Since Facebook Lead Ads were announced last June, advertisers have been using them to generate leads in their droves. They provide a cheap and effective way of achieving this with their precise targeting options.
So how do Facebook Lead Ads work? In short, they reduce the time users spend filling out forms, especially on mobiles.
The principle is that by simplifying the form-filling and submission process, the higher the conversion rate. The Lead Ads also make it easier to collect and analyse specific customer data thanks to the ability to integrate the ads with your CRM software.
For customers, fields are pre-populated with details such as name and email which makes completing the form is as simple as clicking a button.
Enable Power Editor
Power Editor is a tool used by larger advertisers who create multiple ads at once and have control over their campaigns. If you are looking to do the same then it would be a good idea to start here first to help make the process run smoothly.
Get the Content Right
Bear in mind that you won’t be directing users to a landing page so feel free to indulge in a little ‘long-form’ copy.
Users will be making a decision whether to sign up to your product or service solely based on your ad, so use some of the sales information from your landing page as part of the advert.
Designing Your Form
The goal of using Facebook Lead Ads is to capture meaningful information and increase conversions. A good sign up form can make or break your lead generation efforts, but it will also help you to easily segment data, categorise leads and target your campaign based on individual preferences.
Facebook provide a pick of form field options depending on your type business, for example:
- Professional Services
- Health Insurance
You can specify which information you would like to ask your user for, including:
- Contact details
- Demographic Questions
- Work Information
- Custom questions
Accessing Leads and CRM Integration
To access a CSV file of your customer data, select ‘Publishing Tools’ on the admin side of your Facebook page, then ‘Forms Library’.
If you want to capture your data in a more time-efficient way then Facebook has started integrating its service with CRM software. These include: Constant Contact, Inxmail, Sparkroom, Marketo, Oracle, Salesforce Marketing Cloud, MailChimp, InfusionSoft and Sailthru.
Facebook is looking to expand its integration options by partnering with Hub Spot and others.
Setting up response emails is essential for any inbound marketing campaign. This can be done through your CRM system with emails adjusted to be Facebook-specific so your customer knows what it relates to.
If you haven’t got an integrated CRM system, then regularly download your CSV form and touch base with your customer by phone or email within 24 hours.
Keeping users on Facebook to buy your products will mean that you will lose out on them visiting your website and interacting with your branded content.
However, with the Facebook Lead Ads generating highly qualified leads and high conversion rates at a low cost, it is easy to see why they are becoming so popular with marketers.