Facebook lead ads can be exactly what you’re looking for. Suppose you have struggled to connect with those in your network and can’t find the solution to creating interpersonal relationships. In that case, lead ads can help you get there in a few simple steps that any business owner can follow.
Although many business owners, entrepreneurs, and marketers THINK they know their audience, they might know what only the numbers are telling them – not what they are finding out for themselves.
The best way to learn about customers and your target market is to ask questions. The importance of questions brings us back to lead ads – this tactic asks the right questions to the right people, helping you gain valuable information, customer feedback, and increased conversions.
What are Facebook Lead Ads?
Facebook lead ads allow marketers and advertisers to get the necessary details from their customers. Along with gathering key information to target your marketing strategies, these ads also offer opportunities to connect and enhance click-through rates.
Facebook lead ads have the technology and format to be used with smartphones – as you can probably tell, everyone is glued to their phone – ALL of the time. As things seem to be getting smaller with the ever-changing technology world, the technology’s importance seems to be consistently growing. Facebook lead ads optimized for mobile encourage participation and increased completion rates.
How to Create a Lead Ad
There are ten easy, simple, and straightforward steps you can follow to set up a Facebook lead ad.
- Go to the Ads Manager
- Click ‘Create’ in the top right corner
- Click on ‘Lead Generation’ and name your campaign – make this personal to you
- Click on ‘View Terms’ to agree to the Facebook Lead Ad terms for your campaign
- Choose your target audience, budget, and schedule
- Select your lead ad formats
- Add your headline, content body, and call-to-action (sign up, share, etc.)
- Click ‘Settings’ and then check that you would like to gain organic leads
- Click ‘Finish’ and then ‘Confirm’
Benefits of Using FB Lead Ads
With Facebook lead ads, you can easily submit your information via an auto-fill form without ever having to be directed to an external page, click on a link that takes you through a series of ads, or leaving the desired destination page. This makes the functionality compatible with mobile phones and for those in a time crunch, which is everyone in the working world.
Facebook lead ads are already compatible with a smartphone. If you do not have one singular app downloaded on your phone, you must be from a different time period. Every phone owner who owns a smartphone, whether it be an Android or an iPhone, will have at least a few apps downloaded on their device – usually, a few of these apps will be social media related.
Facebook released their app in January of 2011. This means the functionality of the easy-to-use platform that everyone loved from their desktop computers or laptops was easily transferred to the palm of their hands – the same applies to lead ads. No matter what device you use to view the lead ads, you will be able to complete the form without any glitches or system issues.
As the ad creator, you want as many people as possible not only to see your ad but to want to engage with your ad. To capture potential customers’ information – and attention spans – you will have to create lead ads that seamlessly integrate with your CRM.
CRM, or customer relationship management, helps you manage, organize, and analyze all of your interactions with customers and potential customers. The compatibility of Facebook lead ads with your personalized CRM can keep all of your important information and analytics in one, secure, and trustworthy location.
Highly-targeted segmentation helps you acquire more leads to encourage engagement with your product or service. Segmentation refers to essential data like demographics, age, traits, pain points, expectations, and unique needs. Knowing this more detailed information helps you learn more about your customers, target customers, and those in your network.
The key to maintaining successful relationships – in person and online – is to understand others’ needs, communication preferences, and communication styles.
Segmentation lets you learn about your customers on a non-superficial and more personalized level to tailor your content to their personalities, schedules, and unique needs. If you broadly market your product and treat all customers the same, you will be missing out on your customers’ individuality that makes them unique buyers.
This process also encourages you to create targeted campaigns to resonate with the lesser-known and lesser-seen customers. Running highly-specialized campaigns improves your chances of understanding the challenges of different groups in your network, increasing customer loyalty, and understanding who your most valuable customers are.
Customizing Your Lead Ad
There are a few steps to customize your lead ad so that you can funnel your audience down to a concise and clear ending point. This finish line includes quick customer follow-ups, higher-quality leads, and a targeted audience that interacts with you and your business.
Tailoring your questions in the Facebook lead ads ensures you are figuring out your audiences’ preferences and communications styles. If you are not asking the right questions, you will not be getting the correct answers that can further your business.
You can add custom questions by clicking on the ‘+ Add Custom Question’ in the ‘Questions’ section of the Instant Form on Facebook. You will see a drop-down menu with various question styles and types that pertain to what you are trying to ask:
The user must type in their answer.
Leaves room for people to provide an open-ended answer.
Create a set of questions with conditional answers that change based on the previous information.
Keep in mind the importance of these question styles. You don’t want to have all multiple choice questions, where users will have to continually be typing on their laptops or tapping away on their smartphones. Easy to answer questions that are quick and do not require too much thought can increase responsiveness rates.
Use Dynamic and Engaging Language
No one will want to answer boring questions and a mundane, survey-like form. Keep the messaging of your lead ads consistent, exciting, and dynamic, basing the ‘language’ and the ‘tone’ on what your target audience has previously been interested in. By targeting these customers once again to keep them repeat customers, you have the means and the chance to collect high-quality leads that will provide you with the necessary information.
When someone completes your lead ad form, adding an option for them to immediately contact your business can increase the chances of enhanced communication and connection. After all, if someone asks for your number and then they do not call you in the first few days since the meeting, you get the notion they are not interested – right? The same pretty much goes for Facebook lead ads.
Allowing someone to contact you right away will play on their immediate interests and keep them engaged before the novelty, and the newness wears off.
Add a completion section to your instant form to keep people engaged with your business after they have submitted their info and finished the lead ad form. You can add a customized button to your page:
Just like adding a button to your competition section on the lead ad, having an easy way to schedule an appointment with your business can increase the likelihood of connection. Whether that be over the phone, via email, via form, or online portal, the button format can decrease the number of follow-ups to book a meeting/appointment successfully.
Bring your Lead Ad to the NEXT Level
By clearly stating your message and avoiding discombobulating verbiage – em, confusing language – you can increase people’s likelihood to know what they are signing up for. It is a good strategy to include your key information in the introduction at the beginning of your lead gen form, ensuring people know what they are ‘signing up’ for before going through the time and effort to answer your questions.
Don’t overwhelm your potential audience and interested users with too many questions, random answers, or ‘showy’ and ‘kitschy’ graphics. Keep your questions simple, concise, dynamic, and to the point of what you want to know.
Your ad should directly reflect the nature of your brand – including the personality of your business, what you want to accomplish, your ethos, and the overall character of your company. Reflecting your personality – and your brand’s personality – can help humanize your company, encouraging communication, relationships, and trustworthy communication.
People will be more willing to take the time, effort, and knowledge to share their information if you offer something in return – even if it is something small as a ‘thank you’ for completing the lead gen form.
Some popular incentives that can help foster increased feedback include pre-order options, special deals, short-term offers, and event ticket discounts. Even in this crazy online world today, you can offer special webinar discounts and Zoom conference deals!
Your business and character are unique – so why would you use basic questions that apply to every other business or person in the world? You are a one-of-a-kind person and brand – and your questions should reflect that.
Choose your questions’ format to keep your users interested and prevent potential customers from bailing out mid-form.
“When would you like your appointment?”
“Why are you interested in Facebook ads?”
A fast follow-up not only shows customers that you are interested in THEIR answers and point of view, but that you care about what they have to say about your business. Not to mention, quickly responding to someone increases the chances of further communication, since keeping your business and your information in the forefront of their mind will keep them interested, engaged, and more willing to answer.
Using messaging apps is the most effective communication method with individual users, as two-thirds of customers rank online messaging ahead of live chat, face-to-face (especially today!), and phone.
Everyone is so used to typing, texting, and voice-noting each other that the idea of meeting in person or speaking on the phone can be overwhelming. Plus, if you are a multi-tasker like most people are, you will be able to communicate with brands while online shopping, making some coffee, or watching Netflix.
Successful Lead Gen Examples
This quicker response time increased sales conversions by 2.5x, showing how potential customers’ attention can significantly enhance a company’s marketing success.
For this soccer team to grow its user base in countries with low engagement, the club launched various lead ads to compare audiences, analyze creative styles, and alter previously-used formats. The club earned nearly 2.5 million leads at the end of its testing period by increasing optimization and decreasing costs.