Marketing, 27/11/15 Image


0:37 What are lead ads

1:23 Why use leads ads

1:59 Lead Ads vs Opt in Pages

3:50 How to create lead ads

9:17 How do I access my leads

Hey, guys. Malisa here from Small Business Performance Coaching.

Today, I want to talk to you guys about Facebook lead ads, something new and innovative that Facebook have released, finally.

We’ll have a look at what the lead ads are. We’ll have a look at why you should use them, and then we’ll have a look at lead ads versus opt-in pages, and basically why lead ads will not kill traditional opt-in pages, and when it’s best to use each of them. Of course, we’ll look at how to set it up and go live with lead ads from your Facebook account and then how to access those leads. Let’s jump into it.

What are lead ads?

Firstly, what are lead ads? To put it simply, lead ads are basically an auto-filled lead generation form, where the user details are auto-populated from their Facebook details. It’s as simple as clicking on the call-to-action button confirming your pre-filled details. Really simple.

Lead ads are only available on mobile newsfeeds, and basically as the advertiser, you have the ability to collect the Facebook user’s details that they’ve shared – their name, e-mail, date of birth, relationship status, things like that. But you also have the ability to ask up to three questions that you can add yourself. Bear in mind that the less that the person has to fill out for themselves and the less that they have to approve, the more likely they are to complete the opt-in for you.

Why use lead ads?

Why would you use lead ads? Lead ads make it easier for people to sign up and receive what they’re opting in for. They literally just need to click on the call-to-action button and confirm their pre-filled details. With such a pain-free form, the conversion rates are huge, so the cost per lead is often much lower than sending them to a landing page, which is really good news for you.

The simplistic nature of a lead ad is great, especially for mobile targeting as the person opting in doesn’t even need to leave Facebook and go to another browser or another app. So it’s really pain-free, making the opt-in simple for you to get.

Lead ads versus opt-in pages

Why would you use lead ads over opt-in pages? As we’ve already mentioned, when targeting people who are viewing your ad on mobile, a lead ad is going to make the opt-in an easier process for the person who’s opting in, but there are still a few things that you need to take into account before deciding that lead ads are the magical answer to everything.

Firstly, the person is not going to a landing page, so your ad copy needs to be spot-on and tell the person everything that they’re going to want to know before they give you their details. So ask yourself: does your ad copy do this?

Secondly, what’s the person opting in to? What are they getting? If it’s just a free e-book or an educational video series or some other free lead magnet, then yes, a lead ad is a great option. The person only needs to have minimal trust and they’re going to receive something in return for their details. It’s then your free product that’s going to help you continue to build that trust and convert them into a paying customer later on down the track.

However, if you’re wanting to use your lead ad to advertise a low-barrier-to-entry product, I’d stop immediately. Why? Because you want to pre-qualify the person opting in for your low-barrier product before you spend the time and energy contacting them for the sale.

If someone is going to go through to the effort of clicking on your ad, going through to an opt-in page, reading your opt-in page, and then actually opting in, at that point, they’ve been a little bit more pre-qualified and they do actually want to opt-in and contact you, and hear from you, and possibly purchase your product. Yes, you might be paying a little bit more per lead for those types of leads but the lead is more qualified and more likely to convert with you when you call them.

Lead ads: how to

If all that make sense, guys, let’s have a look at how to create a lead ad and set it up. Let’s do it, guys. Now, I’m going to show you how to do it in Power Editor.

You’re going to need the following things. You’re going to need your ad image. We recommend your ad image to be 484 x 252 pixels. You’re going to need your ad copy. You’re going to need a link to your privacy policy. This is obviously really, really important with Facebook because they are real sticklers with privacy, obviously, because you are getting details from someone. And you are going to need the link to your download page where they receive your lead magnet product afterwards.

Let’s have a look and see how you do it. Now that we’re in Power Editor, we’re going to set up our first ad for our lead ad. What you’re going to be doing here is changing the objective to lead generation. Then from here, obviously, set up your adverts, etc., as per normal, and we’re going to create the ad.

Most of the magic happens here in the advert set. Obviously, we’re going to have to choose the page that it’s linked to. Here it’s going to take you through the lead ad terms. You need to make sure that you’re aware of the terms and conditions here so basically that you’re in line with Facebook’s privacy policy. If you don’t agree to these, you won’t be able to make lead ads.

You’re going to set your daily budget as per normal. You’re going to set your audience and everything as per normal. As I mentioned before, lead ads are only available for your mobile newsfeed. Then we’re going to go across here and we’re going to set up our form.

We’re going to name our form so that we can find it later. It’s giving me the option of getting the person’s name and e-mail. Because it’s just a lead magnet, that’s all I want. You can click here to show more options, and there’s a whole heap of different options that you can get there. You can see relationship status, date of birth, all sorts of things like that.

As I mentioned before, you can add up to three questions. However, the less the person has to fill out, the better. We’re just going to click “Next.”

I’m going to grab the link to my privacy policy. As I mentioned, that is something that you will need. Then your legal disclaimer. You can add an additional legal disclaimer if you choose to do so for your marketing activities. This is, however, optional.

Add a link to your website. This is where you’re actually going to add the link to the particular page that they can click through to to receive your lead magnet afterwards. I’m just going to add mine in here. Bear in mind that not everyone is going to click through but you will still have their details, so you can look at retargeting them later on and things like that.

This is basically how the form will appear – a super simple form, like really super simple. You can go in and edit it there, like I said, if you want to add additional questions and things like that. But yes, that’s basically it. We’ll go through them in the next bit.

Scroll back up here, and we’re going to add our text for the form. This is my text here. Because they’re not going through to a landing page, I would make your text a little bit more creative than something where they’re going to go through to a landing page. Obviously, my formatting hasn’t come across, so I’m just going to format that and make it look nice and neat. Fantastic. That’s cool.

I’m going to add my image. I have my lead form there that I’ve created, or if you want to, you can create an additional form. But that is basically it and it’s ready to go. This is what it’s going to look like. We can change the call to action, as well, obviously, but that’s basically what it’s going to look like.

How do I access my leads?

Now that you have your ad up and it’s live, where do you go to get your leads? Basically, what you can do you can find the CSV file of the information that your leads have provided for you by clicking on the Publishing Tool section of the Admin part of your Facebook page. You can then choose Forms Library. From there you can upload them to your CRM and add them to your marketing list, or you can create a custom audience from Facebook using this data. But that’s a whole different blog post.

That’s it, guys. Have fun creating some lead ads from your lead magnet offers and enjoy the cheap leads. If you’ve enjoyed this post, don’t forget to hit the “like” and the “share” button at the top, and if you have any questions, definitely post them in the comments below. Thanks, guys.

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