What Is A Lead Ad?
Lead ad is the newest ad introduced by Facebook, which has the added function of directing users from an ad to a online form, where they can sign up or subscribe for an offer, within Facebook itself.
The beauty of Facebook lead ad is its ability to capture leads quickly and conveniently. In the past, many marketers use conversion ads or click to website ads which brings the user to a landing page. The lead is then captured at the landing page. But this process brings the user through an additional page which some may it too cumbersome especially if the user gets impatient while the landing page is loading and just decide that offer isn’t going to worth their time.
Facebook lead ads collect leads on Facebook itself. The most awesome part is that it will remember key information (such as email, name, etc) and automatically fill in parts of the form for users. This mean less trouble for your users and higher chances of lead acquisition!
With Facebook lead ad, you would also have no need to worry about mobile optimisation since Facebook basically has done that for you.
Lead ad can be used for a mulitude of object. For the ad above, our objective was to offer discounted trial sessions to interested customer and encourage them to head down to the store for the redemption. This gives us the opportunity to meet potential customers, show them the value of our service, and persuade them to invest in our product/service.
Here, are the other objectives that your lead ad can help you to achieve:
What Land Rover Did With Facebook Lead Ads?
When Facebook first launched lead ads, Land Rover was one of the first few companies to try it.
What they did was to open up another platform for their users to ask for quotations, and it worked well for them.
“In early A/B testing, Facebook’s native lead ads outperformed link ads driving to the website to fill out a lead form in terms of total leads and conversion rate, while driving a 4x reduction in cost per lead compared to previous social lead generation tactics,” commented by Land Rover, digital marketing and social media manager, Kim Kyaw, in a statement on the Facebook blog.
Is Lead Ads Truly Effective?
Based on the lead ad (in Singapore) we tried, each lead costs around $11, which is lower than our usual conversion ad which ranges around $12-30 (depending on price of the service/product). The cost reduction is certainly a good news for businesses! And not to forget, lead ad’s user-friendly approach that eases and speeds up the (often) tedious process of filling up a form for the potential customer.
No doubt, Facebook lead ad is effective in acquiring contacts, but it cannot produce high quality leads as a standalone channel. The leads obtained have to be further nurtured through other channels such as email, blogs, consultation and etc. It’s hard for a customer to buy from you just because of a discount (just put yourself in the shoe as a paying customers), especially since you have word limit to explain the value of your service/product on lead ad. You have to build trust with your leads in order to convert them into customers that are willing to buy from you.
Considering that Facebook lead ad is still new, there will be more updates coming in the near future. For example, when Facebook first started, all leads have to be downloaded manually off Facebook and uploaded manually to your CRM platforms. It was super inefficient. But now, they have direct integration with:
- Active Campaign
- Constant Contact
- Oracle Eloqua
- Salesforce Marketing Cloud
There are a lot of room for growth for Facebook lead ads, but its definitely has the potential to help you capture your market if you pair it with other marketing channels.
If you are interested to know how to use Facebook lead ad with other channels, we have a course tailored to guide business owners and maketers through the creation and integration of lead ad with email and inbound marketing. Click below to find out more:
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