So a question I get very often it should I send people to landing pages on my web site or just capture
those leads directly on Facebook via Ulead ads.
My response is always a B split test.
But one thing that I have found is that people are on Facebook for a reason.
They don't want you to interrupt their Facebook experience and go off site to your landing page nine
out of 10 times my lead ads perform better and get more leads at a lower cost than my clicks to Web
site ads that are directing people to landing pages to capture their email.
So another great thing about Facebook lead ads is that Facebook auto fills in the name and email address.
This makes it even easier for people to sign up for whatever you're offering.
So the disadvantages of lead ads you're not getting direct website traffic since you are not sending
people to the landing page or on your Web site.
You're not getting the traffic from these lead ads without traffic to your Web site.
You will not be able to build custom audiences to retarget to later with Facebook ads.
Another disadvantage of a lead ad is either lower quality leads.
Most advertisers just request name and email addresses for my Facebook ads such as a lawyer that I collect
leads for I'd like to also collect the person's phone number.
Think about it if Facebook auto fills out name and email address.
That's a lot of serious people right.
You're going to weed out these unserious people real quickly and increase the quality of your lead by
adding this phone number field.
People have to think twice before filling out the form.
They must be pretty serious if they're willing to give you their phone number.
So let's create a lead ad simply go to your ads manager click Create ad next name your lead ad.
I like to name the ad type.
So lead ad then describe the demographics I'm targeting in the ad so I can see this as a quick reference
when I run reports in the future so I'll know instantly.
Oh this was a lead ad that was targeted to 25 to 40 year olds in Texas next fill out your entire ad
set section.
Next on the ad level simply build out your ad as you normally would then you can choose a past lead
form you've created already or if this is your first lead ad you have to create a form to capture this
data from the user.
That email that name that phone number.
Now one note here you can not edit a past form.
So if you messed up or want to edit one option in your form that you've already created you can but
what you can do is duplicate it and make the edits you want via the duplicated form.
Again if this is your first new form.
So first we need to select the type of form we want either more volume or higher intent.
The only difference is the higher intent has one more step in the lead capture form and that is the
review step so people can review their information.
I do see a little higher volume without this additional stat but if you want more precise data I suggest
using the higher content option so name your form so you can easily identify it when you're building
lead ads in the future.
So the next option in this lead create form is the intro screen.
The welcome screen is optional in lead capture forms but from my experience I get a lot higher conversion
rate when I include the entire screen simply adds a little more info about your product or service so
it includes this header image.
The header title your logo and then either a paragraph or a little five bullet points to describe your
offer a little bit more.
So I like to build out to really match what my landing pages look like on my website.
Basically you're funneling people down from your headline to your call to action button so this information
between those two should make them want to sign up for a free offer.
Your product your service etc. etc..
So fill out the headline upload your image and then either choose a paragraph or bullets.
I like the bullet points to give concise quick info of why they should sign up.
So once people click sign up on your form what do you want to capture from that.
The default lead form includes e-mail and full name but remember per my experience you get way less
quality leads by just enabling these two.
If you're seeking volume great just require these two fields first sign up but think about it.
Everyone has that junk email address that they sign up for stuff with write what other data can you
capture from them to ensure a high quality lead for you.
So from my experience that is the phone number.
Sometimes I also click the Add a question option to obtain even more relevant info such as favorite
style.
If I'm selling a custom T-shirt things like that so select from the options you need required for your
lead form.
Now in order capture leads in customer information you will need to provide a privacy policy.
So you'll need to supply this info from your company's Web site.
So don't fret if you've never built a privacy policy page on your Web site.
There's plenty of privacy policy templates online.
So just do a quick Google search and then get that page created on your Web site or blog.
If you're using WordPress I personally use the plug in which is free auto terms of service and privacy
policy.
So once you install it it creates the pages pulls your brand name pulls your contact information and
creates these two important pages for every type of web site.
So copy that privacy policy link and paste it into the link you are l here on Facebook.
Now if you selected high intend for your form type you will have this review screen.
So now just click on this last step.
Thank you screen.
Once the person has completed the form you can prompt them to visit your site.
So just paste in your you are all you want to promp them with again.
Sometimes you can put a thank you page here.
Or if you are offering them something free like ebook or free download this is where you can provide
that link so you can upload that PDA to your Web site and then whatever that domain was you uploaded
it to.
You can just put it right here and people will be redirected to your Web site to download that free
ebook or whatever you're offering.
So give your lead form a good read through.
Make sure you don't have any spelling errors because remember we can't edit these.
We have to duplicate and then edit them from their.
So make sure everything is correct then click Finish.
Now we have our legion form created in this dropdown we can select it for this add we've created and
use it on future ads as well.
So once you get leads submitted via these lead ads they can be downloaded from a few areas.
First is directly under this ad you created right in the ads manager.
Second you can get it from the Facebook page which this lead ad is linked to it.
So the first area you can retrieve them is directly on your ads manager.
Under the results column at the ad level so click the campaign name where at the ad level here you can
just click the leads form click this hyperlink and then you will be prompted to download the Excel that
CXXVI file.
Finally you have to be the page admin for your Facebook page if you want to retrieve these captured
leads via that page.
So as long as you are the page admin you can go to the page publishing tools the ADD forms forms library
and here you can see all the forms we've created in the past.
This one has 42 leads in it.
We can download it directly right there.
One note though leads are only available for 90 days after the user submits their info.
So make sure to check this often and download your leads.
I'd like to do it every other day so I can contact those leads while they're still fresh.
You don't want to let these leads go stale or let them forget about what they signed up for.
So get in contact with these leads as soon as possible.