Most of us are addicted to Facebook, and once inside, we don’t want to leave the app thanks to its brilliant UX. This can be a problem for advertisers trying to collect leads.

Fortunately, Facebook created “Ads for Leads” to solve this problem. Lead Ads allow advertisers to collect lead information within the Facebook platform instead of sending it to a landing page.

When done right, lead ads are a profitable, ROI-focused strategy to generate more leads.

We regularly test Facebook Lead Ads. Here are 7 results that, on average, markedly improve results.

  1. Include offers.
    People are more likely to share personal information if they feel they are receiving something of equal or greater value in return. Make sure your lead ads offer something of value that can benefit your target audience.
    Do you think that’s obvious? We tested 1,500 lead ads specifically to find out how ads with offers compare to ads without offers, and it turns out that ads with offers performed better 67% of the time.
  2. Keep the text before the forms short.
    Sometimes it`s beneficial to cram in as much text as possible. With lead ads, however, it`s the other way around. Keep text to a minimum!
    people decide immediately if they want to register to receive your offer or not. Using minimal text forces you to get to the point and allows users to access form fields faster.
  3. Note the relationship between form fields and quality.
    Would you like to have more leads? Or better lead?
    With more fields on a form, fewer people will complete the form, but those who do will be of higher quality.
    Fewer form fields result in more leads who are less qualified.
    If you have a strong marketing automation program ready to nurture and qualify leads, then you can have the best of both worlds – more leads and higher quality.
    If you use lead ads for remarketing, we recommend that you keep the number of fields to a minimum. People already know your brand at this point, so you don’t have to challenge their attention span by asking for more information than is strictly necessary.
    Since lead ad forms are pre-populated with most of the user information, more form fields are less obtrusive and more of a trust issue. Requesting an email AND a phone number can dramatically reduce your conversions.
    Request only the information you need and let your marketing automation program capture more information from potential customers over time. An ad with preloaded fields does not automatically mean that users will send it.
  4. Monitor the comments.
    Lead Ads can be liked, shared, and commented on just like any other Facebook ad. Facebook users expect customer service to be extremely responsive, which means that interaction with ads needs to be monitored and managed. Respond to comments and don’t forget to stay true to your brand! Try the smiley face icon to add a sticker or attach a photo.
  5. Test annotated images.
    Annotated images are simply images with text on them. It is a best practice to test images with text to reiterate an offer. Frequently, people scroll through their Facebook home page looking at images and not at the text that accompanies each post. Combine a nice image with memorable text and see if these ads generate more engagement.
  6. Emphasize the call to action.
    A call to action helps in 99% of ad formats, including top ads.
    It is not always enough to keep the main ad text short if it does not contain the call to action. Remember, it means the most important things. What’s more important than telling the customer to click this login button? Since lead ads are relatively new, a call to action also helps set the right expectations. Sometimes people click “Sign up” but are surprised to find a form after clicking because they are not familiar with lead ads. Including the call to action in the text dramatically reduces the churn rate at this point in the sales funnel.
  7. Encourage users to take a secondary conversion action on your website after submitting the lead ad form.
    Even if your goal is to get leads on Facebook, try to make the most of the potential of Facebook Lead Ads. After someone becomes the main ad, Facebook will display a link to your website. Users are generally much more likely to convert on a website after they have provided some of their personal information. So don’t be afraid to ask them to convert again by making a second offer to provide more information. They’ve already given their consent once on Facebook, so they may be more willing to give you the information you didn’t ask for on Facebook, to keep the main ad form short.
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