Hi, I'm Peg. Did you know that Facebook allows you to create an ad with 3
parts? The first is the ad itself, the second is the ad landing page with a
little form to collect information, and the third is a thank-you page. It's
called a Facebook Lead Ad. Regular Facebook Ads ideally end in a click.
However Facebook Lead Ads give you the information that you want to contact
people (you can also collect other data too.) so you get an email or a phone
number. In this video, I'm going to show you what a Lead Ad looks like using
the example of a movie piracy ad. I'm going to tell you some of the benefits
versus an ad that takes people off Facebook. Then I'm going to give you
two ways to use these ads. Finally I'm going to talk about how to make
these ads successful. I'm Peg Corwin and this channel is all about social media
lead generation and LinkedIn and today Facebook lead generation, to give you
more leads and more business! If that sounds like it would be helpful, I'd
encourage you to subscribe to this channel so you don't miss an episode!
I share one video every Tuesday, I'm a graduate of the Advanced Facebook Advertising
class of Jon Loomer . What I share today is from that and from his ebook on
Facebook Lead Ads, which I'm going to give you a link to at the end of the
video. So stay tuned! I'd like to show you what a Lead Ad looks like on Facebook.
I have mocked this up. Obviously a marketing company wouldn't be talking
about illegal movie downloads, but I do have an attorney client who is in this
business. Here is an ad which looks just like a regular Facebook ad
but the call to action here is get quote. When you click get quote, what you see
after you click the ad is a repeat of the image so you feel
like you're in the same place, and a repeat of the headline so you'd feel
like you're in the same plac. But then I've added a little more copy here.
Then you have the option to write above the form to customize some copy, so I
have put "Get quote from national expert to resolve this confidentially anywhere
in the US." It has put in my email and my name from Facebook. When I click
Submit down at the bottom, I get a third screen again repeating the image. It says
"Thanks, you're all set. Please do not tamper with or ditch your computer! Talk
to an expert torrent defense attorney. We will be in touch in 24 hours. Then
the signature, the attorneys name. And there's a "view website" link here.
So that's a quick preview of what a Facebook Lead Ad
looks like. I'm going to give you four advantages of Facebook Lead Ads over
other kinds of ads The first one is that the user does not have to leave Facebook
Remember, they're there because they're looking at baby pictures. They aren't
really looking for what you are selling right at the moment. They might be
a little more reluctant to click a link to leave than to click a link to stay
there. The second reason is because it's easy
to submit a Facebook Lead Ad. The data is all filled out. It doesn't take the
user any time at all. All they have to do is click Submit. The third reason is that
it works super well on mobile. It's very hard to type on a tiny screen your email
address in order to submit to a form. The fact that Facebook pulls that
data from your profile into the form makes it very easy on mobile, and gives you higher
conversion rates. The last reason is that you don't
have to worry about the load time on your website.
Sometimes somebody's on a mobile phone. They don't have a very good internet
connection and the page loads slowly. Next, there are several cases for the use of Facebook
Lead Ads. The first one is to share something specific like a spec sheet for
a new product that you've got to launch that people have been waiting for. Or in
this case, a request for contact to answer a question that the client has.
That's the first case, and the second case is to use with a lead magnet
where you might have an e-book or a checklist that somebody might be
interested in if they're interested in this topic. They'd be willing to give
you their email in order to get that. In this case, the attorney might create a
checklist of the 5 things to do if you've been subpoenaed for illegal movie
downloads. By targeting people who have potentially done that you can begin
the relationship with them through email marketing. I'm sure you know that
advertising is a mechanism, it's not magic. The first factor,
the hard part, about Facebook advertising is targeting. You have to target
people who would be potentially interested in your ad. In this case we
could experiment with targeting people who have an interest in free movie
downloads and interest in the kind of software we're talking about. We could
also target people who like the pages of the BitTorrent software, which is used
for illegal movie downloading. We might add some demographic targeting over that.
If we know that men 25 to 44 are the key people that do this,
we could target men in those two age groups and look at those two
different targeting factors to see which one worked best.
The second piece that you need for an effective Facebook ad, or any ad really,
is a compelling offer. In this case the attorney is offering a free phone call
to discuss the client's problem. That's pretty compelling but a discount or an
e-book or a checklist those could also be compelling offers, depending on the
problems, the needs, the pain points of those target clients. Third thing
you need especially with Facebook is you need some budget to experiment because
it's hard to know what's really going to work best.
What offer is going to be work best, what targeting is going to work best,
what graphic is going to work. You have to plan on $300 to $500 dollars to
experiment to figure out what kind of targeting is going to work before you
can expect to see promising results. Now learning Facebook ads is challenging.
I can tell you because I've done it. It's not straightforward. If you don't
want to go through that learning curve yourself, you might want to look for
Facebook ad managers on either Google or LinkedIn or even UpWork. Do Facebook
sound like something that you might be interested in? I'll make you an offer.
if you tell me what you sell and to whom I'll give you some ideas for targeting
those people on Facebook. Come on, challenge me! Leave me that
customer profile in the comments! If you like this video, and if you're interested
in social media lead generation, I encourage you to subscribe to this
channel. You get a video every Tuesday and learn more about lead generation --
social media lead generation -- to bring you more leads and more business! Just
hit that big red subscribe button! Thanks for listening.
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