The article was originally published on arturjablonski.com in Janurary 2018 by Artur Jabłoński in Polish.
Many marketers – especially from the B2B industry – are wondering how to generate leads on Facebook. The creators of this portal are well aware of this need, and prepared a separate advertising type for this purpose. Meet “Lead Generation”, namely Lead Ads.
Lead Ads, i.e. the type of ads for acquiring contacts, is a kind of advertising on Facebook that I still rarely see. It is a pity, because it gives you many possibilities! In this article I will show you what it is, how it works, how to set it, and give you some ideas on how to use it. Ready? Let’s get it started!
Traditionally, generating leads – including those from Facebook – happens according to the following steps: first, we direct the user to the advertisement / content, that directs him to the landing page. There, they fill in the form and their data gets to us.
This type of approach, although I’m not saying it is ineffective (I use landing pages almost constantly), raises several problems.
First of all, page quality – from design to adaptation to mobile devices, or loading speed – will be of great importance for the effectiveness of the landing page. To find a well-functioning version, you will need to test a lot of messages, photos, etc. – it’s time and money.
Secondly, a problem with forms – nobody likes filling them. Many people will give up once they come across a few fields that require their attention. Others, the more motivated ones, will make mistakes – a typo in the address, one dot too much. It’s enough for the lead to be worthless.
Facebook’s Lead Generation ad deals with both these problems.
First, it does not direct anyone outside Facebook. This is an ad, after clicking on which, opens the form directly on the portal. What’s more – and here we are going to solve the problem number two – automatically fills it with data of your potential lead. The user only needs to click the “Send” button to have this information landed with you. Simple and convenient, and – most importantly – it does not allow you to make a mistake when completing the form.
Ok, you already understand the mechanics of action. Is it time to set up such ad?
Lead Generation is one of the types of advertising goals on Facebook. This means that it is not available directly from the fanpage level. If up to now, your advertising activity on the site has been limited to promoting posts (to which I rather discourage – see why), you have to go to a new place. This place is the Ads Manager.
If you use Business Manager on Facebook, go to your company’s Ads Manager. If not – click the button in the upper right corner and select “Create an Ad” from the drop-down menu.
Thanks to this you will land up at the stage of choosing the goal of your advertising campaign. This is not the place for discussing the structure of ads on Facebook, so let me just put it briefly – at the beginning you choose the goal (type) of advertising, then create a set of ads (which means you really determine who and where is to see your ad), and then you prepare the ad itself – creation.
Note to those who have already created campaigns using the Ad Manager – Lead Ads do not differ in practically anything from the previous stages.
Meanwhile, let’s get back to the main topic. We are at the stage of choosing an advertising goal. The penultimate position in the middle column is Lead Generation (Lead Ads). Select it and then continue creating the ad by going to the Ads Set.
The thing you must do now is to let Facebook collect leads on your behalf. You must therefore accept the terms and conditions at the very top of the next screen. If you do not, Facebook will not let you create Lead Ads.
We will omit creating the set of ads, as well as the creation of advertising itself – we are not able to comprehensively discuss these issues in one entry – and instead, we will jump to the last element of the campaign, that is creating the form.
Creating a form is the final stage of setting up your campaign. It offers us many possibilities. It is also good to remember a few things. So let’s look at it step by step.
To get started, click “New form”. Your eyes will see a fairly complicated screen with many options, but relax – only a few things are worth our attention.
First, go to the Settings tab. You need to modify two fields there.
First of all, change the language of the form to your native language. Why? Thanks to this, after clicking, the users will see the names of the fields in their language – it’s important!
Secondly, set the open form type – it will allow you to publish the form on the fanpage! See how to do it in the post advertisement on Facebook for free .
Ok, the basic things are behind us. Time to create the form itself.
I will put it briefly – the de facto configuration boils down to answering one question. Do I want the form to be easy or harder to fill in?
Sounds stupid? Not necessarily. If you make it easier to send contact data to you, you can get a lot of leads, but of poor quality. In turn, the more stages on the path, the more motivation people who share their data will have to show. Theoretically, it works in your favor – the leads should be of better quality. However, the question is how many people will be discouraged – after all, we want to make the journey easier!
That’s why I usually do everything to increase the volume and I will recommend such settings. So, I would suggest turning off the welcome screen, choosing a larger volume form.
Now the most important – fields in the form. Lead Ads offer us here many possibilities.
First of all, choose one from the preset Facebook’s options. They complete themselves automatically, based on the data you entered on the website. That’s why the city, phone number or e-mail address will be completed automatically, as soon as the person clicks on the advertisement.
You also have the option to ask your own questions. There are several types! You can ask for an indication (multiple choice), a short statement or even make an appointment.
You can add several agreements to one form.
The last stage is ahead of us – a thank you screen. Here, luckily, there is not much left to do. Add the address of your website or a link to a downloadable material, such as a free e-book.
Your form is ready and you can start advertising!
You cannot specify a single rate. Just like any other type of advertising on Facebook, the Lead Ads form has different rates depending on a number of factors. I wrote more about it in the article “How much does the advertisement on Facebook cost?“, and I send you there if you want to understand the mechanics of it.
I can tell you from my experience that the range will be very large. I ran campaigns, where one lead cost from a dozen to several dozen groszy (subscriptions to the newsletter, discount codes, etc.), but also ones where the cost varied from a few dozen to even 150 PLN per lead (e.g. in the development industry). Usually, however, it will be several, a dozen or so zlotys.
At the beginning of the article, I mentioned problems with generating leads using landing pages. Do I never use them? On the contrary – I use them constantly.
It is impossible to predict in advance whether in a particular campaign getting contacts via Facebook or external sites will work better. It all depends on the group, the product, and a number of other factors. So you must test both methods and compare costs, as well as – more importantly – the quality of the leads obtained in these ways.
As I mentioned earlier, if you simplify the process of passing contact data to you to the maximum, you can get a lot of low-quality leads. And, after all, it is not about the number itself.
You already know how lead generation works on Facebook and how to set up this type of advertising. Let’s talk for a moment about the ways in which you can use them. Although it is a specific advertising format, it offers many possibilities.
Do you want to build an e-mail base quickly? Use Lead Ads to encourage users to subscribe to your newsletter. Why should they look for an appropriate field on the website, if they can do it directly from the level of their favorite portal?
Show an ad that will encourage them to contact your company. Instead of telling people to call or write to you, just ask for data and do this step for your client. Promise to write or call back with a meeting offer or …
E.g. a catalog of your products or services. Nothing prevents you from completing or replacing sending emails with offer requests by Lead Ads. Let the potential customer show interest, and you’ll send them a link to the right promotional materials – of course in exchange for your contact details!
Do you use content marketing in your activities? Who does not do it today?! Therefore, generating leads through Facebook should be an important activity for you. Test direct targeting to pages with your content against the Lead Ads.
Are you organizing a webinar? Or maybe something stationary, like a conference, training – anything, where participants sign up by phone, by website or e-mail? Replace it with contact forms.
Facebook allows you to create promotional coupons directly in the ad, but why use them if you can get contact information to the customer with the help of Lead Ads?
In the meantime, that’s all for today!
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