the site, or even the Newsfeed. Direct response ads that prioritize website clicks are designed to take users away from Facebook, over to your site. Facebook users are hesitant to interrupt their browsing, leading to low clickthrough rate, particularly on mobile. Facebook Lead Ads, however, are another story.
Facebook Lead Ads contain all the user’s info into a single, interactive form right within Facebook. There’s no clicking off site, so users can get back to browsing quickly. This frictionless ad unit even pre-fills a user’s known information to speed up the submission process. There’s no landing page necessary for Facebook Lead Ads because the leads never leave the site! That means less work for you, and more leads for your email list.
2. The Facebook Lead Ads form is very customizable.
The interactive form on Facebook Lead Ads is not only a benefit to users as outlined above, but to marketers as well. Each field can be hand-selected to create the optimum form for your business or industry. You can even include custom fields that are outside of the normal demographic data. Of course, it’s best not to get carried away with lengthy forms that impede lead collection, but the ease of customization also makes it very simple to test different versions of Facebook Lead Ads.
3. The targeting for Facebook Lead Ads is advanced.
Facebook knows a lot about their users. (Some might even say too much.) This creates an opportunity to target Facebook Lead Ads based on a number of factors, including demographics, geographics, interests and actions taken on site, just to name a few. There are also third-party data sources that provide financial models for income and spend targeting. And of course, Facebook knows all your big life events, such as moving, new job, getting married or having a baby. Yes, Facebook offers a wealth of targeting capabilities, but when it comes to Facebook Lead Ads, delivery is limited. So your perfect pool of users may not net the number of leads you were hoping for.
4. Facebook Lead Ads aren’t the only way to offer opt-in.
Facebook Lead Ads offer a lot of possibilities to marketers looking to build their email list, whether it’s for sales or simple content distribution. The targeting for Facebook Lead Ads is more advanced than most, and the customizable lead form is easy to set up, no landing page required. But while their network is vast, it’s also limited to a single site. Which is why it’s important to remember that many of the alluring features of Facebook Lead Ads are far from unique. Opt-in advertising is available across a wide network of sites, without a landing page, and with easily managed forms and sophisticated tracking.
Whether you’ve tried Facebook Lead Ads before or are just getting started, we encourage you to test a different method of opt-in advertising alongside your Facebook campaign and compare the results.