There are several ways to drive traffic to your lead magnet. However, Facebook Ads present a fantastic opportunity to get many leads for a small budget. However, to yield the desired result, you need to know how to set up a profitable campaign. This starts with choosing the right objective, crafting fantastic Ad copy, and setting the right budget.
As a company that deals a lot with Lead Gen, we’ve covered some of the best practices for generating leads via Facebook Ads in this guide.
Set campaign goals
When it comes to generating leads for your free guide, two options are available:
- Facebook lead ads
- Landing pages
With Lead Ads, customers will provide all necessary information such as email address and name without leaving Facebook. However, with a landing page, you’re taking the prospect off the Facebook platform to a third-party site.
Now, the question is, which converts better?
From our experiment, we discovered that lead ads convert in terms of numbers while Landing pages drive more quality leads.
Using Facebook lead ads, you can provide just a little information about your lead magnet; hence, customers might still be in the blue about what to expect. As a result, you end up with random contacts who have no intention of buying.
Landing pages are more sophisticated but give a detailed breakdown of what to expect; hence, building trust with the right people is more effortless. Also, landing pages allow you to test different conversion metrics such as CTA, headlines, and Ad texts.
However, the downside with landing pages is that you can quickly run into trouble with the Facebook ads bot especially with your ad creatives. It is recommended you go through the Facebook Ads policies to ensure you’re on the right path.
Rather than sticking to one, we recommend you test between both forms of ads to see which yields better conversion. If you choose to go for Facebook lead generation, you will have to select the “lead generation” objective, but if you want to send traffic to a landing page, we recommend “conversion.”
Identify Audience and Targeting
The next step in your lead generation effort is identifying your customer’s demographic. With this information, you can keep track of the kind of audience your ads are reaching. You will have to identify your audience’s age, location, gender, marital status, job title, occupation, and many more for demographics.
The Facebook targeting field is where 60% of Ads are won or lost. With the detailed targeting option, you can further narrow your audience down to digital activities, shopping behaviors, tools they use, and public figures they follow.
For someone into information marketing, terms such as digital marketer, ClickFunnels, MailChimp should resonate with your audience. You can do the same for all other niches.
If you’re not sure how to go about this, you can use Facebook Audience Insights to get all this data.
Another option is by inserting search terms such as:
- Name of niche + Influencers
- Name of niche + books
- Name of niche + websites
- Name of niche + Forums
- Name of niche + tools
Using these search queries will help you discover a lot of data in your industry. For instance, when we searched for “Digital marketing + influencers”, here’s what our search results looked like:
All of these names won’t be available in the interest section. Hence, it would help if you found as many as you can.
Set campaign budget
However, you need to understand that your Ad spend will be directly influenced by the size of your audience and competition in your industry. You will have to let your Ad run for at least 48 hours before measuring performance and how it can be improved.
You also ought to know that you can dictate how Facebook spends your money. You could choose between daily or lifetime budgets.
Setting your Ad budget depends on the conversion numbers you want to achieve. Typically, for lead gen, you need to prioritize cost per lead. For instance, if your offer is $100, spending $0.5 to acquire a lead doesn’t seem over the top. Hence, if one of your campaigns produces these numbers, you will know that you will have to spend $500 to get 1,000 leads.
With a daily budget, you dictate how much Facebook spends daily, and you can keep up with your spending at the end of the month. With a lifetime budget, you give Facebook the amount you want and allow them to figure out how to spend it around a stipulated time frame. You will set a start and end date for your campaign with both budget types.
Craft Headline and Ad Copy
Most Facebook users didn’t come on the platform to view ads. However, if they find something that catches their attention while scrolling, they will stop to take a look. Hence, you have just 5 seconds to state your case.
This is why your Ad copy and headline should be straight to the point by telling them what’s in it for them.
The Facebook ads space is super competitive. Hence your ad creative has to stand out like in the examples below.
In summary, Your Ad texts have to abide by the following rules.
- Align with customer’s journey
- Lead with a benefit or call out a problem
- Less text is better
- Include a CTA
- Build curiosity and sell the click
Lastly, when creating Ad Copy and Headline, you need to keep some rules in mind; this means you will have to avoid:
- Mischievous claims – “you will earn $2,000 in 5 days” instead of saying “I made XXX in 5 days.”
- Making unrealistic promises
- Misleading comments
- Vulgar or abusive words – “reason why you’re broke” or “this is why you will never be rich.”
Facebook is looking to give its users a positive experience; hence, Ads that attempt to create a negative impact will be flagged.
Choose Ad Format/Creative
When it comes to the visuals for your ads, there are many options available, and you can pick a format that ties in with your campaign objective. This could range from images, videos, or carousels. According to software company Databox, video ads drive more clicks than other formats, with photos coming second.
(Source – Databox)
Your choice of a creative will affect several areas of your campaign, such as cost per click, Ad spent, impression, and finally, the number of leads generated. A few marketers have seen their CPC rate drop after changing their Ad creatives.
Preview before you Publish
If you’ve followed this guide till this point, then you would have completed every aspect of your Ad campaign, but before you hit launch, we recommend you go over it once again.
Crosscheck your Ad texts for grammatical errors or words that can trigger ad ban
Ensure videos and images meets the required spec from Facebook
Ensure your landing page link doesn’t redirect to a 404 error page
Make sure there’s a CTA button attached
Finally, you ought to know that a lot of testing is involved in Facebook Ads, which is why we recommend you test with 2 – 3 ad sets to find the winner. Doing this requires more work as you will have to test between different Ad texts and creatives to see which variation converts better.
If you still need convincing about using Facebook Ads to generate leads for your lead magnet this article will help.