10 Tips for Better Facebook Lead Ads
Facebook Lead Ads have been added recently by Facebook as a new ad format. When it was still in private beta it was great but now that it’s been out, it’s disrupting lead generation. If well executed, Lead Ads are a cheap, effective, and ROI focused strategy to get a lot more potential clients.
If you have been following me or my husband for a while, you know that one of the things that really helped Zebra Advertisement build a brand is to present the results of the split tests we’ve been running at marketing conferences. Facebook split tests are always interesting and we’ve tested over 25k ads over the last couple of months. Some 7k of which are related to Facebook Lead Ads.
Here are ten findings that on average measurably improved the results of lead ads.
1. Include Offers
People are much more likely to share personal information such as email and phone number if there is a really good reason to do so. Create leads ads when you are offering something valuable that the audience can really benefit from. Think that’s obvious? We tested 1,500 lead ads specifically to find out how using an offer compares to ads without offers and it turns out that ads with offers performed better 67% of the time.
2. Keep the Text before the Forms Short
Sometimes it’s beneficial to cramp in as much text as possible. With lead ads, it’s the other way around. Keep the text to a minimum! People decide right then and there whether they want to sign up for what you are offering or not. Little text forces you to be to the point and shortens the amount of time people need to get to the form fields.
3. Reduce the Number of Form Fields
The more fields you have in a form the fewer people will end up filling the form. Especially if you are using Lead Ads for remarketing, keeping the number of fields to a minimum is recommendable. People already know your brand by then, so there is no need to challenge their attention span by asking for more than the absolute necessary information. In general, filling a longer form takes longer and people are fed up by taking a long time to get things done. This is especially true if you are running Lead Ads on the mobile newsfeed.
Here is an example of a minimalistic form with very few fields:
Fields are automatically filled in with the information from people’s Facebook profiles. If you are looking to get newsletter subscribers, consider having just the email field.
4. Monitor Comments
Leads ads can be liked, shared, and commented on just like any other Facebook ads. Facebook users expect customer service to be extremely responsive which means that ad engagement needs to be monitored and managed. Respond to comments and don’t forget to stay true to your brand while doing so! Use the smiley icon to add a sticker or attach a photo for instance:
5. Test Annotated Images
Annotated images are simply images with text on them. As mentioned earlier, it is a best practice to test images with text to reiterate an offer. More often than not, people scroll through their Facebook home page looking at images and not at the text that comes with a post. Combining a nice image with a catchy text is something you should definitely test to see if those ads generate more engagement.
6. Stress the Call-to-Action
Have you ever walked into a store where the doormat at the entrance advertised another business? If so, you know that they usually say what that business offers and where they are located. What it usually doesn’t say is what the person reading it is supposed to do – buy something, call for an appointment, walk over there, and so on. So you walk over that expensively designed doormat without ever feeling encouraged to take action and consequently, you keep on walking. In 99% of advertising formats, a call-to-action really helps and lead ads definitely belong to that group.
It’s not always enough to keep the text of the lead ad short if it doesn’t include the call-to-action. Remember, you want to say the most important things. What’s more important than to tell the customer to click that sign up button? Since lead ads are new, a call-to-action also helps to set the right expectations. Sometime people click on “sign up” but are actually surprised to find a form after they click because they are not familiar with lead ads yet. Including the call-to-action in the text dramatically reduces the drop-off rate at that point of the sales funnel.
7. Try to have people take action on your site after they submit the form
Even though your goal is to get the lead, try to get the most out of what Facebook Lead Ads can do. Facebook shows a link to your website which is displayed after generating a lead. Usually, people are much more likely to convert on a website after they already shared some of their personal information.
8. Automatically integrate the leads with your funnel
Facebook Lead Ads integrate with many CRM systems which is great news if you are trying to automate parts of your business. Here are some examples of what you could use:
- Oracle Marketing Cloud
If you are using any of the tools above, Facebook will be able to insert the new lead in your database so you can take it from there.
9. Follow Up on Leads Instantly
Potential clients are likely to compare different products and services. Make your mark right away by following up on leads as soon as they come in. Waiting too long before delivering what was promised to people who converted dramatically reduces the chances to convert the lead into a sale.
Tip: If you are collecting leads outside of Facebook, e.g. with a form on your website, talk to your programmer regarding real-time lead notifications. You can get a message when people started filling in the form and if they have gotten to the email or phone number field, you can reach out to them while they are still filling in the form in case they have questions.
10. Keep Testing Ads to Reduce the CPL
The lower the CPL (Cost-Per-Lead), the better. Strategic A/B testing of images, texts, headlines and other elements of the ad can significantly reduce the cost-per-lead. It is a best practice to test 4 to 5 ads at a time. The trick is to only test one element at the time and leave the rest of the ad identical to the rest of the ads that are being split tested. So if you are testing images, the ads should be identical except for the image and so on.