So, you’ve decided to try advertising on Facebook, but you don’t know where you should start? Luckily, we’ve created this helpful guide to help you through the process, no matter the industry that you’re in.
If you are just starting out as a business or maybe you have been around for a while, establishing a strong social media presence is essential for building trust with your customers and executing a successful marketing campaign.
There are now more than 30 Million Facebook business profiles, with 1.5 million of this spending money on mobile advertising through the network, favouring Facebook advertising 93% more than other platforms.
Facebook advertising must be an effective form of marketing if so many businesses are spending money on the network and with 32% of Facebook users engaging with a brand or business page regularly, it’s one of the most effective ways to build awareness and loyalty among your potential customers.
Now that you have decided that Facebook advertising can add value for your business, you must consider what your business goal is.
Would you like to build trust around your business, establishing it as a name-brand in your industry, perhaps you want to establish community awareness around your product or event or maybe you just want genuine enquiries, each of these different goals require a different type of campaign.
In this article, we will be covering how to create and optimise a Facebook lead generation campaign, with the goal of increasing the number of enquiries for your business.
One of the greatest additions to the Facebook advertising platform are the new Lead Ads.
According to Facebook: “Lead ads make the mobile signup process easier by automatically populating contact information that people have given Facebook. This helps avoid a lot of the pain points usually associated with filling out forms, like having to leave one app and start a form in another app, and having to enter all of their information from scratch. Just a few taps and people are done.”
Perhaps you have already interacted with one of these ads and you might have noticed how much easier it is to enquire about the specific product or offer.
This type of Facebook ad has increased the conversion rates for mobile users by 33%, so it’s clear that it’s a highly effective way to advertise on the platform.
Step 1: Create a Campaign
Sign into your Facebook Ads manager and create a new campaign. You should be directed to the following screen:
Select Lead Generation option and you will be given the option to name your campaign before hitting continue.
Ensure the split testing and budget optimisations are off, before hitting continue.
Step 2: Create New Ad Set
You will need to rename your first Ad-Set and select the page you are creating the lead generation campaign for. You will have the option to select ‘Dynamic Creative’ type ads, however, this gives you less control over what your audiences are being shown, so ensure this option is set to off.
If your business is an online store or sells products online you will also have the option of including specific products in your Ads. If you are unsure about how to create Facebook products, see this helpful guide.
Now you can move onto your audience targeting.
Step 3: Audience Targeting & Placements
Create your new facebook audience based on your knowledge and research of your customer demographics.
You will have the option of creating a custom audience based on actions taken on your website, however, you should disregard this option unless you already have an audience list created.
Depending on your business and the industry your targeting options will differ greatly, however, here are some helpful hints to help you determine some of the best options when it comes to audience targeting.
People who live in this location: Great for local businesses and service based professionals who only operate in the specific area.
People recently in this location: This is a good option to target people whos most recent location is within the selected area, so if you’re running a big sale for a week this is a good selection for your business.
People travelling in this location: This is a great option for people in the tourism industry or when your target audience is not residents in the area, rather, a different demographic. You can make this more specific when selecting your interest targeting.
Everyone in this location: This is the least targeted option for businesses, but would work well for someone who is promoting a specific event, like a sporting match that could be considered high profile.
One clever way to optimise your audience when selecting your demographics is to go into your business page insights to see which groups best engaged with previous posts. This is one of the first things that I would investigate when doing research into audience targeting.
Here is an example of an audiences demographic for one of the pages we manage, when selecting the audience I would like to target with my ads, I would use this information to make informed decisions about the audiences who are most interested in your business.
In this example, I would choose to target Males between 18-54 and I could also consider setting the language preferences to people who speak English or Spanish, which are the most common language for people who engage best with my business.
One of the most interesting secret features that Facebook now offers is insight into your interests so you know exactly what advertisers are targeting. Open this page and you might discover that many of the interests aren’t actually all that relevant to what you’re interested in.
When you’re determining what interest targeting settings you should choose for your business, consider the key service that you offer and the kind of people who might require it.
For Example: You’re an electrician and want to get more business in your local area. You live in a middle class neighbourhood and the majority of your customers are homeowners. You decide to set your first interest or behaviour as ‘homeowners’ and you should narrow this so they must also earn between $50-$100 thousand per year.
It’s been argued that targeting things like behaviours and earnings can be much more effective than general interest targeting.
Step 4: Create Your Ads
Now that you have selected the audience you would like to serve your ads to, you can now click continue and move onto the fun part, actually creating the ads.
You have a range of options for different types of ads, from Carousel, which shows a few images and is great for E-Commerce businesses wanting to showcase a range of relevant products.
Single image ads average a click through rate of under 1% however, carousel and collection ads convert much better.
For Example: The business Black Tux saw a 3.4x higher conversion rate with collection and carousel ad formats. This resulted in a 51% average increase in purchases week on week and a 37% decrease in customer acquisition costs.
So, when deciding what type of ads best suit your business, consider trying or a/b testing these ads against the other types to determine what works best for your business.
Step 5: Create a Form
After you have created your ads, you’re now ready to setup the signup form options and push your campaign live!
Create a new form and you will be prompted to select the form type. Depending on your goals and the product you are selling will determine the type of form you decide on.
More Volume: This is the best option to get as many enquiries as possible. However, there is the risk that someone is not actually fully engaged with the product or service that you are offering and may not convert as well.
Higher Intent: This is a great option for businesses selling products or services that require a big commitment from customers, things like mortgage loans and air-conditioning installation, Basically, products or services which cost more than $500 or will take more than an hour of your customers time. The reason you will want to select this form is to ensure they really qualify and require your product.
Next, move onto the Intro section and set your headlines, this is your opportunity to explain exactly what the customer will get and why they need it.
Use the paragraph section or bullet section to outline exactly what you are offering when the customer signs up.
You can specify exactly the kind of details you require from your customers. Remember the more information you ask your customers to fill out the more likely they are to back out of the process.
This screen is pretty self-explanatory, but you have the option of adding in a link to your website or landing page. This is a great opportunity to showcase some of the other related products or services that you offer or provide a link out to a landing page that provides your customers with a range of compelling reasons why you’re better than your competitors.
Now you have created your form you can sit back and watch the leads roll in. Be sure to monitor the campaign closely and make alterations and updates depending on your click-through rates.
Rule of Thumb: Keep your click-through rate above 1% – as soon as it drops below this number, create another campaign.