Facebook is a great place for lead generation, not only because of the introduction of the latest lead ad, but also because of the wide reach in Singapore. It still holds the title as Singapore’s most used social media.

But to fully leverage onto Facebook’s extensive reach into our Singapore market, there are 3 Facebook ads for lead generation that you must know:

#1 Must-know Ads: Lead Ads

Lead Ad is one of the latest ad form that took Facebook by storm. It allows users to fill in registration forms for your online offers/discounts on Facebook itself, hence reducing the hassle to direct them to a an additional page.

After clicking the ad, users will be directed to a context card that allows them to read more about your offer. If the s/he is keen, she/he will click on the blue button and enter their details on the form that pops out. Customer can also click into terms and condition to reach about the disclaimers.

Why Should You Know Lead Ads?

It is by far the most affordable form of lead generation on Facebook. How do we know that? We tried it on the Singapore market. If you are thinking for your users, it is more definately more user-friendly since Facebook helps them to automatically fill in the form details — they just have to key it once and Facebook will remember their details for future forms.

The only catch is the ad’s integration to third-party CRM, which isn’t as extensive as we are hoping but they have been increase the number of direct integration to other software. For further detail on lead ad, have a look at our review article on it.

#2 Must-Know Ads: Conversion Ads

Before Lead Ads, conversion ads were the main form of lead generation. That saying, it doesn’t mean Lead Ads has completely taken over the role of conversion ads. To many marketers, it is still the preferred choice of lead generation ad mainly due to the flexibility of designing an “lead generation” page, namley a landing page.

Conversion Ad bring users from the ad to another page, a landing page in this case, where they can provide more information on the offer and persuade them to leave their details for future contact.

Why Should You Know Conversion Ad?

The context card inside lead ad does allow marketers to fill in an unlimited amount of information (there is no word limit), but the design is pretty standard.  Yet, some marketers prefer to create a customised landing page to optimisation for lead generation and for a better user experience, as a whole. In the customised landing page, you can include additional product/service video that is not being shown on the ad, add multiple images to illustrate your product/service benefit and etc — all of which isn’t possible on lead ad’s context card.

But with the customisation, it mean you will have to manually add in a tracking code to integrate Facebook to your site. This is a comparatively more tedious step but its essential. It allows you to track a user action and optimise your ad to drive that specific action.

That being said,  conversion ads allow you to track a variety of action, which Facebook calls it event name,  that is not limited to lead generation:

For lead generation, what we are interested is “Completed Registration” to ensure that we receive the customer’s email detail. “Lead” is great but you will not be able to ensure that they complete filling the form and it is important to receive email address. Otherwise, it will be harder for you to convert them from lead to customers.

#3 Must-Know Ads: Click-To-Website Ads

The reason why we are putting click-to-website ads here is because you shouldn’t use it for lead conversion.

Similar to Conversion Ad, Click-To-Website Ads allow users to enter another webpage upon clicking on the ad, but it lack the tracking function of a Conversion Ad. This means that your ad is not optimised to drive the right traffic who will leave their emails behind.

Why Should You Know Click-To-Website Ad?

Like I mentioned, its not an ad for lead generation but because of the misleading name new marketers tend to mistaken it as the ideal ad for lead generation.  Here is the reason why — It does not help you to optimise your ads to collect any contact information. They merely bring them to the site that you instruct it to direct to.

It is a great tool if you want to bring in more users to surf your website. But many times, these users are not going to convert to a lead just by surfing your website. They need more time and persuasion before they even consider buying your product/service. That’s why email details are extremely important, so that you can provide them with more information and get them interested.  Not only that, you will also have a higher chances of converting your leads to customer with email marketing. According to DMA National, email marketing has 3800% ROI for each dollar spent in the campaign.

Want to learn more about lead generation?

Just before I end…

I am thinking of doing a step-by-step on how to set-up these ads or a review of the ads effectiveness in the Singapore market. Let me know if you are interested to read such articles!

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Shirley Yam
Shirley specialises in Facebook marketing and lead generation. Under Tangylab, she has helped local and international companies to achieve their marketing and sales goals through various advertisements and campaigns. She actively seeks to understand customer’s digital behaviour and is interested to share what she has learnt with others to help them optimise their digital efforts.