Facebook Leads Ads are becoming a standard tool for advertisers who specialize in lead generation. Though they can take a bit of work to set up, they also can produce some pretty great results. A little bit of work upfront is worth giving potential customers positive user experience.
This is the way it goes: for the first couple of months after launching, lead gens are beloved, and then the lustre fades.
When everything goes to plan, launching your ad brings in a steady amount of leads and usually for much less than traditional landing page campaigns would cost. However, upon further inspection of all those leads coming in, the leads from the ads aren’t as strong as those from the landing page campaign running simultaneously.
Sure, the leads are cheaper, but they are also of lower quality. Is there anything we can do about it though?
If you’re confident that the audience you’re targeting is dialled in, it’s time to look at the form.
It might seem silly, but the ease with which conversions can happen due to a lead gen form is a blessing and a curse. Think about it: a person in your audience can covert in three clicks. Click ad in the newsfeed, click Next after their info auto-fills, and then click Submit.
To improve the quality of your leads, you have to make your audience think, even just a little. If you can make it just a tad bit tougher to sign up, the quality of your leads from Facebook ads will improve.
Use the Higher Intent Form Type
Form Type is the first setting that you’re asked about when creating a lead gen form. The two options are More Volume and Higher Intent.
When you choose the Higher Intent form, a review screen will pop up before they hit Submit. The screen will show them the exact information they’ve shared with you. This provides the user with a proverbial “Are you sure?”
Chances are, you’re going to scare off a good chunk of people as they come to the realization that they’re sending you some pretty personal info.
Even better, the people who decide to hit the Submit button after seeing this review screen are truly interested in working with or purchasing from you. They are going to confidently send you their personal details.
Qualify leads using intro copy
Using the optional Intro section is highly suggested.
The Intro section has two areas of text that can be customized – a written description and a headline – and provides you with a chance to tell your audience exactly who you are looking to work with, and more subtly, who you aren’t.
If you’re only looking for people who have 5 or fewer years on their mortgage or are employed by Fortune 500 companies, this section is the place to let that be known.
Clearly lay out why you’re the right fit for them and what makes your company great. If a Facebook user doesn’t fall into that space, after reading this section they will opt themselves out and not continue with the form. This means you have one less low-quality lead taking up your sales team time.
The Questions section of the form builder has two high-level categories to choose from Prefill and Custom Questions.
The Prefill category automatically fills the form with the available information on a Facebook user’s profile. Standard questions include name, email and phone number.
At the end of the day, what you really want is for a potential lead to think a bit and click more than three times. That’s why Custom Questions is the way to go.
There are four types, but short answer and multiple-choice can be used to great effect.
Short answer lets you write a prompt and leaves a blank field where prospects can type their answers. For multiple-choice, you provide the answers to a prompt that you write. Both options result in a user then has to engage.
Ask questions that aren’t mandatory
Weed out the lower quality leads by asking a few questions that aren’t required by the Facebook form. This will help ensure that someone seriously has an interest in working with you.
Custom questions can be used to ask about the type of software someone uses or the industry that they are working in to drive leads of higher quality.
Sometimes Facebook lead gen forms make it too easy to convert prospects. By using text fields and changing a few settings, you can make potential leads think a little bit more before filling out your form.
You’ll be a hero to your sales team.