Lead Generation with Facebook Lead Ads

 

Introduction

 

Billions of individuals visit Facebook every month while digital marketers are taking advantage of expanding their reach and growing their business. Though the majority of Facebook users access the platform through their mobile devices, the conversion rate had proven to be significantly lower than on desktops which commanded 66%! This was due to the difficulties experienced when filling out a form on mobile. 

 

In 2015, Facebook released Facebook Leads Ads to maximize conversions across mobile devices. Before the update, the problem was, during the lead conversion process, users would be taken to a landing page where they would have to interact with various call-to-action buttons before giving their personal information. Due to this complicated process, there was a massive loss of conversions since users are not willing to exchange the proven social media platform for an untrusted external environment.

 

Facebook made the lead generation process easier by integrating into their platform a pop-up form that has been pre-populated with the viewer’s information which will then be sent to you. Thereby, automatically giving you a qualified lead! 

 

In this article, we’ll be going over this feature and how you can utilize it to grow your business and brand! First, we’ll go over some of the features in Facebook Lead Ads which will then be followed up with the benefits and disadvantages. Last, but not least, the article will end with us providing some techniques and examples.

Table of Contents

  • Facebook Lead Ads
  • Benefits 
  • Disadvantages 
  • Tips and Examples
  • Tips
  • Examples 
  • Conclusion 

 

Facebook Lead Ads

As discussed earlier, Facebook Lead Ads allow you to instantly collect pre-filled information about the user without requiring them to leave the platform. This is imperative to boosting conversions and offering a seamless user experience (UX) by shortening the process. You might be wondering, how does it work? 

In fact, Facebook Lead Ads work exactly like the other paid social ads where you customize them and set a budget. Facebook will then utilize the information to get the ad in front of potential customers; the ad will be displayed in a user’s news feed, designated as a “sponsored post”.

Here’s a brief step-by-step on how to design your Facebook ad: 

  1. Choose a Format
  2. Select the right image
  3. Add the text and choose the CTA
  4. Create the Lead form

The last step is the most important since it contains all the information that you want. Here, you can choose and customize the form type, intro, questions, user information, and custom questions.

 

Stiddle - Facebook Lead Ad Builder Content Step Image

 

When a mobile user comes across your ad and decides to click on the CTA (Buy Now, 10% Off, etc), Facebook will display a pre-filled form with their information, erasing the platform’s need to exit! You can use this information to nurture them into purchasing the decision-making phase. 

 

We will discuss more the benefits of the Facebook Lead Ad. If you would like to read more about it from the source, click here!

 

 

Facebook Ad Benefits

There are many reasons why you should incorporate Facebook Lead Ads into your social media campaigns. As discussed earlier, the reduction of loss conversions is one of them! However, it’s not the only benefit; here is a list: 

 

Mobile Responsiveness

Facebook Lead Ad was designed for mobile devices to increase conversions on the platform. This means that you don’t have to worry about how your form will look or any external issues since Facebook puts great effort into mobile convenience and responsiveness.

 

  • Mobile Responsiveness
    Facebook Lead Ad was designed for mobile devices to increase conversions on the platform. This means that you don’t have to worry about how your form will look or any external issues since Facebook puts great effort into mobile convenience and responsiveness.

 

Stiddle - Facebook Lead Ad Generation Info-Graphic

 

  • No Need for Landing Page
    Although we still recommend you to create a landing page, it’s understandable why some would want to avoid this daunting task. From a business owner’s perspective, we understand that this step would cause your budget to bleed money at a rapid pace. You should weigh the pros and cons before you make this decision. Keep in mind that if you direct them to a new landing page, there is a higher chance of loss of conversion!

 

  • Highly-Targeted Segments
    This is the most defining feature of Facebook. The platform allows you to target audiences based on various attributes, such as interests, demographics, etc. Remember, those who have already clicked on your ad and filled out a form are already considered to be qualified leads! So, you can make ads that specifically target them! 

 

Data Collection

As mentioned before, the lead form automatically fills in the information without requiring the mobile user to exit Facebook. All of this makes data collection much easier since the data can be easily integrated into your CRM!

 

Stiddle - Facebook Lead Ad Generation Info-Graphic

Disadvantages

Even though there are lots of benefits that come out of using Facebook Lead Ads, there are a couple of disadvantages that are important to mention. Here are the two points that need to be made: 

 

  • Landing Pages Matter
    As mentioned before, a landing page isn’t necessarily needed, but, if you have the resources to make one, it’s highly recommended that you do so. It’s not worth sacrificing the more superior user experience of a landing page for a lead form. A well-designed and thought-out landing page is guaranteed to generate qualified leads that are actually interested in your products/service.

 

  • Poor Quality Leads
    Although the volume of leads you acquire may be significantly more, chances are that these leads will be poor in quality. If you don’t target the right audience, you might even end up with even worse leads. Hence, wasting your money. Due to the ease of signing up and auto-filling forms, the difficulty of generating qualified leads may be high.

 

Now that you know the advantages and disadvantages, the next section will discuss some tips and examples.

 

Tips and Examples

For newcomers, we understand that all of this may sound a little difficult. We believe that once you’ve gained some experience, you’ll be a pro! However, if you’re still hesitant because you’re worried about the qualities of the leads, the next two sections will discuss some tips you can try out!

 

Tips

  • Automatic Follow-Up
    Remember that mobile users are still human – the longer you wait to connect with them, the more your ad will fade from their memory. Therefore, you should send a follow-up as soon as you can!

 

Stiddle - Facebook Lead Ad Generation Info-Graphic

 

Luckily, Facebook easily integrates itself with several CRM software. If you’re collecting phone numbers instead, utilize an automatic text messaging service since texts are opened up 98% of the time! Also, research shows that 30-50% of sales go to the vendor that responds first!

 

  • Add emojis
    This might seem too good to be true, but this little tip might be able to boost your conversion rate. Leads Bridge tested this theory with two ads: one with emoji and one without; the one with emojis obtained 2000% more leads than the one withoutThis proves that emoji works and that it’s becoming a universal language that everyone can understand! Who doesn’t like pictures when they are reading?

 

  • Stand-out Content
    This is probably the easiest way to obtain leads, using Facebook Lead Ad. On Facebook, users are there to “hang out” and check out what’s going on. This presents a perfect opportunity to capture your attention. We believe that video is perhaps the best way to do so. Hubspot found that 64% of users will watch video ads on the platform with undivided attention. Since utilizing them could potentially increase your ROI, experimentation with videos is highly recommended.

 

  • Concise Forms
    Keep everything simple on your Facebook Lead form and minimize the number of fields users have to complete. The more fields there are, the less likely users will fill it out. 5 Yes-or-No questions will suffice. Also, make sure to limit the number of open-ended questions. Adpresso had run a study that shows how the number of questions correlates to the conversion. It started with 1 question which yields a conversion rate of 43.58 and a cost of $0.91. However, as the number of questions increases by 1, you can see that the cost goes up significantly while the conversion rate plummets. By question 8, the conversion rate is 9.92 with a cost of $9.19. Keep in mind that if you ask too few questions, the lead may be of poor quality. This is why we recommend no more than 5 questions per lead form. Of course, try to include pre-filled questions. The key concept here is less is more.

 

  • Context Cards
    The utilization of context cards can be a great way to filter out the high-quality leads from the poor ones. In Facebook’s own words, a context card an added (and optional) tile pops up after someone clicks on a lead ad but before they get to the form, giving businesses a place to offer more details on the information people are signing up for. This means that while users may press nonchalantly on their news feed, the card pops up before the ad to remind users of its intent. For example, if your strategy involves contacting customers shortly after providing information, write on your card, “ Please leave a valid phone number and you’ll be contacted shortly!”. Users with lesser intents will likely refrain from providing their number, thus guaranteeing you higher quality leads for those that make it through! 


Stiddle - Facebook Lead Ad Builder Image

In the next section, you will read about several examples that utilize Facebook Lead Ads and their method. 

 

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Examples

Newsletter List Growth
This is one of the best ways to collect emails to increase your number of highly qualified leads. With Facebook Lead Ads, users can easily sign up for your newsletter with just a couple of clicks!Keep in mind that your main goal is to optimize your ads for high conversions; therefore, you should create lead ads that resonate with your target audience while offering them an incentive.

 

Here are a Couple of Ways to Improve Facebook lead Generation

 

Offer a Discount Code

What consumer doesn’t love a discount? 

Offering promotional code is one of the best ways to convince mobile users to take action, especially if they’re interested in your product! It shouldn’t come as a surprise that this method works like a charm! 

Here is an example of an ad that used a discount offer:

 

Stiddle - Facebook Lead Ad Generation Example

 

As seen above, Turner Car has offered $500 off as an incentive for prospects and enticed the deal by presenting it as a limited-time offer. There are many other types of discounts you can give and it’s up to you to decide, such as a 10% discount code off their next purchase.

 

Host a Contest

While the previous method is a great way to get sign-ups, it could act as a double-edged sword. The reason is that if you offer discounts too often, your products or services may be perceived as subpar. So, it’s recommended that you don’t overdo it. Instead, try hosting a competition to get people to sign up! 

 

Running a giveaway is one of the best ways to increase your leads exponentially! After all, what’s better than discounts? Free stuff! However, not everything can be given away for free; one example is a car. 

 

So, instead of a free car, you can get give away a free test drive to the winner. Here is an example of a different giveaway campaign:


Stiddle - Facebook Lead Ad Generation Example


Go Golfing offered a chance to win gold equipment valued at $1279.98 for people to simply sign up. Anyone, especially golf lovers, would sign-up to win! Something else the ad did well was giving the audience a sense of comparison which they did by displaying the true value of the item. You might be surprised by the results when you add something that simple!

 

  • Drive Downloads
    Facebook Lead Ad presents one the best opportunities to share resources such as e-books, brochures, etc. Since this type of exchange for contact information is the norm of Facebook, this is a great chance for you to drive downloads and educate your prospects about your product and hook them in! With that being said, this type of campaign makes for a great retargeting campaign for those who previously visited your site! Check out how Airstream did it.

 

Stiddle - Facebook Lead Ad Generation Example

 

As you can see, the brand utilizes the carousel and video feature of Facebook Lead Ads to promote their brochure. The brochure itself educates the mobile user about one of their products. If they would like to download it, you should ask for their contact email. This works especially well if the brochure you’ve created contains technical information about your product(s).

 

Conclusion

It’s easy to acquire leads on Facebook, but it’s difficult to find high-quality leads especially among Facebook’s 2.5+ billion active users. However, if you utilize it properly, this marketing tool could help your business grow exponentially! This will require you to take a little bit of risk along with some trials and errors. 

 

There is no straight path to success for Facebook Leads, but, as you’ve seen today, you’ll need to get creative with your ads to be able to acquire the right leads and grow your contact list. Only by testing will you discover the perfect formula. Sooner or later, you’ll find your audience and grow your business!