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September 25, 2017
Social Media  |  7 min read

7 Simple Ways to Test, Optimize, and Scale Your Facebook Lead Ads Results

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Stefan Des

Facebook Lead Ads revolutionized the advertising market by bringing thousands of potential clients to your ads every day. People now spend less to acquire new customers, compared to old Facebook campaigns.

Most people, however, still use only 10 percent of Facebook Lead Ads potential, leaving the bulk of their potential clients to competitors. 

In this article, I will show you seven easy ways to optimize and scale your Facebook Lead Ads results by simply testing some ad parts. Some of these strategies work in any kind of Facebook campaign, and you may already know them. Other tricks are very specific for Facebook Lead Ads. 

1. Try different images in the same ad set 

A simple way to lessen the expense of your “Facebook battles” is image split testing. When you run a campaign on Facebook Ads, you need to identify a picture capable of “capturing” potential clients while they are surfing Facebook.

There is an easy test, which can be performed in minutes, consisting of creating two advertisements in the same ad set with two distinct pictures. Everything else in the ads should be identical.

Never stop testing images. When you think that you found a good one, continue testing. When you run the campaign, Facebook will automatically calculate the most successful one in terms of clicks and leads.

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2. Try different call-to-action buttons

The call-to-action is crucial for conversions, as it expands changes up to 10 to 15 percent. You can make another viable split test by contrasting two identical ads, presenting a variety of differences except for the call to action.

Sometimes a sign-up button attracts more leads. In other cases, a “learn more” call-to-action gets the most clicks. When you identify the tag that fits best your objective, put your entire budget towards it and move on to the next split test. 

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3. Reduce fields

All marketers know that when you enter an excessive number of fields in the enrollment box of your ad, most people won't sign up. Facebook users prefer not to disclose too much personal information. If you want to get more leads, try to minimize the fields in your opt-in forms.

The less data you ask for, the more leads you get. However, be careful—asking for too little information can reduce the quality of your leads, especially with Facebook Lead Ads. To find out the right balance between sales and amount of leads, you should analyze your final profits at the entire funnel.

Remember that there’s a way to calibrate the lead quality thanks to the Welcome screen. 

4. Use different images in the Lead Ad form

When you set up a Facebook Lead Ads campaign, you have the ability to select an image for your form. Below is a very simple split test. Create two identical ads with two different forms. In the first form, use the same image as the ad. In the second form, use another one. I know it sounds strange, but sometimes with Facebook Lead Ads, the latter option works better, especially if you are giving away freebies or free stuff.

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5. Try it without a context card

If you really want to cut out your funnel and make it short, just try not to use the context card and discover, instead, the famous “Tap, tap, done!” system. Thanks to their pre-filled forms, Facebook Lead Ads will increase your leads very fast.

By default, you can store these leads in a simple CSV that Facebook lets you download. So if you want to connect your Lead Ads campaigns to your CRM tool/Autoresponder you need a professional software that instantly sends subscribers your opt-in offer, without any complex manual work.

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6. Use bullets or paragraphs in the context card

We noticed that by using Facebook Lead Ads, the cost per lead decreases along with the quality of leads. For this reason, we start testing the welcome screen. By adding a welcome screen you can make sure that people are aware of what they are getting and how.

A context card provides more information. It looks like an info-card, which appears after clicking on your ad, before submitting personal data.

You can set up a context card and test it by using two different benefit texts: bullets or paragraphs.

Bullets are short sentences that briefly outline the benefits of your service or product. By using paragraphs, you can provide more information about what will happen next.

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7. Connect your CRM and send a welcome email

It’s important for a successful marketing campaign, to send an automated welcome email to your leads. The welcome email is the message your leads receive immediately after leaving their data.

Did you know that 74.4 percent of consumers expect a welcome email when they subscribe and the average open rate for welcome emails is 50 percent—86 percent more effective than email newsletters. These are relevant pieces of information that stress the importance of sending a welcome email at the moment the lead subscribes to our lists.

By default, Facebook Lead Ads campaigns do not allow you to send a welcome message or make a call instantly when your lead leaves its contact information. If you really want to leverage the quality of the leads and the effectiveness of your campaign, you can check different software on the market that can do this for you, providing a welcome email that increases the possibility of closing a deal.

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Stefan Des is the co-founder and CEO of LeadsBridge. Connect with him on Twitter and LinkedIn.

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