Unless you’ve been hiding under a rock the last few years, you, as a social media marketing manager, know how powerful Facebook is as a marketing tool. A business can’t succeed without a Facebook presence. You’ve been posting and uploading videos and slowly gaining followers. Even though your company Facebook page has many followers, you want to capitalize on these followers and get solid leads.
This is where Facebook advertising comes in. There is a great opportunity here to create specific ads tailored to your company’s social media advertising campaign goal. If you want to generate leads, Facebook Lead Ads may be your best option.
(Related content: Social Media for the Small Business)
How to Create a Facebook Lead Ad
If you’ve never created a Facebook Ad before, you need to first register a business manager account. After doing this, head over to the Power Editor option in the drop-down menu. Then click on the Create Campaign button. You’ll see a large drop-down list of possible goals for your ad campaign. Select the “Collect leads for your business” option.
The next step is to identify the audience for your ad. Facebook has filters that will allow you to get very specific on your targeted audience. The more specific the audience, the better chance you’ll get qualified leads.
After narrowing down your targeted audience, you’ll have to determine your ad spend budget as well as the frequency and times to schedule your Facebook Ads. You’ll want to do some research on your audience to discover the best time is to reach them and when they will most likely convert on the ad.
After you schedule your ad and set the ad duration and budget and selected a targeted audience, you’ll be prompted to create a lead (or opt-in) form for your ad. This is where users who click on the ad will enter their contact information. The information gathered on this form is vital to generating leads, so it is important to determine which information you want to gather. Facebook will give you a lot of options here.
While you may be tempted to gather as much information as possible about a lead, remember that people will be less likely to fill out the lead form if there are too many fields. At minimum, get the lead’s first and last name and email address.
Once you create a lead form, you’ll be able to use it for future ads. All you have to do is select the “Duplicate from Existing Form” option.
When your lead form is created, you’ll then create a context card. This is what people will see after clicking on the ad and before they are taken to the lead form. Take your time creating the content for the context card. It should be persuasive, short and to the point. Mention who you are, what your company does, what your offer is and why the user should go ahead and fill out the lead form.
When the context form is completed, create a spreadsheet and be ready to enter in those leads.
How to Get Your Facebook Ad to Stand Out
Now that you know how to create a Facebook lead ad, how do you get people to notice it and act on it? The ad competition on Facebook is fierce, so here are some tips on how to optimize your Facebook Ad:
1. Create content relevant to one specific audience
Each ad needs to have its own, unique audience. Showing different ads to the same audience is a waste of money, since only a small portion of that audience will find value in some of the ads. People are also less likely to notice and take action when they are constantly bombarded by ads from the same company.
Your content should, therefore, be unique and different for each targeted audience. While it may be tempting to copy content from your website, this is a bad idea. The effectiveness of your ad campaign can only be accurately measured if it is treated as its own, stand-alone page with its own unique content.
Be sure to put the most important content, such as an offer or CTA in the first part of the headline or content. In fact, you only have 25 characters for a headline and 90 characters for content. Kissmetrics has a great formula to use to help you come up with effective content for your Facebook ads. The text should be concise, easy to understand and communicate the benefits of the product or service to the user.
2. Mind the layout, headlines, and call to action
Social media managers know that text alone anywhere on social media is boring and won’t convert. This is why you’ll need catchy headlines, attention-grabbing images and videos, and one clear call-to-action. Just like the content, you’ll need to do some research to see what image, headline and CTA will best get the attention of the targeted audience. Include bright, high-resolution images that capture the message of the ad and place the call-to-action at the top of the ad.
3. Provide clear incentives and value propositions
Facebook users are bombarded with ads every day telling them to “click here.” If your company is not well-known by your targeted audience, you’ll likely have to offer them an incentive to build enough trust to leave their contact information. The incentive should be either in the headline of the ad (in the beginning) or within the first 90 characters of the content. Make sure the incentive is something of value to the targeted audience.
Make Sure It’s Working
Finally, it is important to test each ad. Create multiple ads in a campaign with varying images, content, CTAs, incentives and layouts. Have each ad deploy to the same targeted audience for a week and use Facebook Insights or other analytics tools and software to measure how each ad does. Once you find the highest converting ad, run that ad for the set duration of the campaign.
Whether you’re a social media marketing manager or a business owner new to Facebook advertising, social media management can be difficult. Facebook ads, however, are the least expensive, and maybe the most effective form of online advertising out there. In other words, it’s worth considering for your next promotion.
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