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*Warning* This is a very technical post and assumes you've run Facebook Ads before! *End Warning* Lead Ads are so simple. When the ad appears on your feed, you fill in your contact information without ever leaving Facebook. In contrast, with Landing Pages, you have go to a separate website - away from Facebook - where load times, intimidating forms, and distractions potentially take you off course from providing your contact info. Thus, I hastily made a conclusion when setting up our company's re-targeting campaigns: Lead Ads were the best type of ad to run! I enthusiastically told my boss, our CEO. His face was expressionless. He disagreed with me. “No,” he said. “We don’t know that. Here’s 2,000 dollars. Run an experiment.” And so it began...

Idea to test from this article:

  • EV

    Emily Veach

    over 3 years ago #

    Nice post, @timchardme. Thanks for sharing. Couple questions -- the trigger for entering the campaign was a past AdEspresso website visit but no past conversion?

    Why 18 days? I like the idea, just curious if that's the period that typically shows a decline in interest. In the Lead Ads campaign there's an increase in leads and a decrease in CPL after "WCA 15 Days"

    • TC

      Tim Chard

      over 3 years ago #

      Exactly, past visit. Problem is, if they click on the ad for the eBook BUT DIDN'T DOWNLOAD, they would re-enter the funnel and be served the same ads again.

      18 days was just my guess for a funnel, I'm still testing!

  • JB

    Jesse Boskoff

    over 3 years ago #

    Great takeaway on the desktop vs. mobile results. I'd say it largely depends on how well-optimized the advertiser's site is for mobile, but most aren't and it's always easier to keep the user on Facebook wherever possible.

    I will say that with cold prospecting campaigns (not retargeting), the quality of the leads generated will likely be lower than they will be for those who've visited the site and had a chance to learn more. Believe it or not, there are also plenty of people out there who fill out Facebook lead ad forms by accident and don't realize what they did once we've followed up with them. Since this is less of an issue with retargeting since your audience already knows you, I can see how lead ads via retargeting are a great idea and one worth testing.

    • TC

      Tim Chard

      over 3 years ago #

      Yup, I remember testing out some leads when I was consulting with an ecommerce business before AdEspresso...not only was the cost per lead ridiculous (7 USD for a 99 dollar product) for a cold audience, but none converted.

      Compared to less than 1 USD for a warm audience (of which, some DID convert).

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