Social Media Marketing June 29th, 2017
It’s no secret that the difference between a Facebook ad and a Google Search ad is that on Facebook, the user’s intent is to browse the content of the people they follow, not to do research, sign-up, or purchase anything. That’s why it’s so important for your Facebook ad to be both visually appealing and extremely relevant to the user. Is that still enough to generate actual conversions? For some, yes, but for many others, the answer is no. Let me give you a scenario to explain why:
A user is browsing through Facebook and comes across your ad. They decide that what they’re seeing and what’s being offered is highly relevant, so they decide to click to learn more. The user is then taken to your landing page, where there is a form for them to fill-out with information, such as their name and email address. Ideally, they fill out the form and you are able to get back to them in a timely manner.
Now, from a business perspective, it seems simple enough. But from a user’s perspective, they are forced to completely abandon what it was they were doing on Facebook, wait while the page loads, and scroll through information to find the form on your page. Considering 90% of Facebook’s daily active users access the site via mobile, the user is more than likely on their smartphone or tablet, meaning this process would take even longer to complete. In fact, according to Facebook, most mobile forms take 38.5% longer to complete than desktop versions.
In an effort to make form submissions as seamless as possible, Facebook has developed lead ads to help both you and your customers. Let’s have a look:
Lead ads on Facebook make it easier for potential customers to submit their information to you, via any device.
Customers can schedule an appointment or request more information about your products and services. This is done through a lead ad form — which appears natively in feeds — that has some information already pre-filled, based on the information customers have shared with Facebook. The best part? The user never has to leave Facebook to complete your form!
Lead ads can help you jump over some key hurdles in lead generation. These ads can help you:
Collect leads across all devices: Reach people on any device. Quickly grow inbound inquiries, email subscriptions, applications, registrations, pre-orders, and more.
Improve the quality of the lead: Receive higher-quality leads through the use of a welcome screen, which gives users more information about what the offer is before they submit the form. You can customize the form fields to capture information that’s important to your business, and save the user time by having fields that auto-populate with information Facebook already has, such as your name and email.
Acquire the right leads: Facebook’s interest based targeting helps you reach the right audience — people who have already expressed interest or intent to buy products similar to yours.
Retarget to people showing high intent: Reach people who have previously engaged with your lead ads or website. This includes people who opened your lead ad form but didn’t submit the form, as well as past visitors on specific pages of your site.
Access leads in real time: Access a lead immediately after someone submits their form. Facebook’s integrations and API make it easier to sync your leads directly with your customer system, whether that be a CRM, email service provider, or any other system you use to track your customers. A study by Harvard Business Review showed that customers who were contacted within one hour of submitting their query were:
Retail: Let customers pre-order products or sign up for special discounts. Collect valuable email addresses while providing the user with offer(s) they’re interested in.
Education: Create a seamless process for people to submit inquiry or interest forms. Collect names, emails, phone numbers, field of interest, and have them answer any qualifying questions.
Financial Services: Make it easy for people to request a quote or whitepaper, or fill out an application. Have the user answer any qualifying questions, what products and services they’re interested in, and collect their contact details.
Automotive: Allow customers to request a quote, configure a car, or set up a test drive. You can collect their actual address, what vehicle types they’re interested in, and their contact details.
Health Services: Customers can book a consultation, or request more information about a product or service. Collect information such as name, email, phone number, and their preferred time for a consultation.
As you see, many industries can benefit from lead ads, especially because of the options available for call to action (CTA) buttons. There are currently six button CTAs to choose from:
If your business is seeking different options or strategies for your paid online advertising, Facebook ads offer very unique capabilities, especially considering that costs per impressions are typically far less than that of Google. Facebook lead ads offer a unique combination of highly relevant reach and highly effective lead generation. If you’re interested in growing your business online, or learning more about this amazing feature, leave a comment below.