Facebook Lead Ads: No Landing Page Required
August 2, 2016
August 2, 2016
The day Facebook released Lead Ads, the digital marketing world celebrated.
Generating leads on Facebook can be a complicated process. First, advertisers have to direct users offsite to their landing page to generate leads. Then if the user decides your offer is worth their time, they might fill out a form or take action. If not, the lead is lost.
This process does generate leads, but asking users to complete multiple steps is fraught with risk and sometimes isn’t effective.
Facebook Lead Ads are a smart solution for lead-based businesses when the traditional methods aren’t working as they hoped.
Every now and then, Facebook releases a new ad format to address a specific marketing challenge. Lead Ads are designed to streamline the process of collecting contact information from potential customers.
Instead of sending users offsite, a pop-up form appears when the user clicks the ad’s call-to-action button. The form then auto-populates with the Facebook user’s contact information, so they can open and complete the form in just two clicks.
The easier it is to submit a form, the more conversions you’ll get.
Lead Ads are the perfect example of this principle. The barrier to entry is incredibly low, and there’s no second step where you might lose people. It’s only natural that advertisers (including ourselves!) have been raving about the results.
Lead Ads are most effective when used for their intended purpose: generating leads. If you’re selling products through a traditional e-commerce site, other ad formats would be more appropriate.
Many businesses that want to capture leads have found success with Lead Ads. In our experience, here are three situations where they work particularly well:
1. When you’re using a landing page with a form
Lead Ads negate the need for a landing page entirely. Landing pages often are difficult to interact with on mobile, so Lead Ads were originally created to solve that problem. Now they’re available on desktop too.
Regardless of whether your potential customers are using a computer or mobile device, they can easily learn more about you and request more information without ever leaving Facebook. Use Lead Ads alongside your traditional landing pages and compare the performance of the two.
2. When you’re selling a big-ticket item
Getting someone to click on an ad for an expensive product or service can be a challenge. Unlike smaller purchases, if the user isn’t actively thinking about buying the product at that moment, they’re not likely to click on an ad.
Lead Ads increase conversions by requiring less work and commitment from the user. Instead of asking for the sale right away, a user can just share their email address to receive more information.
One of our clients found success with Lead Ads for this exact reason. They’re in the landscape design industry, where even small sales are a big investment for the customer. We decided to test the waters with a variety of Facebook ads to see what performed the best.
The results from Facebook’s video ads, carousel ads, and slideshow ads weren’t very strong. After the first month, the ads only attracted one lead for a few hundred dollars.
But then we started using Lead Ads, and the numbers changed drastically. Within two weeks, the landscape designer received 3 leads at $39 per lead. In the following month, the ads attracted 11 more leads, and the cost-per-lead was down to $25. It’s clear that Lead Ads are quickly becoming the golden ticket for this client.
3. When you’re trying to grow your email list
Building a following on social media is important, but the downside is that every contact is owned by the platform. With an email list, you own the contact information, which gives you the freedom to communicate with your audience outside of social media.
Lead Ads are ideal for collecting email newsletter signups because it saves users time and makes the experience seamless. Users just tap your ad, enter their email address, and go on with their day. This short and sweet interaction is a simple way to turn your current Facebook fans into email list members and future customers.
Building a Lead Ad is similar to creating any other ad, but with a few slight differences.
Second, in addition to the standard copy and image in your ad, Facebook will ask you to create a form. Try to keep the form as simple as possible by only asking for information that’s absolutely necessary, and consider which details are likely to auto-populate from the user’s profile.
2. Consider using a context card
Context cards are an optional feature that Facebook added a few months after launch. When the user clicks your ad’s button, a box will pop up to offer some additional information before taking them to the form.
While context cards add an extra step to the conversion process, they also act like a mini landing page. They help inform the reader about what they’re signing up for, which could increase your conversions and quality of leads.
3. Download the leads
Once the ad is approved, you’re on lead duty.
Unfortunately, Facebook won’t email you when a new lead comes in, so you’ll need to actively monitor your account.
While we hope Facebook might add that functionality in the future, advertisers have to manually download leads in an Excel document for now. If you’re handy with code or work with an agency who is, you can do what ParaCore does for our clients and set up a Zapier integration to automatically email you anytime a lead is received.
Want the results without the hassle? Leave it to the PPC nerds.
At ParaCore, we have the expertise to generate leads for your business, whether through Facebook’s Lead Ads or other digital marketing strategies. We’re always testing new techniques, so you can rest assured you’re getting the best return. Reach out for a free AdWords audit or consultation to learn exactly how we could help you win more business.