On October 7th, Facebook revealed a new ad format; Lead Gen Ads.
This new format allows advertisers to integrate lead generation forms within the Mobile Newsfeeds (mobile is the only device supported as of this writing). When a mobile visitor clicks a newsfeed ad, they are presented with a form prepopulated with their Facebook contact info, providing users with a single step to opt-in to your email list….without every visiting your site.
This new lead capture drastically reduces the number of steps users must take to engage your business or product, resulting in higher engagement and lower acquisition costs.
The one downside to this new format is the way Facebook currently requires the collection of the generated leads. Facebook does not deliver the ads by email or provide integrations with email service providers like MailChimp and Getresponse. At current, advertisers are required to download a spreadsheet of leads from the Tools section of their Facebook Page.
To start your first Facebook Lead Gen Ad follow these steps:
1. Visit the Power Editor for your Facebook Ads account – here – https://www.facebook.com/ads/manage/powereditor/
2. Click Create Campaign
3. Drop the menu down to Lead Generation
4. Check the boxes for Choose An Ad Set and Create New Ad
5. Next, choose your Facebook Page, Budget, Schedule and Audience in the Ad Set Section.
6. Next, set your values in the Ad Section.
Lastly, make sure you click Upload Changes for your ad to be published.
Note: Read and confirm you are complying with the Facebook’s ad policy. Nothing will get your account banned faster than violating terms of service with Lead Gen Ads
Facebook’s Ad Policy – https://www.facebook.com/policies/ads
While there is a drawback in the way advertisers must retrieve leads, the lower lead cost and easy of engagement by the end user makes this paid traffic format extremely attractive. Given the newness of this format, Facebook will likely support external integrations shortly.
Patrick Kenney is a digital marketing expert specializing in behavioral marketing. With a background in computer science and psychology, Patrick spends his time constructing intricate marketing funnels using the latest and greatest technology and tactics. He is also an avid gear head/auto enthusiast.
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