Facebook opens the personal information floodgate to advertisers
1 October 2015
Brand new lead ads, add more leads
We’ve always been frustrated by Facebook’s stranglehold on audience’s attention. Having to take a user out of the Facebook environment to enquire or subscribe is often one step too many. At last Facebook has recognised this and developed a new type of ad that allows you to collect lead information from within the facebook platform.
Whether it is for newsletters to promote your brand, nurture campaigns to create interest in your product or service, or for a pure sales campaign, gathering new leads is a source of income.
Facebook Lead Ads are a way to run lead generation campaigns through a powerful social media platform. If your product or service can be sold online, this is an extremely powerful way of generating extra customers; it is also a powerful way of increasing your brand visibility and gaining advocates.
Using the Facebook Advertising Platform
Facebook understand the power in online advertising through social platforms. As well as having a depth of understanding about the pain points a user goes through when sighing up for something online, so they have done testing to ensure the process is simple but still gives power to the user.
Through making use of information already given to the platform such as name and email address, this information can be prefilled in the lead ad form. The user then has the opportunity to confirm which information is included before they press submit. This means they can have the final say on the data they are including when they choose to opt-in, fulfilling privacy requirements.
As an advertiser, you have a range of items you can use to pre-fill the form, and if the user has already submitted it in their profile, it brings the whole process down to a few taps, meaning that you can collect leads in a quick, simple manner.
Historically, marketers have to be careful about how much data they request from someone filling in a form. If it is too laborious, especially in the case of filling out data on a mobile device, the user will not give their details unless they really want the offer.
With these lead ads calling on data already within the Facebook database, the pain points are reduced. This makes signing up is a faster, simpler process with a higher level of detail available, and a greater success rate.
The Pre-Fill options include:
- Street Address
- Company Name
- Job Title
Call to Action
The current call to action options are very simple and soft, there is no hard sell opportunity with Lead Ads, the aim is to gather sign-ups for newsletters, price estimates, follow-up calls and business information. If you want to sell directly to a Facebook audience, this is done through other products that Facebook has including Buy Buttons.
Current Lead Ads CTA’s:
- Sign Up
- Learn More
- Apply Now
- Get Quote
Questions You Can Ask
There are also a range of question you can ask, as shown in the image below, with a limit of three additional custom questions. Just remember, while you may want to ask for further details to qualify your leads, asking too much can also cause a higher drop off rate.
It Keeps Users on Facebook
Lead Ads are one of many products Facebook has been introducing to keep users interacting on Facebook, with Instant Articles, Buy Buttons and other products allowing a user to make a purchase without heading to an external website.
From a user point of view, they can have a faster loading speed, less distractions and get to the content they are looking for with ease, which is likely to bring higher engagement and conversions. However your website may not have as much traffic as a result.
The key is what you do with the leads you gather.
Keeping Your Leads Engaged
If you are getting email or newsletter signups, be sure to follow through with the expected response and quality engaging content in a timely and consistent fashion.
If someone wants a quote, be sure to respond quickly in their preferred method of contact and if they are downloading something, be sure it’s formatted to be read easily on mobile platforms.
Just as important as the ability to gather leads is the ability to keep connecting to them and building that customer relationship. After all, this is the essence of building your brand trust with your customers – delivering on your promises.
Want To Know More?
Nous works closely with Facebook to understand and implement the latest tools and advertising best practice for our clients. If you would like to work with Nous on your current Facebook campaigns or are just looking for advice, feel free to get in touch.