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Informative

Facebook Lead Ad Best Practices

Sanne Kruis

The Marketing Manager of The Next Ad.

Apr 11, 2016

If you haven’t started with lead ads yet, I’ve two reasons why you should start with Facebook lead ads right now! The way people getting their information is changing to mobile. People spend 3 hours on mobile per day!

Facebook Lead Ad Best Practices

A lot has been happening with lead ads. If you haven’t started with lead ads yet, I’ve two reasons why you should start with Facebook lead ads right now! The way people getting their information is changing to mobile. People spend 3 hours on mobile per day! To get their information, people discovering their information in applications: 52% of all time spent on digital.

In addition to the two reasons why you should start with lead ads there are three more reasons! Maybe you’ve experienced some of those challenges for lead generation before, but now Facebook’s lead ads solve these three key challenges for lead generation:

  • Cross-device: create a seamless lead capture expierence on mobile and desktop
  • Ease of use: leverage profile info to pre-filled forms
  • Consumer control: pre-filled fields can be edited and submission to advertiser must be consented

Below you’ll find best practicesuse cases and great results of lead ads from Facebook!

Best practices

To drive powerful lead ad campaigns it’s good to use these best practices:

Ad Creatives

  • Provide more context so you are requesting immediate action from your audience
  • Incentives to share their information with you by using coupons in your ad creative
  • Highlight the value proposition why it’s good for users to share their information with you

Forms

  • Experiment with forms to find out what form works best to see lower CPL
  • Only ask the information that you need. Every additional screen increases chances of abandonment
  • Limit options for multiple choice answers to 3-4 options. Less scrolling stands for better experience
  • Minimize text input and use multiple choice answers

Campaign set up

  • Lookalike audiences from customers who have converted on your website
  • Avoid duplication of an audience set for competing active campaigns as there is a high possibility of de-dup in the delivery pipeline which can lead to under delivery issues
  • The best way to find out what works best for you is to experiment with different targeting, forms and creatives
  • Bid high enough while using oCPM or start with CPC to get sufficient reach for your ad
  • Time-to-follow-up can be a strong factor in downstream conversion of the leads you get. Using day parting can be the solution to follow-up quickly

Technical

  • Do the A/B test to benchmark performance of lead ad with a regular link ad versus the lead ad
  • API/CRM integration to get the leads automatically to following up with the prospective customer quickly
  • Track your website by using the Facebook pixels to create lookalike audiences
  • Track downstream conversion which will enable you to optimize your ad better through experimentation

Results

Facebook published great results of lead ads which I would like to share with you:

  • Automotive in the case of promoting a test drive: leads per month increased by 567% while cost per lead reduces by 85%
  • Education in the case of requesting for more information: 41% decrease in cost per lead and a 15-20% increased return on ad spend vs. other channels
  • Retail/ e-commerce in the case of download a brochure: 15% increase in leads and 67% lower cost per conversion compared to link ad campaigns
  • Organizations & Associations/ entertainment in the case of signing up for a discount: 52% more efficient CPL and twice as many sign-ups compared to other Facebook advertising

Use cases

Newsletter sign up

All verticals – especially entertainment

Email address and newsletter preferences like content and time that you receive newsletter

Sampling

Consumer Packaged Goods

Street address, what product you’re interested in

Inquiry/ interest forms

Education, professional services, financial services

Name, email/phone number, what product or service you’re interested in, some qualifying details

Full on application, pre-orders, signing up for a product or service

Financial services, e-commerce/ retail, professional services

Qualifying questions, contact details, what product you’re interested in

Sign up for deals, coupons, offers

E-commerce/ retail

Email address, which offer you’re interested in

Register for a conference, marathon, or other event

Entertainment, B2B

Contact details, event preferences

Contests

All verticals

Contact details, contest answers

Insurance quote

Financial services

Qualifying questions, contact details, what product you’re interested in

Auto quote/ configure a car

Auto

Qualifying questions, contact details, what product attributes you’re interested in

Download a white paper, sign up for a webinar

B2B

Contact details, what product you’re interested in

The Next Ad White Paper

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Sanne Kruis

The Marketing Manager of The Next Ad. Passionate about Marketing, Digital (Advertising), Project Management, volleyball player and loves to socialise. Nice to meet you!

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