With that kind of reach, it’s no surprise that 4 million businesses now advertise on Facebook, and there are Facebook ad formats for every business goal. What are Facebook lead ads? So, what are lead ads? When users click or tap on your lead ad, they are taken to a form that’s already populated with contact information from their Facebook profile, so it can be completed with as few as two clicks or taps, and little to no typing. How to create a Facebook lead ad Here’s how to set up Facebook lead ads, step by step. Step 4: Choose what information to collect Click Questions to select which types of information you would like to collect from the people who click on your Facebook lead ads. Then choose your thank you screen, which is the page people will be linked to once they complete your form. Email newsletter theSkimm used friends-of-friends and lookalike audience targeting to reach its core audience of busy, professional women aged 22 to 40. Monitoring the ad’s performance during the campaign, the Cisco WebEx team found that including too many questions in the form reduced conversions and increased cost per lead, so they fine-tuned the form to make sure they were asking only for the most important details. Using pre-populated forms and a few simple questions with drop-down or radio button response options, the company used Facebook lead ads to start the test-drive sign-up process with a few taps.
More than half of the 324.5 million people in the United States use Facebook—eMarketer estimates that 171.4 million Americans will use the social network at least monthly in 2017. And if that number sounds big, keep in mind that about 85 percent of Facebook users actually live outside of the United States and Canada; the social network has a total of 1.86 billion monthly active users worldwide.
With that kind of reach, it’s no surprise that 4 million businesses now advertise on Facebook, and there are Facebook ad formats for every business goal. Today, we’ll focus on Facebook lead ads, and explore how companies are using this mobile-friendly type of advertising to their advantage.
Bonus: Download a free guide that teaches you how to turn Facebook traffic into sales in four simple steps using Hootsuite.
What are Facebook lead ads?
So, what are lead ads? They’re an ad format that allows potential customers to take the first step to connect with your business in a low-commitment, low-barrier way by signing up to receive information, a digital offer like a newsletter or coupon, or even a real-world experience like a product demonstration or a test drive.
When users click or tap on your lead ad, they are taken to a form that’s already populated with contact information from their Facebook profile, so it can be completed with as few as two clicks or taps, and little to no typing. That’s especially important for the network’s 1.15 billion mobile daily active users, since filling out forms on a smartphone takes almost 40 percent longer than doing so on a desktop.
You can then download the contacts from your lead ads campaign for your sales team, or connect them to your CRM or mail program.
How to create a Facebook lead ad
Here’s how to set up Facebook lead ads, step by step.
Step 1: Read and accept the specific lead generation terms and conditions
Open Ads Manager and choose the marketing objective Lead generation under Consideration.
Under Page, choose the Facebook Business Page you want to collect leads for. You will need to review the terms and conditions for lead ads for each page you want to promote. Read them carefully, as they contain specific details about how you can use the information in the leads you collect, and your privacy responsibilities. Once you understand the terms, click I Agree to Terms and Conditions.
Step 2: Choose your audience, placement, budget, and schedule
Scroll down to select your parameters for each of these categories. Keep an eye on the meter on the right of the page that shows your estimated daily reach. Keep in mind that you cannot choose an audience younger than 18 for lead ads.
When choosing your ad schedule, make sure not to run ads that require follow-up at times when your sales team is usually very busy or when your office is closed.
When you’re happy with your selections, click Continue.
Step 3: Create your ad
Choose your ad format (carousel, single image, single video, or slideshow), and add your images.
Scroll down to enter your headline and text. Make sure to clearly describe your offer with a valuable benefit, so viewers will be motivated to share their information. Then, enter the text for your call-to-action button or stick with the default “Sign up.”
If you use the Facebook pixel to track your Facebook ads and how people interact with your site, click Advanced Options to add it.
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