In this presentation, AdEspresso and Hanapin experts discuss four effective strategies to use Facebook Lead Gen Ads for your business, including how to optimize your Ads and increase conversions, what to test, and examples of great ads.

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&HOSTED BY:

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Presenters
• Massimo Chieruzzi
– CEO at AdEspresso
– @massimoCW
• Chadd Powell
– Account Analyst at Hanapin Marketing
– PPC Hero Blogger
– @chaddpowell

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Join the conversation
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Or use the webinar question box to send
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Live Poll Question #1
How long have you been in PPC?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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&
Facebook Lead Ads
What are they? And why you should start using
them right now!

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What are Lead Ads?
This is a Lead Ad.
It looks like any other Ad.
But when you click on it...

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What are Lead Ads?
There’s no Landing
Page.
The data is gathered
directly inside
Facebook!
And it’s pre-filled!

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What are Lead Ads?
Boom!
I’ve downloaded the
eBook in 15 seconds.
Without leaving FB...
Or typing anything!

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Why advertise to generate leads?
Ok, nice!
But why do I need Lead Generation?
I want SALES!

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Why advertise to generate leads?
Leads are a core asset of your business!
Lead Generation is a way to build trust and engagement
A good mailing list is an asset that can last forever!
Sending an email is cheaper than any kind of ad
It’s not just about emails - Lead Ads work great with phone
numbers too!

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Pros & Cons of Lead Ads
Easy: You’re three clicks away from gathering leads [Pro]
No landing page or designer necessary
Works great on mobile [Pro]
Users don’t have to type in anything most of the time
Not much space to explain your offer [Con]
On landing pages you can add customer testimonials and more context to convince users of
your value.
Potentially lower quality data [Con]
Most of the emails you’ll gather are personal emails - not business ones.

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&
1) Pick the right offer!
To attract quality leads at a low cost you’ll need
a killer Lead Magnet

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Top Lead Magnets
● eBooks
● Webinars
● Checklists
● Giveaways
● Email Courses
● Free Consultations
● Physical Products & Trials

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1. Make it Quick to Consume
Lead Magnets should provide
immediate gratification
Users won’t be ready to move to the
next step until they’re done with the
Lead Magnet!

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2. Address a Specific Niche
You’ll never satisfy
everyone.
Address your customers’
specific needs.

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One size does
not fit all.
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Just for me.
Great!
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3. Use a Call-to-Action
Tell your users what to do after clicking…
and watch your conversion rate go up.

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&
2) Target Warm Audiences
Users who already interacted with your brand are
much more likely to convert than total strangers

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Users who already engaged with you are the most
likely to share their personal information with you.
Start your Lead Ad experiments by targeting them first!
Start with the easy wins

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The perfect audience
For your first campaign target:
Website Custom Audience with everyone who visited your
website in the last 30 days (the longer the timeframe the less
likely they are to remember you)
But exclude from your targeting:
Custom Audiences with all your customers and existing leads.
If you already have their emails there’s no upside in spending
money to get it again

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Let’s check some numbers

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&
3) Less is More
Don’t ask for too much personal information or
you’ll scare your users away!

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The amount of personal data your users will give is
proportional to the perceived value they’ll receive from
your lead magnet.
Advanced Retargeting Strategies

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The more value the more data

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The more value the more data

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The more value the more data

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Let’s check some numbers

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&
4) Follow Up… IMMEDIATELY!
Waiting months before using those leads is like
taking a highway to the spam folder!

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This is where most advertisers fail
You create a great Ad
Leads start coming in
You do nothing for 2 months
Then all of a sudden you hit “Send”
The Worst Sin of Lead Ads

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And your leads no longer have a clue who you are.
And why you’re contacting them.
So...
The Worst Sin of Lead Ads

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The Worst Sin of Lead Ads

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What to do after a lead comes in
When setting up a new Lead Ad campaign, plan ahead for the next
steps:
Follow up immediately: Deliver your lead magnet and introduce
yourself
Set expectations: Tell them the frequency of emails you’ll send
them and why they’ll want to read them
Build a workflow of emails: Engage with your new leads. Provide
them value and convert them into customers!

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What to do after a lead comes in

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What to do after a lead comes in

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Here are some tools that will sync - in near real time - your
Facebook leads with your CRM/Email Marketing tool:
AdEspresso
ConnectLeads
Driftrock
LeadBridge
Lead Ad Sync Tools

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&
BONUS: Lead Ads Retargeting
Learn how to retarget Facebook users based on
their interactions with your ads

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Once your Lead Ads are up and running, there’s still more value you
can get out of them:
Convert Leads into Customers
Create a Custom Audience with all the users who responded to your lead ad and target them with a
new campaign aimed at selling them your product.
Convert “undecided users” into Leads
Some users won’t complete your Lead Ad form. They may not be convinced about your offer, or they
may not trust your company. Still - they showed interest in your lead magnet by clicking on the ad.
Let’s convert them by creating a custom audience of just them, and this time, send them to a
landing page where you can add more details to your offer!
Advanced Retargeting Strategies

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How to Create Engagement Audiences
Access your Business Manager and go to Audiences

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How to Create Engagement Audiences
Click on the brand
new Engagement on
Facebook option

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Lead Ad of course!
How to Create Engagement Audiences

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Pick your form
How to Create Engagement Audiences

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And what
engagement to
retarget
How to Create Engagement Audiences

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Would you like an offer?
A.30% discount on an AdEspresso account for 3 months
B. Get an account analysis by the experts at Hanapin
(For accounts spending 15k+/month)
C. Both
D.No Thanks!

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
AdEpresso Feedback: massimo@adespresso.com