Using Lead Ads on Facebook is now a common practice on agencies and brands.

Facebook Lead Ads are the ads that generate the opportunity for conversion.

These are some of the most basic ads on Facebook, but also the strongest tool for conversion.

These kinds of ads are very dynamic, they offer a way to create forms for newsletters, quotes, and registering for events.

The tool also offers a direct connection to your CRM (your client relations monitor) to gather the data from the forms in a very simple way.

On the millions of Facebook timelines, it looks like a normal ad, however, when opened it reveals the custom form we have chosen.

Landing Pages and conversion campaigns

A landing page is a place where the users go after clicking your link; it’s, quite literally, the place they land.

In this case, conversion campaigns are based on getting the client to click our link and landing on a page that contains a form.

On Facebook, this ad doesn’t look different, but it leads the client directly into the page we tell Facebook to input their data.

This is the most old-school way of doing Lead campaigns.

It’s the way that has been used since we began to monetize social media and many marketers still see it as the best way to get leads.

The small difference is on the flow, one is done right on Facebook, the other one redirects.

The difference between crafting landings or leads

At first glance, using landing pages might seem like a disadvantage, and common sense could tell us that redirecting takes more time; after all, there’s a whole new page to load, it requires more touchpoints and more information for the user to process.

Now, let’s take a look at it from a different angle: yhose same descriptions we just enlisted as disadvantages are the same ones we could use to describe a potential client with a great likelihood of conversion.

This is because a client that is ok with waiting, clicking more than 8 times and willing to read more information is a client that is basically hoping to make a purchase.

The thing here is not which one of them is more effective, but that although this Facebook tool can get us thousands of leads, it will make us loose quality on those leads.

Likewise, if we focus on quality, we might lose much volume.

Generating quality and quantity

It all depends on your strategy.

First, you need to know where you are standing to know exactly what you need.

Maybe your brand needs to be met by more people (awareness), then you will need some volume in there.

Maybe your brand is already known and all you need is to look for great leads (engagement).

Also, using Facebook’s tools is important, or example, perfectly showing your product in a way that attracts potential buyers can help you maximize your conversion rate.

Likewise, knowing your clients (especially previous buyers) will most likely help you find LookAlike audiences, these are the audiences that behave the same ways as previous buyers have.

Use a killer combo of copy, images (animated images have had a lot of popularity these days), and formats to achieve your conversion objectives in a simpler way.

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sources:
www.wordstream.com
www.facebook.com
www.mobilemonkey.com