How to Create Instagram Lead Ads

How to Create Instagram Lead Ads

How to Create Instagram Lead Ads. Want more leads? Instagram lead ads let you collect valuable contact information from potential customers without pushing them off of the platform. If you have existing lead/customer data, always use a lookalike audience. Facebook now lets you create an audience of users who successfully opened and submitted a lead form, so you can dynamically exclude incoming leads. Users are impatient, and making the process easier (by letting users submit their info in just a few taps) benefits both parties regardless of device. The context card appears after users click on the ad and before they submit their information. This is where you lay out the benefits of submitting the form to your prospects. This makes it easy for users to submit this information. You can add up to three custom questions, but use these sparingly.

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Do you advertise on Instagram?

Want more leads?

Instagram lead ads let you collect valuable contact information from potential customers without pushing them off of the platform.

In this article, you’ll discover how to set up lead ads on Instagram.

How to Create Instagram Lead Ads by Deirdre Kelly on Social Media Examiner.
How to Create Instagram Lead Ads by Deirdre Kelly on Social Media Examiner.

#1: Choose the Lead Generation Objective

To get started with lead ads, create a new ad campaign and select Lead Generation as the objective.

Choose the Lead Generation objective at the campaign level.
Choose the Lead Generation objective at the campaign level.

#2: Define Your Audience

Next, continue to ad set level to define your audience targeting. If you have existing lead/customer data, always use a lookalike audience. Upload your customer list to use as the source audience to build your lookalike audience.

Define audience targeting for your Instagram lead ad.
Define audience targeting for your Instagram lead ad.

Using your customer list as the source audience will give you better results than simply using existing leads from previous marketing efforts, which include people who have yet to drive any real value for your business. People who’ve actually spent money with your business (rather than just signaled interest) provide much stronger data for Facebook to work with.

It’s even better if your customer base is large enough to segment out a portion of higher-value customers (e.g., repeat purchasers, high-spend purchasers, premium subscribers, etc.) to use as your lookalike source. Remember, though, Facebook recommends using a source audience of at least 1,000 users for best results.

Always exclude existing leads so you’re not wasting impressions and ad dollars. By continuously retargeting the same users, you can stimulate negative feedback, which will deflate your relevance score and hurt your CPMs (cost per thousand impressions).

Facebook now lets you create an audience of users who successfully opened and submitted a lead form, so you can dynamically exclude incoming leads. With all other leads, you’ll have to manually upload data to Facebook before excluding people.

Create a custom engagement audience in Facebook Audience Manager.
Create a custom engagement audience in Facebook Audience Manager.

#3: Select Your Ad Placement

Under Placements, select the Automatic Placements option, because that only includes the Facebook news feed and Instagram anyway. Audience network and all other Facebook placements are ineligible.

Choose the placements where you'd like your lead ads to be served.
Choose the placements where you’d like your lead ads to be served.

Although lead ads were originally rolled out just for mobile, Facebook realized that advertisers face all of the same obstacles on desktop too. Users are impatient, and making the process easier (by letting users submit their info in just a few taps) benefits both parties regardless of device. By selecting auto placement, your ads will be delivered on…

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