Best Practices for Facebook Lead Generation

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By Boris Dzhingarov

Many business owners and marketers feel that they are lacking the resources or time that they need to perform lead generation that repetitively converts visitors to customers. Thanks to Facebook Lead Ads, businesses are now able to ensure that they provide an effortless, seamless lead generation process via social media for both their business and their customers. However, if it’s not done correctly, using Facebook Lead Ads for lead generation may not provide the results that you are hoping for. Understanding how to connect with and respond to your leads appropriately and in a way that is going to get you the best results is important. Keep reading to learn more about the best practices to use for Facebook lead generation to provide a positive user experience and put your business in with a better chance of successfully converting Facebook Lead Ads.

Set the Right Bids

When it comes to setting up a daily or lifetime budget for your Facebook Lead Ad campaign, there are two options to choose from. These are automatic, where Facebook will automatically set or adjust your bid to help you get the best results for the best price, or manual, where you can enter your chosen bid based on how much you are willing to pay for the results. Manual bidding is the best option if you have a figure in mind when it comes to how much each lead is worth to you. Be sure to set your bid at no less than the true cost-per-lead. In any other case, automatic bidding may be more useful. Bear in mind that lower bids may reduce the number of target audience members that your ad is displayed to.

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Provide More Context

Facebook lead generation is now easier than ever with Lead Ads, allowing users to submit a pre-filled form without ever leaving the Facebook app, reducing the friction that occurs when users have to leave the app and go to a separate landing page. The fact that the forms are pre-filled using information from the user’s Facebook profile can also make it easier to collect leads by reducing the amount of work on the user. However, users will still need a reason to press submit on the pre-filled form, so be sure to provide more context with a brief introduction to what you offer. You can improve your chances of generating successful leads by offering something in return such as a money-off voucher or free gift, which brings us to our next point:

Create an Exclusive Offer

Many people will find it hard to resist an exclusive or limited-time offer. Offering something in return for the information that you will collect from users when generating leads using Facebook Lead Ads can help you get more attention and more clicks on the calls to action on your ads. And the best part is that you don’t have to offer something huge – a money-off voucher or free gift with a first order will often work well. Create a sense of urgency by creating short-limited time offers that users need to take advantage of now if they do not want to miss out.

Add a Facebook Pixel to Your Website

A Facebook Pixel can be added to your website to report when somebody visits your site from Facebook and what steps were taken. If you’re using landing pages on your website along with Facebook lead ads or offer users the option to visit your website and learn more after submitting the Lead Ad form on Facebook, a pixel can be a useful way to learn more about what kind of users are completing your lead form. You can easily add the Facebook pixel to your website yourself if you have access to the code; just place the base code on all your website pages.

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Be Transparent

Collecting high-quality leads from Facebook means that you should make the process as transparent as possible and ensure that your target audience are fully aware of what they are signing up for and what you want them to do. When creating your ad, this could involve using content that makes the user stop and read along with engaging images or interesting videos. Promotional ad copy and call-to-action (CTA) buttons will help you get more attention on your ad and ultimately encourage more users to submit the lead form. A context card is a helpful addition; this will appear after a user clicks on the CTA before getting to the lead form, to provide more detailed content that explains more about what they’re signing up for.

Test Form Lengths

While Facebook’s Lead Ad forms have made it easier for both businesses and users thanks to autofill, it’s still a good idea to keep any forms you use short and to the point. Consider using A/B testing where you can measure costs per lead, completion rates, and cost-per-conversion against form length to determine the best option. Your CTA is one of the most important aspects to test as this is designed to tell users what to do, how to do it, and what to expect. It’s worth considering which segment of your audience has the highest conversion potential and create retargeting sequences for that segment using different messages and CTAs. Either way, shorter forms tend to work best since they are easier to submit and reduce the risk of people getting bored halfway through. You can always collect more information from your leads once they have signed up.

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Use Custom and Lookalike Audiences

Consider using custom and lookalike audiences to reach your existing website visitors, customers, people who’ve already engaged with your brand, and customers that are similar to yours. This can help you reach the most high-quality users who are similar to your current best customers, along with finding users that have already previously engaged with your brand content on social media. When it comes to using Facebook for lead generation, there are many different best practices to enhance and improve the performance of your ads.