Mandatory introduction
Let me remind you that lead advertising is a format of advertising on Facebook and Instagram, when a person clicks on an ad and immediately gets to a form with contacts. That is, they do not go to the site, do not watch a video, do not read a post, but click and see a form that they must fill out to get something.
Its advantages are that it does not require creating a website. For example, if you are testing a product, there is demand for it, or your website is not ready yet, but you already need to sell. Or do you have free products that you are ready to give to people in exchange for their contacts? This advertising is the best fit.
The second advantage is that lead advertising has shortened the path japan mobile phone numbers database to the cherished form submission that all marketers have been focusing on for so long. See for yourself. Previously, we led a person to a website, where he read, browsed, and filled out a submission form, which we then tracked in analytics systems.
We considered the effectiveness of such advertising as approximately the following chain:
how many people clicked on the ad
how many people spent the required time on the site
how many people filled out the form
cost of filling out the application form.
In leads, we immediately see the cost of the lead. Period. And we immediately receive contacts.
We tested this advertising on several projects of our clients. As well as other advertising channels. And now leads are my favorites. Because it is the most honest type of advertising. But the point is that it needs to be worked with very correctly.
What is important in lead advertising?
At the creative stage, you have to warn people what will happen
“Click “register” and sign up for the event” /
“Leave your e-mail and we will send you a catalog”, etc.
The user scenario still works the old way - now I'll click on an ad and get to the site. Warn him that something else will happen.
Warn the user again - use a context card
The context card appeared on Facebook after — it is a new stage of the evolution of lead advertising. And I understand why.
When we conducted experiments and placed ads for leads without a card (the user clicked and immediately got to the contact form), we received more leads of worse quality. The thing is that Facebook autofills. And sometimes users did not have time to understand anything, and accidentally sent their data. Then sales called such users, and they were genuinely surprised.
We needed to improve the quality and we used a contextual card. It is a buffer - the user clicks on the ad, then gets to the card (there he reads again what it is and why and what will happen when he leaves the contacts) and only then gets to the form for sending the contacts.
A contextual card reduces the number of leads and increases their quality. Leads become more expensive. But in terms of quality, we get the same result, only without the garbage.
Use a contextual card.
Add another field (which the user must fill in manually)
The context card appeared on Facebook after — it is a new stage of the evolution of lead advertising. And I understand why.
When we conducted experiments and placed ads for leads without a card (the user clicked and immediately got to the contact form), we received more leads of worse quality. The thing is that Facebook autofills. And sometimes users did not have time to understand anything, and accidentally sent their data. Then sales called such users, and they were genuinely surprised.
Continue working with leads
Below I will tell you how else you can prepare leads. There are many ways. But first I will draw your attention to working with them.
Leads should not go bad. It is better to interact with them immediately after the person leaves their contact information.
For this, there is an automatic upload of leads to Google Docs, CRM, sending to email and Telegram, collecting them in e-mail. We have made a whole instruction on how to set it all up. I will tell you about it below or you can read it here.
At the agency, we set up automatic uploads to Telegram, CRM, and the client's email. This way, salespeople can immediately see that a lead has appeared, process it, and leave comments on it. These comments help us understand how well our advertising is reaching the audience and what needs to be adjusted.
This is a useful thing for any business owner or agency to do. The people on the other side will say much more about your ad than you will ever think.
We request records of managers' calls and listen to conversations - we note how warm the leads are, what they ask about, what information they lack or what objections they have. And based on this, we adjust advertising and optimize it.
But a call is not the only way to work with lea
