How to Make Facebook Lead Ad Forms Work for You
We all know Facebook, with its 2.23 billion monthly active users is a prime location to attract new leads. Mobile advertising on the site has seen a marked increase in 2018, so how do you ensure your ad stands out from the crowds?
There is a myriad of options when it comes to using Facebook ads, but Lead Ads are the easiest and most effective way to build high-quality leads through the network’s mobile users. Users simply click your ad and a form pops up, already pre-populated with the information they’ve shared with Facebook, allowing your business to follow up with them. One of the highlights of lead ads is that they allow users to enter personal information in your form without ever leaving Facebook.
Lead ads can be used to collect sign-ups for newsletters, price estimates, follow-up calls, and business information. The form allows you to gather email addresses, contact information and even ask people custom questions.
The Context Card is Your Best Friend
Once you’ve created your ad, you’ll be able to build your context card.
The context card is the step between your lead ad and the form itself. They’re optional, but the chance to share more information about your business in the moments before potential leads give you their information shouldn’t be missed. By providing users with more details about your business you will also improve the quality of the leads.
You can use the context card to:
- Highlight the benefits of your business
- Promote special discounts & offers
- Create a double opt-in
Craft the copy carefully and keep it to the point. You can also use this opportunity to display strong social proof of the value of your product. Evidence of quality e.g. ‘used by 500,000 people’ or testimonials such as ‘I saved £300 this month using Money Wonk’ are powerful persuasion techniques that make users more likely to trust you and provide more motivation for them to give you their details.
Remember these three points: who you are, what you’re offering and why your potential lead should give you their information. E.g.
Motor Sure is the # 1 Rated Driving Instructors in Surrey (the who)
February Sign Ups receive 30% off their first lesson (the what)
Register Interest to access the offer (the why)
The Best Use of Forms
After users have clicked your call to action button on your beautifully crafted context card, a pre-populated form will pop up. Facebook does the hard work for you here, meaning you’ll have more conversations and fewer drop-offs.
You can customise this form, so think carefully about what information you really need. Facebook lets you choose from options like email, name, address, date of birth, gender, company name, and more.
Keep Your Form Short and Sweet
Typically, the more questions you ask, the less likely people are to complete the form.
Expedia lost $12 million per year by asking one additional question in their booking form. The sooner users can complete the form, the better – follow these tips for the highest conversion rate.
- Only ask for the most pertinent information (remember, you can always gather more information when you follow up)
- Limit open-ended questions – the more people are required to type, the higher your drop-off rate will be. Try using multiple choice answers to collect similar data, filling in forms can be difficult on mobile.
- Keep multiple choice answer options to a minimum, 3 or 4 will suffice
Tone and Content
Think carefully about what to include in your headline text – it’s yet another opportunity to increase motivation for users to give you their details.
If it suits your business, try using a conversational tone in your questions e.g. the Last question, what’s your email address?
Do you really need to ask for phone numbers? People are increasingly reluctant to provide this information – a study by Clicktale found that marking the phone number field as optional decreased the form abandonment rate from 39% to 4%.
Facebook Lead Ads are a brilliant way to build your audience, and if you follow these tips you’ll undoubtedly increase your conversion rates.
Do get in touch with us at firstname.lastname@example.org if you need help creating your lead ads, content cards or forms.