Facebook lead ads were first announced last june and have slowly been released to all advertisers over the past few months. They should now be available to most advertisers through the power editor globally and they are an exciting new advert type for advertisers who want to use Facebook Ads for lead generation.
In this blog post, I will explain what Facebook lead ads are, why they are potentially game changing and the downsides to using facebook lead ads. Plus I will give you a step by step walk through of how to actually create a Facebook lead ad campaign for yourself.
What Are Facebook Lead Ads?
They are adverts specifically designed for lead generation in mind. They are Facebook’s way to try and keep users on Facebook but at the same time, helping advertisers achieve better results whilst generating leads for their business.
Advertisers have experienced problems collecting information such as names and email addresses while on a mobile device. This is because normally, a prospect will click on an ad, will go to an opt-in page and enter their information which can be cumbersome on a mobile phone.
And this can cause conversion rates and the cost per lead to increase while targeting mobile users when focusing on lead generation when using the standard Facebook link ads.
But Facebook leads ads potentially solve this problem because the prospect never has to leave facebook in order to enter their personal details. All a prospect has to do, is click on your ad, a simple form pops up and facebook pre-populates the form with their name and email (based on the user’s Facebook details) and then they click submit and that is it. The user can change their email address manually if they wish.
So a new lead can join your mailing list in two taps rather than having to leave Facebook, land on your opt-in page and then enter their information manually.
However, their is a drawback. And that is the information that you collect does not get automatically added into your CRM solution meaning that you have to manually add your collected prospect information manually a few times a day which can be a pain.
Plus, there will be a delay in your prospects getting the information that they are promised.
However, there are 3rd party apps out there that can automate the prospect data uploading to your CRM such as Driftrock and connect leads but these apps can come with quite a hefty monthly fee and the learning curve of how to set everything up.
So now that you know what Facebook lead ads are and what the pro’s and cons are, I will now show you step by step how to setup a Facebook lead ad campaign so that you can test them for yourself.
Setting Up A Test Facebook Lead Ad Campaign
The first step is to go into the power editor and select create a new campaign and to choose the new “Lead generation” objective as can be seen in the image below:
Then simply name your campaign and then click the create button as seen in the image below:
The next thing to do is to create your new ad set, attach it to the campaign that you have just created and then select your Facebook business page and select a daily budget. This can be seen in the image below:
Then you need to add your audience by clicking the ‘edit audience’ as can be seen in the image below:
Then you have your placement options. Seeing that Facebook lead ads are only available on mobile at the moment, then you only have one option of having your ad shown on the mobile news feed as can be seen in the image below:
The next step is to select your bidding strategy. Facebook will automatically recommend that you optimise for leads but you can also bid for CPC bidding if you want to, but I would recommend bidding for leads. In terms of bidding, you have two options here, you can let Facebook bid automatically for you (which I recommend in the beginning) or you can manually place a bid yourself where you can place a bid for what a conversion or lead is worth to you.
This can be seen in the image below:
The next step is to create your actual advert. This is pretty much exactly the same process you use when you create a normal link based advert as can be seen in the image below:
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Simply enter your main ad copy text, add your headline, an ad description and upload an image. This can be seen in the image below:
You also have various option for your call to action button as can be seen above. Simply choose the one that makes the most sense for your campaign.
The next step is where things deviate a little when creating a normal link ad because you now need to create a simple lead form for the information that you wish to collect.
The first thing that you need to do is to click the ‘create new form’ button as can be seen below:
The first two things that you need to do is to name your form and then select the language for your form as can be seen in the image below:
Once you have done this, click the ‘next’ button at the bottom of the page.
By default, Facebook will request that you ask for full name and email as can be seen in the image below:
You have many more options available to you by clicking the ‘Show more options’ link. The image below shows the options available to you:
If you want to add more information options to your form simply select the options you need shown above.
As you can see, you have a whole host of different options available to you.
You can also ask up to 3 custom questions by clicking on the “Add custom question” link at the top right of the form. This can be seen below:
Once you have done this, simply click the ‘next’ button to take you to the next stage of the form creation.
Once you have done this, click the next button.
The final step is to add a link to your website. Once you have done this, click the ‘next’ button. This can be seen below:
After adding your link, you will be prompted to preview your form as can be seen below:
Once you have done this, create the blue ‘create form’ button and you are done! All you need to do is upload your advert from the power editor and your new lead ad should be live within a couple of hours.
How To Access Your Leads From Lead Ads
I will now show you how to access your leads that your new Facebook lead ad generation campaign has generated for you. To do this, you need to go to your Facebook page and click on publishing tools and then ‘leads library and then simply click the ‘download’ link to download your leads so that you can upload them to your CRM.
This can be seen in the image below:
You will need to upload your leads to your CRM at least once per day which is one of the negatives for lead ads.
However, Facebook are addressing these weaknesses and new enhancements will be coming to lead ads soon. Facebook will soon be allowing Facebook lead ads for desktop, video lead ads and carousel lead ads!
Facebook is also working with other marketing partners so that you can fully automate the lead adding process to your CRM without the need to manually upload your leads to your CRM yourself.
Here are the current list of marketing partners;
I also expect all of the major CRM solutions to create their own apps within the next few months so that you can easily automate the adding of leads to your CRM from lead ads.
So that is a basic run down of lead ads. Why not give them a try?
Need Some Expert Facebook Ad Help?
If you want some help and advice taking your Facebook ad campaigns to the next level so that you can generate more leads and increase your ROI, then I invite you to book a FREE one on one Facebook advertising strategy session with me. In our session together, I will give you key advice of how you can optimise your Facebook ad campaigns as well as review your landing pages so that you can generate even more leads and increase your ROI from your campaigns.
To book your free one on one Facebook advertising session with me, click here or click the banner below. I will look forward to helping you take your Facebook ad campaigns to the next level.