Learn how to optimize your Facebook Ads to get more conversions. Facebook uses all of this information to choose who to send your ad to so you get the most return for your budget.
This is where you can determine where your ad will be placed, whether on desktop or mobile, in the feed or on the side column, etc. Your goal is to determine where your ad performs best, then place your ad there more consistently. You can achieve this in one of two ways: 1 set your ad to automatic placement for a set period of time and analyze the results, or 2 select the placement that best matches your target audience.
For instance, a younger audience might spend more of their time on mobile, while a certain age demographic might spend more time on desktop. This is where you can select the average you want to spend per day and how long you want your ad to run.
Facebook Ads works on an auction system, so make sure to choose a budget that seems reasonable based on prior research. This is the internal name for your ad that will help you keep track as you build out different ads within your ad set.
We suggest a hierarchical naming structure where you list the campaign type, audience, and a descriptor of the ad e. You have two options here: carousel or single image. A carousel allows for two or more scrollable images with a variation of headlines. This is a great option to display multiple product offerings or to pique interest by displaying steps or parts of an image split into a carousel. A single image is as it sounds, or you can use it to display a slideshow within a single frame.
Upload your creative assets here. You can choose between a video yes, gifs count or an image. This is useful because you can determine which type of ad converts best — just be sure to make small changes to each variation so you can properly split test. Learn how to make Facebook Video Ads. Enter your headline, ad text, link description, and relevant URL here.
Facebook Lead Ads is an effective platform because it allows for native conversions, meaning your users can convert in the app. The form fields are completely customizable so you gather the information you need. Once approved, your ad will start running and collecting leads. Now, let's review some Facebook advertising tips to keep in mind throughout the process of Lead Ad creation and implementation. Facebook collects a lot of data from its users from in-app activity and third parties.
The social platform allows you to use this data, known as Facebook Audience Insights , to create highly targeted advertisements. Filter your audience by using very granular criteria to target the right prospects. Your Facebook Ads campaign will have multiple Ad Sets audience targets and multiple ads within those sets. Each ad should focus on one message. The more targeted your message, the more likely your ad will appeal to the right prospects.
Pro Tip : Be sure to stay within the ad specs so your ads look natural and fit into the designated space. Facebook Lead Ads allows you to choose between images and video in your ads. Video gives you an opportunity to tell a captivating story to your prospects.
With stats like these, video ads have a potentially high ROI. Your competition might have creative ways to target your audience. If you notice your competitor using carousel ads to engage prospects, then it might be a tactic worth considering for your own ads. Your goal is not to imitate but to be aware of other ways your prospects are being targeted.
You want to be sure to maximize your ad budget by checking your Facebook Analytics often. Monitor how your ads are performing and how your audience is responding to them so you can adjust your campaign before you waste spend on the wrong methods.
This becomes even more important if you have a smaller budget. It typically takes someone viewing an ad seven times before they take action see: The Advertising Rule of 7. Retargeting uses tracking pixels to follow your prospects around the web, showing them relevant ads on external sites to give your ads more exposure.
Creating and publishing your Facebook Lead Ad is only the beginning. Below is a list of resources that will teach you what metrics to track, what those metrics mean, and how to revise your ad strategy to hit your lead goals. Use these resources to learn how to optimize your Facebook page and your Lead Ads:.
The Ultimate Guide to Facebook Marketing. But what does a good Facebook ad look like to a user and how are these ads set up? Imagine scrolling through your newsfeed, looking through posts from friends, photos, and status updates. You click the CTA and, instead of directing you to a completely different website, this pop-up form appears:. As you can see, the lead-flow UX from a Facebook Lead Ad is much more seamless than it would be if you were: interrupted while scrolling through the News Feed, sent to an external website where you were asked to submit a form, then had to navigate back to whatever it was that you were originally doing on the platform.
Users are able to review the graduate open house registration information upon clicking the ad. They then have the ability to sign up while staying in the News Feed. Upon submitting the form, they are brought to a "Thank you" page that they can exit out of to continue with whatever it was they were doing in the News Feed.
Optimizely has a timely Lead Ad that appears in the News Feed. To interact with it, users can simply click on the ad or hit the Download button. From here, users are asked to share a few contact details and then Optimizely provides them with the free ebook.
Users must scroll down to view all six form fields and complete each of the easy-to-answer questions. Within seconds, users have their free ebook download and can exit out of the Lead Ad to go back to their Feed with the click of a button. In just five steps, you could have your own lead generation program up and running. Step 1: Define your leads.
Start with the basics and determine what makes a good lead for your company. Leads can be defined in many ways, and there are even more ways to identify a qualified lead. Step 2: Align with sales. Just as sales and marketing must agree on the definition of a good lead, they must agree about when that lead gets directed to sales.
If done correctly, this results in a seamless transition and immediate follow-up for qualified leads. To do this, sales and marketing must agree on two main categories of lead stages: marketing qualified leads MQLs and sales qualified leads SQLs.
Step 3: Build your road map. Including inbound and outbound efforts. Step 4: Nurture and score your leads. Boost your business by making quick and effective decisions. Interested in a demo of our solution? Want more info about our company partnerships, press enquiries or other?
Our teams are available. Want to see how AT Internet can help you drive your product experience to the next level?
Register to explore and test out our state-of-the-art demo account for 30 days! Facebook also has a feature that lets you put a simple call-to-action button at the top of your Facebook Page, helping you send Facebook followers directly to your website. Get some lead generation tips for Facebook. Twitter has Twitter Lead Gen Cards , which let you generate leads directly within a tweet without having to leave the site.
A user's name, email address, and Twitter username are automatically pulled into the card, and all they have to do is click "Submit" to become a lead. Learn how to do that here. Learn some lead generation tips for Twitter.
LinkedIn has been increasing its stake in the advertising space since its early days. When it comes to lead generation, LinkedIn created Lead Gen Forms, which auto-populate with a users profile data when they click a CTA, making it easy to capture information.
Get tips from our experience using LinkedIn ads. Google gets 3. The effectiveness of your PPC campaign relies heavily on a seamless user flow, as well as your budget, target keywords, and a few other factors. Learn more about how to setup successful PPC ads. B2B is a particular business model that requires a particular approach to lead generation. SmartInsights found that referrals are the top source for capturing business leads. Not to mention, effectiveness varies by channel.
Learn the B2B lead generation techniques for every channel. In any given lead generation campaign, there can be a lot of moving parts. It can be difficult to tell which parts of your campaign are working and which need some fine-tuning. What exactly goes into a best-in-class lead generation engine?
Here are a few tips when building lead gen campaigns. As you saw in our data, the most successful marketing teams use a formal system to organize and store their leads.
That's where lead generation tools and lead generation software come into play. How much do you know about the people visiting your website? Do you know their names or their email addresses? How about which pages they visited, how they're navigating around, and what they do before and after filling out a lead conversion form?
If you don't know the answers to these questions, chances are you're having a hard time connecting with the people who are visiting your site. These are questions you should be able to answer — and you can with the right lead generation tools.
There are a few different tools and templates out there that'll help you create different lead gen assets to use on your site:. Example of a slide-in lead flow. Not all of your site visitors are ready to talk to your sales team or see a demo of your product. Someone at the beginning of the buyer's journey might be interested in an informational piece like an ebook or a guide, whereas someone who's more familiar with your company and near the bottom of the journey might be more interested in a free trial or demo.
Make sure you're creating offers for each phase and offering CTAs for these offers throughout your site. Yes, it takes time to create valuable content that teaches and nurtures your leads down the funnel, but if you don't offer anything for visitors who aren't ready to buy, then they may never come back to your website.
From checklists to templates to free tools, here are 23 ideas for lead generation content to get you started.
If you want to take personalization a step further — which will help boost your conversion rate — try using smart CTAs. The highest-converting lead gen campaigns are the ones that deliver on what they promise and create a seamless transition from ad copy and design to the deliverable itself. The aspects of your lead gen campaign should mirror everything else on your website, on your blog, and within the product that you will eventually try to sell.
Your campaign should be about more than just obtaining an email address — it should be about developing a new customer. This may seem obvious to you, but you'd be surprised how many marketers don't create dedicated landing pages for their offers. CTAs are meant to send visitors to a landing page where they can receive a specific offer.
Don't use CTAs to drive people to your homepage, for instance. Even if your CTA is about your brand or product and perhaps not an offer like a download , you should still be sending them to a targeted landing page that's relevant to what they are looking for and includes an opt-in form.
If you have the opportunity to use a CTA, send them to a page that will convert them into a lead. If you want to learn more about how to build and promote high-converting landing pages, then download our ebook on optimizing landing pages for conversions.
Remember when we talked about lead scoring? How will you know what qualifies a lead for sales without knowing if your defined SQLs are successfully sold? Your marketing and sales teams need to be aligned on the definitions and the process of moving a lead from MQL to SQL to opportunity before you even begin to capture leads. Also, be open to evolving your relationship with sales and how you guide leads along your funnel. Your definitions will likely need to be refined over time; just make sure to keep everyone involved up-to-date.
While marketers typically think of social media as best for top-of-the-funnel marketing, it can still be a helpful and low-cost source for lead generation as shared in the lead gen strategies above.
The key is using social media strategically for lead generation. Start by adding links directly to the landing pages of high-performing offers within your Facebook, Twitter, LinkedIn, and other social media posts. Tell visitors that you're sending them to a landing page.
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