Facebook lead ads were released back in 2015 and have grown to be one of my favorite ad types for this platform. Lead ads have gone through a few facelifts since being released and the added features have only improved the functionality.
My clients sometimes say “but our landing pages are working great” when I bring up this different ad type. So why should you be utilizing lead ads? Lead ads are great because contact details can be automatically populated without the user needing to type them in manually. And without them needing to visit your landing page altogether. Especially on a mobile device, this can make filling out forms much easier. The conversion experience can feel more seamless with lead ads because the visitor never leaves Facebook.
If you’re currently running leads ads, or thinking of jumping in, here are some handy tips and testing strategies to get the most out of this ad type.
Testing the Welcome Screen Function
Welcome Screens, sometimes called Context Cards since they deliver context about your offer and business, are an option that include a 60-character headline, image, additional text and a customizable button.
Depending on the offer, I like to test the Welcome Screen, especially when I am working with a new audience. While this is a great opportunity to offer more information, it is also one more click in the conversion process. With some audiences I have found that they seem to like to have more information about the offer before converting. When I do have a Welcome Screen, I try to keep the additional paragraph (bullet style is also available) short and to the point, very similar to how I would treat a landing page.
Below is an example of what the Welcome Screen looks like.
Set up Engagement Audiences
Using lead ads means that these folks are never hitting your landing page, which means they do not join any of your landing page retargeting audiences if they do not convert. This is a slight trade-off for the great performance that I have seen these ads have. However, you can still remarket to these folks and create Facebook audiences based on how they interact with your lead ad. Here’s how:
- Navigate to Assets > Audiences.
- Select the Create Audience button and select Custom Audience, then select Engagement.
- Select Lead Form.
I prefer to set up Engagement audiences for all of these options for the last 180 days. By doing this, you can:
- Retarget to the folks who didn’t submit the form
- Exclude those who did submit the form
- Create a new audience based on those who opened the form
- Add converters into a nuture campaign
Don’t Exclude Desktop Users
When Lead Ads were first rolled out, they were only available on mobile. In 2016, Facebook opened this ad type to desktop users as well. I often breakout my ad sets based on ad placement, so if you also do this, don’t forget to at least give desktop a shot. In several cases, I have seen desktop perform as well as, if not better, than the mobile users for the same offer and lead ad.
Test the Number of Form Fields
In the same way that you would test form fields on a landing page, it’s a good idea to test the fields on your form. Asking for too much information can turn off your potential customers and hurt conversion rates. Facebook has a load of questions available to ask (see below):
You aren’t able to select the option to require or not require answers on these forms – all fields that are selected will be required in order for the user to submit the form. So you’ll want to make sure that you’re not asking for too much information and losing folks on the final steps to converting.
Remember that when it comes to asking for information, less is more! Unless you absolutely need the information, don’t ask for it.
Leverage the Custom Question Option
In the event that you can’t find the information you’re looking for with all of Facebook’s options, you have the ability to create your own custom question. This can be handy if you’re looking to further qualify or disqualify your leads. Facebook gives the option of short answer, multiple choice or conditional questions. I’d recommend limiting the options for answers to 3 or 4, as to not overwhelm the viewer.
Test Lead Ads Against Landing Pages
I really like lead ads and have been happy with the results I have seen using these. However, these ads may not be right for everyone. If you’re hesitant to jump into using these, I’d recommend testing performance against a traditional landing page. Using Facebook’s A/B split testing feature, you can set up a test this way or create two separate campaigns – one with the website conversion objective and one with the lead generation objective. If you want more information about the A/B split testing feature, check this post out.
Facebook lead ads can be a great alternative to the traditional landing page. Facebook continues to improve this ad type and there is a lot of testing that can be done within the lead ads. I hope these tips help you to setup your next lead ad campaign!
What tips do you have for Facebook lead ads? We’d love to hear your suggestions in the comments!