CG #45 - How to get "cheap" Facebook leads
Hey - it's Nathan. 👋
In this newsletter, I'm sharing what I've learned in digital marketing to help you get more clients.
Some of the tactics and strategies I've tried myself.
Others are summaries of what I've learned even if I haven't tried them yet.
That was the case with Free 5-Day Challenges.
I'd participated in many, but never created or run one.
That has changed.
I knew they were a lot of work when I wrote that issue, but didn't fully grasp HOW MUCH WORK is involved.
For the past two weeks, I have been working on a challenge funnel for a client.
My part has been building the funnel, writing and setting up email/SMS sequences, getting the ad creatives done, writing ad copy, and creating and optimizing the Facebook ads.
Plus all the work my client and his team are doing on the actual content of the thing and interacting with participants.
A lot of effort. And it hasn't even started.
(It's in the real estate investing space and starts Monday. If you're interested, you can check it out here.)
In the process of doing the ads, I used a strategy that an expert in running FB Ads to Challenges told me has gotten them leads as low as $3.
I haven't gotten our cost per lead that low (partly because we didn't have the Facebook Conversion API fully set up due to some technical glitches, and partly because we should have started the ads several weeks earlier to have more time to test and get out of the learning stage).
But it is an effective way to get lower cost leads on Facebook, so one I want share today...
(Though what counts as a cheap lead depends on how many leads you convert to customers and what your customer lifetime value is).
Client-Getting Strategy of the Week:
Facebook Lead Ad with Instant Form
Get cheaper leads from Facebook even if you don't have a website or landing page.
Who / What it Works For:
I used this type of ad for a Challenge, but you could use them for almost any offer where your focus is getting a person's email or phone number.
How it Works:
Note: I'm not going to go into detail on all the steps of creating Facebook Ads. Here, I'm focusing on creating a FB Instant Form.
1. Create a Leads campaign
You'll need to create at least one Ad set and one Ad, and decide whether you'll set the budget at the Campaign level or Ad Set level.
2. In the Ad Set, choose Instant forms
The Ad Set is also where you want to choose your audience and decide on ad placement.
Choosing audiences is a whole thing unto itself so not going to get into that here except to say that the experts I've seen recommend narrowing your audience in each Ad Set down to somewhere between a few hundred thousand and a few million.
With ad placement, you can either leave it on automatic and let FB figure it out, or set it to manual and choose exactly the places you want your ads to show up (e.g., in FB feeds, Instagram stories, etc.)
3. Ad Creative
In the ad you'll need to:
- Add at least one creative (image or video)
- Write your headline, description and primary text
- Choose the CTA from the list FB has available
- Create the form
The first three steps I'm not covering here. If you need inspiration for your ads, I recommend looking at competitors' ads in the Facebook Ads Library.
You can also use the Conversion Equation in your ad copy to get better results.
The following are the steps to create the Form.
4. Create new form
5. Name the form and choose type
The difference between Higher intent and More volume is that in Higher intent, the prospect has to go through a review step of the information they are entering.
This adds one small barrier and thus indicates a higher level of intent/interest for those who go through that step.
6. Add a cover image, headline and description
These should be related to the ad creative and copy they saw when they clicked the ad.
7. Choose the questions you want prospects to answer
You can choose a number of fields that Facebook will prepopluate for the prospect from their FB data.
You can also add custom questions.
Remember that the more questions you ask, the lower the conversion rate will be.
9. Choose the success message and CTA
If you don't need them to do anything else, then you can write a thank you message and let them know how you'll follow up with them or what they can expect next.
If you want them to go to another page/step in your funnel, this is where you direct them to it. Just know that many won't so you will want to make sure you have a good follow-up email/SMS sequence running to get them there.
10. Make sure everything is set, then Publish the form
Forms don't seem to be editable, so make sure you have everything the way it needs to be before you hit Publish.
11. Create a Zap
There are two ways to get the data from the lead form into your CRM/email marketing platform. (There may be other tools/systems that can get the data, but these are the most common.)
The manual way
Go to Meta Business Suite, find All Tools, then Instant Forms.
There you'll be able to download a CSV file with the leads.
The automated way
Go to Zapier and create a Zap connecting the Facebook Lead Form to your CRM/email marketing platform.
12. Publish the Campaign, Ad Set and Ad
Once you have everything ready, publish the Campaign, Ad Set/s and Ad/s.
It will go into Facebook's review process and hopefully get approved within a day.
Keys to Success:
Set up the Facebook Pixel
The Facebook Pixel is how Facebook knows what's happening on your website. While not strictly necessary for this type of campaign (since everything happens on Facebook), you should set this up before running any ads on FB.
This is what lets you retarget website visitors or others who have taken specific actions on your website.
Set up the Facebook Conversion API
The Facebook Conversion API sends specific event/conversion data to Facebook.
This gives Facebook more accurate information about the conversion events happening on your site (opt-ins, purchases, etc.) and which Facebook users are performing them.
It usually requires a developer to set up.
I saw while working on it that Facebook gives preference to those advertisers who have it connected in the form of lower advertising costs. I'm not sure how true that is or how much it may impact ad costs, but that is why you should set it up.
Good copy/Good creatives
This is part of running any ad. If you're not catching people's attention with good creatives (images and videos) and compelling copy, the ads won't do very well.
To get the best results with Facebook ads, you need to test.
Some of the key things to test are:
- Campaign objectives
- Ad creatives
- Ad copy
If you don't have a large budget, for the Lead Ad with Instant Form, I'd suggest this setup:
- One campaign
- Two ad sets with different audiences
- 3-5 of the same ads in each ad set
Split your daily budget at the Ad Set level to make sure Facebook spends equal money on both so you get a more accureat comparison of results.
This will give you a chance to see how different creative/copy performs in two different audiences (sometimes one ad can perform well with one audience, and poorly with another).
Something Else You Might Like
I continue my 28 day writing challenge.
I missed yesterday because I've been full-on with the Challenge Funnel for my client, needed to get this newsletter written, and had work to do for other clients.
But here's a piece from Thursday about how poetry changed my life.
Thinking about running a Challenge for your business?
Email me at firstname.lastname@example.org and let me know. I'll give you a few suggestions to help make it a success.
Have a great weekend!