Lately, we have heard many stories about people struggling with their Facebook advertising. And I agree Facebook ads are just not what they used to be. Due to all the changes the Facebook ads platform has gone through in the last couple of years, it has made it more unreliable and definitely more expensive.
The good old days
For a long time, Facebook ads have been a great way to collect leads via an ad leading to your website. The Facebook conversion pixel has made it possible for Facebook to learn who is filling your landing page and then target similar users with the same interest and online behavior. In this way, you have been able to build your prospect list in a pretty cost-effective way based on Facebook ads pixel intelligence. You have also been able to use the landing page visitors to build an audience on Facebook so that you can re-target them at a later stage. Not all people buy from your page right away, so it is always great to be able to target and nurture these people again to make them eventually buy your product.
What many other marketers and I have seen is that the Facebook platform has changed a lot in the last year. The cost for a lead online has lately significantly increased due to various reasons which you can read more about in this article, and retargeting landing page visitors is not as accurate anymore due to the uncertainty of the pixel.
So in what other ways can we build our prospect list without using the traditional website and still be able to re-target the people that have shown interest in my ad?
The answer would be Facebook Lead Ads. Facebook lead ads might be the best method to get more leads in 2022. The ad format has been around for some time already but has gotten more attention from marketers because of its functionality and the fact that you do not have to involve the pixel.
A lead ad is an ad where a click does not lead to a web page. The click of the ad leads to a form on the Facebook (Meta) platform. Because you never leave the Facebook platform, Facebook has full control of all actions and tracking and can present 100% accurate data.
Re-target without disruption
Since Facebook 100% can track whoever is submitting a lead gen form it can easily learn from this, and show the ad to people with the same interest and demographic on the Facebook (meta) platform. You as an advertiser save money that would otherwise go to showing the ad to people that were less likely to be interested in your ad. Facebook will also be able to easily create a retargeting audience from the people who have shown interest in the ad.
The Facebook lead gen ads are also a great alternative to the traditional landing page, and let me tell you why!
Filling out a landing page might be a good way to find high-quality leads since you’re attracting people who are willing to go through the effort of abandoning what they’re doing to fill out a form to obtain your offer outside Facebook.
Capture even the semi-warm leads
But, what if someone is only mildly interested in your offer? This may be the case if this is the first time they’re hearing from or about you. They may not want to take the time to leave Facebook just to fill out your form. What if the key here is to get their email address and then via email nurturing convert them to customers for FREE.
Lead Ads allow users to stay on the platform while completing and submitting your lead form. This means, you can create a form that collects a lead’s name, email address, or phone number (among other information), that they can complete right there when they come across your ad, making it easier for them to give you their contact details. You can even set up the form to be auto-populated so the only thing the person must do is click submit.
Now you can start building your prospect list and at the same time building a re-targeting audience in the Facebook platform that you can trust is 100% not affected by any pixel or third-party tracking.