Let me make a few broad assumptions …
- You have a business and want more leads and customers?
- You have social media but have no idea how to run Facebook ads?
- You really don’t even care about learning, you just want to grow your business?
Orr …. Maybe you’re a digital marketer and just want to learn how to run Facebook Lead Ads?
Well, if one of these is correct. Then I’d suggest spending the next 15 minutes to watch this video, or read the blog below.
This week, we will teach you how to create Facebook Lead Forms that are guaranteed to bring you new business in 15 minutes or less. With the number of active users on Facebook expanding everyday, Facebook is also expanding their lead generation options. Every business owner can attest to the fact that leads are the heart and soul of any business. With 2.27 billion active users on Facebook worldwide, your business is guaranteed to find quality leads easily using Facebook’s lead generation tools. In this article, we will be focusing on using Lead Forms for Facebook.
(Via Adaptly > http://adaptly.com/facebook-lead-ads-customer-acquisition/)
Before Facebook rolled out their new Lead Ads and tools, the lead capturing process was much longer. Previously, a potential lead would have to click on your Facebook ad, which redirected to your website and then search to find where to submit their contact information. With the new process, Facebook Lead Ads will ask your leads to submit their information automatically before moving forward to your website information. This solves two major complaints most businesses had with lead generation process previously:
- Loading time. Most leads will drop off while the web page is loading. Not only do you lose a lead, but you end up paying for their click on your ad.
- Getting Contact Information. Either website visitors don’t fill out their contact information or they fill in the wrong information.
With new Facebook forms, there is no load time because the form pops up automatically. There is also no way to get your contact information wrong on the forms because the lead forms auto-generate the lead’s information from the information on their Facebook profile.
Now that we have the basic background of Facebook Lead generation Ads, let’s move on to creating a Lead Ad Form!
Lead Form Campaign Overview
For this blog, we will be using Golf Made Simple to create a Lead Form for a lead generation campaign. Golf Made Simple is looking to hire men interested in becoming golf instructors. We will need to take into consideration the goals of the client (GMS) and the campaign (leads) to focus on finding the right audience and message.
I will break down the steps I use to create the lead generation campaign. Keep in mind – the two main 2 things that impact your Facebook Ad Performance the most is the targeting and the creative.
- Gain Access to the Business Page
Go to Facebook Business manager, Go to business settings, add people, request access to a page. For ad accounts use business ID Number – request access for ad account, add yourself as admin. Here, you can also add the Instagram account.
2. Create a Facebook Pixel
Business Settings – All Tools – Pixels. Here, we will create a Facebook Pixel to insert on the company website. Go to the Site – add to the header of the site. Pixel Code tracks conversations – helpful if you are driving traffic to the page. Can check for a code using Google Tags Assistant before inserting the Pixel.
3. Create your Facebook Ad Campaign
Next, we will create the Facebook Ad Campaign. Go to Ads Manager – Create a Campaign. From here you will go about choosing and objective as the type of ad you want to run
4. Selecting your Objective
For every Facebook ad you create, Facebook wants to know your objective. This will allow Facebook to help you reach your campaign goals for effectively. For this campaign, lead generation is our objective. We want to drive leads from the ad we run using a quick ad confirmation page.
Make sure you have the correct business and ad account selected before you choose, as you will next find audience targeting and further options.
5. Creating your Target Audience
When selecting your target audience for your Facebook campaign, you can opt to create a new target audience or you can select an audience set that you have created/used previously.
- New Audiences
- Age, gender, demographic, location, interests, connections, behaviors and more.
- Choose people you think most likely will consume your product or interact with your ad based on research of your current customer base target market.
- Custom Audiences
- Engagement audiences from those who previously engaged with your ads, pages, posts, events, website and more.
- Customer lists with emails, phone numbers, conversions and more.
- Website traffic and other remarketing audiences.
- Lookalike Audiences
- Audiences that are mirrored from current lists and audiences.
- For example, you can create lookalike targeting based on similar targeting options from lists of previous buyers, traffic and more!
- Location – people traveling for a gold conference – Orlando, Kissimmee, Winterhaven + 20 miles each; targeting people traveling
- Too broad, so narrow the audience down using other keywords. For example, layering golf instructors, assistant golf pros, professional golfer association of america, golf caddy
- Always check how many people you will be targeting with the ad – if it is fewer than 1,000, it is not worth spending the money. This varies with your budget.
6. Choose Your Budget, Timeline & Settings
Make sure to select your timeline and budget after targeting. You can schedule this to start immediately or sometime in the future. You can even select which days and hours to run the ads. For ad testing we usually select run continuously over a period of time until the winner is chosen by Facebook.
Other settings obviously include your budget. Here is where you need to realize your goals and how much money you have to spend.
7. Create or Add Your Content
The next step is to build out your Facebook Ad. In this step you will connect your content to the ad. The content can be in the form of a video, a photo, or even multiple photos. If you’ve never created an ad campaign and are looking for great content examples then check out HubSpot’s article highlighting some of the best Facebook Ad Content for some inspiration.
The steps to filling in your ad content
- Enter the text for your Ad + additional information about the Ad/Campaign/Event/Company/Job Position
- Ad the Display Link
- Add a Headline
- Add news feed Link Description
- Add a button
- Preview the Ad Test to make sure you like it – both mobile and desktop
Facebook has some great tips on what to do and not to do when selecting your wording for your ad copy. Some of Facebook’s ad copy tips include…
- Tie your text to your visual. If you are making an ad about used cars, you don’t want to use photos of ice cream as your content. You want to tell one, cohesive story with your ad.
- Keep it short and sweet. People scrolling on their timelines don’t want to know your company’s whole history. Stick to only the important things that you want people to know.
- Stick to one call to action. Use one call to action in your ad copy such as “learn more” or “shop now.” Don’t bombard your audience with multiple calls to action throughout your ad text.
- Include a timeframe. Create urgency using buzzwords like “today,” “not,” or “this month.”
8. Create a Lead Form
The last step is to create your Facebook ad form. These are also known as instant experiences as they are basically landing pages built within Facebook Ads.
- Create Form Name
- Select a Form Type
- Fill out the required information
- Add images
- Add additional text and information
- You can also add terms and conditions, links and codes
Make sure the form is properly setup to feed you leads to your email as well, otherwise they will be stored in a place that must be retrieved through ads manager.
9. Review Your Campaign
The last step is to make sure everything is order and eligible to run. Make sure to follow Facebook’s standards, guidelines and policies. You don’t want to use too much text or spend too much money. Those are easy mistakes to make. Also make sure you have the proper linking as well as the pixel setup to build an audience and another one to use for conversion tracking.
So carefully scan over your campaign one more time. You can then preview your ad on Facebook as if you were a customer. This is where you get the look and feel of the ad.
10. Last but not least, launch the campaign!
Now sit back and let the money come pouring in, right??
Well, not quite. This is where things get really interesting.
Stay tuned for future blogs about Facebook advertising, conversion tracking, testing, optimizations and more.