[E book] Step-by-Step Guide to Lead Generation Using Facebook Ads

Step-by-Step Guide

to Generate Leads

with Facebook Ads

What’s Inside!

01

Creating Facebook Ad Campaigns: Prerequisites 02

Different Types of Lead Generation Facebook Ads 19

How to Create Facebook Lead Generation Ads 23

Facebook Ad Manager Reports 32

Best Practices of Running Facebook Ads 34

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Creating Facebook

Ad Campaigns:

Prerequisites

CHAPTER

01

04Chapter 01- Creating Facebook Ad Campaign: Prerequisites

1

Don’t have one? Here’s how you

can

get it:

a) Go to ‘Create a Page’ on

Facebook.

b) Choose the Category that best

describes your Business

You have the option to

change the category later

Have a Facebook Business Page01

!

https://www.facebook.com/pages/create/

1


If your campaign goal is to… You should choose…

Encourage people to visit your

website

Promote specific actions on your

website

Boost posts & increase

actions

Build audience on

Facebook

Encourage people to install

apps

Get more activity on

appsPromote

events

Define your Campaign Goal02

Promote

offers

Choose this option

for lead generation


Define your Audience – by Location, Gender & Age 03


Broad Interest = Food/Drink

And by Interest

Precise Interest = Ice-Cream

Both ‘Interest’ options are available

on Facebook, but the user interface

may vary in different accounts.

! !


Upload existing contacts (email IDs, phone numbers, application IDs) on Facebook & target ‘only’

those contacts with relevant ads.

And by Custom Audience


Or by Lookalike Audience Based on your Custom audience, Facebook finds people with similar profiles & creates a Lookalike Audience…


Campaign cost options

CPC – Pay when someone clicks the ad

CPM – Pay for every 1000 impressions

Optimized CPM – Cost per 1000 impressions

optimized for people more likely to take an action

Campaign budget options

Set daily budget or

lifetime budget

Define your Budget 04

Begin with CPC, as the aim is to

generate leads, not increase brand

visibility.

!Set daily budget, if you run one type

of ad continuously. Use lifetime

budget if you run ads for a certain

period of time.

!


Create Ad Images05

Right column ad: 100 x 72

pixels

Newsfeed ads - max: 1200 x 630 pixel

min: 600 x 315 pixels

!

Facebook may modify the

dimensions of ad images

!


0406 Setup Landing Page for Lead Capture


04

• Create pixels (JavaScript

code snippets) to track

conversions

• Add code to ‘Thank You’

page

07 Track you Conversions

Not a prerequisite, but needs

to be setup to get conversion

reports in Ad Manager!

!


Log in to ‘Ads Manager’, click on the conversion tracking menu.

Click on the ‘Create Conversion Pixel’ button to begin the process.

Creating Conversion Pixel

1

2



You will be directed to this pop-up, which will ask you for a:

Name - for your conversion pixel

Category - type of conversion action you want to track

3



You will see a pop-up window with a JavaScript code. Copy & paste it on your ‘Thank You’

page.

4


Pixel has not

been

embedded on

the

‘Thank You’

page.

You can check the Pixel status

here…


Pixel embedded

on a ‘Thank You’ page.

Pixel has not

rendered over

the last 24 hours

5


a. While creating a Facebook ad, check

the ‘Conversion Tracking’ box under

‘Campaign, Pricing & Schedule’.

b. Once done, you can track all

conversions that happen off your

Facebook ad.

Embed Conversion Pixel on Thank You Page

Different Types of

Lead Generation Ads

on Facebook

CHAPTER

02

20Chapter 02- Different Types of Lead Generation Facebook Ads

Marketplace Ads

Drives Facebook users to an external

website/landing page

Lead Generation Ad: Type 1


1

12

3

Sponsored Stories

Takes Facebook user to advertiser’s Facebook

Page

Prompts Facebook user to ‘Like’ the page

Takes Facebook user to external website or

landing page



Facebook Offers

Businesses share discounts with customers

Facebook users need to…

• claim the offer

• check their email for offer details

• redeem the offer at business’ physical location


Steps to Create

Facebook Lead

Generation Ads

CHAPTER

03

24Chapter 03- How to Create Facebook Lead Generation Ads

Choose ‘Website Conversion’ option

Enter the website or landing page URL

Let’s start creating a Facebook Ad…

Go to Facebook ads create tool - https://www.facebook.com/ads/create/1

2

3


You can select up to 6 different images to create more ads in your campaign.

Creating Facebook Ad…

4


Desktop News Feed Right-hand Column


You can place the ad in both/or… 5


Target custom audiences that you have created to reach the right people with your Facebook ads.


6


Target Facebook users by…


7


…and by…


8


As you go on choosing options, you will see the Audience Count, and Suggested Bid change


9


If you set the ‘lifetime’ budget, you will be prompted to define a start and end date for the campaign.


The last step is to set the budget and schedule your ad. 1010

Facebook Ad

Manager

Reports

CHAPTER

04

33Chapter 04- Facebook Ad Manager Reports

Facebook Ad Manager Basics

2

Status -> active/paused/deleted

Results -> # of leads generated

Cost -> Cost per lead

Ad Reach -> # of unique users who viewed your

ad

Freq. -> Average number of times each user saw your ad

CTR -> # of clicks / # of ad impressions

CPC -> Average cost per click

Facebook’s Ad Manager provides detailed information about all ad campaigns.

Best Practices

of Running

Facebook Ads

CHAPTER

05

1. Text on images should not cover more than 20% of

the image.

2. Do not delete the conversion pixel. If you delete it,

you will have to recreate all the ads associated

with it.

3. Use Bright Colors that stand out from White and

Facebook Blue.

35Chapter 05- Best Practices of Running Facebook

Ads

Best Practices of Running Facebook Ads

• Your daily bid has to be twice the amount you choose per click. For instance, if you choose $2 / click, your

daily budget must be at least $4.

• Best practice is to bid within the amount suggested by Facebook.

36Chapter 05- Best Practices of Running Facebook

Ads

Minimum Budget Requirements

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engage all their online leads till they convert

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[E book] Step-by-Step Guide to Lead Generation Using Facebook Ads

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