S oon after Facebook announced that it would launch lead-generating ads for businesses, marketers around the globe got excited like kids at Christmas.

Now today, Facebook lead ads are now available for everyone. So business owners and managers pay attention because this might just be the tool to give your business a boost like you’ve never experienced before.

What Are Facebook Lead Ads?

Why do marketers rave about them? Are they just a fad? Or could these be the tool that would revolutionise the way you interact with your customers? Let’s find out by closely examining Facebook lead ads and how they work.

Facebook lead ads are similar to Twitter’s lead generation cards, except that Facebook’s got an in-depth version of it and hopefully, more effective. Do you remember Facebook’s “sign up” that is attached to link ads? Lead ads are way better because they allow Facebook users to sign up for newsletters, join contests, or request for more information without having to leave Facebook.

Once the user sees your ad and hit the call to action such as ‘subscribe’ or ‘sign-up’, he or she will be redirected to a sign-up form that Facebook automatically populates based on the user’s existing contact details on Facebook. Advertisers can also put additional fields related to their campaign. The process will only take minimum time on the user’s end, while businesses benefit from the captured leads, which they can conveniently download in a .csv file.

That is why many marketers are excited about lead ads. Early reports show that lead ads generated lower cost-per-conversion than that of the traditional link ads. But of course, low CVC will only apply to those who are doing it ‘right’. In order to make the most out of lead ads, you have to follow certain measures and best practices.

How to use the sign-up form effectively

The sign up form can greatly contribute to your lead generation efforts when done right. Since Facebook has the most information on auto fill, you don’t need to ask for more fields. Our suggestion is no more than three fields. The information you should ask must be the one that helps you identify and categorise your leads based on their preferences. For example, if you are a fashion store, you can ask for age or favorite items that they usually shop for.

Lead Ads + CRM =  maximised conversion rate

Integrating your customer relationship management (CRM) software with Facebook lead ads will help you capture your conversions more efficiently. Facebook lead ads can be currently integrated to Marketo, Driftrock, Maropost, Marketing Cloud, Oracle, Salesforce, and Sailthru. If your current CRM software is not on the list, you can download your leads in .csv files while Facebook is still working on integration with other services.

Take advantage of auto-responders

Gone are the days when customers have to wait for a snail mail just to get a feedback from businesses. Technology has brought marketing into new heights and every business should take advantage of the tools available to them for profit maximisation. Studies show that leads who receive a reply within an hour of query are seven times more likely to be future customers. Facebook’s CRM integration with several CRM software allows you to set up auto-responders easily.

Evaluate and test

No matter how good your lead ads look like, you can’t truly tell if they’re effective if you haven’t done proper testing. As an online marketer, you should know by now the importance of A/B testing, targeting, etc. Your lead generation efforts will be put to naught if you don’t have an effective evaluation and testing mechanism. Without it, you will not know if Facebook lead ads are worth your marketing budget or not.

Lastly, even if you already know that lead ads are working effectively for you, don’t rely on the service alone. We know how tempting it is to rely on just one effective service for your lead generating efforts because of convenience, but Facebook lead ads should only amplify, and not replace your inbound marketing. Remember that lead ads involve a cost and they will get a huge part of your budget if you rely on them alone. Sign-ups on your website are always free and thus should generate most of your leads. It is good to have a new tool for your marketing efforts, but it is always best to integrate it with existing marketing tools available for your business.

Ready to try Facebook lead ads? Click here for help with lead ads.



Darren Moffatt

Darren Moffatt

Darren Moffatt is an award-winning entrepreneur & Director of Strategy & Content at growth marketing agency, Webbuzz. An experienced digital strategist, he is an in-demand public speaker on the topic of digital disruption and online marketing, and regularly features in the Australian media.

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