Top Tips: Lead Generation on Facebook

Thomas Schoemaecker

Marketing

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While creating Lead Ads on Facebook is relatively simple, there are lots of things to consider to get the most out of your lead generation campaigns and grow your business.

We’ve seen an array of clients run effective lead generation campaigns across different verticals: in B2B, financial services, auto industries, real estate, construction, even newsletter list building for ecomms or other businesses… and Facebook’s lead generation success stories keep growing in quality and quantity. To run your own effective lead generation campaign, keep these tips in mind:

 

#1 - Keep your Cost per Lead down on Facebook

While Facebook is sometimes referred to as a discovery platform, more and more advertisers are seeing lead generation performance there. So what do you need to do to keep your CPL (Cost per Lead) down?

1. Optimize for Mobile

Facebook is above all a mobile platform. Have you tried filling in a form on your mobile recently? How easy was it? If you have to drive people to a landing page, make sure that:

  • It loads fast. 3 seconds max - Google published a report last year showing that 53% of users abandon your site if your page takes more than 3 seconds to load. You have been warned.
  • You keep the number of fields to an absolute minimum. Don’t ask for date of birth, ask for age. Don’t ask for an address if you don’t need it.
  • Use thumb-proof buttons and fields.
  • You enable context sensitive remarketing. Remember that even with the best mobile experience, sometimes users don’t have time to fill in details if they’re on the move. Remarket to these users easily with custom messaging that picks up right where they left off.

There is plenty of online advice about how to build the perfect landing page, so I will not add too much on this, but keep in mind that in 2017 you have no excuses for promoting poor mobile experiences. Both Facebook and Google now penalize you for that.

 

2. Experiment with Facebook Lead Ads

Facebook’s native Lead Ads are a powerful way to collect data that Facebook already knows about the user in a simple, mobile-optimized experience. This means users don’t have to retype their details several times. Facebook then passes the details to you real time via their API and CRM & ESP integrations, or drops them in a file for easy download.

This improved UX means less friction and more leads for your investment. If you have not tried this format before, give it a shot. Facebook even added a context card, conditional logic, and pre-populated fields to cover most use cases.

Do keep in mind that these formats are not suitable for every business:

  • Facebook doesn’t enable you to track these leads using UTM view or click tracking tags -– comparing their performance to your existing channels will be tricky.
  • Downloading the lead file can be manual and tedious. Make sure you automate the transfer of your leads into your CRM or using one of the existing integrations from Facebook.
  • Facebook won’t allow you to request sensitive data such as passport number or national insurance numbers on these forms. If you need this to do some kind of pre-qualification with sensitive information, then you may have to host the form on your own site.

 

#2 - Increase your Conversions from Lead to Sales

Once you’ve invested into getting leads, how do you make sure that they are converted into real sales?

1. Speed. Is your business ready for it?

Your business must be ready to handle these inbound leads in quasi real-time. Challenge your systems or call centers to follow up a lead within 15 minutes. We live in the world of instant connections and the customer expectations are clear. If you’re not there now, customers will continue shopping elsewhere.

2. Add Friction and Nurture

Sometimes advertisers will call this maintaining lead quality. Accurate targeting that taps into Facebook’s interest, behavior, or lookalike audiences can help improve it. If you find that you have too many “cheap” leads it may be time to change your form…

  • Ask for more details like “when is your insurance due for renewal?” or “what loan amount are you looking for?” or even “how old is your current car?”
  • Add a context card to better explain your sales process or product and introduce some kind of friction.
  • Set up a double opt in email that’s sent within a few minutes of getting the lead to confirm that the subscriber gives permission to email them. 
  • Not every product converts immediately. For example, you won’t sell a pension fund, an investment product, a master’s degree or a $20,000 holiday package with a single ad… Use lead nurturing techniques to drive users through a softer conversion funnel. For example, you can use lead ads to get a prospect to download an online report or brochure, then add them to a regular newsletter and serve more ads about your services and ads targeted at selling once they know more about your business and products.
3. Optimize for sales, not leads

Some of the best advertisers out there are saying that CPL is becoming a metric of the past. They’ve seen too many campaigns generate super cheap leads by making unrealistic offers. The best way to optimize for sales, instead of just the maximum number of leads is to use your own business data.

Gather data on which kinds of leads are creating sales and shift your campaign budgets to those better converting audiences. Smartly’s integrations with 3rd party data e.g. Google Analytics and server-to-server integrations can be very useful for this.

 

#3 - Scale Your Creatives Automatically

Smartly’s Automated Ads allow you to run complex campaigns in a single set via a manually created or automated feed. This feed can be as simple as a Google spreadsheet.

Let’s take two examples:

1. Auto: getting test-drives for your new SMW model. You have a network of 300 car dealerships and you want to reach the right people around each dealership with a custom message. Smartly can easily set up a localized campaign that will do that.

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2. Insurance: insurance premiums can vary by location. How about reaching out to pre-authorised customers based on their home address and giving them a customized offer like in the creative example below?

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