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Have you ever considered using Facebook Lead Ads as part of your growth marketing strategy? My guess is probably never. You think of it as a Facebook gimmick, a bit like Facebook Canvas: something nice but useless.

Corbyn and his missed high five during the 2017 General Election, similar to you not succeeding in making Facebook Lead Ads work for your brand

You and Facebook trying to make Lead Ads work for your brand

And then it all made sense. You realised that Facebook Lead Ads lacked essential features. The result?  Unicorn Leads: leads that are cheap but too good to be true and fall flat when it comes to the qualification stage.

To learn how to use this format you probably read the shitty tutorial on Forbes, which apart from teaching you that ‘creatives matter” and “targeting is the most important part” didn’t offer much of insight.

What are Facebook Lead Ads?

Facebook Lead Ads is a different format from what we usually see. The ad doesn’t send you to the advertisers’ website, nor does it invite you to call or message or like the page. So what the hell are Lead Ads you may ask?

Well, Lead Ads is a bit similar to the Twitter Lead Card in the sense that you invite your target to give you more information without leaving the platform. On Facebook when you click on the CTA of a Lead Ad you’ll find a popup asking you to provide information. To truly reduce friction, Facebook came up with a clever trick to pre-fill user info based on their profiles.

As any CRO expert knows the more fields you remove, the better you conversation rate!

However, this is also one of the reasons why marketers turned away from this format. Many people were filling those forms without paying much attention to the content of the ad. It was tough qualifying any prospects. Thus one piece of advice is to go against this principle and add more fields. *mindblown*, yup you read that right: ADD MORE FIELDS.

Adding more field to Facebook Lead Ads and being mindblown by the result

Your reaction when someone tells you to add more fields to a form

In addition to this, Facebook didn’t have a proper way of handling the collected leads apart from generating a CSV file. Not convenient, not cool! But that was up until now. Since Facebook first launched the format, they made a lot of improvements to it.

We recently started using the Lead Ads with several of our partners and it’s now one of our cheapest sources of leads. Read on if you want to know how we make the most of this format.

What is the issue with Facebook Lead Ads?

So as I’ve said the principal problem with Facebook Lead Ads is that it’s so frictionless that you get more junk than anything else. Therefore the answer to this is quite simple: create friction. It might seem counterintuitive and will increase your CPL in the short run but it will help you turn your ads into a prospecting sales machine.

The first secret is to select a hyper-targeted audience. With Facebook Lead Ads you shouldn’t be experimenting with going after new behaviours or new interests, you should only use them to capture as much customer data as you can from the audience you already know are interested.

Now there are several ways to find out; one way is to analyse your website audience that has been tagged by the Facebook Pixel. To do that, you’ll need to place the pixel on your site and then create website audiences with all your visitors or visitors of specific pages.

Once that’s done you can head to Audience Insights and get some demographic, behavioural, or interest-based data.

Facebook Audience Insights help you figure out the interests of your users to better target your Facebook Lead Ads

Fig 1. Step 1: Figuring out the interests of your existing users through Facebook Audience Insights

The other way to proceed is to get a CSV audience of your existing customers and upload it to Facebook and then repeat the process of going through the data in Facebook Audience Insights. Once you have a satisfactory idea of how to define your audience on Facebook, it’s time to start creating your ad!

Obviously, you’ll want to select Lead Generation as marketing objective then fill in the required Audience, Placement, and Budget fields as you’d normally do for any campaigns. But make sure to be really TARGETED in your audience selection. Your objective is to avoid wasting impressions and above all, avoid having poor quality leads.

Facebook Targeting Options in the Ads Editor letting you select a narrow audience for your Facebook Lead Ads

Fig 2. Step 2: Selecting the targeting of your Facebook Lead Ads using precise targeting

When it comes to choosing the ad format, you can unleash your creative spirit and use the format that usually works best for your brand. On our side, 30s videos and single images work best. When it comes to your copy, try using descriptive ad copy. CopyHackers put together an excellent guide on the topic if you’re looking for inspiration.

What is a Facebook Lead Form?

The Facebook Lead Form is the specificity of the Facebook Lead Ad, it’s a popup that appears with the Facebook user’s info pre-filled.

When you start building your Lead capture form you’ll notice that Facebook has already 4 suggestions for you:

  • Build an email list (which will ask the user for Full Name + Email)
  • Get contact details (Full Name + Email + Phone Number)
  • Get phone number (Full Name + Phone Number)
  •  Custom

You can choose any you like as it doesn’t make much difference. You’ll always have the opportunity to modify the required fields during the next step.

A pop-up then appears with 4 different categories. We’ll discuss each one of them in detail:

Lead Ad Welcome Screen

This is something option, but I HIGHLY recommend it. The welcome screen (also called context card) is yet another piece of ad estate, giving you more space to give info to your users. This is your opportunity to make sure that they know why they’re giving their information and what they’ll get. You have two broad strategies here: either you can point them to a resource and use the Facebook Lead ad as a Lead Magnet, or you might want to collect MQL who would be pre-qualified customers for your business.

Facebook Lead Ads form creation in the Facebook Lead Ad Editor

Fig 3. Step 3: Preparing the Lead Form for your Facebook Lead Ads

If you choose the latter make sure to clearly highlight the main functional aspects or benefits of your product/service using paragraphs or bullet points. Buzzfeed would probably recommend going with the bullet points. Knowing that we now have an attention span shorter than a goldfish I’d agree with keeping it short. People probably won’t waste time reading your paragraph unless your copywriting skills are as good as David Ogilvy’s.

Lead Ad CTA

Then we have the usual call to action (CTA) where the 3C formula (Clear, Concise, desCriptive) should protect you from any major faux pas.

Lead Ad Form Fields

Now we have to stop here. We’ve reached the most CRUCIAL step: the form! Here the usual best practice coming from CRO experts is to get rid of many fields as you can. But there are two reasons why you might want to channel your inner stalker here and add more fields:

People who’ve already clicked on your ad went through a few steps (click on the ad, read the welcome screen, click on the welcome screen CTA), so it’s unlikely that they’re going to abandon you here because their mind will nag them to finish this task and they’ll already have established commitment. You can thank Bluma Zeigarnik for discovering this.
Most fields will already be pre-filled by the data Facebook can get from the user’s profile.

So feel free to split Full Name into First Name and Surname to make it easier for your CRM or email list systems, ask for a professional email if you need to, or any other question that you can think of that would quickly help you sort through the leads.

Adding more fields in the Facebook Lead Ad Editor to make your forms convert better

Fig 4. Selecting additional form fields for your Facebook Lead Ad

We’ve implemented a 5 fields form for one of our partners and we’ve seen a 48% conversion rate from click on the ad through form submission. That’s pretty high compared to industry benchmarks.

Before your campaign can go live Facebook will ask that you provide your privacy policy. If you have one Bravo, link it here; if you don’t, a link to your contact page will do the trick. If you’re really concerned about communicating all the privacy details you can add as many disclaimers and consent boxes as you need.

Finally, add a link to your website, don’t forget to tag it correctly with our UTM tool (urchin tracking module) and HURRAY you’re ready to go!

Key Lessons

So if I recap the key lessons:

  1. Select the lead generation campaign objective
  2. Make sure to target super relevant interests
  3. Add a welcome screen which will give context to your users

If you follow those steps, your Facebook Lead Generation campaign should be fail-proof.

Emmanuel Macron giving you a wink to celebrate your success with Facebook Lead Ads.

Emmanuel Macron is proud of you. Everybody thought you would not make it succeed yet you did and you changed the face of the world with Facebook Lead Ads.

You probably know many marketers who don’t know all these tips and tricks for FB Lead Ads, so please do share it with them so you can all kick ass and be the marketing rockstar you’ve always wanted to be.

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