Facebook Lead ads best practices

by Belma

Facebook Lead ads best practices: Here are the Facebook lead ads best practices everyone that want to get on Facebook ads is expected to know. Want to create a Facebook lead ad? If yes, then when creating Facebook lead ads, consider these tips:

Ad creative

– Provide more context than you would with a traditional ad, given that you’re requesting immediate action from the viewer. For example, if the sign-up is to receive a particular deal, ensure that it’s clear that the viewer must submit their contact details in order to receive the deal.

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– Consider including coupons or other incentives in the ad creative for lead ads

– anything that gives the viewer an incentive to share their information with you.

– The ad copy is also an opportunity to highlight the value proposition – try letting the user know why sharing their information with you is good for them.

Facebook Lead ads forms
– Try to create a few different ad sets with different forms. Experiment with forms to find the format that gives you the lowest cost per lead.

– Only ask for the information you really need. While more information is great, it comes with a trade-off. Additional questions may increase the chance that a person abandons the form before completing it.

– Keep free-form text input to a minimum. With custom questions, you have the ability to ask open-ended questions but keep in mind that any text input increases friction in filling the form. Try providing some options for the answer that they can choose from instead.

– For questions where the viewer can choose one of many options, try to limit the options to 3 or 4. Minimizing scrolling leads to a better the experience.

Add a welcome screen to your Facebook lead ads
– Add a welcome screen to your lead ad to help people understand why they should give you their contact info. For example, on the welcome screen, you can highlight the benefits your business provides or special offers people will receive for signing up.

– Let people know what will happen after they share their info with you. Include details like how and when you’ll contact them. Be sure to follow up with your leads when you say you will.

– Reassure people that you won’t misuse the info they share with you. We require everyone who creates a lead ad to have a privacy policy on their site but consider including the key points in your welcome screen to help build customer trust.

Test Facebook lead ads against regular link ads
– When testing, create two separate campaigns: one using the website conversions objective and one using the Lead generation objective. You may also want to try running a split test.

– Use the same budget, bid, targeting, placement and similar on-screen creative for both campaigns, but have the website conversions campaign drive people to a web page containing a form fill. Make sure your pixel is placed properly on the post-submission web page to track lead events.

– The cost per website conversion metric in Ads Manager can be misleading if you’re using the same pixel for actions other than form submission.

– Website leads is a better metric to understand the leads generated by the link ad. Amount spent and website leads give you the right cost-per-lead baseline.

Selecting your audience on Facebook
– Avoid audience duplication for campaigns running at the same time as this can lead to under-delivery issues.

– Consider creating lookalike audiences from customers who you know have converted on your website. We recommend creating lookalikes of these people rather than lookalikes of people who only submitted a lead.

Other tips for Facebook lead ads
– Consider running ads at strategic times. If there are times of day when following up with customers is difficult (ex: when your call center is closed), use ads scheduling to make sure your ads aren’t running when you can’t follow up on a lead. Often shorter follow-up times will result in a higher likelihood of conversion.

– When optimizing for leads, it’s important that you bid high enough to get sufficient reach for your ad. We recommend bidding your true cost-per-lead (the true the maximum you can pay for a lead and be ROI-positive).

– Implement the Facebook pixel on your website to allow you to optimize your ads better and create lookalike audiences. You can also use the pixel to track downstream conversions (ex: checkouts, donations) so you know the impact of your ads beyond just leads.

– Experiment by setting up ad sets with different targeting, bids, creative and forms to find the combination that maximizes your ROI.

source: Facebookpeadia

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