For a number of years, Facebook has provided opportunities for companies to promote content to targeted demographic groups. One of its most recent advertising platforms, Facebook Lead Ads, has exploded onto the lead generation scene. Leads Ads capture users’ information more quickly and easily than ever, without them having to leave Facebook.
To be successful, your ad campaign must be deliberately planned, executed and adjusted. Facebook’s ad options are robust, so it helps to prepare ahead of time. In this post, we will focus on the planning and creation of Lead Ads – ads that encourage people to submit their contact information through a form on Facebook. (For a summary of Facebook’s other ad types, check out this AdEspresso article.) Here are questions to ask prior to creating a Lead Ads campaign:
• Who is your audience?
This is huge. You may not immediately get this right. It takes constant tweaking to get to the right demographic, and to see the right flow of leads. One Lasso client was seeing 100+ leads per week. With adjustments, they got that number down (in this case, lower was better!) to about 50 leads per week.
• Where is your audience located, geographically?
This could be cities or neighborhoods.
• What do you want the message(s) to say?
The creative part should not be overlooked! This is what compels someone to click on the ‘Learn More’ button. Take time to get the right image and information.
Remember, it’s a good idea (and easy) to perform A/B testing to see which ads perform best. For example, Campaign #1 may have two ad sets – each with a different audience. A good way to stay organized is to lay out your campaign ideas into a flowchart. I used PowerPoint for the example below:
By keeping track like this, you can eliminate poorly performing ads, and dedicate more resources to the ads that work best.
Here’s how to set up a Facebook Lead Ads campaign. (The best way to use these instructions is to follow along, step-by-step, in Facebook.)
STEP 1: USE THE POWER EDITOR
Be sure you are using Facebook’s Power Editor, which is only available in Google Chrome. To get there from the Business Manager page, click on the Business Manager dropdown menu in the top left corner of Facebook, and select Power Editor. (You can later adjust ads using the Ads Manager.)
STEP 2: SET UP A CAMPAIGN
For this particular post, our goal is lead generation, rather than traffic to the website or video views. We want people to sign up for more information without ever leaving their timeline.
Once you select Lead Generation as the marketing objective, name your campaign. For easy reference, organize your campaigns by geography. For example, the name of this campaign might be “North Side – Leads.”
STEP 3: CREATE AN AD SET
Here is where you set the parameters for your campaign. All ads in an AD SET have the same audience, budget and schedule.
Page: Select the Facebook Page you want to promote. You must accept Facebook’s Lead Ads Terms to continue.
Audience: If you’ve boosted posts before, you’ll have a Saved Audience that you can use if you like. If not, you’ll need to create a new audience.
- Creating a custom audience is not necessary at this step. This is for more advanced targeting. Once you’re comfortable with lead ads, you may consider a custom audience.
- Locations: Here is where you narrow down your audience geographically. You can select people who live in a particular city or zip code.
- Age: Select the most appropriate age group for your target audience.
- Gender: Determine if you’d like to target both men and women, or one or the other. You can always create a second ad set to compare the audiences.
- Language: Choose one or more languages.
- Detailed Targeting: Use this field if you want to target a specific sub-demographic, interest or behavior. Be careful not to narrow your audience too much that your Estimated Daily Reach becomes too low.
- Connections: Here again, be careful not to narrow your audience too much. For your first ad campaign, you may skip this step.
Placements: Automatic Placements are recommended. Let Facebook do the work of showing your ads to your audience where they will perform best for lead-based ads. Other types of ads will require different selections.
Budget & Schedule: Choosing a Lifetime Budget allows you to control the time of day your ads are displayed. Select the start and end date of the campaign. One month per ad set is a good benchmark to see which ads are most successful. In Ad Scheduling, you can elect to “Run ads on a schedule” and choose the times of day that will be most effective for your audience. (Read this article for information on Facebook user statistics.)
STEP 4: CREATE AN AD
Format: There are four different formats to choose from. An ad with a single image or video is the most straightforward to create, but it can be fun to get creative.
Add images, text, a call-to-action, news feed description and display link.
The next step is to build your actual lead form.
- Click on +New Form
- Name your form and choose a language
- Select Show Advanced Options
- Select both options under Advanced Options:
- Edit Field IDs
- Include Organic Leads
- Click Next
- Click Add a Context Card. A Context Card provides more specific information about your offering to encourage only the most interested, qualified people to register.
- Continue building your Lead Form with a headline, image, layout and button.
- Click Next
The next step is important in the integration with Lasso. Under User Information, be sure to select Show more options.
- UNCHECK Full Name (Lasso can only populate first and last name as separate fields.)
- In Contact Fields, select First name and Last name, and any other information you require. Keep in mind that the more contact fields, the higher the barrier to entry for prospects. Even though these fields are not required of the user, it’s best to ask for as little information as possible. We suggest asking only for email, first name, last name and phone number. The user’s information will be pre-filled in as long as they have included it in their Facebook profile. This is what makes Facebook Lead Ads so quick and easy – the prospect doesn’t have to take the time to fill out a form.
- The Add a Question option is for additional qualifying questions, such as “What is your target move date?” You could add these types of questions, but the integration with Lasso will be a bit more complicated, and you also raise the barrier to entry for the user. If they have to think too much about the form, they may just skip over it.
- Click Next.
- Click Next.
- Add Form IDs. Facebook will populate form IDs that will be used in your Lasso integration. These are fine as is.
- Click Next.
- Add a Link to Your Website.
- Click Next.
- Preview your form. The step will take you through the entire form you’ve just created. If you’ve missed any steps, or filled out information incorrectly, Facebook will alert you here.
- Click Finish Form.
STEP 5: REVIEW CHANGES & PREVIEW
Once your Campaign is complete, you’ll need to Review Changes in the upper right corner of the Power Editor. Your Campaign won’t be submitted for review by Facebook until this step is complete.
Next, from the Publishing Tools page, you’ll want to review your Lead Forms and register as a test. The form will auto-populate with your own information from Facebook. This sample lead is necessary later in the Lasso integration.
STEP 6: INTEGRATE FACEBOOK LEAD ADS WTH LASSO
For this step, you will need:
- A Zapier account
- Ads already set up in the Facebook Power Editor
- Instructions to code and set up Zapier to receive leads from Facebook and send them to Lasso. Contact your Lasso Client Director for instructions and assistance.
For more information on how Lasso integrates with Facebook Lead Ads, read the article, “Capture Facebook Leads in Lasso… Automatically.”