Hello my fellow PPC nerds! Okay maybe you don’t identify with those who dream about getting exact character counts in ad copy. But whether you’re in month 1 or a seasoned vet, this article has what you need to know about Lead Gen Forms. Facebook calls them Lead Ads and LinkedIn calls them Lead Gen Forms. At Megethos we call em Lead Gen Forms so that’s what we’ll use for today’s article. Specifically, we will be covering 5 essentials when working with LGFs (Lead Gen Forms) either on Facebook or LinkedIn.
- Good Content
- Target Audience
- Good Ads
Before we get into it, if you are unfamiliar with this ad type click on the links below to learn more.
Alright, where were we…ahh yes
What is your goal, intent, reason, whatever you want to call it, for using LGFs? If you don’t know the answer to this question, you already lost. Are you wanting to generate brand awareness? Are you wanting to get more eBook downloads? Are you wanting more traffic to your site? The ad type name itself (Lead Gen Forms) all but explicitly indicates the purpose for using these ads which is Lead Generation. However, I have witnessed numerous companies using them for anything but that. So, when it comes to generating more leads for your business, keep your eyes on the prize by using LGFs.
2. Good Content
Alright, now that you know what you are wanting to accomplish, we can determine what content to promote. This is crucial, because with LGFs you are asking for their personal information. And as I am sure you have read about already, you gotta provide value to get value. In fact, it’s recommended to even over deliver on value. Give the people more than what they were looking for. This type of content is often referred to as Value-Added Content. Examples of this to promote with LGFs are eBooks, trials, demos, case studies, and the list goes on and on. Concise
Read more from verblio about Value-Added Content and why it’s important.
3. Target Audience
With Facebook and LinkedIn, you can really lock in on specific audiences. Being able to target by job title, company name, company size, industry, geo-location, interests, and much much more allow for you to truly get the most bang for you buck when it comes to ad spend.
The rule of thumb is to create an audience big enough to learn from but narrow enough to yield meaningful results. Now, the specific size can vary depending other factors like, budget, time frame, and what you’re trying to sell. So when it comes to using LGFs, it’s crucial you have the right audience in mind to hit it out of the park.
Below are examples of well set up audiences in Facebook and LinkedIn
4. Good Ads
So now you have your purpose, your content, and even your audience all squared away. But before you launch your ads into the leads filled atmosphere, be sure to take time creating ads following best practices.
Not including a CTA, not mentioning any benefits, poor grammar, there are numerous things that if not careful can be overlooked or forgotten when creating your ads. Especially, once you have finished the rest of the setup you may be antsy to rush through this part. Also, with LGFs there are multiple pieces besides the initial image ad. There is a thank you portion, the description in the form, and of course the image ad itself.
Below are examples of the both Facebook & LinkedIn sequences:
Your ads should keep the initial 3 components in mind: purpose, audience, and content. They should speak to each one while also giving the user a reason to want to click. This final touch is the icing on the cake. And nobody likes cake without icing.
Last be certainly not least. The main foundation for any paid social efforts must include tracking. With LGFs there are some additional intricacies to be aware of to ensure you can see how effective your ads are. Since LGFs don’t take the user to a separate landing page, there needs to be an integration set up in order to carry that info entered from the LGF to your Customer Relationship Management tool or wherever you keep customer info. Once this is done, info from the forms will seamlessly transfer to where you need it and you can see how effective your ads are. Another benefit with LGFs when it comes to tracking, is that no tagging or conversion events need to be created since them filling out the form is the event. And the number of form fills is automatically shown in the interface for both Facebook and LinkedIn. So be sure that you have the right tracking and integrations set up to understand how effective your ads are from start to finish.
For a step by step integration instructions see below.
There you have it, the 5 fundamentals you need to know when using Lead Gen Forms with Facebook or LinkedIn.
- Good Content
- Target Audience
- Good Ads
When it comes to generating more leads for your business there’s more than one way to skin the rat. Yeah I know, but figured some of you may have cats.
And let’s be real, Facebook and LinkedIn are cranking out advertising options faster than La Croix is releasing new flavors. So, it can be difficult to decide what would work best for your business. LGFs are definitely an effective option and after reading this article you hopefully feel more confident getting started. But if not! Come talk to us at Megethos and we can walk you through the plethora of options out there and what our team of experts would recommend for you business. If still unsure, please read our case study on how we incorporated LGFs in a strategy to help generate over $1,000,000 in deal value for a well-known SaaS company in San Francisco.
Until next time, keep gettin buckets! PPC buckets