From the From the SocialPro Conference in Seattle, Washington, June 20-21, 2016.. SESSION: Generating Social Conversions & Leads. PRESENTATION: The Best Ad Units To Generate Leads on Facebook - Given by Molly McCarty, @mollymccarty - 3Q Digital, Sr. Social Account Manager. #SocialPro #22B

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The Best Ad Units To Generate
Leads on Facebook

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Traditional Link Post

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Lead Ad Unit

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Traditional Link Post Vs Lead Gen Ad Unit
Higher CTR relates to a lower CPC. That, combined with a 74% increase in
CVR brings down our CPA by 56%
CTR CPC CVR CPL
Link Post 0.70% $1.90 0.64% $298
Lead Ad 1.14% $1.44 1.11% $130
Delta 63% -24% 74% -56%

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Key Learnings
Pros of Lead
Ad
• Able to generate a large number of
leads at a lower cost/lead than
previously seen
Cons of
Lead Ad
• Poorer Lead Quality
• Not able to create WCA

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Use Cases & Best Practices
Lead Ad Unit
• When gathering emails of existing site visitors
• If you are able to follow-up within 24 hours
• If you just care about gathering email addresses of a certain demographic
Standard Link Post
• If you want to be able to create a WCA audience off of these users
• For long/complex forms
• If the user is signing up to download something
• When scheduling an appointment/call

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What’s Now Available With Lead Gen
Context Cards Continued Flow
Desktop Lead
Ads
“Complete Later
on Desktop”
Better
Integrations with
Mail Servers

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THANK YOU!
SEE YOU AT THE NEXT
MARKETING LAND EVENT!