Facebook advertisements are an extraordinary approach to build a database of people who are keen on what you offer because the reach and targeting options are outstanding.
In this article, you’ll find how to set up a lead generation framework with Facebook advertisements.
What Is Lead Generation?
The first thing of any relationship is the first attraction. With online marketing, that attraction is likely to be credited to your social media profiles and this article you put out. Once you have sparked the initial interest, leads that can be converted into a customer.
Facebook leads generation advertising are a way for you as an advertiser or business owner to acquire information from your potential customers and “warm” them up
Facebook is a populous space and you have just a brief chance to stand out enough to be noticed. You have to create a message that will prevent your intended interest group from looking past.
1.Get to understand Your ideal customer
You can do this only if you know your gathering of people well. Find out what matters to them about the problem you can help solve, how they feel about it, how they feel after solving it, what questions they have, and the language they use to talk about it
Collect this data from discussions with clients (or prospects) and from tuning in to discussions in applicable Facebook gatherings, online gatherings, and on Twitter. This data will enable you to make more viable advertisements and Landing pages.
A contest is the most loving approach to produce qualified leads liable to change over further down the business channel. In any case, it is fundamental that you upgrade them brilliantly and incorporate the correct sort of prize.
Here’s a five-advance technique for producing leads with a challenge greeting page and Facebook Ad:
* Make a Facebook Ad where your contest prize is up front.
* Focus on your promotion only at people liable to tap on it.
* Make your prize profitable, yet not all that important the reward isn’t justified, despite any potential benefits.
* I recommend gift vouchers, as anybody interested in any of your products will draw in, and just people keen on your product.
*Make a contest focused point of arrival, which requires Facebook clients give their email address (lead data) with a specific end goal to enter.
*Run your Facebook contest and ad for 2-4 weeks before randomly choosing a winner.
Note: You will get more results with a cash prize or totally unrelated product. However, I strongly recommend against this. These kinds of leads are going to unsubscribe from your marketing emails as soon as the contest is over, whereas people who engage with a product-related prize are far more likely to stay engaged.
2.Set Up a Thank-you Page on Your Site
You need to get your freebie out to as many people as possible. To do this with Facebook ads, you’ll need to host your offer on a web page that allows people to opt in and give you their email address for delivery.
The best type of web page for this is called a “squeeze page,” because it squeezes the visitor to make a decision either to opt in or leave. It has none of the usual navigation associated with a page on your website.
There are many software options available to help you build these pages quickly and easily, including Leadpages, ONTRAPORT, Instapage, ClickFunnels, and the Thrive Themes plugin. These tools have tried and tested templates and will seamlessly integrate with your email marketing provider.
A straightforward page regularly gives the best outcomes. You need to obviously pass on the advantages of your complimentary gift to guests. The more you discuss how the outcomes will influence individuals to feel, the more probable they’ll say yes and select in.
Remember to include a privacy statement explaining that you’ll keep their data safe and not spam them. Also provide a link to your terms and conditions. Don’t add pop-ups or any tricks designed to stop visitors from leaving the page; your Facebook ads won’t run if you do this.
You’ll also need to create a thank-you page to serve visitors who opt in to receive your freebie.
3.Add the Facebook Pixel to Your Squeeze and Thank-you Pages
The Facebook pixel is a piece of code (called a “cookie”) that Facebook provides. Once it’s in place on your website, you can track actions that take place on your web pages and link them back to your Facebook ad accounts.
In your Facebook Ads Manager, navigate to Pixels under Assets.
Then click Actions and select View Pixel Code.
The string of code you see is your pixel; you get one per ad account.
To optimize your Facebook ads and monitor the results, you need to add the pixel to the thank-you page associated with your squeeze page. Copy the pixel code by clicking anywhere in the box.
Next you need to paste the code into the header area of your thank-you page (between the head tags). If you’re adding the pixel code in Leadpages, for example, click Lead Page Options.
Click Tracking Codes in the pop-up box.
Then add your Facebook pixel code.
Note: To build Facebook custom audiences for retargeting, you also need to add your pixel to the squeeze page and every web page you own.
Adding the pixel to the thank-you page tells Facebook that you want people who see your ads to click on the squeeze page, provide their email address, and then go to your thank-you page.
To give Facebook the specific URL of your thank-you page, you need to create a custom conversion. (A conversion is simply someone taking action on your website.) Navigate to Custom Conversions in your Facebook Ads Manager.
Then click on Create Custom Conversion.
Add the URL of your thank-you page and assign a category for this conversion (this will be for your filing purposes). Then give the conversion a name that makes sense to you and you’re done!
Your new custom conversion might have a red indicator next to it at first. If so, just fire the pixel by navigating to the thank-you page and refreshing a couple of times. Do the same to the custom conversion page and you’ll see that your custom conversion indicator is now green and ready to go!
4.Target your Facebook Ads to the right Audience
Now it’s just a matter of describing your audience using Facebook’s endless targeting options. Is your lead magnet gender specific? What’s the age range of your users? What interests do they have?
For instance, for our “27 simple veggie lover formulas to eat before a test” lead magnet we’ll need to target youngsters, who are occupied with “Vegan” and “Cooking”.
We could likewise utilize Education focusing to concentrate on particular instruction levels or utilize propelled statistic alternatives to target understudies “far from home” who don’t have guardians cooking for them.
Interests are the most essential component of your focusing on. On the off chance that you have an extremely very much engaged lead magnet it ought to be easy to concoct a bundle of exceptionally focused on interests.
Keep in mind that while focusing on various interests, of course Facebook will target any individual who has ANY of those interests. This can bring about an extremely wide crowd with dreary execution. You can target just clients who have ALL of the interests you recorded. This is considerably more exact!
There’s no perfect numbers in terms of how big your audience should be, but assuming you’re using oCPM bidding, an audience between 500,000 and 1,000,000 users is standard. Assuming you’re also doing some split tests on the targeting, you’ll be able to refine it with time.
Don’t create audiences that are too small, like 20,000 users. What’s more likely to happen is:
- Your campaign may not even start. Maybe your bid is too low, or most of those users are not active in this period.
- If your campaign starts, you’ll saturate your audience really fast. You’ll enjoy a great conversion rate for a day or two and then it’ll quickly become too expensive due to the high frequency.
Target by lookalike audience
For those unfamiliar with the lookalike audience, let me give you a quick breakdown.
Lookalike audiences (only available with the Chrome plugin Power Editor or 3rd Party Facebook Ad Platforms) takes your imported list of previous customers, and finds Facebook users similar to them.
Let me repeat that in case you weren’t listening: Facebook Ads can be targeted not only at your existing customers (through “custom audience” targeting) but by Facebook users who are incredibly similar to them in terms of shared demographics, shared interests and shared categories.
Lookalike audiences take “Friends of Fans” to a whole new level.
Here’s how you can do it for yourself:
- Take a list of your business’ current customers, leads, or CRM and import it into your Facebook Ads tool. This creates a custom audience.
- Click “create similar audience” when you have this audience highlighted. This matches the characteristics of the original list with Facebook users who are unfamiliar with your business but very similar to people who bought from you – users ripe for lead generation.
- Target a Facebook Ad promoting a contest or ebook at this lookalike audience.
Lookalike audience targeting increases the return you get on Facebook Ads substantially, as A) You’re only targeting a small group of very specific users (meaning your Cost-per-Click or Cost-per-Impression is very low) and B) The high click-through-rates per 1000 views mean more conversions for every penny spent.
In 99% of the cases, my suggestion is to use oCPM optimize for website conversions. This will tell Facebook to optimize the delivery of your ads to drive more visitors that are likely to convert.
To use this kind of bidding, you’ll need the conversion pixel installed so Facebook can understand the perfect profile of users that are becoming leads.
If you have few leads per day (less than 10) or for some reason this strategy does not seems to work you can use oCPM optimized for website clicks.
Finally, if you think you have something extremely viral, you may want to optimize for engagement. This way Facebook will try to generate as many likes, shares and comments possible for your ads. If done properly, this could result in a huge organic reach.
Review Your Results to Find the Best-performing Combination
After running your ads for two to three days, you should have enough data to analyze your results. Whether you used Ads Manager or Power Editor to create your ads, you can access your results in Ads Manager.
Access Ad Performance Data
The data you see is based on the objective you set. The table for your website conversion ads will show the number of conversions (i.e., opt-ins) achieved from the ads shown to each audience and how much it cost (on average) to achieve each conversion for your various audiences.
To analyze the results, you could simply compare the number of opt-ins achieved and cost for each audience tested. But there are other key pieces of data you need to take into account. To access this data, click Columns at the top of the table and scroll down and select Customize Columns.
This gives you access to all of the data collected by Facebook. You can now choose the data you want to include in your table and order it in a way that suits you.
Here’s a list of some of the data you might want to include:
- Click-through rate (CTR): an indication of how interested an audience is in your ads
- Number of website clicks achieved (Note that if the ratio of opt-ins is high for every audience, your squeeze page may need a redesign.)
- Number of website conversions achieved
- Cost to achieve each website conversion
- Relevance score: how useful your ad is to the audience you showed it to on a scale of 1-10
- Frequency: the number of times each person in your audience has seen your ad, on average (Once this number reaches five or more, ad fatigue may set in, meaning you’ll need to change the ad copy and/or image to keep your ads running effectively.)
When you have a lead age framework set up and running on autopilot, the subsequent stage is to convey and sustain the associations with your new leads. With an email promoting framework, you can set up your messages to go out on autopilot too. At that point you can concentrate on the everyday operations of your business, realizing that crafted by drawing in leads is dealt with.
What do you think? Do you use a lead generation system in your business already? Do you have advice or tips to share? We’d love to hear any questions or thoughts in the comments below!