4 effective strategies for facebook lead gen ads

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4 Effective

Strategies

for Facebook

Lead Ads

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Presenters• Massimo Chieruzzi

– CEO at AdEspresso– @massimoCW

• Chadd Powell– Account Analyst at Hanapin Marketing– PPC Hero Blogger– @chaddpowell

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Facebook Lead Ads What are they? And why you should start using them right now!

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What are Lead Ads?

This is a Lead Ad.

It looks like any other Ad.

But when you click on it...

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What are Lead Ads?

There’s no Landing Page.

The data is gathered directly inside Facebook!

And it’s pre-filled!

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What are Lead Ads?

Boom!

I’ve downloaded the eBook in 15 seconds.

Without leaving FB...

Or typing anything!

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Why advertise to generate leads?

Ok, nice!

But why do I need Lead Generation?

I want SALES!

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Why advertise to generate leads?

Leads are a core asset of your business!Lead Generation is a way to build trust and engagement

A good mailing list is an asset that can last forever!

Sending an email is cheaper than any kind of ad

It’s not just about emails - Lead Ads work great with phone numbers too!

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Pros & Cons of Lead Ads

Easy: You’re three clicks away from gathering leads [Pro] No landing page or designer necessary

Works great on mobile [Pro]Users don’t have to type in anything most of the time

Not much space to explain your offer [Con]On landing pages you can add customer testimonials and more context to convince users of your value.

Potentially lower quality data [Con]Most of the emails you’ll gather are personal emails - not business ones.

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1) Pick the right offer!To attract quality leads at a low cost you’ll need a killer Lead Magnet

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Top Lead Magnets

● eBooks● Webinars● Checklists● Giveaways● Email Courses● Free Consultations● Physical Products & Trials

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1. Make it Quick to Consume

Lead Magnets should provide immediate gratification

Users won’t be ready to move to the next step until they’re done with the Lead Magnet!

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2. Address a Specific Niche

You’ll never satisfy everyone.

Address your customers’ specific needs.

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One size does not fit all.

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Just for me.Great!

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3. Use a Call-to-Action

Tell your users what to do after clicking…

and watch your conversion rate go up.

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2) Target Warm AudiencesUsers who already interacted with your brand are much more likely to convert than total strangers

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Users who already engaged with you are the most likely to share their personal information with you.

Start your Lead Ad experiments by targeting them first!

Start with the easy wins

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The perfect audience

For your first campaign target:Website Custom Audience with everyone who visited your

website in the last 30 days (the longer the timeframe the less likely they are to remember you)

But exclude from your targeting:Custom Audiences with all your customers and existing leads.

If you already have their emails there’s no upside in spending money to get it again

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Let’s check some numbers

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3) Less is MoreDon’t ask for too much personal information or you’ll scare your users away!

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The amount of personal data your users will give is proportional to the perceived value they’ll receive from

your lead magnet.

Advanced Retargeting Strategies

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The more value the more data

Newsletter

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50 Page eBook

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Physical Product

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Let’s check some numbers

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4) Follow Up… IMMEDIATELY!Waiting months before using those leads is like taking a highway to the spam folder!

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This is where most advertisers fail

You create a great Ad

Leads start coming in

You do nothing for 2 months

Then all of a sudden you hit “Send”

The Worst Sin of Lead Ads

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And your leads no longer have a clue who you are.

And why you’re contacting them.

So...


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What to do after a lead comes in

When setting up a new Lead Ad campaign, plan ahead for the next steps:

Follow up immediately: Deliver your lead magnet and introduce yourself

Set expectations: Tell them the frequency of emails you’ll send them and why they’ll want to read them

Build a workflow of emails: Engage with your new leads. Provide them value and convert them into customers!

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What to do after a lead comes in

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Here are some tools that will sync - in near real time - your Facebook leads with your CRM/Email Marketing tool:

AdEspressoConnectLeadsDriftrockLeadBridge

Lead Ad Sync Tools

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BONUS: Lead Ads RetargetingLearn how to retarget Facebook users based on their interactions with your ads

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Once your Lead Ads are up and running, there’s still more value you can get out of them:

Convert Leads into CustomersCreate a Custom Audience with all the users who responded to your lead ad and target them with a new campaign aimed at selling them your product.

Convert “undecided users” into LeadsSome users won’t complete your Lead Ad form. They may not be convinced about your offer, or they may not trust your company. Still - they showed interest in your lead magnet by clicking on the ad. Let’s convert them by creating a custom audience of just them, and this time, send them to a landing page where you can add more details to your offer!

Advanced Retargeting Strategies

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How to Create Engagement Audiences

Access your Business Manager and go to Audiences

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Click on the brand new Engagement on

Facebook option

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Lead Ad of course!


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Pick your form


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And what engagement to

retarget


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Would you like an offer?

A. 30% discount on an AdEspresso account for 3 months

B. Get an account analysis by the experts at Hanapin

(For accounts spending 15k+/month)

C. Both

D. No Thanks!

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: [email protected]

AdEpresso Feedback: [email protected]

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4 effective strategies for facebook lead gen ads

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