How To Use Facebook Lead Ads

Lead ads are finally here…
and that’s great news for
you as a marketer or
entrepreneur.

Facebook lead ads are a simple-to-use and
yet powerful tool that can help increase
your targeted business prospects.
Facebook released lead ads to Power
Editor globally, apparently as a strategy to
keep business users. For you as a
marketer, Facebook lead generation ads
present an opportunity to simplify your list
building and social media prospecting.

Facebook advertising and
engagement tends to be cheaper on
mobile as compared to the desktop,
but it’s all the same more expensive to
score conversions on mobile. Slow
load times, lack of responsiveness
and comparative difficulties are just a
few of the problems making mobile
conversions quite a challenge.

Strategic advertisers and
list builders can now use
Facebook lead generation
ads to bypass this problem.

A Facebook lead ad looks just like any
other link under a CTA button. But it’s
much more than that. When you click on
the lead ad’s CTA button (e.g. “Subscribe”,
“Apply Now”, “Sign Up”, etc.) the user
immediately sees a form within Facebook.

Load time is drastically
reduced, and that’s just
the tip of the ice berg.

To learn how you can enhance
your Facebook lead generation
using this new and innovative
advertising tool, keep reading…

1. Information at the Click of a Button

You definitely know how important
an email list is for your marketing.
However, the process of gathering
list subscribers through the social
networks can be cumbersome. And
if you’re not willing to put in the
necessary time, you have to spend
loads of money on paid advertising.

Facebook Lead Ads change all that.
They simplify your Facebook lead
generation by making it easier for
you to capitalize on information users
have already given to Facebook.

When you run a lead ad, Facebook auto
fills the information you require from a
user’s profile. This includes email
addresses, full names, street address,
zip, city, state, phone, country, company
names and job titles.

You probably know very well that asking
for too much information from users
can make your ads less effective.
Through a one-click, convenient
approach, Facebook lead ads make that
the least of your concerns.

To gather leads before Facebook introduced
lead ads, you had to:!
!
• Create an enticing link share ad to compel
users to click.!
• Redirect users who clicked to your external
landing page (e.g. on your website).!
• Do your best within the landing page to
make sure that users actually bit the bait
and entered the information you required
(e.g. their names and email address).

This was a complicated process that often
saw users lose interest somewhere along
the way:!
!
• Slow load time could discourage them
from completing the form.!
• Poor presentation of landing page
content often bored them away.!
• Asking for too much information easily
discouraged them.

With Facebook lead generation
ads, you can now forget this
complicated method and focus
on an approach that actually
works for your business!

2. How to Create Facebook Lead Ads

You can create Facebook
lead ads through your
Power Editor, or Facebook
Marketing Partner.

The steps sequenced in
the following slides
highlight the common
Power Editor method…

✓ Navigate to your Power Editor, then
select the new “Lead Generation” option.
From your ad set, you’ll note that there’s
only one option available – mobile. That’s
because lead ads started out with mobile,
desktop will be available soon enough.

✓ From the “Optimization & Pricing”
screen, select “Leads” in the
“Optimize For” screen. If you realize
that CPC will work better for you, go
for the “Clicks” option instead.!
I recommend that you opt to get the
most leads at the best price in the
“Pricing” field.

✓ Create your ad in the editing screen that
follows. You’ll realize that most of this
process is similar to what you’d do for a
typical link ad. Simply provide text that
goes above the image, the link headline
and description, and as well upload your
ad image (dimensions 1200 x 628 pixels).!
Unlike with link ads, where Facebook
automatically pulls this data, you have to
fill everything manually for lead ads.

✓ Go ahead and choose an
appropriate CTA button. The
usual options are available: Apply
Now, Download, Get Quote, Learn
More, Sign Up and Subscribe.

✓ To create a lead form,
navigate downwards on
your ad creation page to get
to the “Lead Form” section.

✓ Choose create a new form. Enter the
name of your new Facebook lead
generation form and then click “Next.” In
the next step, you can turn on the check
boxes to specify what information you
want to request from people who see your
ads. You’ll probably just need to collect a
name and email address for your mailing
list. But if you need more data, click on
the “Show More Options” link.

✓ (Optionally) Include a custom question
by hitting on the “Add a Question”
objective at the bottom. You can either
insert an existing question from the
panel on your right-hand side or just type
in up to 3 questions from scratch. Leave
the answers open ended or provide
choices. Play with the options to see
what you can come up with for your
Facebook lead generation campaign.

✓ Once you’re comfortable with what
you have put together, click “Next” to
go to the Privacy Policy and disclaimer
screen. You’ll be required to supply a
link to your privacy policy. This is a
necessary step to get your form and
lead generation ads approved. The
disclaimer field is however optional.

✓ Facebook gives users a link to
click after they have submitted
your form. So add a link to your
site and then preview your lead
generation form.

Once you’re happy
with everything, hit
“Create Form”

Your leads are collected in a CSV
file. Access this file by
navigating to your page and then
choose “Publishing Tools” from
the top right area.

Once done, go for “Lead Ads
Forms” on the left. It would be
better to have this list in your
CRM, right? You’ll just need to
import manually!

To integrate automatically
though, you’ll need to use a
Facebook marketing partner (e.g.
Marketo, Salesforce, Eloqua and
Driftrock).

3. Increase Conversion Rates of Lead Ads

There’s no point creating
Facebook lead ads if you
can’t convert them, right?

At the end of the day, your goal
is to get as many leads as
possible from your Facebook
lead ads efforts. Optimizing for
conversion is a crucial step.

Consider the following
creative best practices to
make the best out of your
lead ads:

✓ See your ad as the landing page it
is. Create a compelling title,
description, and as well include a
compelling image. The goal is to
present what makes your ad special.
Give your target audience a couple
of good reasons to click on your call
to action button in the first place.

✓ Watch the CTR. If your ad is too
‘form-like’ and you realize that CTR
is dropping to an unacceptable
levels, try creative ideas to
optimize it and keep CTR high.

✓ Make sure that you’re offering
something awesome to reward users
who complete the form. You’re asking
people to give their personal
information here. Whatever you’re
giving away should be high-value. So
whether you’re offering out a free PDF, a
coupon code, or a limited-time-offer,
ensure that you have a pretty good deal!

This Facebook ads guide gives you the
insights you need to get started
experimenting on the new, powerful
tool. You now know just how valuable
lead ads can be! Get on it and see how
well it works for your business!

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