FB Lead Ads Latest Practices To Know! 06.2019 (Common mistakes &…
FB Lead Ads Latest Practices To Know! 06.2019
Common mistakes & ERRORS
Forgetting to Exclude Those Who Have Already Converted
Having No Clear Value Proposition
Explain how it’s different from or better than the competition
Avoid cliche copy like superlatives and business jargon
Communicate results the user will get from purchasing your product or service
Make the content clear and easy to understand
Forgetting to Use Facebook Pixels
The pixel can be used for three main functions:
Track conversion on your website or event page and attribute them to your ads
Optimize your ads for conversions
Build custom audiences from your website so you can re-market to them
8 Costly Facebook Ad Mistakes and How to Avoid Them
Over-Reliance on Automatic Placement for Facebook Ads
Creating Facebook Ads Without Understanding Overall Campaign Settings
Running Too Many Facebook Ads With Too Little Budget
Testing Multiple Interests in a Single Facebook Ad Set
Focusing on Cost per Lead Over Earnings per Lead
Selecting the Wrong Facebook Campaign Objective
Running Facebook Ads With Zero Follow-up Management
Creating New Facebook Ads Rather Than Managing Successful Ads
Not Including an Intro Section in Lead Form - It should be STRONG and RELEVANT to OFFER and STEP IN SALES FUNNEL
Not Considering User Experience Across Multiple Devices
You can make your life slightly easier by using Facebook’s optimization rules to cut down on the time consuming, day-to-day management.
Facebook ads are complex. There’s a ton of variables, a lot of moving pieces.
Not Taking Advantage of Optimization Rules
Using the Wrong Ad Type in the Wrong Circumstances
Audience + Offer Mismatch
Facebook ad success = the right offer + the right audience.
That comes down to understanding the correct ‘temperature’ of each and what stage they’re at in the sales funnel
Lead ads should target Ready to buy users
Know this. Expect this. And start subtly tweaking your ‘winning’ ads to refresh results.
The best Facebook ads work for a few weeks until they start declining in performance.
Falling Victim to Ad Fatigue
Too. Many. Words.
Previously, Facebook had an automated ‘20% rule’ that said you weren’t allowed to have text cover 20%+ of an ad image.
Not Keeping Old Leads Fresh - 48 hours to contact in any way (no calling - then send something)
Over-Relying on Interest Targeting
We just learned about how custom audiences tend to convert the most, for the least.
Audience Is Too Big (or Too Small)
Facebook ad audience size is a catch-22
Yawn-Worthy Ad Creative
our image is the first thing people will notice. That is if it’s interesting.
Otherwise, they’ll completely miss it.
No Landing Page Tests
Advanced Lead Gen Principles
Retarget on other platforms (LinkedIn)
Hone your targeting and messaging.
Add a second call-to-action, up-sell, or cross-sell.
Provide an option to contact you immediately.
Send an automatic follow-up.
Retarget users who open the form but did not submit.
Basic Lead Gen Principles
Use A video’s worth a thousand leads
Location, location, location.
Make sure your CTA comes at the perfect point in your video.
If you want to focus on quality of leads, add a CTA to targeted videos.
If you want to focus on the quantity of leads, add a CTA to educational videos.
Follow up ASAP… the longer you wait the more your call-to-action fades in your prospects mind.
Add a time-constraint or scarcity… a reason they should submit NOW. Conquer the “I’ll do it later”
Make it as simple as possible… Statistically, for every additional input field, there is some percentage of users that will drop-off and not submit. You likely only need their email address.