2018 The Facebook Lead Ads Playbook

Transcription

1 2018 The Facebook Lead Ads Playbook COLLECT INFO FROM PEOPLE INTERESTED IN YOUR BUSINESS.

2 WHAT S INSIDE Page # Content Introduction Getting Started Audience Targeting Bidding & Optimization Ad Creative Lead Form Collecting Leads Measuring Results Test & Iterate 2

3 INTRODUCTION Lead ads are the best way to run lead generation campaigns on Facebook and Instagram. They work by making sign-ups easy for people and more valuable for businesses. Lead ads look just like regular ads but when a person clicks on it, they ll see a form that s already filled out with information they previously shared with Facebook - like their name, phone number or . People can show their interest in a product or service by submitting the form and allowing you to follow up with them. THERE ARE LOTS OF WAYS TO USE LEAD ADS: sign-ups Inquiry forms Deals or promotions Event registrations White paper downloads Price quotes Test drives Webinar sign-ups Consultations or demos And more QUICK START TIPS Focus on good audience targeting and quick follow-up. These are two of the biggest factors in your ad s success, so make sure to give these areas extra attention. Test and iterate. Keep testing and making small adjustments to your lead ads until you find what works best for your business. Know your true cost-per-lead. We ll help you calculate what a lead is worth to you, so you can budget and bid accordingly. 3

4 GETTING STARTED Getting Started RECOMMENDATIONS AND REQUIREMENTS A link to the privacy policy for your business. We require all advertisers who create lead ads to have a privacy policy on their business website. We ll ask you to include a link to this privacy policy when you create your lead ad. A list of the info you need to collect in your form. Choose from a number of default fields or create custom questions to collect any other info you need. Any required info or fields for managing your leads. If you have software that you ll upload your leads to, you might need to include specific questions or info or add custom field ID names for each question. Info you want to include on a welcome screen (optional). A welcome screen lets you provide more context or details about your business. The text and video or images for your ad. Lead ads have the same ad requirements for text and images as link ads on Facebook. CREATE A LEAD AD 1. Go to your Ads Manager. 2. Click Create Ad in the top right. 3. Choose Lead generation and click Continue. 4. In the Page section, choose the Page you d like to use to create lead ads. Click View Terms. Review the Lead Ad terms of Service and select I Agree to Terms and Conditions. 4

5 AUDIENCE TARGETING Audience Targeting Audience targeting is one of the most important factors in determining the success of your lead ads. There are 3 main ways to target your lead ads: 1. Core Audiences: Reach people based on demographics, location, interests and behaviors. 2. Custom Audiences: Get in touch with people you already know. 3. Lookalike Audiences: Find new people who are similar to your customers. CORE AUDIENCES Core Audience targeting can help you reach a big audience of people based on certain characteristics. This can be a good choice when you want to collect a large quantity of leads, for example, to boost the number of contacts on your mailing list. Demographics - Choose people based on traits like age, gender, relationship status, education, workplace, job titles and more. Location - Reach people nearby, or in areas where you want to do business. Interests - Find people based on what they re into, like hobbies, favorite entertainment and more. Behaviors - Reach people based on their purchase behaviors, device usage and other activities. NOTE You can use multiple targeting options at the same time, for example to reach men, ages 18-34, who enjoy cycling. 5

6 AUDIENCE TARGETING CUSTOM AUDIENCES AND LOOKALIKE AUDIENCES Custom Audience and Lookalike Audience targeting can help you reach a specific audience of people who are likely to be interested in your business. This kind of targeting can be an effective choice when you want to reach high-quality leads. 4 WAYS TO USE CUSTOM AUDIENCES AND LOOKALIKE AUDIENCES: 1. Reach your existing customers. Build a Custom Audience of people you already know by uploading your customer list to Facebook. Use it to target and reconnect with your existing customers, or exclude them from your targeting if you want to reach new people only. Learn how. 2. Reach your website visitors. Create a Custom Audience from your website to reach people who have already demonstrated interest by visiting your website. To use this kind of targeting, you ll need to install the Facebook pixel first. Learn how. 3. Reach people who have previously engaged. Build a Custom Audience of people who have previously engaged with your Facebook content. You can retarget ads to people who have watched your videos, opened or completed your lead ads, or opened your Canvas on Facebook. Learn how. 4. Reach new people who are similar to your customers. Create a Lookalike Audience to reach new people who are likely to be interested in your business because they re similar to people who already are. Use a Custom Audience as the source to find people who share similarities with your existing customers, website visitors, or people who previously engaged. This is a great choice when you want to scale your campaigns but keep lead quality high. Learn how. Over 40% of lead ad impressions served on Facebook use Custom Audience targeting FACEBOOK DATA, MARCH

7 AUDIENCE TARGETING HOW TO USE A CUSTOM AUDIENCE OR LOOKALIKE AUDIENCE 1. Open Ads Manager and click Create Ad. 2. Select the Lead generation objective. 3. In the Audience section, select a Custom Audience or Lookalike Audience to target. 4. Finish building your lead ad and select Place Order. TIP: Lead ads are available on both Facebook and Instagram. To reach your audience across both platforms, we recommend choosing the Automatic Placements option. TIP: Avoid audience duplication for campaigns running at the same time as this can lead to under-delivery issues. Success Story: Epic Games The video game developer used lead ads to encourage people to register for the open beta of its newest game, Paragon, resulting in an 80% conversion rate. 80% b 40% b conversion rate lower cost per lead than target 7

8 BIDDING & OPTIMIZATION Bidding & Optimization BUDGET Under the Budget & Schedule section, set the daily or lifetime budget you would like to spend. SCHEDULE Choose start and end dates for your ad set. Consider running your ads at strategic times. If there are times of day when following up with customers is difficult (for example, 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. OPTIMIZATION FOR AD DELIVERY Since you re using the lead generation objective, we ll optimize your ad delivery for leads. This means Facebook will show your ads to the right people in your target audience to help you get the most leads at the lowest cost. BID AMOUNT Your bid amount reflects what you re willing to pay for a lead. Bids get combined with other factors and entered into Facebook s ad auctions that determine which advertisers get to show ads. There are 2 ways to decide your bid: Automatic bidding: When you choose automatic bidding, Facebook will automatically set the bid that helps you get the most leads at the best price. Manual bidding: If you know your true cost-per-lead, select manual bidding and enter that number as your bid. 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). HOW TO CALCULATE YOUR TRUE COST-PER-LEAD: It s important to know what a lead is worth to your business. For example, let s say you sell furniture and your gross profit is $150 on each sale. You also know that approximately 20% of inquiries on your website turn into a sale. Based on this information, the maximum you should be willing to pay for a lead would be $30 ($150 x 20% = $30). 8

9 AD CREATIVE Ad Creative FORMAT & IMAGES Carousel Create an ad with up to 10 scrollable images or videos. Use the space to show multiple products, highlight different features of a single product, tell a story or explain a process. Single Video Create an ad with one video. Capture attention right away with engaging visuals, mention your brand or product early, and try to keep it under 15 seconds. Slideshow Create a looping video ad with up to 10 images. Slideshows are quick and affordable to create, and play beautifully on any connection speed. Single Image Create up to 6 ads with one image each. Upload your own images or choose from our free stock photography. Also keep in mind that we recommend a 20% limit on text in your ad image. TEXT The ad text is a good place to tell people more about your business. Tell them what you re offering, and let them know why they should share their information with you. Select a call-to-action button that helps people understand the action they re taking when they fill out your lead form. For example, if they re signing up for an newsletter, use the Sign Up call-toaction button. 9

10 LEAD FORM Lead Form WELCOME SCREEN Add a welcome screen to your lead ad to give more details. For example, describe your product or service or tell people what they ll receive for submitting their info. Adding a welcome screen is optional. Provide more context. Use the space to tell people more about your business and highlight the benefits your products provide. Give people a reason to share their details. Consider offering a coupon or deal in your lead ad - anything that gives the viewer an incentive to share their information with you. 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. QUESTIONS This is the form that opens with the person s contact information automatically populated, based on the information they shared with Facebook, like their name and address. Ask only 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 out the form. Try providing some options for the answer that they can choose from instead. Limit the number of multiple choice options. 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 experience. Ask the right questions. Depending on the type of product or service you want to advertise, here are some questions you can ask to collect the information you need from potential customers. 10

11 LEAD FORM PRIVACY POLICY Add link text and a link URL to your privacy policy. As an optional step, you can check the box next to Add custom disclaimer if you want to add additional disclaimers to your lead form. Keep in mind that there s no character limit for the disclaimer. THANK YOU SCREEN Enter the website URL you want people to go to after they complete your form. This is a good way to direct people to your website for more information while they wait for you to follow-up. To edit or duplicate a lead form, follow the directions here.

12 COLLECTING LEADS Collecting Leads Leads can be collected through a CSV export from your Page, downloaded from Ads Manager, or accessed from some CRM partners. We recommend connecting lead ads to your marketing tools to help you save time and follow up quickly. DOWNLOAD FROM ADS MANAGER Please note we ll only keep your leads for 90 days, and leads older than this can t be downloaded. We recommend downloading your leads regularly. You can also download leads from your Page by following the directions here. 1. Go to Ads Manager and click on the name of your lead ad. 2. In the Results column, click the download icon. 3. From the Download Leads window that appears, choose either to download all your leads or only your leads from a specific date range, then click Download. Your leads will be downloaded to a CSV file. TIP: Follow up quickly! Contacting your leads right away can help drive better conversion rates and ensure your budget is spent efficiently. 12

13 COLLECTING LEADS RECEIVE YOUR LEADS AUTOMATICALLY Make follow-up easy by connecting lead ads with your marketing tools. That way, when someone completes a lead ad, the information will automatically appear in your list or customer relationship management (CRM) tool. This allows you to access all of your new leads in one place and removes the need to manually download a new CSV each time you want to see your new leads. Integrations are available for many tools including Gmail, HubSpot Ads, MailChimp, Marketo, Salesforce Marketing Cloud, Salesforce Sales Cloud, Segment Sources, Zoho Social and more. If a direct integration isn t currently available for your tool, you can use an application like Zapier or Leadsbridge to connect. 2 WAYS TO CONNECT LEAD ADS TO YOUR CRM Connect from your Page 1. Go to your Facebook Page. 2. Click Publishing Tools at the top of your Page. 3. Click Leads Setup. 4. You should now see a section called Leads Setup. In this section, you ll be able to connect to a CRM you re already using or connect to a CRM for the first time. Get additional directions here. Connect after creating your ad 1. Go to Ads Manager. 2. Choose Lead generation as your ad objective and follow the steps to create a lead ad. 3. After placing your order, you ll see a section called Get Form Responses Instantly. In this section, you ll be able to connect to a CRM you re already using or connect to a CRM for the first time. Get additional directions here. 13

14 MEASURING RESULTS Measuring Results To view your campaign results, go to Ads Manager. There, you ll be able to see your leads and cost-per-lead data. You can also download your leads either from the Results column in your reports, or from the Forms Library on your Page. Factors to consider when you view your results: 1. Cost-per-lead - How much are you paying per lead? 2. Lead quality - How many of your leads end up converting? Here s a quick example: Lead Ad Audience Targeting Budget Leads Cost/Lead Conversion Rate to Sale Sales Cost/Sale #1 Interests $ $2 6% 3 $33 #2 Lookalike Audience $ $4 20% 5 $20 In this example, the lead ad that used interest-based targeting received a better costper-lead than the campaign that used Lookalike Audience targeting. However, the lead ad that used Lookalike Audience targeting is receiving higher quality leads that are converting to a sale at a higher rate. We recommend looking at your results through the same lens to ensure you're optimizing to reach your end goal. TIP: Implement the Facebook pixel across your website to help optimize your ads and create Custom Audiences and Lookalike Audiences. You can also use the pixel to track downstream conversions (e.g., checkouts, donations) so you know the impact of your ads beyond just leads. 14

15 TEST & ITERATE Test & Iterate Like all advertising on Facebook, be prepared to test different variations to see what works best for your business. You may find that some iterations perform better than others, so take the time to find your ideal setup. Creative: Test different images or videos to see which ones grab attention. Lead forms: Create a few different ad sets with different forms. Experiment with forms to find the format that gives you the lowest costper-lead. Audience targeting: Targeting is often the biggest factor in a lead ad s success, so consider creating multiple Custom Audiences or Lookalike Audiences and test each one out. Ad objective: Create two separate campaigns: one using the 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 creative for both campaigns, but have the conversions campaign drive people to a web page containing a form fill. As you become more familiar with lead ads, try making small adjustments to enhance performance. Here are some common scenarios, and ways to adjust: I want higher quality leads. Use Custom Audience targeting. This is a great way to reach people who are likely to be interested in your business including existing contacts, website visitors, or people who have previously engaged. Connect your CRM and follow up quickly. Integrate lead ads with your marketing tools to receive lead information as soon as it s submitted, and then reach out immediately. Often shorter follow-up times will result in a higher likelihood of conversion. Ask a custom question. Instead of using default fields only, try asking 1-2 custom questions. For example, ask people to re-enter their phone number or address to ensure that it s accurate and add more friction. I want more leads. Use core audience targeting. Reach a broad group of people who might be interested in your business based on their demographics, location, interests and behaviors. Target a Lookalike Audience. Find new people who are similar to your existing customers by creating a Lookalike Audience based on a Custom Audience of your existing customers or website visitors. Provide an incentive. Consider including coupons or other incentives in the ad creative for lead ads. Make sure you re providing value in return for their information. 15

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