Join Brad Batesole for an in-depth discussion in this video Exploring Facebook’s new lead ads, part of Marketing Tips Weekly.
- Hi, and welcome to another episode of weekly Marketing Tips. I am Brad Batesole, and this week I'd like to talk about using the new Facebook lead ads format. Back in June of this year, Facebook announced that they were testing out Facebook lead ads. But they didn't provide too much insight into when we, as marketers, could get our hands on them. The concept is that this new ad format would allow mobile users a quick way to sign up for a news letter to receive a quote, or recollect on a special offer.
I'm here on the Facebook for Business blog, and they have a video that I'm going to play, because I think it really does a good job of illustrating the process a user is going to follow when they interact with this new ad type. So you notice, this ad is going to appear in a mobile news feed, just like a traditional advertisement. And here, in the bottom right-hand corner, just below the creative image, we have the call to action: Sign Up. So you'll notice that when a user taps it they are going to be asked some questions, and you'll get to dictate what these questions are.
The information is provided to Facebook automatically, but they have the option to edit it, in case they want to use a different email address, or change their name, for example. Once a user's finished submitting their information, you're good to go. You can either send someone to your website, otherwise the information is going to be collected for you. These leads can sync with an existing CRM, such as Marketo or Salesforce, or you can download leads manually through a CSV file. I think this is a great opportunity to start testing a fresh ad format.
If you are already running ads to drive newsletter sign-ups, or sending users to a squeeze page to collect their information, you now have another option to A/B test. Facebook claims, many advertisers are seeing significantly better returns over standard link ads, but you'll want to do your own testing, and evaluate how this format performs in your own niche. Let's jump right in the setting up your first lead ad. We are going to start by popping into Power Editor. And you'll find that at facebook.com/powereditor.
I've already gone ahead and logged in, selected the account that I want to work with, and imported any changes. In this case I have a new account, so you are not going to see any campaigns. Now, you are not going to have this ad option available to you in the Ads Create Tool. You are going to have to use Power Editor, and I'm going to assume that for the most part you are familiar with Power Editor, and you've used it before. So we are just going to take a brief run through on how to get access to this new ad format. So first things first, I'll select Create Campaign in the upper left-hand corner, and we'll give this campaign a name.
Now, I always recommend using something descriptive that you are going to be able to reference later when pulling your reports. I'm just going to go ahead and choose something very basic here, because I want to get you to the actual objective. I'll keep the Buying Type selected as Auction, and from the Objective dropdown you'll notice that you'll have Lead Generation as a new option. I'm going to select that as our objective. And then we can go ahead and select Choose an Ad Set, and I'm going to go ahead and create a new ad set for this. Now, your ad set if where you are going to set things, like the page that is going to be associated with this, allowing some of that targeting.
You'll set your ad sets up however you normally would, I'm going to just again create something very generic. And I'll go ahead and select Create a New Ad, and we'll give the ad a name. From here all choose Create. Now, just to refresh your memory, on the left-hand side Power Editor allows you to navigate between campaigns, ad sets, and ads. Once you've created your campaign you can go through each option. And if you don't see this view, you'll select the pencil icon on the right-hand side of the screen, and that'll open up the editor, which allows you to change some of the information.
In this case, we need to select a page associated to this particular ad set. I'm going to choose "The Landon Hotel". And now I'm going to select on ads from the left-hand side, and I'm already in the editor pane. And this is where we'll begin to develop our special creative for this lead generation ad type. Now, you'll notice that you are going to set up your creative just as you've done before. You'll select your text, a headline, and your news feed link description, if you'd like. And then you'll need to select an image, again, something really captivating, something that really drives attention to exactly what your offer is, or about your brand.
They have some image specifications here, if you are interested in knowing that recommended image size. And Facebook is still restricting you to not allowing more than 20% text on that image. Where things get different, is you'll be able to select a call to action: Apply Now, Download, Get Quote, Learn More, Sign Up or Subscribe. So, if I was going to set this up for a newsletter I would choose Sucbscribe as my call to action. And things get interesting here, in the Lead Form section. This is where you'll actually create the form that the user is going to fill out.
So I'll choose Create New Form, and we are going to go through a little wizard. So we'll give the form a name. And I'll choose Next. And this is where you have the option to supply what information you want to request from the user. Now, this is really important. You want to really keep this as streamlined as possible. So, I'll select Show more options, and you'll see that Facebook has an excellent set of options that are going to prepopulate with information from the user's profile.
However, the more questions you ask the less likely you are going to see people complete this form. So, only pick things that are super relevant to either qualifying that lead, or getting them through to finish the flow. So, in this case, let's say that I was interested in zip cope, I can enable that option. And you also have the option to add up to three questions, and I'll choose Add a question at the bottom. And here, on the right-hand side, you'll see some options available to us. So you can ask things, like, oh, Auto Insurance, "What's your annual mileage?", or "What is the problem?" or you'll see things in the Purchase Intent category, so "What's the size of your budget?" And here Facebook will save "What's your budget?" And they can provide a free form answer.
Now, with these open-ended questions the answer field will be blank, and a user is going to enter it in via the keyboard on their mobile phone. As you can imagine, these are going to take time, and could likely detract from people following through. So, just keep in mind, this is available to you and it might make total sense for your industry, but keep things as simple as possible. And test, see how far you can get a user to fill out various information, using various lead ad forms and comparing the results.
You can edit any of the questions. And you'll see the flow that's going to happen. So in this case, right here on the right-hand side when someone clicks the call to action it's going to ask them, "What's your budget?" It's going to prefill their email and allow them to edit it. And when I choose Next, it's going to ask for their full name and their zip code. And then they'll choose Submit. From here I can choose to create the form, and we'll see it on the right-hand side, what the ad currently looks like. And then you can follow through, and fill out, and set up this ad just as you would with any other format.
So there you go. That's how you can get started with your first lead ad. Take a minute, set one up, that makes sense for your business, do some testing, and see what type of results you get. Thanks for checking in this week. As always, I'd love to hear from you. So let me know what you thought about this week's episode. Did you see that lead ads performed better than link ads? Let me know on Twitter via @bradbatesole or on email: firstname.lastname@example.org. I'll see you next week.
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