Blog Archives

3 Facebook Features For Lead Generation

May 25, 2017 / By Opt Intelligence

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.

Facebook Lead Ads,

Are Your Facebook Lead Ads Working? Here’s How to Tell

April 27, 2017 / By Opt Intelligence

You’ve got your first Facebook Lead Ad campaign up and running. Creative looks good, call to action is strong and your offer is compelling. You’ve even added a concisely worded Context Card and pared back your lead form field to encourage quick submission. But are your Facebook Lead Ads working? Are they generating Facebook Leads for you? And furthermore, what’s the quality of those leads? Here are a few questions to answer in order to tell:

Are You Acquiring Facebook Leads?

Log into Facebook Ads Manager and take a look at your Facebook Lead Ad campaign. First and foremost, you want to see the sheer number of Facebook Leads you’ve gathered through your campaign. (We’ll get to cost and quality soon.) The Facebook Ads Manager Dashboard will quickly show you campaign metrics, including the number of leads submitted.

Image credit: Facebook

Ad Targeting, Facebook Lead Ads,

3 Common Facebook Lead Ad Mistakes (And How To Avoid Them)

April 19, 2017 / By Opt Intelligence

A Facebook Lead Ad is a powerful marketing tool. This self-contained lead form and ad unit in one can be the cornerstone of a lead generation campaign and is a highly effective method for lowering cost per lead by gathering leads without landing pages. But you have to use it effectively to reap the true benefits. There are a few mistakes that are easy to make, but even easier to correct, once you know what to look for.

Facebook Lead Ads, Lead Ad Creative,

How To: Write The Perfect Facebook Lead Ad

March 30, 2017 / By Opt Intelligence

A Facebook Lead Ad can be a pretty powerful lead generation tool, when run effectively. But there are a lot of moving pieces in each Facebook Lead Ad Campaign. How can you be sure you’re optimizing for the highest quality leads and lowest cost per lead? The key is to break it down piece by piece and optimize step by step, continually testing along the way. To start, let’s tackle the Facebook Lead Ad itself: the creative.

Facebook Lead Ad Headline

As with any type of advertising, your Facebook Lead Ad headline needs to entice users to click. Highlight the key selling proposition of your company, or the main benefit of your lead generation offer. The Facebook Lead Ad headline is the largest text they’ll see but space is limited, particularly on mobile devices. Keep it to 40 characters or less. Think short, sweet and to-the-point. It’s OK to be direct and somewhat salesy here; your supporting copy and Context Card can tell more of the story, but your headline is what will convince users to read on and continue clicking. Your headline is one of the easiest items to test and highly correlated to clicks, so be sure to test multiple headline variations of your Facebook Lead Ad.

Visual Media

Your headline and visual will do most of the heavy lifting in your Facebook Lead Ad; if a user isn’t interested in those they will quickly move on. A video will naturally attract more eyeballs in the crowded Newsfeed, so if you’ve got one, use it. Video not in the budget? You can create a moving slideshow right within Facebook to still include motion in your Facebook Lead Ad. In some cases a carousel of static images may be preferred; just make sure there’s no text in the image and that you elect to have Facebook show the top-performing graphic first. The visual creative is not quite as easy to swap in and out as a headline, but it is the most powerful part of your ad, so experiment with a variety of ad formats, media types and visual look and feels to find the one that works for your business.

Post Text

Once your catchy headline and compelling visuals have drawn in users, your Facebook Lead Ad copy comes into play. If they’ve read this far, you can do a little more storytelling here or expand on the key features of your offer, product or service. But keep it short! Think of this as the caption for a Facebook post. Aim for a maximum of 130 characters; 90 is even better as it presents best for mobile viewing. (And Facebook Lead Ads are extremely powerful on mobile, where users are less likely to browse away from Facebook.) This is the most complex part of the ad to test, so you may want to save it for after you’ve optimized all your other Facebook Lead Ad components.

Call-To-Action Button

The final piece of your Facebook Lead Ad is the CTA button. Facebook has pre-selected a set of Call-To-Action buttons for use with a Facebook Lead Ad: Apply Now; Get Quote; Download; Learn More; Sign Up; and Subscribe. Your business may more closely lend itself to one over others, but test different CTAs to see what works. Again, these are very easy to swap but can have a large impact without a lot of overhead.

While you’re testing, keep in mind that there is no one right answer for any piece of your ad. Each one interacts with the next, and the right combination for once audience may be very different than another target. Got your Facebook Lead Ad in a good spot? Then it’s time to improve your Context Card and Lead Form.

Advanced Lead Tactics, Facebook Lead Ads, Facebook Tips, How To Guides,

How To: Split Test Your Facebook Lead Ads

March 28, 2017 / By Opt Intelligence

One of the key components of Facebook Lead Ad optimization is split testing. Also known as an A/B test, split testing entails splitting an audience into two random segments and showing them creative that differs in one key way. This can be your Facebook Lead Ad copy, imagery, offer, CTA or any other element of your ad. The key is to test one item at a time, keeping all the rest the same, in order to find the variable that works best.

Advanced Lead Tactics, Facebook Lead Ads,

You Ran A Facebook Lead Ad…Now What?

March 15, 2017 / By Opt Intelligence

Congratulations! Your Facebook Lead Ad Campaign has concluded and the Facebook reporting statistics looks promising. High reach in your desired target audience and a low cost per lead. So…now what do you do? Start over with more of the same? Try something different? Or just take a nap? What you do after running a Facebook Lead Ad Campaign may actually be more important than the ad itself. It takes work to turn these leads into customers! Here are a few things you need to do to get started on your Facebook Lead follow-up.

Ad Targeting, Facebook Lead Ads, Facebook Tips,

Top 3 Tips To Fine-Tune Your Facebook Lead Ad Campaign

March 9, 2017 / By Opt Intelligence

Your first Facebook Lead Ad Campaign can be quite a learning experience. There are more parts to a Facebook Lead Ad than most other advertising types, making more pieces to create and manage. So once your Facebook Lead Ad is up and running, it can be tempting to sit back and just let it go. But you can learn a lot from your Facebook Lead Ad Campaign quite quickly, and it’s in your best interest to fine-tune as the ad runs. But that doesn’t mean change everything all at once! Here are a few places you can make small tweaks for big results:

Budget Optimization, How To Guides,

How To: Set a Facebook Lead Advertising Budget

March 7, 2017 / By Opt Intelligence

Facebook Lead Advertising allows you to generate leads completely on Facebook. Their targeting capabilities are second to none, and their Lead Ad placement doesn’t require a user to click out of the Newsfeed. In fact, Facebook even pre-populates the Lead Form with the user’s supplied profile information. This makes users much more likely to provide their valuable personal data to you. Everything is handled right on Facebook, so there is no landing page to create. Sound like an effective and efficient lead generation strategy? It is! So let’s set a budget and get to work.

Facebook Lead Ads, Facebook Tips, Lead Ad Creative,

Facebook Lead Advertising Glossary

February 22, 2017 / By Opt Intelligence

Facebook Lead Advertising is an effective and efficient way to grow your email database and gather potential customer information, also called sales leads. Thanks to Facebook’s wealth of user data, their targeting capabilities are second to none. And their Lead Ad placement doesn’t require a user to click out of Facebook. They are able to submit all their information without having to leave the site and interrupt their browsing experience. This makes them more likely to quickly hit submit on the Lead Form and pass their personal information on to you. Facebook even pre-fills the form with the user’s verified information! Best of all, there is no need for you to set up multiple landing pages on your website. Everything is handled right on Facebook.

Now that we’ve defined Facebook Lead Advertising itself, there are a few other key terms you should know before you start running your first Facebook Lead Campaign.

Facebook Lead Ads, Lead Ad Creative,

Newsfeed Post Types For Your Facebook Lead Ad

February 16, 2017 / By Opt Intelligence

The true power of a Facebook Lead Ad is in the lead form, but before you get to that point it looks remarkably similar to any other Facebook ad or sponsored post. There are a few subtle differences, but nothing that the typical user would really notice as specific to a Facebook Lead Ad over any other type. So how do you stand out and get them to click? First, you have to select the right visual media for your initial ad post. There are four main types to choose from; we’ll look at the unique features and pros and cons of each one.