Marketing Insights
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All You Need to Know to Win Big with Lead Gen Ads

By   December 13th, 2016

Lead generation ads have many benefits, and are a great way of connecting with the people most likely to want your products. Looking to get even more qualified leads? Then lead gen ads are for you. Here a few things to keep in mind to get the best results and yes, “win big.”

Best Practices

A good way to maximize the effectiveness of your lead gen ads is to drive users to helpful content, such as….

A blog article. In the lead gen ad, provide a teaser to the content. Then, redirect the user to the actual article to continue reading and dive into the details.

A PDF: Have a piece of content you know your audience will love? Give them this gift by way of a lead gen ad. For example, if you run an online casino, provide them with a PDF guide on online gambling that includes useful advice to make them more confident in using your site.

A specific offer: Your existing clients might just love something tailored specifically to them. Think retention. Are you an
e-commerce site with promo codes for customers? A lead gen ad could be the solution, as it has the sense of ‘unfolding’ something that’s just for the individual consumer.

Continued Flow from Ad to Website

It may take you some time to put continued flow into action on your website, but once you do this—and once you’re whitelisted by Facebook—then users will be able to simply fill in their details into the lead gen ad on Facebook and won’t need to complete them again when they’re redirected to your site. This greatly improves the user experience.

Some of the details, such as the user’s name, are pre-populated in the lead gen form. After the user fills in the form, they’ll be redirected to your website, where not only will their name already be filled in, but any other required fields will also be pre-filled to avoid any redundancies between Facebook and website forms.

This all works seamlessly because of Facebook’s Continued Flow. Note that you’ll need to implement the Continued Flow API to make sure the flow works, and to ensure a smooth user experience with no need for the user to repeat actions. (It’s kind of like being transferred during a phone call and not having to explain things all over again.)

Mobile Versus Desktop

Like most online channels these days, mobile’s winning. Lead gen ads are no exception, and mobile placement tends to have better delivery and results.

For desktop ads, be sure to keep in mind that most browsers have pop-up blockers, so desktop users may not be redirected to your website. In this case, there goes your lead. And, due to security upgrades in modern browsers on desktop, it’s hard to bypass these blockers.

Since Facebook must currently live with these blockers, Continued Flow won’t work on desktop. For best results for your lead gen ads, focus on mobile.

Retargeting Campaigns

Make sure you’re taking the fullest advantage of your engaged lead ad audiences. Depending on traffic and results, run a retargeting campaign simultaneously.

Note that when you’re analyzing performance, look at blended CPAs to understand the real costs of your campaign.

Supporting Lead Ads

There are several complementary efforts you can launch to amplify the effectiveness of your lead gen ads.

Link the lead form data directly to your CRM system. Facebook integrates with several great providers, giving you the ability to send user data directly to your CRM system. From there, you can support your lead gen initiative with email or SMS campaigns. And, even if you decide not to launch a side campaign, you can still more easily download your new leads with a CRM integration.

Use email marketing. It’s a common practice for gambling companies to decrease their CPA by running email marketing campaigns to retarget users gained on Facebook. Why is this? These companies have a particular user funnel that involves a couple of conversions until they achieve the result of ‘getting the player’.

Other markets can greatly benefit from this, too. Consider running email marketing campaigns to support your lead gen ad efforts. Again, look at blended CPAs and the particular value this would have for you.

Take the Lead

All in all, there are plenty of opportunities to implement lead gen ads for your business and make your campaigns more successful. To find out how Marin can help you put lead gen ads into action, contact us today.

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