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How to Create Facebook Lead Ads: Step-by-Step - YouTube
Channel: Social Media Examiner
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- Want to start generating
leads on Facebook Ads?
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Well, stayed tuned, 'cause
I'm gonna be showing you
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the step-by-step process to creating leads
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inside of Facebook without any
third-party software needed.
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(soft music)
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Today, I'm gonna be showing
you exactly how to use
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Facebook's built-in
Facebook lead form feature.
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I'm gonna be showing you how to run ads
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using the lead form feature.
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And look, I'll tell you what fam,
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if you stick around to the end,
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there's gonna be a bonus tip
that's gonna be showing you
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exactly how to build custom audiences
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based on past interactions
with your lead forms.
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Let's make like a kangaroo and hop on in.
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Okay, so the first
thing that we need to do
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is create the actual lead form itself.
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So, let's go into your Facebook page,
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want to go ahead and click on more,
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and then we're gonna
go to publishing tools.
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Now that we're in the
publishing tools section
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of your Facebook page, we wanna go down,
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on the left, and click on forms library.
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Inside of here, if you
wanna create a new form,
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in the right-hand corner, click on create.
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And we wanna create a
new form, click next.
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Let's give our form a
name, free case study.
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So now that we've named our form,
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we can choose from two options,
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more volume, or higher intent.
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With the more volume option,
it's really, really great
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if you're trying to get as
many leads in as possible.
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If you try and drive high quality leads,
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and eventually, high quality sales,
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you would choose the higher intent option.
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The option you choose here will affect
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your overarching return on ads spent,
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and how successful your forms
are at generating leads.
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Let's just choose more volume
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for the purposes of this example.
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Gonna go through and click on intro.
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As it suggests, you just
type in the headline, cool.
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You can either upload a custom piece
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of image creative up here,
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which would be a static piece of creative
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which will follow your ad
around for the rest of eternity,
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or you can use dynamic creative,
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variable to the ad in which you're running
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at the ad level, inside of Facebook Ads.
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I'd recommend using dynamic
image so that you can split test
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and switch out ad creative,
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without having to create
new forms in the future.
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So now you're at the layout area,
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paragraph or bullets are your option.
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It's totally up to you,
in terms the aesthetics
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of how you want your form to look.
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Here, you wanna provide
some kind of call to action,
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or some kind of description as to the form
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in which they're filling in.
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So what you wanna do is ask yourself,
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why would someone want to provide me with
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their email address, their phone number,
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their contact information?
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In this case, it's gonna be
because it's a free case study.
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So this is an example of the lead magnet,
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I'm using this lead magnet to basically
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give people access to my case study,
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so I can capture their email address
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and add them onto my email list.
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You can do lots of really cool things
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with your Facebook lead ads.
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Let's say you wanna do a survey,
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or you wanted to ask
them more information,
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you can go through and
get their email address,
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you can get their full name,
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you can go through and add a new question,
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like contact fields, user information,
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demographic questions, work
information, national ID number.
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You can also create custom questions
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with multiple choice
and conditional logic,
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or you can do an appointment scheduling
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and qualifying questions.
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There's so much stuff that you can
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now do inside of Facebook lead formats.
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Now I know what you're thinking.
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Oh, I've got all these options and fields
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that I can choose from,
I'm gonna try and get
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as much information from
my audience as possible.
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No, none of that!
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As you ask more questions,
and your audience has provided
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more information to you, the
likelihood of you converting
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these leads is gonna get a lot lower.
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I'd recommend starting
really, really small,
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get as minimal amount of
information as possible,
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to achieve the goal in which
you've strived to set out for,
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with your Facebook lead ad generation.
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The idea here is you wanna minimize
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the friction points with
generating those leads
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from your audience as much as possible.
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Speaking of friction, one
of the other great things
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about Facebook lead ads,
it minimizes the amount
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of friction with your audience,
because when you typically
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send people offsite,
off of Facebook, to say,
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a third party landing
page software, you've got,
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sometimes, between three and
10 seconds for that to load.
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When you do it on Facebook,
(fingers snapping)
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it's an instant experience,
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and it also pre-populates the form
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with the information from
that user's Facebook profile.
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You can capture a lead
within five to 10 seconds.
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You're basically almost
done, how easy is this?
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So in order for you to run a
Facebook compliant lead ad,
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you need to make sure
that you're linking off
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to a privacy policy.
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Easiest way to do that is to have
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a privacy policy created in your website,
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paste in the link to your privacy policy,
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and make the link text privacy policy.
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And depending on where
you are in the world,
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and where you're generating leads from,
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you may need to add in
an additional disclaimer,
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for example, a GDPR disclaimer,
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if it's not included in
your terms of service
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or in your website's privacy policy,
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and you can do that by clicking here.
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For the purpose of this example,
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we're just not gonna worry about it.
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So we're almost done, so
quick, so fast, so painless.
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All we need to do now is
complete your thank you screen.
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So for ours, we've got
thanks, you're all set,
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Thanks so much for filling
in your contact information.
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Please click the link below
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for instant access to the case study,
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and obviously that's relevant
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to what we've been offering in the form.
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Now with that in mind, all you need to do
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is customize the button,
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you can customize in three different ways,
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view website, download, or call business.
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Button text you can customize,
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which you couldn't do back in the day,
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but you can now, thank you, Facebook.
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Put in the URL in which they can download
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that lead magnet from,
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and then it's as simple as going save.
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And the next step, and this
is a really important part,
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exit out before you click finish.
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It's gonna ask you if you
wanna close lead form,
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your draft will appear
in your list of forms,
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you're gonna hit OK, gonna refresh.
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So now, you're gonna navigate
over to draft forms library,
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and you'll see the form
that we just created,
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gonna click edit, double check
that everything's working,
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interestingly enough, the
emojis that I included
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before aren't working,
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so I'm really glad that I closed this down
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and went back in and double
checked before you publish,
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because once you publish,
you can't make changes again.
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I'm gonna go into the intro section
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and just delete these emojis from here,
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so now it's all correct,
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go through and double check the questions,
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double check the privacy
policy, double check your links,
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double check that everything's all good.
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Once you click finish,
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you can now go into your forms library.
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So now you'll see the
completed Facebook lead form.
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You can go and preview it
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to see what the experience is like.
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You see that it's pre-populated
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with the placeholder information.
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Go and click next and then submit.
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This is just showing you exactly
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what the experience will
be like for your audience,
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and then you can go and
click download case study,
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and it's gonna take you through
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to where you can download
and view the case study.
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And it's as simple as that.
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So we've created this awesome lead form,
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but now we need people to see it.
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So we have to hop into ads manager
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and create a quick little test campaign
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to see how people in our
audience react to this lead form.
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Click on create.
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I'm gonna call it Facebook lead form test,
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and we're gonna name our
ad set Facebook page likes.
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I always like naming my ad sets reflective
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of the audiences in which I'm targeting,
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and we're gonna name
our ad free case study,
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which is reflective of of the lead form
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that we're building this ad for.
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We're gonna click save to draft.
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And then I'm just gonna go through
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and click filter by selections,
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so that I don't have to see
any other ads in my accounts.
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We click on the ad set
tab, gonna click edit.
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So now that we're inside the ad set,
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what we want to do is set your budget,
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you wanna define your audience
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that's most likely to respond positively,
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and then, this is a little bonus tip, fam,
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we wanna exclude people who have opened up
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our lead form in the past 90 days
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and people who've actually
downloaded our lead magnet,
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or submitted the form,
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because we don't wanna be targeting people
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that've already converted,
or opened the lead form,
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but haven't chosen to download it.
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To do that, we wanna
go in the ad set level
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and click exclude, go
create new custom audience,
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use Facebook sources, we're
gonna click on lead form,
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so you wanna go ad click on this dropdown,
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click people who have
opened and submitted form,
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in the last 90 days,
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then we wanna select the specific
form that we just created,
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name our audience, create
audience, click done.
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You'll see that this
is automatically added
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this audience to targeting,
you don't wanna target it,
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we wanna exclude it, so go ahead
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and click exclude this audience.
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So the next audience
that we need to exclude
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are people who have actually
just opened the form,
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but didn't submit.
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So to do that, we follow the
same process, create new,
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custom audience, lead form,
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we select anyone who has opened this form,
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in the last 90 days,
for our Facebook page,
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for the free case study,
named it free case study,
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opens last 90 days, click
create audience, click done,
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make sure that we're
excluding that audience.
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So by creating these exclusion audiences,
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it means that our ads
are only gonna be shown
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to people who have never interacted
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with our lead form before.
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Okay, so now that our ad set is completed,
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we need to go and build our ad.
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Click on the ads tab,
click edit on the top ad,
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we're going to scroll down
and select our Instagram page,
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and we're gonna scroll
down and select our form.
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Now you wanna go through
and build out your ad.
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So let's go and change our creative.
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Here's something I prepared earlier.
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Now what we need to do is
populate your primary text,
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your call to action, and
your call to action button.
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Want to learn the exact
tips, tricks, hacks
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I use to generate $251,374.87
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of sales from Facebook
ads in only 32 days,
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simply click the download
button below for instant access.
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Now of course, this copy and
this creative maps to the form
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creative and copy in
which we built earlier.
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I've selected the call to action
button, which is download.
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If I wanna customize the
Instagram Stories colors,
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I can do that as well.
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I've also made sure and double checked
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that free case study is the
lead form in which we're using.
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Make sure my Facebook pixel is on,
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go ahead and click
publish, and you're done.
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You might be thinking, Paul,
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I've generated all of these leads now.
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How do I access them?
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How do I download them?
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Great question, glad you asked.
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You simply have to go into
the forms library section
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of your Facebook page, you
can download your leads
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up to 90 days from the time
they were submitted by the user,
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simply by clicking the
download button here.
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Depending on what kind of CRM you have,
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you can also connect it
through to the back end
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of your Facebook lead
ads by clicking here.
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From there, you'll be prompted
to search for your CRM,
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you can then connect it
and then manage your leads.
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In the event that your email
marketing platform or your CRM
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is not listened inside of Facebook,
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you can use a platform like Zapier
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to find an integration that
works for your platform.
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So this is just one of the
many, many ways in which
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you can use Facebook
Ads to generate leads.
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If you'd like to learn more tips, tricks,
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hacks and how-to's, I recommend
you check out this playlist
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for more strategies on how to master
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Facebook for your business.
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I'll see you over there.
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