Business Web Solutions

Facebook Lead Ads

What is a Facebook Lead Ad and how different is it to a normal facebook Ad?

Facebook Lead Ads and traditional Facebook Ads are both powerful tools in the digital marketer’s arsenal, but they serve distinctly different purposes and operate in unique ways. Understanding these differences is crucial for any business, especially one like yours that focuses on growing businesses online. Let’s dive into what sets these two types of ads apart.

What are Facebook Lead Ads?

A Facebook Lead Ad is specifically designed for lead generation. It allows users to express interest in what you’re offering without leaving the Facebook platform. The key here is convenience and ease of use. When someone clicks on Facebook Lead Ads, a form pops up that’s pre-filled with their Facebook contact information. This minimises the effort required by potential customers, thereby increasing the likelihood of them submitting their details.

The beauty of Facebook Lead Ads lies in their simplicity and effectiveness in capturing lead information. They are particularly useful for businesses looking to gather emails, sign-ups for newsletters, or information for follow-up calls or emails. These ads are especially handy for mobile users who might not be inclined to type out their information on a small screen.

How is it Different from a Normal Facebook Ad?

1. Purpose and Functionality

The most significant difference lies in their core objectives. Traditional Facebook Ads are generally aimed at increasing brand awareness or driving traffic to a website. These ads can take various forms like image, video, carousel, etc., and when clicked on, usually direct the user to a landing page outside of Facebook.

On the other hand, Facebook Lead Ads are designed to collect user data within Facebook. They focus on gathering contact information and are thus more direct in their approach to lead generation.

2. User Experience

For the end-user, the experience of interacting with these two ad types is quite different. A normal Facebook Ad takes the user away from Facebook to an external site, which can sometimes lead to drop-offs, especially if the landing page is slow to load or not optimized for mobile.

Facebook Lead Ads streamline this process. Since everything happens within the Facebook platform, there’s no load time or redirection to deal with. This seamless experience can significantly improve conversion rates for lead generation.

3. Data Collection and Privacy

With Facebook Lead Ads, the data collection process is more straightforward. Since Facebook already has the user’s information, it autofills the form, making it easier for users to submit their details. However, this also means that the quality of the leads can vary, as users might submit their information without much thought.

Traditional Facebook Ads, which direct users to an external website, often require users to manually input their information. This might lower the volume of leads but can sometimes lead to higher quality leads, as users who take the effort to fill out information on a separate landing page might be more interested in your offer.

4. Customization and Creative Control

When it comes to customisation, normal Facebook Ads offer more flexibility. You have the liberty to design the landing page exactly how you want, aligning it with your branding and messaging. This can be crucial for creating a cohesive customer journey from ad to conversion.

In contrast, while Facebook Lead Ads offer some level of customisation in terms of the form fields and the ad creative, you’re still limited to the confines of Facebook’s platform. This can be a drawback for brands that rely heavily on immersive branding experiences.

Which One Should You Use?

The choice between Facebook Lead Ads and traditional Facebook Ads boils down to your specific campaign objectives. If your primary goal is lead generation and you want to simplify the process for potential customers, Facebook Lead Ads are a fantastic option. They are fast, efficient, and reduce friction in the lead generation process.

However, if your aim is more about brand storytelling, driving traffic to your website, or promoting a specific product or service, traditional Facebook Ads might be more appropriate. They offer more room for creative expression and can be part of a broader marketing strategy that includes your website and other digital assets.

Conclusion

For a digital marketing agency like Bizweb Marketing, which specializes in SAAS and is focused on helping businesses grow online, understanding the nuances between different types of Facebook Ads is essential. Facebook Lead Ads offer a streamlined, efficient path for lead generation, especially suited for mobile users. Traditional Facebook Ads, meanwhile, are more about brand building and driving website traffic.

Each type of ad has its place in a digital marketing strategy, and the choice depends on your campaign goals, target audience, and the kind of user experience you want to provide. By leveraging the strengths of each ad type, you can create a more effective and comprehensive Facebook advertising strategy that aligns with your business objectives and helps your clients grow their online presence.

In the video above I show you a Facebook Lead Ad

The difference is that the form that the visitor fills out is done within the Facebook platform itself rather than on the website page (known as a landing page) that you send them to on a normal ad.

With the lead ad, Facebook can auto complete some info (name, email address, phone number etc.) from the visitors profile information.

This creates less resistance and visitors feel safer doing so inside of Facebook. They then have to opportunity to visit the landing page, but you have their details so you can further market to them if they choose to take no further action.

Facebook Lead pages convert well, and in my opinion are worth testing for your business.

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