Facebook Ads is always releasing new tools and updates to their ads system. Lead Ads is one of the developments I’ve personally been most excited about, particularly once I got my hands on them.
Lead Ads offer a lot of potential for businesses and marketers, but you need to know how to use them correctly. This means making strong ads in order to get that lead information, as well was knowing what to do with it once you’ve got it. Unfortunately, some businesses and clients have been struggling with lead ads, whether they’re not getting the initial or follow-up success.
In this post, we’re going to teach you how to create strong lead generation ads to get results and how to sync it up with custom audiences and your email list once you’ve got them.
What Are Lead Gen Ads?
Lead Ads (also known as Lead Gen Ads) were released last year. They started out as mobile only ads, where users could click on a lead ad, be shown a lead form, with Facebook automatically filling out as much of the information as they can based on the user’s profile (like name, email, phone number, etc.).
The form the user sees is displayed within Facebook, so users never have to leave the app, go to a landing page that may have slow loading times, and manually fill out cumbersome forms.
Though designed for mobile, Facebook Lead Ads are now available for users on desktop, too.
How To Make Facebook’s Lead Ads
You can create lead ads from Power Editor (and from AdEspresso’s Ads Manager!). You need to have the Lead Generation objective selected.
Under the creative section, you’ll see a section where you’re asked to select or create a new Lead Form. When you create a new form, you can duplicate an existing form and make a few changes, or create an entirely new form.
The first thing you’ll do is name your lead form.
You’ll then choose what information you want. Email and full name are default, but you can also request information like phone numbers, location, relationship status, and job title.
You can also ask up to three questions. Facebook has some questions available for you, like “what is the make of your car” or “How often do you want to hear from us?” You can also ask 3 questions you create. Whichever you choose, you can leave the space open ended for users to answer, or provide answers for them to select from.
You can add a context card to your form, which tells users more about what they’ll receive, or more about your product or service. You can choose between a paragraph format or bullet points.
You’ll then be asked to review and save your Lead Form. Once you’ve created your Lead Form, you can use it to create Lead Gen Ads, and you can export the data from that particular lead form (across all campaigns) via your publishing tools.
Why Use Lead Ads?
Lead generation is hugely important. Without lead generation, your business becomes stagnant at best, and loses profit at worst. You never want to count just on word of mouth to keep new users coming to you and signing up for your email list, because it’s not enough to sustain and grow your business on. That’s where lead ads come in.
These ads have worked incredibly well on mobile, with users being much more likely to fill out or complete the information needed on the brief forms. This is especially true when considering how unlikely users are to fill out the same information on off-Facebook landing pages.
Lead ads can make lead generation really cheap and extremely cost effective.
In a recent campaign, AdEspresso had a higher-than-average click-through rate, with a lower than average cost per click, at only $0.084. The lead generation rate was 52.349%.
Lead ads can be cost effective and results-effective—as long as you’ve got the right strategy to go with it.
Best Practices for Lead Ads
In order to get the most out of your lead ads, there are several strategies you can use to increase your success.
The first is to offer value in exchange for the lead information. Instead of just saying “subscribe to our email list,” (or just using the CTA “Sign Up”), offer something in exchange to entice users to leave their info. Using a lead magnet like an ebook or offering a discount off a purchase can help drive results.
Getting as much engagement on your ads is also beneficial. Social proof is an essential factor in social media marketing, including Facebook Ads. A recent case study found that ads with social proof generated lower cost per leads —and more leads overall—than those without social proof.
Most importantly, while lead ads can be effective at getting lead information, it’s up to you to follow up immediately after you get that lead information. You want to do this while you’re in the front of their mind and they’re still thinking about you and interested. In addition, many users don’t always fully understand what happened when they filled out a lead gen ad; getting an email shortly after they do can be beneficial. You can use that email to welcome them to your email list, explain what they’ve signed up for or what you are offering. This helps turn nurture leads, and can help cultivate customers.
You can then use these leads, once on your email list, to create new custom audiences, helping to encourage them to move through the digital sales funnel. This will help increase further conversions and build brand loyalty.
This last point is difficult for a lot of businesses and marketers. Continually getting new lead information from ads, downloading them, incorporating them into an email list, and distributing those emails and additional Facebook Ads feels like too much work. This is where the ball gets dropped.
How to Sync Up Lead Gen Ads with Custom Audiences
Syncing up your lead ads information with custom audiences and your email list can be a long process. We’ll show you how to do it… and then the trick to avoid having to.
To export leads, you’ll go to your Lead Forms under your Page’s Publishing Tools.
From there, you’ll select a lead form.
You then choose a time frame from which you want the lead information, and download them. Your results will be in a .CSV format.
This can still be really clunky, especially once you have to add them to your CRM and email lists, and re-upload these email lists into custom audiences.
So how exactly do we make the process more seamless? A CRM solution.
AdEspresso has recently released a unique Data Sync feature, making it easier than ever for businesses and marketers to sync up all the necessary information—and almost in real time.
This feature downloads your new lead information from lead ads, plugs it into your CRM solution, and does all the syncing for you.
These new leads will be added to your email list, which can be used to create new custom audiences, both of which are tools that can and should be used to increase conversion rates and build rapport with your new leads.
It does this in 5 easy steps. 1: you choose Facebook as your source.
Step 2: You select which Facebook Ad account you’ll pull the information from, and which lead gen form you want to pull from.
Step 3: You choose your target choice, which will allow you to incorporate the information with your CRM(s).
Step 4: You’ll choose a target configuration, and choose where you want the information to go.
Step 5: You’ll set up your mapping fields to make sure all the information is transferred correctly.
The 6th and final step is a recap, where you can review the sync before it happens. It’s that easy.
Lead Ads are an amazing tool that all business and marketers should be using. With the right strategies in place, you can quickly accumulate a large number of leads in a cost efficient way. Once you have these leads, it’s important to sync up your leads with your CRM solution; AdEspresso can help you there, making sure you’re turning your leads into profit.
What do you think? Have you had success with lead ads? How do you use the lead information you get from them? Leave us a comment and let us know what you think!