Facebook is now making the process of generating leads and prospects much easier for advertisers. With Facebook Lead Ads, users can send you their contact information directly in the Facebook platform without ever visiting your website.
How It Works
When a user clicks on the call to action (CTA) button (i.e. Sign Up) within your ad, a form appears which is auto-populated with the user’s contact information associated with their Facebook account. With an auto-populated form and the user never having to leave the platform, Facebook makes taking action extremely easy for users.
How Can You Use Facebook Lead Ads in Higher Ed?
- Include a download of your school or program viewbook
- Offer to sign up for an upcoming on-campus event
- Let users register for an educational or informational webinar
- … and more!
Things to Know When It Comes to Facebook Lead Ads:
- Lead Ads can be created by choosing the Lead Generation objective
- Lead forms can only be applied to ads once they are finalized. Once finalized, you cannot go back and edit your form
- You can utilize all the same audience targeting tactics you currently use for regular Facebook ads
- Lead ads currently integrate with only a few CRMs, including Constant Contact, Marketo, Salesforce Marketing Cloud and others
- Leads can be downloaded by going to your Facebook page via Business Manager > Publishing Tools > Forms Library
Based on our results to date, we are seeing very competitive costs per leads (CPLs), but also see trends of these prospects being early on in their decision making process. In conclusion, Facebook Leads Ads can be a great addition to your digital advertising strategy, but we wouldn’t recommend it replace any current tactics that have higher lead-to-enrollment rates.
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Watch this quick video to see how Facebook Lead Ads work:
Have questions about Digital Advertising? Don’t hesitate to reach out!
