The Facebook and Instagram Ads advertising platform has more than six million advertisers, a figure that continues to grow. It is an increasingly demanded service from marketing consultants and community managers.
Facebook and Instagram Ads are the tools that allow us to obtain the personal data of leads at a low cost per registration and direct our ads to the appropriate audience segmentation.
If your business or project is in the phase of capturing potential clients that will later become sales, this article is for you. And if you have doubts after reading it, I will wait for you in the comments.
What is a potential customer or lead?
Before we get down to business, I want to make sure you understand the concept of a lead or potential customer.
A lead or potential customer is a term used in Inbound Marketing and refers to those users who have left us their contact information, name, email, or telephone, in a contact form in exchange for content, which we deliver and that it is in your interest.
These users are considered potential clients of our products or services, and the next step would be to carry out recognition and consideration strategies until taking them for sale.
At this point, they would go from leads or potential customers to customers.
Conversion rate from leads to customers
Remember that the more leads you get, the more sales possibilities you will have. In fact, it is estimated that the conversion percentage from lead to a client is, on average, 2%, although many factors influence it, such as the price of the product or strategy.
This means that of the 1000 leads that you capture, only 20 will become sales.
As I mentioned before, once we have captured the lead, we must take it through our sales funnel until it becomes a customer.
Leads are contacts that are in an early phase of the purchase; that is, they are in the highest part of the sales funnel, TOFU (Top Of The Funnel).
How do we obtain the data of a potential client or lead?
Getting the personal data of a potential client is a tough nut to crack. Surely you yourself are not leaving your name or email to anyone, right? But if they gave you a free resource that you were interested in, then maybe yes.
It is precisely the strategy that we carry out to attract potential customers. We offer them a free resource of great value and interest to them, which they can access if they leave us their data in return.
This is what we know as a lead magnet, a magnet for potential customers.
What is a Lead Magnet?
A lead magnet is free, valuable content that you offer users in exchange for their data.
If you have in mind to request data from your ideal client in exchange for information about your product or services, it is not a good strategy.
You are trying to sell directly to an audience that does not know you without first sharing content in which they will discover that you are their solution to their problem or need.
Some lead magnets that you can create to attract potential customers are:
- Strategy session.
- Free trial of your product.
- Editable work template.
- Free online course.
- Discount percentage or discount amount.
- Video of the exclusive Masterclass.
- Access to a private group or membership.
- Irresistible promotions like 2×1.
- Tutorial videos. FlexClip video maker can help you create nice tutorial videos.
- PDF Guide.
If you haven’t created your lead magnet yet, it’s time to spark your creativity and get to work on it.
This is the first step in creating an effective lead generation campaign with Facebook and Instagram Ads.
What are Facebook Leads Ads or Lead Generation Campaigns?
Facebook Leads Ads or Lead Generation campaign is an advertising format that Facebook makes available to advertisers, allowing us to capture personal data within the advertising platform itself.
This ad objective works in a very similar way to the rest, with a very similar structure.
First, you must choose the objective located at the campaign level, then configure the ad set, and finally, the ads, where we must also create the data collection form.
One great thing is that this format is available for both Facebook and Instagram.
How to create an advertising campaign on Facebook and Instagram Ads to get leads
You already know all the possibilities of this format, how it works, and the advantages of using it. Now it’s time to get down to business and create your first lead generation campaign together, step by step.
1. Campaign creation
To create this campaign, you must go to the Ads Manager. You can access it from your advertising account or from your fan page.
Once you are in the ads manager, click on the green create button.
A new window will open with the thirteen advertising goals for Facebook and Instagram Ads. Select the objective “Generation of Potential Clients.”
Next, name the campaign. It is important that you choose an identifying name and that you find it quick to read. For example, I name the campaigns like this:
- Campaign : [Device] [Platform] [Services or Products] [Advertising objective]
- Ad set: [Services or products] [Audience]
- Ads : [Public] [Ad format] [Copy]
Each master has his booklet, but you must know at a glance what campaign it is about.
Use a font generator to create titles for ad campaign. That might help increase the CTR.
You also have the option to create an A/B test, testing up to three ad sets with a different element, to see which works best for you.
And finally, the option to set the campaign budget at the campaign level and not at the ad set level. Choosing this alternative is highly recommended if you have a low daily investment budget.
Once everything is configured, we click on continue to go to the group of ads level.
2. Configuring the ad set
We are now at the next level. Once you have named the ad set, you must select the Facebook page where you will make the ad.
If it is the first time that you have carried out this type of campaign, you have to accept the conditions of advertisements. To do this, you click on “see conditions,” and information will appear to read and accept it.
We continue to configure the ad set as if it were any other objective.
It is a fairly recent option. Facebook gives us the possibility that the content of our ad is completed with images from our product catalog. For them, it is necessary to have the catalog configured; this option is only recommended for online stores.
3. Creating the right segmentation
This is one of the most important steps. We must define who will see our ads. Remember the maxim: deliver the right message to the right person.
The audience options in Facebook and Instagram Ads are the following:
- saved audiences
- custom audiences
- lookalike Audiences
Contemplate each of them depending on your strategy. It is important that you also consider other variables such as:
- The place: you can select the country, the city, or even by postal code. Being able also to exclude places.
- Languages: very important.
- Connections: These are people who already have a connection to your page, app, or event, limiting your audience to those who meet that specific connection.
You should also work on other public configuration variables such as age, gender, interests, demographic data, and behavior.
4. Your ad placements
Of the four placements that Facebook makes available to us, only Facebook and Instagram are available for this ad objective, and messenger and Audience Network are not selectable.
The location options are:
- Facebook: feed, instant articles, in-stream videos, marketplace, and stories.
- Instagram: feed and stories.
You can also select the type of device: between mobile and PC.
5. Budget and calendar settings
In this last step, you will have to select the bid. As you will see, this cannot be modified and comes as the only option for potential clients.
The most you can set is the maximum cost you are willing to pay for each completed form. Additional bid strategy options are also not available.
6. Set up your ads
We are in the most visual part of our campaign. What we configure here will be what users see.
First, you must select the type of format: carousel ad or image/video. Then the multimedia content: image, video, or presentation.
One of the latest changes to ad settings is being able to select a different, custom image depending on ad placement. This option is ideal, especially for very different formats such as stories.
7. Creating the instant recruitment form step by step
It is time to create the form where potential customers will leave their data. We have two options: duplicate an existing form and change the data you consider, or create a new one from scratch.