You may know about boosting a post or various other ways to advertise on the social media giant. But do you know about Facebook Lead Ads? Today Liz goes over what they are, why you may want to use them and how to set them up.

Liz mentions Hootsuite studies. Those can be found here

Episode 0315

Facebook Lead Ads 101


Sandro: [00:00:02] Welcome back to Liz and Sandro’s Marketing Podcast. We’re the podcast that helps your small business grow through all things digital marketing, including email marketing, reputation management, SEO and so much more. Today Liz is going to be talking about Facebook lead ads.

Liz: [00:00:19] Yes. We’ve talked a lot about Facebook ads and there are so many different types of ads. And I thought it would be good to chat about this particular kind because I think there are some pretty unique aspects to what Facebook calls a lead ad. So this is an ad that allows potential customers to sign up for what you’re offering without having to leave Facebook. When they click on your ad, instead of going to your landing page, a form is going to appear and it will be prefilled with data because we give so much information to Facebook. So think name, email, phone.

Liz: [00:01:10] So, yeah, that form is going to be prefilled. They can fill out any other custom fields that you’ve created. They can click submit, and then the business owner or the marketing agency or marketing rep is sent the contact info for follow up. It’s really important to make this distinction that they are not being sent to your website, that everything takes place on Facebook.


Pros of Facebook Lead Ads


Liz: [00:01:22] And that leads right into some of my pros of why you would consider doing this type of ad. People are looking at Facebook on their mobile phone. They want that in-app experience and being kicked off, kicked to another site sometimes is not appealing. This keeps, keeps them right in the Facebook app. They can fill out the form and be, get along with getting back to their content in their News Feed.

Liz: [00:01:40] Another pro for me I think is that if you catch people in the right stage in the sales cycle it can be a really easy way to capture leads. You don’t have to, especially if you’re a small business or a solo entrepreneur and you just don’t have tons of skills to build landing pages with great graphics or video. If again, if you catch them in the right stage of the buying cycle the right form, the right questions, it’s all right there.


Cons of Facebook Lead Ads


Liz: [00:02:19] Now in terms of cons; if you are a business that requires a lot of info about your prospect, then this could get tricky. I mean you do have the option to create I think it was like 15 or 20 fields. So yes, theoretically you can capture a lot. But again keep in mind that as people are scrolling through their news feed, they see your ad, ‘oh sure yeah, I’ll fill out this form.’ Are they going to be more likely to fill out a form that has 3 fields or 15? So you have to kind of think through that.

Liz: [00:02:56] The other thing to consider is mobile versus desktop. I believe it was Hootsuite who has done some pretty extensive testing and we’ll link some articles in the show notes for you. But they had done some comparison testing and found that the lead ads do work great on mobile because again, you’re in the app. You don’t want to get kicked to another website. But individuals who are on their desktop and have more visual space maybe a little bit more time, might be a little bit more inclined and willing to go to a landing page. And if they do want more information, the lead ads, you’re essentially, I’ll get into this in a minute but you see the ad. You fill out the form. That’s really about it. As opposed to sending someone to a landing page where you can really further educate them.


Setting A Lead Ad Up


Liz: [00:03:43] And that ties into the third piece that I want to talk about, is walking you through some of the setup with these lead ads. It’s very similar to building a regular, what, what is regular on Facebook anymore? But it’s very similar to setting up any other ad on Facebook. But when you get to the set up page you’re going to click the ‘lead generation’ option and you can build your ad as you normally would. So selecting your targeting, your placements, any, any specific timing, time, any times of day or days of the week, all of that is the same.

Sandro: [00:04:21] Affinity or income levels, you can do that too?

Liz: [00:04:23] Yes. Yes. So the steps are going to be the same until you get to the end, where you actually need to build your lead form. And again, this is where you can do quite a bit of customization. I believe it was 15 or 20 form fields and a good chunk of those can be customized. Obviously there’s going to be some standard ones, name, phone, email. The lead ad that we’re testing right now is for a speaker, she’s a keynote speaker, and I think one of the form fields we tested was “When is your event?” Just so any leads that come in we have an idea, is it six months, is it nine months, is it 12 months? That’s a, that’s a good example of a way to customize your form field.


Know Your Market


Liz: [00:05:10] So again, we will link to some great articles by Hootsuite because they have some great examples. But my advice with again, any type of Facebook ad is to know your market, know where they’re at in the sales cycle and then test, test and test some more. Test your offer, make sure it’s enticing. You might run your ad the first time and get no results. Well, now you’ve got to go back and figure out what, was it the text, was it the offer, was it the button link?

Liz: [00:05:40] There’s lots of things that you can test. Test the form fields you want to capture. Again, I think the fewer fields the better in general. If you have nurtured an audience or you are at a point in the sales cycle where they are pretty educated and they’re ready to move forward. And maybe yours is a product or service where you have 10 form fields, they might be willing to fill those out. So again, it’s all about testing, knowing your market and honing it, tweaking it and refining the process as you go.




Sandro: [00:06:14] Well I love the simplicity of these, that’s for sure. You can just tap a button and you’ve got a warm lead right off the start. So if you’re a law firm and you run a lead ad on say, divorce law or family law, you just tap a button and the lawyer will call you or somebody from there will call you, right?

Liz: [00:06:30] Yeah. So Sandro and I have, well he’s an acquaintance of mine I think you know him a little well. He was working with a business that, what did they do? They, they dried your bouquet or preserved your wedding bouquet. And with all of the awesome targeting options on Facebook you know, you can target brides who were recently married and it was delivered at the right time. I mean that’s kind of a no brainer, like you either want to preserve your wedding bouquet or you don’t. And if all you have to do is fill out three or four form fields and click submit. You know, there you go, lead.




Sandro: [00:07:05] Yeah or just target women who are engaged because, guys, we don’t know. You can preserve your bouquet? What?

Liz: [00:07:12] Who knew.

Sandro: [00:07:13] Yeah, so that’s a great, good point, great targeting option. And I actually liken this to the ‘jobs offered’ thing now on Facebook that your business can run. You just tap a button to apply for the job.

Liz: [00:07:25] Yes. Yes.

Sandro: [00:07:27] We do, you do get three options so you can ask, “Do you have prior management experience?” Just yes or no questions, things like that. So I do liken it to that.

Liz: [00:07:37] Side note: I love how far we’ve come with Facebook being ingrained in our lives. Well maybe five years ago we were all, maybe more than that but we were all freaking out about keeping profiles private and not doing anything inappropriate because potential employers could see what we’re doing in our personal lives and now we’re just like ‘Yeah, we’ll apply right on Facebook. Let’s go for it.’


Similar to Facebook Employment Posts and Ads


Sandro: [00:08:01] It’s one of the favorite things my clients have when they put out an employment ad on Facebook. They can, as soon as somebody applies you can click on their name and see their whole feed. As much as they allow on their Facebook, so they can go through their Facebook.

Liz: [00:08:15] OK.

Sandro: [00:08:15] They love that. So, it still happens but people just don’t care. The bar has been lowered.

Liz: [00:08:20] Sure, sure. So yeah, you could still have a very locked down profile, you could not share as much, you could prohibit tagging. So theoretically, if you’re getting into shenanigans every weekend that wouldn’t be seen, but…

Sandro: [00:08:36] But there are still people that don’t. My clients have seen some potential hires and then they look through their Facebook and go, ‘Oh, let’s just pass.’

Liz: [00:08:43] Wow. Well yeah, so those are my thoughts on Facebook lead ads. Again, there’s so many ways that you can target people on Facebook. You just got to get in there, explore, do a little reading and do a little testing and figure out what is going to work best for your business.

Sandro: [00:08:58] Thank you very much Liz and thank you for listening. You will find us wherever you find your favorite podcast, Spotify, iTunes, Google Podcast, Stitcher and more. If you like what you hear, we’d love a review. You’ll also find us on Twitter, Facebook and Instagram and we’ll leave our email address in the show notes. You can send us a question or any comments you may have. Thanks again for joining us and we will see you next time.