Facebook is always in the news for one topic or another. But one feature that gets overlooked by many marketers is Facebook Lead Ads. This is one of Facebook’s newer ad types and offers an interactive unit that pre-fills known user information in a lead form, making lead generation quick and painless for the potential lead and the business. Or does it? Facebook Lead Ads have a history of underdelivering or yielding a higher Cost Per Lead than other lead sources. If you’re struggling with Facebook Lead Ads, here are three reasons to try opt-in advertising instead.
Diverse Source List
There are a lot of stats around how big Facebook’s reach and utilization is. But just because “everyone” is on Facebook, doesn’t mean it’s the right fit for everyone’s lead generation or marketing efforts. The mere fact that “everyone” uses it makes Facebook Lead Ads a highly competitive and often cost-prohibitive ad buy. (More on that a little later.)
While it’s true that Facebook has incredible targeting opportunities, they are largely limited to what Facebook can deliver on its own site. So if you want to target those in the market for baby products or services, you are at the mercy of their actions on Facebook. Often, you’ll end up targeting additional sites they may have liked or interacted with on Facebook. But what if you could target them on those other sites directly? With opt-in advertising, you cut out the Facebook middleman and serve ads on a wide variety of ads your potential leads are already visiting, not just Facebook.
Highly Testable and Provable
Any lead generation method can be tested, including Facebook Lead Ads, but opt-in advertising’s easy, flexible setup makes it incredibly nimble to adjust and optimize quickly. Both the site mix and targeting can be adjusted to maximize potential reach to the right people. Creative is straightforward and simple, so there aren’t many moving pieces to account for when updating the ad unit itself. Best of all? No landing pages to retag or update as you adjust and optimize the lead generation campaign!
Facebook Lead Ads don’t require a landing page either, but they have many more moving pieces in the ad unit itself, making testing a laborious process that needs time to deliver verified results. The simplicity of opt-in advertising allows you to test and learn quickly, delivering provable results much sooner.
Lower Cost Per Lead
The diversity of lead sources and nimble testing ability makes opt-in advertising a highly efficient source of leads. Time and time again we’ve seen opt-in advertising deliver a high quality of leads at a lower CPL than other sources. When it comes to lead generation, opt-in advertising offers high-quality contacts at a CPL that fits your budget. You choose the types of sites and the visitors who frequent them, and we help you optimize the campaign to your goals. There are no landing pages to keep track of, just qualified leads ready for you to begin the lead nurturing process and convert into longterm customers.
Want to see how it works? Get started today and compare opt-in advertising to Facebook Lead Ads or other lead sources to see what we mean.