Facebooks NEWLead Generation Ad’s

• On October 7th, Facebook quietly rolled out access to a new tool for marketers called

Lead Generation Ad’s• On the surface, it seems like not a big deal when you consider all the

ad types available for helping to generate that website click and conversion page

• As cool as all those tools are, there is an increasingly annoying little problem• Load times – when someone clicks the ad, how long it takes to load is

the Holy Grail of conversion• Facebook has been taking steps already to combat that by adding

tools like the instant article and Call to Action buttons• Facebook has added ad types to help complete a message with

carousel ad’s

• The primary place marketers are loosing conversion and ultimately making the cost of conversion go up

Mobile Devices

• Lead ads are yet another attempt to keep users on Facebook• In particular, most advertisers have seen the issues with collecting

information from users while on a mobile device• While costs to reach and get engagement tends to be cheaper on

mobile than on desktop, getting the conversion is usually more expensive• There are many reasons for this, not limited to slow load times

Lack of mobile responsiveness The comparative difficulty entering contact information on mobile vs. desktop

• A lead ad looks like any other link ad with a CTA button on the surface• But when you click the link or CTA button

“Apply Now” “Get Quote” “Download” “Learn More” “Sign Up” “Subscribe”• The user is immediately shown a form WITHIN Facebook• Load time is vastly improved• But that’s just the start

• Facebook pre-fills requested information like name and email address based on Facebook profile information• Users can edit this information in the form if they choose• There's a list of information you include on your form• You can also include custom questions• The process is streamlined to be much more efficient, and you can

expect that advertisers will be seeing more leads (and lower cost per lead) as a result

• So what’s the catch?

• It’s a little techy

• Her we go

• This NOT available in the regular Ad’s Manager• You MUST open Power Editor to use the Lead Generation ad Type• Start by going to the Regular Ad’s Manager page

• In the top tool bar select the Power Editor button

• It may take a few minutes for the Power Editor to open (it will open in a new window)• On a side note, if you are suing anything other than Chrome, t will not

load properly for you, use Google Chrome• You may get a message at the top saying that FB is conducting an

experiment in Spain and in Ireland allowing for multiple engagement options such as like, love, not sure, dislike• There is an X at the far right to close this message, you must close it

to expose all of the tools in Power Editor

• On the Power Editor home screen drop down the create ad button and select create campaign

• Drop down the Objective menu and select Lead Generation

• Choose and Ad Set (create new or use existing)

• If you create a new one

• Change your view to the ad set view to set the new ad up• Start by setting the business page

• Once you select your page you will be prompted to adhere to the Lead Ad Terms of use

• Set your budget and a schedule if you like

• Click Edit Audience to set your demographics or choose your custom audiences

• Placement

• The default for pricing is set to maximize the number of leads you will get and the price you pay Facebook for each• If people don’t fill out the form, Facebook does not get paid• Leave this setting alone

• Next Go Back to Ad’s and create the actual Lead Generation Ad

• You need text, headline, link description and image (1200x628)

• Set your call to action

• Now lets set up the form

• Name your form

• Automotive:Car makeCar modelTrimYear of makeCar dealership

• Education:Interested field of studyCurrent field of studyHighest level of educationWhen do you plan to enroll?Course of interestCampus locationWhat degree are you interested in

• Ecommerce:How often do you want to hear from usSelect a category

• B2B:Size of companySize of sales teamPrimary trade

• Professional Services:Type of legal service

• Health Insurance:Health insurance coverage status

• Auto Insurance:Annual mileage

• Need Help:Need helpWhat are you looking forWhat is the problemSelect services

• Purchase Intent:Time to purchaseTime to joinSize of budgetWaitlist

• With Power Editor everything is saved as a draft you must publish