Facebook Lead Ads Part 2
How to set up your ads
If you have been using Facebook ads already, you will be familiar with the interface. If not, there’s no need to worry. The system is far easier than Google AdWords and Facebook helps you every step of the way.
A good image can attract a wide number of leads, so be sure it matches the text and commands attention. In the text, use keywords typical of your niche to help match the content with what you are offering if they sign up. This will help you get a good relevance score from Facebook, which in turn will mean your ad showing more often and you paying less per click. It’s a great way to get the best return on investment.
Go to Facebook. Go to your Ads Manager:
Create a new campaign:
And select Lead Generation.
Underneath the check boxes, choose a name for your new campaign:
And then click Continue.
On the next page, you will create a new ad set:
Give the set a new name:
Choose the page you want to promote:
And accept the terms of service:
Select your audience—who is most likely to be interested in what you have to offer?
Many marketers use “avatars” or marketing personas to target their ideal customer. An avatar is like a mini biography of the people most likely to make a purchase. Create an avatar and use it as your guide to audience selection for your Facebook ads.
Name the audience and set the countries, ages and genders as needed, and the language, such as US English. Save this custom audience with a name that you will remember, so you can use this pre-set audience again in the future.
Select automatic placements:
This will give you the most opportunities for showing your ad.
And set your budget and schedule:
Start small, such as $5, and increase as needed. Don’t start with a high number and then go lower. Facebook adjusts the bids lower when you start small, so you will get more return on your investment. You will be charged by impression, that is, when your ad shows. A high number of forms filled out will mean a good return on investment. Divide the amount spent by the number of forms filled out and the total will be the amount you are paying per lead.
When you have made all your choices, click Continue:
On the next page, it will show your identity for the account:
Choose the page you want to link to in Facebook.
You can also set up your work in Instagram to run the ads there as well. You need to have an active account to link to. If you don’t already, it might be best to do this step first and then come back to your Facebook Lead Ad creation.
Choose your image format for the ad:
Single image is easiest to start with, and the fastest as well.
Add your image. The recommended size is 1200 × 628 pixels. You can also upload up to 6 images to test which will work best with the wording of your ad. Either select from your list of photos, or upload.
You can also choose free stock images. Just click and search by keywords. These high-quality images from Shutterstock can only be used with your Facebook ads.
You could provide an image of the free item you are offering them, but make sure it is a high-quality one without too much text.
Once you are happy with your image, it’s time to write the text for the ad:
Start with the text for the ad. Give them at least one compelling reason why they should click to fill out the form.
The next box is for a display link, a URL. It is not a good idea to put a URL in this type of ad because the goal is to get them to click through to fill out the form, which they won’t do if they were to follow the URL.
The next box is for your headline. Again, make it sound exciting, like they would really be missing out if they didn’t sign up.
The News Feed Link Description is another area for giving extra information about the offer and encouragement to take it.
Finally, you will select a call to action button. Good choices include Sign Up, Learn More, and Register.
When you have finished the ad, it is time to create the form.
Name your form something you will remember. Choose More Volumes so you can get as many signups as possible.
The Intro section offers you the chance to introduce your offer and give more information about it. It does not cost anything but time to create, but it could help you get more leads if you make the offer sound exciting enough. You could also give instructions as to what you wish them to do.
Questions is for both the form fields to fill out, such as email address and name, and additional field which will allow you to ask questions that will enable you to narrow down whether or not the person is a good fit for your business.
Finally, the Thank you screen allows you to personalize a message and send them to your site if you want them to see more.
Be selective about the URL you send them to. Avoid using the home page URL, because you don’t want them to be lost once they get to the site. Send them to a topic page, or a sales letter landing page instead.
As you are inputting your data, click Save every so often so you don’t lose your work. Click Finish once you have completed all fields.
Once you click finish, your ad will be published. But it is still not live yet. It will be reviewed by a person, who will make sure your images and text meet their specifications.
The main reason for the ad to fail is there is too much written content on the image. It should be less than 20% of the whole of the image.
Check your interface after you have launched to see if your Facebook Lead Ad has moved from In Review to Active. If it fails, click on the reason and correct it. Then check again later to see if it has passed and is live.
Note that 5 ads will be created in total for your campaign:
Instant Articles-will allow you to publish content in a range of places
Now that we have created the ad and it is running, let’s look at your next steps.