Business owners usually miss out new and important updates in the Facebook Marketing world because they are busy working on other parts of their business. Often times, they hear new tools and strategies that are coming out but they don't have the time to beat the learning curve.
In this post, I'll share with you key takeaways when I helped a client reduce her cost per lead by 36.3% by using Facebook Lead Ads.
Rolled out in June of 2015, Facebook Lead Ads help advertisers build an email list without sending users to a landing page. When clicked, their information is pre-populated and they can hit submit immediately. At first, placement is only available to mobile devices but now users can see them on desktops too.
According to Digital Marketer, "Facebook rolled out Lead ads to help overcome people’s apprehension to filling out forms".
The client is a life and weight-loss coach and her goal is to build her list and sell coaching packages.
Our funnel looks like this:
Facebook Ad --> Landing Page for free PDF download --> Thank You Page
We ran campaigns and spent a total of $374.09 we got 156 leads at $2.40 cost per lead.
There were five different audience group and two ad creatives tested.
We wanted to decrease further the cost per lead.
This was a bit challenging because we already tested many audiences and creatives plus cost per lead is already low.
So, I suggested we try a new type of ad called Lead ads.
If you want to improve the performance of your campaign, don't discount the fact that you can test different type of ad.
At first, the client was hesitant because it was the first time she heard about it.
I explained that this a different type of ad wherein it does not need any landing page to collect name and email.
She agreed to try Lead ads.
In creating a campaign using Lead ads, choose Lead Generation as campaign objective.
You can then proceed setting up your adsets.
In the ads level, click "Create Lead Form" in order for you to set up your Lead ad.
You can choose either creating a new form or duplicate an existing form.
Enter the necessary ad copy and image.
By default, the name and email will pre-fill the form but you add other info if you like. You can add custom questions too.
Finally, put the link of your website. Then hit Finish.
When you use Lead ads, the information collected does not immediately passed on to your CRM or autoresponder service.
You can access by going to your Facebook Page --> Publishing Tools tab --> Lead Ads Forms.
Leads are manually downloaded via CSV file but here's a catch.
They are available for download up to 90 days from the time they are collected.
We used Zapier to automate the transfer of leads from Facebook Page to CRM (Mailchimp for this one).
You'll need a third party tool to automate getting leads from Facebook Page to your CRM.
We spent $543.65 on the campaign using Lead ads and got 356 leads at $1.53 cost per lead. The cost per lead reduced by 36.3%
So, to summarize the key lessons you'll from this case study:
1. If you want to improve the performance of your campaign, don't discount the fact that you can test different type of ad.
2. Lead Ad is Facebook's solution to overcome people's apprehension to filling out forms.
3. Unlike the traditional funnel, Lead Ad won't send the user outside Facebook to get their information. When they click the ad, a form will pop up pre-filled with their information then they hit the submit button. This makes the process of getting information from leads fast.
4. Leads are accessible on your Facebook Page and will be available for download up to 90 days from the time they were collected.
5. You'll need a third party tool like Zapier to automate the transfer of leads from Facebook Page to your CRM.