Facebook makes it easy for you to set up a Facebook Lead Ads campaign. Essentially, you choose your ad creative, set your targeting and bidding, select your form fields and launch. But a successful campaign requires a bit more strategy and thought.
Our team has been running Facebook Lead Ads campaigns since they were in beta. Through the testing and optimization of campaigns, we’ve learned a few tricks of the trade.
1. Make Sure You Know Your Objectives: Establish your campaign goals before you build a campaign. Generating leads is clearly a component of your strategy, but your real aim is probably a later milestone, like customer acquisition.
2. Calculate Your Target Bid Price: Consider your target cost per acquisition (CPA) to calculate the price you can pay for a lead to achieve your overall objective. The bid price you set must also consider the click-to-form fill conversion rate.
3. Be Smart with Creative: Facebook calculates the total value of each ad as the bid x estimated action rates (the probability of the click happening) + relevance and quality (likes, shares, views, opt-outs). The ad with the highest total value wins and gets inserted into the newsfeed first, which means you can improve your creative instead of boosting your bid price to secure your impressions.
4. Keep Headlines Short: Use headlines with 40 to 50 characters. Ads with headlines of this length perform better than shorter or longer headlines and may deliver a click-through rate boost of up to 50%.
5. Use Imagery to Highlight Your Brand Message: Use relevant, ownable images in your ads. Not only will your message be better conveyed, but you’ll get up to 94% more views and more than double the engagement as well.
6. Make Every Second Count: The amount of time you have to captivate a viewer keeps shrinking. Now, experts suggest the first three seconds of a video must focus on engaging your audience.
7. Use Captions on Videos: Believe it or not, 85% of Facebook videos are watched with the sound turned off. Use captions to ensure videos deliver an engaging sound-off experience.
8. Don’t Go Long: Keep videos to 30 seconds or less. Anything longer and you’re likely to lose the attention of your audience before they reach your call to action.
9. Test & Adjust: Regularly test your creative with A/B split tests. Have two versions of your message running and keep the version that best achieves your campaign objectives.
10. Optimize Wisely: Optimize based on your campaign objective. Facebook will encourage you to optimize for lead volume. But remember, quality over quantity is almost always the way to go.
Of course, you should also follow Facebook's best practices for ad creative, lead ad forms, testing and more. They have the benefit of reviewing data for every campaign running, and they routinely report on what works best.
And if it all feels a bit overwhelming, bring in the experts. Especially when building campaigns that utilize new channels and new formats, experience matters. Let others test strategies with their money; then you can reap the results with yours.
For more details about Facebook Lead Ads and how Facebook has surpassed Google for growth, click here to download the whitepaper titled, “Facebook Takes on Google and Wins. Facebook Lead Ads Play a Big Role.”
To learn how DMS can support your social media advertising efforts to engage prospects and drive qualified inquiry volume and conversions, fill out this form and we'll get right back to you.
About the Author
Kathy Bryan is the Senior Vice President of Corporate Marketing and Communications at Digital Media Solutions (DMS), an industry leader in providing end-to-end customer acquisition solutions that help clients grow their businesses and realize their marketing goals. In this role, Kathy is responsible for all aspects of marketing and communications for DMS and its subsidiary brands. Since its inception, DMS has evolved into a full-service performance marketing company that services firms within highly complex and competitive industries including mortgage, education, insurance, consumer brands, automotive, jobs and careers. DMS has achieved incredible year-over-year growth, which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016 and 2017.More Content by Kathy Bryan