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FB Lead Ads Latest Practices To Know! 06.2019 (Basic Lead Gen Principles…
FB Lead Ads Latest Practices To Know! 06.2019
Basic Lead Gen Principles
Add a time-constraint or scarcity… a reason they should submit NOW. Conquer the “I’ll do it later”
Follow up ASAP… the longer you wait the more your call-to-action fades in your prospects mind.
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.
Use A video’s worth a thousand leads
If you want to focus on the quantity of leads, add a CTA to educational videos.
If you want to focus on quality of leads, add a CTA to targeted videos.
Location, location, location.
Make sure your CTA comes at the perfect point in your video.
https://adespresso.com/blog/facebook-lead-generation-ads/
Advanced Lead Gen Principles
https://medium.com/swlh/hacking-facebook-leads-4326bf9e1447
Retarget users who open the form but did not submit.
Send an automatic follow-up.
Provide an option to contact you immediately.
Add a second call-to-action, up-sell, or cross-sell.
Hone your targeting and messaging.
Retarget on other platforms (LinkedIn)
Common mistakes & ERRORS
https://adespresso.com/blog/facebook-ad-mistakes-fix/
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
https://adespresso.com/blog/facebook-ad-mistakes-fix/
Lead ads should target Ready to buy users
Using the Wrong Ad Type in the Wrong Circumstances
https://adespresso.com/blog/facebook-ad-mistakes-fix/
Ad Fatigue
The best Facebook ads work for a few weeks until they start declining in performance.
Know this. Expect this. And start subtly tweaking your ‘winning’ ads to refresh results.
Falling Victim to Ad Fatigue
Optimization Rules
Not Taking Advantage of Optimization Rules
Facebook ads are complex. There’s a ton of variables, a lot of moving pieces.
You can make your life slightly easier by using Facebook’s optimization rules to cut down on the time consuming, day-to-day management.
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.
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.
No Landing Page Tests
Not Keeping Old Leads Fresh - 48 hours to contact in any way (no calling - then send something)
https://adespresso.com/blog/facebook-lead-generation-ads/
Not Considering User Experience Across Multiple Devices
Not Including an Intro Section in Lead Form - It should be STRONG and RELEVANT to OFFER and STEP IN SALES FUNNEL
8 Costly Facebook Ad Mistakes and How to Avoid Them
https://www.socialmediaexaminer.com/8-costly-facebook-ad-mistakes-how-to-avoid-them/
Creating New Facebook Ads Rather Than Managing Successful Ads
Running Facebook Ads With Zero Follow-up Management
Selecting the Wrong Facebook Campaign Objective
Focusing on Cost per Lead Over Earnings per Lead
Testing Multiple Interests in a Single Facebook Ad Set
Running Too Many Facebook Ads With Too Little Budget
Creating Facebook Ads Without Understanding Overall Campaign Settings
Over-Reliance on Automatic Placement for Facebook Ads
https://www.impactbnd.com/blog/facebook-ad-mistakes
Forgetting to Use Facebook Pixels
The pixel can be used for three main functions:
Build custom audiences from your website so you can re-market to them
Optimize your ads for conversions
Track conversion on your website or event page and attribute them to your ads
Having No Clear Value Proposition
Make the content clear and easy to understand
Communicate results the user will get from purchasing your product or service
Avoid cliche copy like superlatives and business jargon
Explain how it’s different from or better than the competition
Forgetting to Exclude Those Who Have Already Converted
Optional possibilities