Facebook Lead Ads: How to create them and what’s their value to your business?
In the digitally active and mobile-centric world we live in, it is convenient and unavoidable to use mobile phones for business. Mobile phone remains one of the most efficient ways to directly interact with potential customers. Signing up for offers, newsletters and other content from websites required consumers to fill lengthy forms, a process that’s quite cumbersome particularly if it’s being done on a phone. Of course, optimizing your business for local search results can open doors for new customers. However, Facebook’s massive reach can help you convert more.
A few months ago, Facebook came up with an innovative solution known as Facebook lead ads. It provides a quick and safe way to receive marketing material like newsletters, contests, events, quotes and offers straight to the mobile phone. This new feature has made signing up for business-related information easier for users.
What is Facebook Lead Ads and How Does It Work?
Facebook lead ads are a new marketing tool meant for generating leads via the mobile phone. Upon clicking the call-to-action, the user is redirected to a form with prefilled fields such as the user’s name, sex, email id, and much more, provided this contact information is already shared on Facebook. With such automatically populated contact information, the process of filling up a sign-up form becomes easier.
- First tap: Click and open an ad
- Second tap: Submit the pre-filled form
Furthermore, people who are interested in your advert can access it without having to leave Facebook, without interrupting their other Facebook-related activities. Such interruptions, incidentally, have been one of the major factors why most adverts fail to convert.
How to create lead ads for your campaign
Creating lead ads is actually simple. All you need is:
- A business page on your Facebook account categorized as “Business page”.
- The image you want to share in your lead ad.
To begin, head over to the power editor.
It is interesting that there doesn’t seem to be any way of getting to power editor directly from your pages, (like through an icon) but, I have tried this method and it seems to work:
- From within your Facebook profile, click on the down arrow on the top right-hand corner of the page, scroll down and select ‘advertise on Facebook’. This will take you directly to the ‘facebookforbusiness’ page.
- Click on the ‘learn how’ tab, and scroll down to ‘power editor. When the page loads, click on ‘get started’ and power editor will load.
Note that if you choose the create ads option, you will not see the option for lead generation for mobile phones.
Once in power editor, you’ll see three levels, that are involved in lead ads creation: Campaigns, Adsets, and Ads.
Click ‘create campaign’ and fill in the options as follows:
- Create new: enter the name of your campaign and select action under buying type.
- Under objective, select Lead generation
- Type in the adset name
- Provide the name of your ad and click ‘create’.
- Select the adset option in the power editor. Choose the relevant business page from your list of pages. Lead ad terms and conditions will appear. Click ‘agree’ on the T&Cs page.
- Set your budget, the schedule for running the lead ad and define your target audience (minimum age is 18).
- Set placement parameters. Placement refers to the platform where the ad will run. You can only optimize for mobile devices. Select ‘all devices’ (unless you’re targeting users who operate on a specific OS in which case you can select that OS).
- Under ‘optimize for’, choose ‘leads-recommended’. Also, select ‘get the most leads at the best price’.
- Under delivery type, select ‘standard’.
- Click on the Ads option in the power editor. A dialog box named ‘Create new form’ will appear.
- Name your form and select the preferred language for filling in the form. Click next.
- The page that loads next has name and email already selected. You can toggle the ‘show more options’ button. You also have the option of adding up to 3 custom questions. You can find categories for the questions you want to ask on the right-hand side of the lead form.
- Click next and a page will load, showing the summary of all the information in the preceding pages.
- Lastly, provide a link to your website. When users submit their forms, they will be prompted to visit your website.
- Click next and a preview of your form will load. Click on ‘create form’, then finally click on ‘upload changes’.
Note that in order for your ad to upload, you need to set a payment method. You can do this in the ads manager.
Capturing and using leads generated through Facebook lead ads
Lead ads can be integrated into CRM, making analytics faster and easier. This functionality means that businesses can assess the performance of their advert in real time and respond accordingly.
You also have the option of integrating your CRM and Facebook API or manually downloading a CSV file of your real time leads from your system.
‘Facebook pixel’ allows you to go a step further if you want to learn which of your ads actually convert.
Capturing leads without having the need to build landing pages might be the most popular aspect of Facebook’s lead ads. Another interesting aspect is that as an advertiser you don’t need to build any more assets between your offer and your ad. Lead ads can do it directly from Facebook.
Impact on mobile phone advertising
Prior to Facebook lead ads, the only option available to businesses was the use of link shares, which direct customers to a landing page. This system presented a host of user problems such as:
- Web pages typically load slower on mobile than desktops,
- Some websites are optimized only for web UI, making it harder for a large form to be visible on a mobile phone screen.
- Users had to leave their Facebook page.
This scenario will change as more businesses adopt the use of lead ads, making for a better user experience and creating better interaction between businesses and their customers. It would also reduce the amount of resources invested in generating advertising material.
The 2015 internet trends report released in May this year shows that as of 2014, people spend more time on their mobile phones per day (51%) than on their desktops (42%). Coupled with the fact that Facebook has a wide global reach of 1.55 billion users, it doesn’t take much to see the opportunity presented by Facebook lead ads.
Mohammad Farooq works as a Social Media Analyst. When not doing anything related to Social media, he goes backpacking around India. He regularly blogs about Travel, Movies, Political Issues and a lot of other things on his blog ReveringThoughts.
If you liked this post, check out our Small Business Guide to Advertising.