Whether it’s your first or your fifteenth time running Facebook Lead Ads, your campaign can almost always benefit from testing and optimization. Even top-performing campaigns eventually become stale or oversaturate their audience. A few tweaks at various points can keep your Facebook Lead Ads running efficiently, providing you with high-quality leads to nurture and convert into customers.
Vary Each Piece Separately
If your Facebook Lead Ads aren’t performing as you’d hoped, it can be tempting to have a knee-jerk reaction of “let’s change everything!” But that leaves you guessing as to what works, and what doesn’t. Spend the time (and budget!) to test each piece separately: headline, visual, copy, lead form, offer, etc.
You’ll need to create your own tests and Ad Sets to vary creative, but if you are looking to test delivery or objective, Facebook offers automated split testing to save you some time. This can help you find the right placements and target audiences quickly and easily. This is especially helpful if you’ve already run a few campaigns and are looking to narrow your focus and find the core audience that responds to your Facebook Lead Ads.
Image credit: Facebook
Try New Audiences
If you’ve already tested your creative, or if you’re just starting to run Facebook Lead Ads, audience optimization is a great place to make some changes for improved performance. As mentioned previously, Facebook can help automate the split testing process to test the same creative against two distinct audiences. But how do they know who makes up these audiences? That’s where your existing customer base comes into play.
Facebook can test as many audiences as you want, but you’ve got to create the groupings first. Upload your existing customer email list to create a Custom Audience of known purchasers; Facebook will match your email addresses to user profiles. You can then upsell these customers, incentivize repeat purchases or encourage referrals. For your split test, take it a step further and ask Facebook to create a Lookalike Audience of users similar to your existing customers. Facebook won’t tell you which categories are a match, but you can add key interests to refine this group as well.
Run Sequential Ads
Even though your end goal is acquiring qualified leads, you may want to experiment with different ad objectives besides just leads. Warming up your leads with a lead funnel will allow you to test a variety of factors outside of the Facebook Lead Ads silo. This can be a more cost-effective way to experiment with new creative or targeting options, as awareness based objectives can cast a wide and cost-effective net. Once Facebook users have seen these ads, you can start to narrow your focus and serve Facebook Lead Ads to these qualified candidates.
Test Ad Formats
Facebook Lead Ads all end with an interactive lead form that cuts out the need for a landing page. But they can start off very differently. Many lead advertisers simply use a single image as the initial ad creative for their lead generation campaign, but you have quite a few options. Create a carousel of images, a moving slideshow or a fully produced video. These more engaging media types are more likely to attract attention in the crowded Facebook Newsfeed.
Not sure if your audience wants to watch a video? Worried your headlines are too funny and missing the mark? That’s what testing is all about! Make it easy with an automated Facebook Split Test, or create your own unique audiences. The more you learn about your potential leads, the better your chance of converting them to customers.