Facebook Lead Ads sound like the holy grail of opt-in advertising: they’re completely self-contained ad units available on one of the most widely used websites. They even have existing user data to prefill form field, making it incredibly easy for a user to opt-in and move on. This should keep CPLs low and sign-ups high, but that’s not always the case with Facebook Lead Ads. If you’ve found the lead quality on Facebook to be low, or the cost per lead high, there are other opt-in advertising alternatives that can provide quality leads at scale.
What Are Facebook Lead Ads?
What makes Facebook Lead Ads different than other Facebook advertising options? The biggest differentiator is the interactive lead form that is contained within Facebook itself. There is no need for a user to click off to your landing page or any other site; they simply input their information and keep scrolling through their Newsfeed. This is especially important on mobile devices, where users are hesitant to click away from their intended content. Mobile makes up the bulk of Facebook content consumption, so it makes sense they would optimize for this experience. In fact, they even went a step further by pre-filling the user’s known information. Of course, users can edit this too, but it saves them a lot of time to have the basics already in there.
The Pros & Cons of Facebook Lead Ads
All these features are designed to capture leads quickly and efficiently. So why doesn’t it work for everyone? Even before the social network was hit with privacy concerns, Facebook Lead Ads were met with some distrust. They never took off the way Facebook’s other ad types have. Users are quick to watch videos, and many will click to open a Canvas, but they seem reticent to fill out a form. Those that do are often highly qualified leads, but the cost per lead is often too high to justify the effort. Mobile users are used to content displaying in a pseudo tab that doesn’t take them away from Facebook, so they may be unsure what to make of Facebook Lead Ads. Or perhaps it is too in your face, down to business. Whatever the reason, for all the form and function that should lead to efficient lead generation, the delivery just isn’t there.
Alternatives to Facebook Lead Ads
If high cost per lead and low sign-up rates sound familiar, it may be that Facebook Lead Ads simply aren’t right for you. But the possibility of generating leads without landing pages, on the sites your target audience already frequents, is still there. Opt-in advertising offers all the benefits of Facebook Leads Ads, on a wider, more cost-effective scale. Users input their email address right on the site they’re browsing and click submit to send them along to your database. The network of sites exceeds Facebook’s single platform, offering a chance to generate leads without landing pages at scale, and with a positive ROI.
Ready to give it a try? Speak to a specialist and start generating leads today.