You should be. It’s easy.
This article will discuss optimizing your Facebook Ads for capturing leads. I’ll give you ten best practices on optimizing your ads for engagement, and then focus on lead capturing strategies – and why Facebook Ads’ targeting tools are changing the way we’re generating leads online.
Let’s get started.
Optimizing your Facebook Ad for Engagement
Let’s get this over with so we can get to the good stuff. If you’re not already implementing these ten strategies below, do it now, and watch your Facebook Ad click-through-rates increase.
Image best practices:
- Pictures of people (specifically a smiling, wholesome woman) generate more engagement than anything else
- Pictures of animals and babies take 2nd and 3rd
- Odd-looking or humorous images cause Facebook users to do a double-take, increasing their chance of reading your headline or body copy text
- Avoid complex images. Keep it simple and devoid of text
Headline Best Practice:
- The word ‘free’ and dollar values work to grab the eye of Facebook users
- Focus on attracting the eye, let your body copy convince the user to click
Color and Detail Best Practice:
- Avoid blues and whites as they’ll cause your ad to blend into the existing Facebook color scheme
- Use red, green and orange: bright colors that attract the eye. Red encourages click-through as it makes the heart beat faster (giving the illusion that time is passing faster than it is). This encourages people to act impulsively
- Don’t be afraid of borders. If your ad’s landing page image is blue, keep the same image, but throw a colorful border around it
- Details, like borders, shadows (even increasing the green and yellow gamma on your image) have proven to increase click-through-rates. Sometimes it’s the little things that make the biggest difference.
Lead Capture with a Contest or Landing Page
Okay, on to the fun stuff.
Integrate your Facebook Ad with a corresponding contest or landing page to generate qualified leads. Use the ad to get them interested (with an awesome value proposition, CTA, and image) and a solid landing page (with USP, image and list of benefits) focused on the email generating call-to-action.
Contests are a fantastic way to generate qualified, valuable leads, provided you optimize them intelligently and offer the right prize.
Choosing a prize is about finding the happy medium between putting your business out of… business, and offering something nobody wants.
I recommend gift cards. No, they’re not the sexiest thing ever, but they work. A gift card allows you to promote your business as a whole. Anyone interested in any of your products will engage – and only people interested in your products.
Yes you’ll get results with a cash prize or an iPad, but I strongly recommend not doing this. You will, of course, generate a bunch of leads, but how long do you think they’ll stay subscribed to your email list after the contest is over?
A gift card ensures the people who enter your contest are actually interested in what you’re selling. Ask yourself, do you want 1000 leads who have a 2% chance of converting, or 500 leads who have a 10% chance of converting? (For those who hate math, the answer is 500…)
Traffic Facebook users to a landing page optimized for lead generation. This means offering a reward for the lead, like an ebook or a white paper.
Ebooks are a great way to generate leads. Your business is probably already generating content (you should be, if you’re not). Compile this content, whether it’s a blog article, case studies, or a how-to-guide on balancing your own checkbook, and email-gate it.
Email-gating is simply requiring a visitor to your landing page to provide an email address before getting access to your awesome content. Your landing page should be built around selling this content.
Remember, you’ll get better click-through if your unique selling proposition (USP), value proposition, and image are the same in your landing page as they are in your Facebook Ad.
A/B Test both Facebook Ad and landing page to see what strategies work best for your target audience.
Targeting an Audience of Awesome Leads
Facebook Ad targeting is what makes Facebook Ads worth doing – it’s what makes the ROI make sense for small businesses. Facebook Ads can be targeted with a previously-unheard-of specificity. I’m talking targeting an ad at Facebook users who have just sold a used truck. Or targeting not only people in a relationship, but people at different stages of their relationship, or who have just gotten engaged, or who are doing long distance.
Target your Facebook Ad intelligently and you could be seeing a CTR of .1% or higher. Don’t target it and don’t be surprised when you’re getting .02.
For lead generation, we don’t want to target Facebook users by their car-history. Instead…
Target by lookalike audience
- Import a contact list of current customers, leads, or previous contest entries from your CRM or database
- Create a lookalike audience, in which the characteristics of your original list are matched with Facebook users who have never met your business
- Target your Facebook Ad at this audience of people similar to those you know are interested in your product, service, or offers
Targeting by lookalike audience not only increases Facebook Ad CTR (as its made up of people very much like your existing customers) it also gives you a valuable, qualified list of leads more likely to convert in the future.
Target by Precise and Broad Category Interest
If you’ve already gone the lookalike audience route, or are looking to change up the details of your business leads (going from small business to middle, or CEO to marketing manager, for instance), target by Precise or Broad Category Interest.
Let’s say you’re using an email-gated ebook (on A/B Testing) for lead generation.
Targeting Facebook users by Precise Interest could look like this:
Provided you’re targeting all english-speaking countries, and your spend budget is set at a maximum of $20 dollars/day, you can expect around 50 qualified clicks. If your landing page is optimized (let’s say at a 20% conversion rate – which is reasonable if you A/B test well and put some time into it) you can expect at least 10 qualified leads each day.
Let’s say you’re using a contest (giving $250 in maternity and baby supplies to new mothers) to generate new leads.
Targeting Facebook users by Broad Category Interest could look like this:
You could also target women with a 0-3 year old baby. This means your ad is only seen by your target audience. The leads you’ve generated (perhaps for an upcoming push into the maternity sector) are perfect for an email marketing and lead nurturing campaign in the coming months.
And once you’ve generated this list of leads, do a lookalike audience on it and start all over again.
Hopefully you have a better idea of how to use Facebook Ads to generate leads online. Targeting well ensures your leads are the kind you want. Compare the rate we worked out above with what a lot of lead generating companies charge, and see if this isn’t awesome.
Have you had success, or frustrations, with Facebook Ads? Start the conversation below.