A great way of getting cheap leads is with Facebook lead gen ads. These are often undervalued but if you know how to use them they can be an extremely effective way of getting leads.
In this post, we’re going to explain some of the tips that our team at KonvertLab use with our own clients’ campaigns which will help you keep costs low without reducing the quality of the leads you get. By the end of this, you’ll be able to implement them into your own strategy.
About Facebook Lead Gen Ads
When we think about lead generation ads we typically think about LinkedIn lead gen. Just like LinkedIn, Facebook provides the benefit of prepopulating the lead gen form with the user’s data. This makes it extremely frictionless and almost effortless for users to opt-in.
Because the form is built into Facebook’s platform, meaning that users aren’t being taken to another website to complete the form, you’ll usually see a higher conversion rate. One benefit that Facebook has over LinkedIn is cost – Facebook is often the cheaper platform.
All in all, if you’re just getting started with lead gen, Facebook is a great place to start.
How to Use Facebook Lead Gen Ads
1. Have an Enticing Offer
This is a really important tip. You want to have an enticing offer that speaks directly to your target audience so that they feel compelled to opt-in to the form. If they don’t feel like the offer gives them any value, they’re less likely to opt-in.
Your offer can be a free ebook, a guide, or a checklist that helps them with specific problems. Whatever your offer is, it has to have enough value that it’s worth them handing over their information for it.
Our recommendation would be to create lead magnets to begin with and launching a Facebook lead gen ads campaign for each of them. You’ll get some data about each of them and can see which ones are worth continuing to run.
2. Create a Lookalike Audience and Layer with Interest Based Targeting
If you only take one tip away from this post, let it be this one. With this targeting strategy, we’ve been able to get the cost per lead down by a significant amount.
Here’s what we do. We start by creating a lookalike audience of around 1%, this could be made up of people who visited your website or who ended up on your checkout page. Next, we layer that lookalike audience with interest-based targeting.
So, you have your 1% lookalike audience and then target them based on pages they like or demographics they fit into. By doing this, you’re taking what started as a wide net of people and refining it down even further, leaving a group of people who are much more likely to be interested in your ads.
3. Use Videos and GIFs
This isn’t a tip exclusive to Facebook lead gen ads, it’s something we recommend for Facebook Ads in general.
In some cases, static image ads can outperform videos, but this isn’t a common occurrence. For the most part, using videos/GIFs will get you better reach and a lower cost per lead.
When you’re creating Facebook video ads, here are a few tips:
- Add subtitles (if users don’t want to enable audio, the ad will still make sense to them)
- Keep the video short, between 30-60 seconds is a good length
- Get straight to the point, otherwise you’ll lose your audience’s attention
The first tip is one of the most important things to keep in mind. A study found that back in 2016, 85% of Facebook video views had the audio muted. So, if you don’t appeal to that massive chunk of viewers, you could potentially miss out on a lot of leads.
Free Facebook Ads Cheatsheet!
To give you the best chance at creating high-quality Facebook lead gen ads, we’ve put together a FREE Facebook Ads Cheatsheet. This sheet shows some of the best ads we’ve seen on Facebook which do a great job at converting customers.
All you have to do is go to the cheatsheet page, click on Yes! I Want This Cheatsheet!, and enter your name along with your email address. After you’ve done this, we’ll send the cheatsheet directly to your email.
Use Facebook Lead Gen Ads the Right Way
With all of these tips and our handy cheatsheet by your site, you can construct a campaign that delivers great results. Facebook lead gen ads can be tough without any experience, but when you learn to use them properly they can be extremely effective.
Don’t worry if you’re struggling, we’re here to help. At KonvertLab, we help companies to get leads on several platforms including Facebook. If you need help from the professionals, book a call below and let’s talk about how to grow your business together.
Consider Your Audience
When figuring out which platform to invest in when it comes to advertising, pinpointing the audience you’re trying to reach is crucial to how successful this will be.
While many individuals have both an Instagram and a Facebook profile, the prevalence of users varies across demographics. For example, while Facebook has a larger general audience because it has been around the longest, it is mostly used by those that are 25 and older.
If you’re trying to capture the younger generations, you will find that they use Instagram much more frequently than Facebook.
Evaluate and research your customers in order to find your audience. If you are not too sure what platforms your customers are using, consider conducting a survey of your existing followers and customers, asking them which social media sites they frequent and how often.
You could even ask customers what kind of marketing on these platforms influences them to make a purchase. Interest your customers in taking the survey by incentivizing them with a discount or a raffle entry for a gift card to your site.