Creating Facebook Lead Generation Ads That Convert
October 13, 2019
By now you know the importance of paid advertising on Facebook and why you should be running ads for your business. If you do not, check out our blog post all about it here!
For those who are caught up to speed, how many times have you had a pretty below average cost-per-click on your Facebook campaign, but little increase on conversion? Whether it be sales, or consultations, those people expressed interest in your offer clicked away for some reason. And the worst part of it is, the only record you have on them is from the pixel data on your website.
Wouldn't it be great if you could require their information before giving them the information they want? This is exactly where Facebook lead generation ads come into play.
When you select lead generation as the objective for your Facebook ad campaign, Facebook requires the social media user to fill out a simple lead form before directing them away from your ad.
There are two great advantages Facebook advertising gives you when setting up this campaign. Facebook allows the marketer to select which information they would like to receive from the prospect and Facebook pulls this information directly from the user's profile. This makes the process extremely easy for social media users to input their information to decrease the chances of the prospect clicking off of the page.
The lead form system that Facebook uses is extremely user-friendly. The platform comes equipped with a data library where Facebook stores the prospects' information and easily downloadable in an excel spreadsheet.
High Performing Lead Forms
The ability to select which information you would like to know about the user taps your call-to-action is one that should not be taken lightly. Getting strategic with these questions is one way to increase the overall quality of information you end up getting out of your ad dollars. Facebook allows you to ask questions in the form of two types of questions.
Form fills of demographic information from the user's profile: This includes name, contact information, and address. This category is super easy for the user to fill out because the questions populate with answers taken from the user's profile.
Custom Questions: Custom questions are available for the marketer to create in the form of short answer, multiple choice, conditional, appointment scheduler, and more. The marketer can get creative with the information they feel would be most useful to have about someone interested in their brand.
How many questions should be on a lead form?
Producing a high performing lead form is a balancing act and the number of questions you should have on a lead form genuinely depends on your goal. This all depends on the level of buy-in the consumer has. If your goal is to collect user information from someone who is interested in your brand so you can include them in an email campaign, collecting an email address can suffice. In that case, your goal is likely quantity, rather than quality.
Let's say you are hosting an event and want to use a lead form to collect information. You are going to want the feeling that the people that are filling out your ad are actually going to come to your event. Asking more questions will make the social media user have a higher buy-in and will more likely follow through with the interest they expressed. With asking more questions, will always produce a lower amount of leads, but in turn can result in a higher quality of lead!
How To Create Lead Ads That Convert
Offer an incentive
The information you get from a Facebook lead form ad is valuable. Since the social media user is giving you something of value, offer them something of value as well. Whether it be a free shipping code for the 25% off sale you are hosting, or it is an e-book of information of interest. This all depends on both the audience and goal of your campaign.
Pro-Tip: Use your blog to create valuable e-books to prospects! Then at the end of your E-book, plug back to your blog, increasing your website traffic. You can then use that website traffic to make a lookalike audience that will increase your ad's visibility even more! It's all connected in the social media marketing world.
Use compelling fonts, colors, and images
There is so much happening on social. In fact, there are 4.75 billion items shared by Facebook users everyday on average. And there is an average of 1,500 posts to appear in a user's timeline each day. So how do you make an impression on the user?
The name of the game is stop the scroll. Different audiences respond to different fonts, colors, and even pictures. For example, if you are targeting millennials, use a sleek sans serif font. If you want to appeal to women, use a script font. If targeting a baby boomer, use an easy to read font that is dark on a lighter background. You need to be strategic when deciding the message to convey. You need to use compelling fonts, colors, and pictures to make an impression on your audience.
Do you know the importance of fonts in your marketing message? Check out our blog post!
A/B test different ad images, copy, and fonts
Social media is all about finding the right combination of copy and images to appeal to your desired audience. At Hyperchat Social, we know the importance of A/B testing different copy and images in an advertising set. When we start to notice some combinations outperforming others, we will turn off the less successful ad and allocate all budget to what we know is working.
Facebook recently rolled out an A/B split testing option where you can test different variables. The variables to choose from are creative, delivery optimization, audience, and placement. Play around with these variables and see how they affect your projected results.
Put your results to good use
They say knowledge is power. Take advantage of the information you have earned from your prospect. The Facebook Advertising platform offers great analytics on the results of your ad.
It will also give you an insight into which placements perform well for the ad.
The information you get from analytics is useful but having their information can also be put to use. If they have filled out your lead form, plug in their email to your drip campaign. Add them to your CRM (Customer Relationship Management) system and send them your monthly newsletters. Send them email blasts about your semi-annual sale. Staying in front of their eyes is super important to nurture that relationship into money in your pocket. Remember, the average consumer needs to have a message in front of them SEVEN times before taking action.
The next time you are setting up your Facebook ad campaign, consider making it with a lead generation objective. Be intentional with your questions, copy, and creative and you are sure to score valuable information about your target demographic. Use this information to your advantage and convert that prospect into a paying customer! If you would like to take a hands-off approach to Facebook advertising, click here to schedule a demo with us and let's Turn Social Into Sales!
Fact or Fiction? Social Media Marketing Edition