In the previous part of this Facebook guide for startups and small business series, we covered how to set up e-commerce ads. The specific topics covered were :
- Setting up a Facebook pixel which included
- Creating a Facebook pixel and
- Installing it to your website
- Setting up the ad group which included
- Choosing the right pixel event for conversions
- Selecting the right kind of targeting
- Selecting the placement and
- Setting an adequate budget
- Creating an ad that promotes your products
- When to begin to measure success and returns on investment.
Such transaction driving ads are suitable if you’re a B2C business like e-commerce. However, if you’re in the B2B segment, like say an event management company or a software company, your business depends on generating relevant and high quality leads.
What this Facebook ads guide will tell you that the experts won’t
Many “experts” will advise you that for the sake of getting leads, all you need to do is to make relevant and engaging content and share it regularly through social channels like LinkedIN and maybe even Facebook. But this is a long term strategy, which will boost your brand awareness for sure, but may or may not get you any actual business. However, if you’re a newly launched startup you may not have the luxury of time to wait and see whether any business comes your way. Also you may not want to gamble on the fact that a content sharing strategy may nor may not get you any leads at all.
To get around this uncertainty and high gestation period, you need to make use of pay per click ads, run with the aim of generating leads. More specifically, you need to make use of Facebook lead generation ads, which give you specific tools and targeting options to maximise the probability of getting leads.
Let’s look at how you can set up Facebook ads to generate leads for your B2B enterprise. The first step starts with creating and installing the Facebook pixel on to your site.
Creating and installing the Facebook pixel to your site
As we saw in the previous part on setting up Facebook ads for e-commerce, the Facebook pixel consists of 2 parts:
- The base pixel and
- The event code(s)
The procedure for installing the base pixel remains exactly the same as earlier and you can refer to it here. What is new though is the event codes which you have to install. Since our objective here is lead rather than transaction generation, we will have to install the event code specific to this objective. Therefore, the code we need to install are as follows:
Event code for lead
The event code for lead is fbq(‘track’, ‘Lead’); and as mentioned in the guide on e-commerce, it is to be inserted after the </head> tag.
Once you have installed the base and event codes, you can make use of the Facebook pixel helper to make sure you’ve installed these codes properly and that they are working well. Give yourself 24-48 hours for the pixel to be activated and start sending data to Facebook. It if still doesn’t activate within that time period then visit the pages where you’ve added the code(s) a couple of times to trigger it artificially.
The lead event code has to go on the “thank you” page. Typically a user would see this page after submitting his information on a landing page on your website. This brings us to the next part of this guide – Landing page!
Creating a good landing page for your website
You may be wondering why we need a landing page. The guide on e-commerce certainly didn’t have one! So let’s look at how the flow works for lead ads.
- User sees your ad
- User clicks on your ad
- Users gets presented with a pre-filled lead form right on Facebook (this is the highlight of Facebook lead generation ads)
- User adds any details in the form that may be missing
- User hits, submit to send his contact details to your report or database
That’s the end of flow on Facebook. Once this happens you have the option to send him to your website. You need to take this opportunity and take him to a landing page on your website.
Not that the the lead generation form on Facebook isn’t effective, but it doesn’t provide too much information on what you’re offering. Hence, having a landing page where those seeking more information can come and check out your service in detail makes for good practice.
- Not resell the data that you get from Facebook ads to anyone else
- Maintain complete privacy of customer details that you get from Facebook ads
- Not use data gained from Facebook ads on any other third party platform and so on.
Facebook does have these terms and conditions in detail on its website so do look it up. Bear in mind that you will have to provide a link to this page while creating the ads, so make sure you have it ready.
Setting up Facebook ads for lead generation
You need to go to https://www.facebook.com/ads/manager/creation/ select lead generation as your objective and click on continue to go to the ad set creation page.
Ad set creation
On the ad set creation page, first select the page which you want to make the lead ads for. Yes, lead ads need a page to be associated with. So if you don’t have a page, create one now.
Target audience selection
The target audience for these kind of lead generation ads will likely be very different from those of e-commerce ads. Here you’re aiming to sell B2B. Hence you need to keep a business profile in mind while selecting an audience.
Here are some targeting criteria that may be useful.
Geographic targeting is especially relevant if you’re a limited resources entity servicing a limited geographical area. For example, if you’re a B2B startup only catering to customers in Bangalore, it wouldn’t make sense to target the whole of India. Similarly, if you’re a small business based in an industrial park in Dubai and want to target companies in your park, you can make use of local targeting features.
Facebook local targeting is precise enough to allow you to target local areas within a 1 km radius. So make sure that you use this precision when you set your targeting.
There was a time when if you wanted to target someone by their job titles, you had to use LinkedIN. Those days are now in the past! Targeting by job titles has been a feature of Facebook ads for over a year now. For instance, if you’re a vendor trying to get into a company, you can target people with purchase ‘manager’ as job title.
A couple of other use cases of targeting by job titles can be education businesses targeting school administrators or event management vendors targeting employees at big event management firms.
If you’re a business catering to a specific industry, you can target the relevant people in that industry. For instance, if you’re a construction equipment supplier, you can use the ‘construction and extraction’ targeting option. Or if you’re an IT company, you can go for the ‘computer and mathematics’ option.
Make sure you select the right demographic. You’re unlikely to get many relevant leads if you select 13+ as the age criteria as in that case mostly teenagers would see your ads. They will either ignore your ads or just click the submit button for fun, leaving you to deal with a ton of spam!
You might be tempted to turn off mobile ads and just target your ads to desktops in this case. But you’ve got to bear in mind that:
- You’re targeting businesspeople who may be constantly on the move
- Your target audience may not be using or may not be allowed to use Facebook at work!
In either case, you’ll find it difficult to reach the audience of your choice. So it’s in your best interest to leave the mobile targeting option on, at least to start with. Later on you can compare the performances of both and switch off the one that isn’t doing so well.
Whatever you do, make sure to turn off Instagram placement for these ads. Instagram is NOT the right channel for B2B ads and you shouldn’t waste your budget on it.
Setting the budget
Once you’ve done this much, set the budget to a minimum of ?1000 per day and hit continue without touching any other setting.
Now we come to the part where we actually make the ad. The ad creation process here differs slightly vis-a-vis the e-commerce ads in that you’ll need to create a lead form.
Creating a lead form
Scroll all the way down on the ad creation page, until you come to the part on lead form. Then click on new form.
Once you hit continue, you’ll get into the form creation process. The first step is to create an optional welcome screen. This screen doesn’t have scope for providing any more information than your ad does. So we prefer to skip it and instead go on to the next step of adding the questions.
It’s a good idea to keep the questionnaire as short as possible. People like short forms and they don’t want to give away too much information about themselves. Try to have only 3-4 relevant fields like name, phone number, email ID and message.
Creating the ad
Creating a lead generation ad is just like creating an e-commerce one. You need to choose the carousel format and have a good mix of photos and videos in it.
There are a variety of call to action buttons available such as sign up, get quote etc. Choose whichever best fits your purpose.
Once you’re done, submit the ad for review and make it live!
Managing the ads on a day-to-day basis
You’ll start getting leads through these ads almost instantly, within 24 hours. So getting leads out of these ads isn’t the challenge. Getting relevant leads is.
The leads that you’ll get for the first 3 weeks or so may not be so useful. The key to getting good results is to keep working the targeting. You’ll have to keep adjusting it until you start getting right results. This may be trickier than it sounds and that’s because it is!
We at Digitree Digital specialise in fine tuning our clients’ targeting to get them the results that they want. We’ve done it for several happy clients so far and would be happy to do it for you!
Do you want results out of your Facebook lead ads? Then give us a shout! Mail us at [email protected] and we’ll get in touch with you promptly!
Did you enjoy this Facebook ads guide for lead generation? Let us know in the comments below!