The Best Ad Units To Generate Leads on Facebook By Molly McCarty
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Transcript of The Best Ad Units To Generate Leads on Facebook By Molly McCarty
#SocialPro #22b @3QDigital
The Best Ad Units To Generate Leads on Facebook
#SocialPro #22b @3QDigital
Traditional Link Post
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Lead Ad Unit
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Traditional Link Post Vs Lead Gen Ad Unit
Higher CTR relates to a lower CPC. That, combined with a 74% increase in CVR brings down our CPA by 56%
CTR CPC CVR CPLLinkPost 0.70% $1.90 0.64% $298LeadAd 1.14% $1.44 1.11% $130Delta 63% -24% 74% -56%
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Key Learnings
Pros of Lead Ad
• Able to generate a large number of leads at a lower cost/lead than previously seen
Cons of Lead Ad
• Poorer Lead Quality • Not able to create WCA
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Use Cases & Best Practices Lead Ad Unit
• When gathering emails of existing site visitors
• If you are able to follow-up within 24 hours
• If you just care about gathering email addresses of a certain demographic
Standard Link Post • If you want to be able to create a WCA audience off of these users
• For long/complex forms
• If the user is signing up to download something
• When scheduling an appointment/call
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What’s Now Available With Lead Gen
Context Cards Continued Flow Desktop Lead Ads
“Complete Later on Desktop”
Better Integrations with
Mail Servers
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THANK YOU!
SEE YOU AT THE NEXT MARKETING LAND EVENT!