When it comes to generating leads, there may be two ways that pop to your mind. One is to collect leads through Facebook lead ads, the other is to drive users to a landing page and fill out a form.
Facebook lead ads
Many businesses will utilize Facebook lead ads to generate leads. It is an easy way for businesses to connect with people who may be interested in their products and services. Facebook lead ads are mobile-friendly and can reduce drop-offs. When people tap on ads, an instant form will pop up, which is already prepopulated with Facebook contact information. With the instant form, businesses can easily collect information from potential customers, and meet the goal of lead generation by setting up custom questions.
For example, Mecan trade is one of our clients that is willing to expand business by increasing the number of their ambassadors and brand sellers. To recruit new ambassadors, Tagtoo helps Mecan trade run Facebook lead ads to generate leads and invite potential ambassadors to sign up for webinars. Gaining higher-quality leads by creating custom questions in Facebook instant forms, and reaching the right audiences, Tagtoo eventually generated 480 leads in a month with an average CPL of 2.5 USD.
Custom landing page
To generate leads through a custom landing page, there are different ad objective settings that Tagtoo would like to share. In the following statement, Tagtoo will demonstrate how Shapee Malaysia successfully generated leads through a custom landing page and show you few tips that you can utilize for your lead ad campaigns.
Case study - Shapee Malaysia
Shapee Malaysia is a brand that sells maternity and nursing products. In January 2021, Shapee aims to collect pregnant women leads to join their parenting group and do future marketing communication via group and emails. Engaged with Tagtoo, Tagtoo help Shapee Malaysia run a three-month campaign to collect leads by directing people to their custom landing page. The process of ad testing and optimization is following below.
1.Create custom events for the lead form landing page
Before we start to run ads, we have to ensure that the landing page has embedded Tagtoo’s code, and our internal team has finished creating custom events in the lead form. The process is important because, with the custom events, we can collect the data of users who triggered the events and do future ad optimization.
2.Start the campaign with traffic objective
We ran traffic objective at the beginning of the campaign, targeting pregnant women and optimized with page views. The reason why we started the campaign with traffic objective but not conversion objective is because we need time for the custom events to accumulate enough events for optimization. We recommend that events accumulated with 3k and above will be better for Facebook algorithm learning. Although we started the campaign with traffic objective, the upcoming performance is surprisingly great! In January 2021, Tagtoo achieved 1978 leads in two weeks with avg. CPL 0.15 USD. We assumed the performance with cheap CPL could be credited to the incentive Shapee provided, if people sign up for the lead form can get a pregnancy E-book for free.
3.Test different audience and distribute the cost
At the end of January 2021, we saw a slight increase in CPL and a decrease in CTR. We have tried new interest audiences due to the increasing CPL. However, the client requested to target pregnant women only and run lead ads for two weeks with a limited budget. The audience size of pregnant women is small and the CPL varied each day so that we decided to continuously run lead campaigns in a small amount of daily budget to distribute the cost. In February 2021, Tagtoo achieved 2249 leads with avg. CPL 0.23USD.
4.Change campaign objective from traffic to conversion In the middle of March 2021, we ran campaign with conversion objective for 10 days, setting the custom event as the optimizing conversion event. We also tested new audiences, daddy-to-be audience, and custom event lookalike audience. The avg. CPL during the period is 0.29 USD. During 2/3-7/3 and 19/3-24/3, we also ran campaign with traffic objective and the average CPL is 0.22 USD and 0.4 USD, respectively. The audience remained the same in the two periods, however, we can see the CPL had a 35% growth. The lead ad campaign ended at the end of March, and the number of leads that Tagtoo achieved in March is 1403 with avg. CPL 0.29 USD. For future optimization, we suggest running conversion objectives to optimize for lead conversion events instead of running traffic objectives to optimize for page views.
5.Conclusion
If generating leads with a custom landing page, you can start running ads with traffic objectives to accumulate custom events. If the CPL is getting high, we suggest changing the objective to conversion. Moreover, providing incentives such as promo codes and producing different types of creatives are also important tips that may benefit your campaigns of lead generation.