When your marketing plan requires newsletter registration, event registration, and resource download, Facebook Lead Ads can be a powerful tool, and the cost per acquisition is very attractive.
Lead Advertising It features a mobile-first form with the name and contact information of the Facebook or Instagram user. Advertising changes the registration or subscription path because less friction in the form will lead to more conversions.
Facebook Lead Ads has two parts: ads and forms. Registration or registration is captured on the Facebook or Instagram platform. Registrants will not leave Facebook or Instagram to find and fill out forms. The form is again loaded with information from the user’s profile, without the need to enter a name, phone number, or email address.
This ad is the same as any other Facebook ad. The difference is in form. It even includes a familiar call to action, such as “learn more” or “register.”
For many people, registering on Facebook or Instagram is a better form experience. Facebook may also prefer this because users do not need to leave one of its networks.
For some time, I have always liked this form of advertising, but recently I tested it for a software-as-a-service company.
Facebook ads test
The test is for two educational projects: a 4-week live course course and an unrelated weekly live seminar.
These offers deploy two types of Facebook ads: one that links to an off-site login page, and the other uses an on-site lead form. Both groups use the same audience and advertising assets. The test ran for six weeks, and thousands of people were registered.
The result is not even close.
In the course, lead advertising generated 80% of registrations at approximately half the cost per acquisition. For weekly seminars, the main advertisement generated approximately 100% of registrations at half the cost.
More importantly, in both cases, the cost per conversion will decrease over time, presumably because the algorithm improves positioning.
The registration of lead ads is not perfect. The information loaded into the form comes from a person’s profile on Facebook or Instagram.
I have observed some problems.
First, some Instagram registrants do not have real names in their profiles, resulting in a nickname similar to “Mrs.” The protagonist of “Wonder Woman”. This does not necessarily reduce the quality of potential customers, but it does not help.
The second question is more troublesome. The follow-up emails sent from the lead advertisement to the registrant have relatively few clicks and engagement.
This may be related to the email address associated with certain user accounts. For example, my own Facebook and Instagram accounts are associated with email addresses that I have since the 1990s. I check it around once a week. Maybe some registrants contain similar secondary email addresses.
In addition, the email address in the Facebook or Instagram profile may be personal and business, so it is not ideal for B2B SaaS companies.
Nevertheless, the performance of the main ad is much better than the landing page version.
Another challenge in using Facebook Lead Ads is related to collection and automation. How do advertisers get potential customers created on Facebook? How can these potential customers be added to marketing automation activities?
This SaaS company has two existing automated activities: one for courses and the other for seminars.
Our solution is Zapier, which integrates Facebook Lead Ads and several popular form providers. Registrations captured on Facebook or Instagram are automatically added to existing automatic follow-ups via Zapier.
Other more onerous solutions include using an application programming interface or manually downloading the clues.