7 Things Every Successful Facebook Lead Ad Campaign Must Have

This article was originally published on Roar Knowledge Portal.

Lead generation is a must-have objective in your campaign mix if you are in real estate, banking, insurance, education, and even e-commerce.

The true value of lead generation lies in its capabilities to integrate with a CRM and leverage the powers of marketing automation. But more importantly, lead generation is the best way to build a relationship with your customer. Let’s take a closer look at how you can bridge the gap.

If you do belong to any of the verticals listed above, but have never tried lead generation as an objective, it is highly recommended you give it a try. Here’s an easy-to-follow guide on how to get started.

Lead generation ads help to nurture the customer towards a conversion. There are many examples as to how successful companies have executed lead generation in their respective spaces.

Here are seven features that every successful cost-effective lead generation campaign has.

1. Optimize the lead form

Filter your leads easily and ask the right questions. It’s vital that you reduce friction. Decide when you would like to connect or follow up and be in control.

Here are three successful tactics:

• Use a mix of MCQ and short-answer questions
• Use prefill questions
• Inform them when they can hear back from you (24 hours is an optimal time frame to set.)

2. Leveraging custom audience/CRM automation capabilities

This is one of the most vital aspects of lead generation ads. The ability to automate and scale by integrating with CRM, chatbots, and other marketing automation tools. Here are a few ways as to how this can be utilized.

• Remarketing campaigns to nurture prospects to become customers
• Custom audiences based on qualified leads, disqualified leads, customers, and other digital activity (website behaviour, app behaviour, web)
• Leveraging marketing automation (send an automated ‘thank you’ email for every lead fill, and have a flow to convert to a customer, and customer to advocate)
• Use data for product bundling, to give personalized offers, and to upsell and cross-sell products

Following up is the key to closing a sale. If you follow up closely, closing the deal becomes an easy outcome.

3. Using Impactful/Thumb Stopping Ad Creatives

“Better creative Quality = Lower Cost Per Acquisition” - Universal Truth

Lower-quality ads cost you more. This is why it’s essential to make sure that you have high quality ads. Here’s an easy read on what makes an ad ‘low quality’.

Here are 6 things you can easily do to make sure you are staying ahead in the creative game.

• Build short form video (Max. 15 seconds)
• Frame for mobile - Size Guide
• Highlight your brand early (Within the first 3 secs)
• Combine static and video (Same ad set, multiple ads)
• Focus on the product/service
• Clear message - Key benefit/unique value proposition)

4. Make it Mobile-First

Making it mobile-first is not just about the sizing, it’s about delivering bite-sized experiences.?It is absolutely crucial that effort is put into storytelling via mobile, or else your brand would find it difficult to get the attention it needs.

Here are three questions you should be able to answer to make sure your creative is ‘mobile-first’.

• Is it framed or sized for mobile? How does it look on a mobile? (Refer to this size guide for more information.)
• Is it designed for ‘sound-off’?Is the experience user-friendly on mobile? (You cancheck on mobile here: lead form fill experience)

5. Learn from the audience

Two-way communication is one of the greatest strengths of the Facebook platform. As a business, there are a ton of insights that you can easily unlock.

Here are 3 tactics you can use to learn from your audience.

• Ask questions and make sure to utilize the question box feature

Questions don't just bring you engagement, it gives you insights. Insights through Qualitative feedback on the overall experience.

• Conduct polls

Polls are an excellent way to get feedback on products and services, and an easy way for consumers to let the brand know about their preferences. It is also a very effective way to keep your viewers engaged. Here’s a very good example.

• Run AR ads

AR ads are a great way to deliver an immersive experience. It is also one the best ways to create awareness through user-generated content.

If you’re looking for inspiration, you can check this link out.

6. Leverage Creators/influencers

“People trust people more than brands” — think about yourself. Many people trust and look to online creators to discover a lot of things that they find interesting. The secret is that creators help brands make a great first impression, and they provide a useful outlet and ample reach for your brand to make an impact that lasts.

Using creators in your video can help you build trust amongst the target audience to generate the lead.

7. Test

The greatest benefit of the Facebook family of apps is its ability to test. From a simple A/B test to much more complicated testing, there are a lot of possibilities to explore.

Here are 3 tactics you can easily use in testing.

• Test creative types and concepts (video vs. photo; clearly differentiate between creatives, etc.)
• Make sure your ad runs for a minimum of 4 days or 50 conversions (do a historical analysis and calculate a test budget)
• Talk to users to get insights to try out (creative preferences, product preferences, etc.)

Here’s a sample framework you can quickly put to use.

“56% of sales lift from digital advertising can be attributed to the quality of the creative.” - Five keys to advertising effectiveness Nielsen 2017

Unlock Exponential Growth (MOM 20%+)

It’s a common misconception that page likes or post engagement are often considered as Key Performance Indicators (KPIs). It’s often heard that these metrics are?key comparisons against the competition to understand how well the business is doing.

The truth is that these are false metrics. Here’s why.

Click here to read the full research whitepaper.

Now that we understand post engagement and page likes are a waste of time and money, let’s look at where to focus our resources.

What type of lead generation should you use? (There are multiple options, such as lead form, messages, and website.)

This sometimes can be a great difficulty for new advertisers, the easiest way to think about this is from a personal perspective.

Another way to think about this is by industry.

Example 1: Calls are more suitable if you are in the restaurant business—if immediate action is what is needed, calls are a must.

Example 2: If you are selling a high-ticket item, such as real estate, lead filtering is a must-have option. Lead forms are the best tool to efficiently manage lead nurturing.

Solve for Reach

Design for mobile-first video—that’s the key to getting cost-effective reach, as was previously highlighted in this article.

Optimize for customer experience

This is a logical move, but is often-times missed. If you can deliver a good customer experience, you know for certain it will have a significant impact on your business growth.

Here’s an important customer journey map.

If you are capable of ensuring customer satisfaction at each touchpoint, you will certainly see an uptick in your KPIs.

Let us know if you have any questions in the comments, and don’t hesitate to ask difficult questions.