Using the New Lead Gen Feature in Facebook

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If you’re looking for a fast, easy, and cost effective way to generate leads outside of traditional paid media advertising with AdWords or Bing, you will want to consider the new Facebook Lead Gen feature.

With AdWords or Bing, a user has to search a specific query, see your ad, click your ad, and then land on your landing page in hopes of driving leads from a form. What if you could eliminate a few of these steps and still generate a lead in a more cost effective way?

Facebook introduced their new lead generation feature back in June of 2015 as a way to simplify the way people fill out forms on their mobile device. With this feature, a user can simply click your Facebook ad from their mobile device and Facebook will automatically populate the form for them based on their contact information that is associated with their Facebook account (such as name, e-mail addresses, phone numbers, etc.). This helps to relieve the pain of filling out forms manually, especially if your landing page is not mobile compatible.

Facebook Lead Ads: How to Get Started

To set this up, you can target virtually the same way as you would with other Facebook Ads (through topics, industries, demographics, custom audiences, and more). However, this feature is only available on mobile devices.

If you are still a little cautious but would like to test the waters with this on a smaller scale, you can start by using the lead generation feature with retargeting. By targeting previous visitors to your site that did not convert, you can target a more qualified audience than if you were to target more broadly with topics or industries. Remarketing typically yields lower CPCs and higher conversion rates which could result in great revenue opportunities for your company.

Learn more about Facebook Ads & how to improve relevance scores: http://www.fathomdelivers.com/blog/online-advertising/how-to-improve-your-facebook-ad-relevance-scores/.

Rachel Nord

About Rachel Nord

Rachel Nord is Sr. Strategist, Digital Advertising specializing in Paid Search. She has 5 years of digital experience across the Financial, Legal, Healthcare, and Manufacturing verticals providing strategy and management to help grow client business and increase revenue. She has a passion for analyzing data and exceeding client goals. In her spare time, she enjoys spending time with her husband and daughter and exploring new restaurants throughout Cleveland.

One Comment

  • Jason says:

    Great post! This is a very cool way to go about lead generation and definitely will make a whole lot of people’s lives a whole lot easier :)

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