Facebook has changed up the way that you will do lead generation on your audiences social media pages. The one thing they had in mind? Making lead generation easier for you and your users. They did this by creating “Lead Ads,” or forms that will be autofilled with someone's information, quickly and simply.
So, what exactly are lead ads? Basically, they are a more direct way to run a lead generation campaign on Facebook, by allowing people to express interest in a business's product or service. A person will fill out a form with their details, and that lets your business follow up with them.
This new form makes it much easier for people to fill out on their mobile phones. Lead ads can be used to collect sign-ups for newsletters, get price estimates, follow-up calls, and business information. They are fully customizable, and are able to have open ended questions, multiple choice, or contact fields so you can collect the information that matters to you.
Lead ads work simply. When someone clicks on your lead ad, a form will open. The person’s contact information will be filled in automatically, and will be based on the information they have already shared with Facebook. This includes their name and email address. This is super easy for the person filling the information out. It can be as easy as two taps. Once to click the form open, and another tap to submit.
So, someone sees your ad, and they’re interested. They’ll click on your call-to-action, which brings up the form, which from there is already filled with their information. They’ll review and submit, and then you can reach out to them again. See how simple that is? Because the form is customizable you can ask any question you want, and the pre-filled form makes it more likely for a user to convert. All without leaving Facebook.
Lead ads are a great tool for your business. Why? Because it makes lead generation easy on mobile devices. That's important because mobile devices are literally in everyone's hands, all the time. Not to mention the Facebook mobile app is the most popular social mobile app worldwide (Global Web Index, 2013).
And, 24% of consumers who view a mobile ad will look up the company online (Millward Brown).
Not only is it easy to get started. It’s easy for you, and it’s easy for your audience. It’s a win-win situation.
To get started you’ll need:
- Access to your business's Facebook Page.
- The URL to your business's privacy policy.
- An image for your ad.
When you're ready to create your lead ad, head over to your Power Editor. Next, click create campaign and name it.
Under Objective, you’ll select Lead Generation. Your buying type must be auction. Then click create. You can add as many questions as you need, and Facebook will recommend up to three suggestions that you can choose.
Tip -- Don’t see the lead generation objective? Try resetting your power editor. Click help, then reset power editor. It will be in the top-right of your screen.
Create a new ad set and give it a name. Then, select your page, budget, schedule, audience, placement, optimization and pricing, and delivery type. These are only able to be selected for mobile placements, and you won’t be able to target anyone under 18.
Create a new ad and give it a name, and select your Facebook Page, Creative and Tracking.
Under Lead Generation click Create New Form. Once you’ve done these steps you are able to follow the prompts and create your lead ad.
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