Why Use Facebook Ads?
Facebook is considered one of the top most social media platforms used for digital marketing.
With 2.19 billion monthly active users, Facebook can help you tap into an endless pool of potential leads with targeted messages. That large number of active users is the reason why so many brands have decided to have a significant presence, not only on Facebook but across many social media platforms.
The ability to reach your customers through Facebook Ads is incredible. Businesses can target users by location, demographics, age, gender, interests, behavior, and much more. Organic reach on Facebook has been decreasing for some time, which means that Facebook is now a “pay-to-play network.” This concept may sound expensive, but in many cases, Facebook has been seven times more economical than other social media platforms. Other benefits to Facebook Ads are:
- Campaigns are easy to track
- Complete control over the budget
- Easier to use than Google Adwords
Creating a Facebook Lead Ad
When creating a Facebook Ad, make sure you have a Facebook Business Manager Account. Hootsuite has a helpful 10 step guide to building a lead ad:
1. Go to Ads Manager.
2. In Ads Manager click Create in the top left corner.
3. Choose Lead generation as your objective and name your campaign.
5. Choose your target audience, placements, budget, and schedule. Note: Lead ads cannot be targeted to people under the age of 18.
6. Select your lead ad formats. You can select carousel, single image, video, or slideshow.
7. Add your headline, body copy, and a call to action. A window on the right offers a preview of your ad as you create it.
8. Scroll down and click Contact Form. Here you can add a form title, add an intro, questions, your company’s privacy policy, and a thank you screen.
- Intro: Use this section to explain why people should fill out your form clearly.
- Custom questions: There are two types of questions you can choose: Standard questions (i.e., gender, job title) and custom questions. Ask custom questions that pertain to your business, for example: “When are you looking to buy a new car?” Up to 15 questions can be included. Some governments bar advertisers from requesting certain information,
- Form type: Under Form Type, you can select: More volume or higher intent. Choose more volume if your campaign goal is to get the form completed by as many people as possible. Selecting higher intent adds a step to your form that allows people to review and confirm their info before they hit submit. This is a good option if your objective is to seal a deal.
- Privacy policy: Facebook lead ads require a link to your company’s privacy policy. Make sure you have a page on your business website.
- Thank you screen: This screen will appear after the form is submitted. You can also include a call-to-action or download link here.
9. Click Settings under the name of your form and check that you would like to collect organic leads. This advanced step is optional but recommended. You can also change the language of your form here.
10. Click Finish in the top-right corner. Review your ad from Ads Manager and when you’re ready to publish, click Confirm.
Target Audience
When making a campaign, you have the ability to choose who sees your ad based on numerous factors, such as age, location, and gender. As you go through these categories, make sure you are selecting the choices that pertain to your current customers and potential future customers. For example, if you own a wedding dress shop based on the east coast, ideally you would want to target women, probably ages 23 and over who live on the east coast. Why target women everywhere if your business is located on the east coast? There’s no need to show the ad to women or people on the west coast if they aren’t able to visit your store. Keep these things in mind when choosing who you want to see your ad.
Call To Action
The difference between a Facebook Lead Ad and the other types of ads that Facebook provides is that a lead ad has the option of six different Call To Action buttons:
- Apply Now
- Download
- Get Quote
- Learn More
- Sign Up
- Subscribe
(Make sure you choose the most relevant button to go along with your ad.)
Making an EPIC Ad
You want to capture the attention of the viewers you are trying to target to then convert them into leads. To achieve this, EVERY element of your ad needs to be thoroughly planned out.
Images/Visuals
Any ad, whether it’s online or offline, needs to have attractive visual components to capture attention. Put yourself in the shoes of your target market, what would it take to capture your attention? People tend to notice the visuals of an ad first, not the content. When developing your ad, the visuals of your ad need as much attention as the content does, and they both need to express a similar theme.
Ad Copy
The ad copy describes the purpose of the ad; what do you want the viewer to do? Describe the benefits they will receive if they do what you are asking of them. If they subscribe to your Youtube channel, what will they be receiving in return? If they provide you with their email, what will they be receiving? Convince the viewers that they will benefit from providing the information you are seeking from them.
Are you asking for their email, their address? Whatever it may be, remember that your targets attention is not free. The thought that runs across the minds of all customers is, what’s in it for me? Offer a discount or prize to them for giving you what you are asking for. Make it worth their while. Ask yourself, “What value can I offer potential prospects in return for their email address?”
Call to Action
Do not automatically assume that the viewer knows what you are expecting from them. As explained earlier, Facebook offers a variety of Call To Action buttons; make it clear to them what it is you are seeking from them. A simple, “Click below and confirm your information.”, is all you would need to express what it is that they need to do precisely.
Conclusion
There are many things to consider when developing a Facebook Lead Ad, and it may seem like a difficult feat at first. Just keep in mind everything that was mentioned above, and you will be on your way to developing a successful lead ad.
Here at Sooner Marketing Solutions, we can assist if you are ever in need of it. We are here to help your business succeed.
