Facebook Lead Ads: A Complete Tutorial

Key Takeaways

if you want to know how to put together a facebook lead ad step by step I've got the full tutorial and we're starting right now if you want to transform your website into a customer or lead generation machine I'll show you all my best tips tactics and secrets to get there fast let's dive in hey there I'm West McDowell web strategist for the deep end and if you're not subscribed to channel yet go ahead and click on the subscribe button and the little bell icon next to it so you never miss another video you need to succeed online so building your email list is a really important part of building your overall business no matter what kind of business you own and to do that you need a really great lead magnet and if you're looking to scale it in a big way you're gonna need a way to promote that lead magnet out to cold audiences apart from just putting it on your website unless you get a really large number of visitors to your website every day you're not gonna have enough people in the top of that funnel to build that list of potential customers and Facebook is still one of the best ways to promote a lead magnet now in the last video I showed you everything you need for a really clickable facebook lead ad and if you haven't watched that video yet click right up here for that but just as a recap you're gonna need a few i catching images if you curiosity peaking headlines and a few variations of your description text and you're definitely gonna want to get your hands on this free swipe file I created showing you around 50 of the best Facebook ads for lead magnets that I could find I know how important it can be to see actual you know in the wild examples so just click right up here or in the description below to get your hands on that so today I'm gonna walk you through step by step you know over my shoulder exactly how to take all those raw elements you created and actually create the perfect facebook lead add in the ads manager and the cool thing about a facebook lead ad specifically is you don't even really need a landing page for it so basically what happens is someone sees the ad they click on the button they get a little more information about it and Facebook already knows their name and email address obviously so that information is already filled in all they need to do is press a button to confirm that they want it then facebook connects automatically with your email like MailChimp or drip and her automatically triggers that automated email sequence campaign delivering that lead magnet right to them and your new subscriber never had to leave Facebook to get it so this is just a really seamless user experience and since Facebook wants everyone to stay on the platform as long as possible they're generally gonna reward you for keeping them there which is gonna result in a lower cost per lead for you and no barrier to entry for your subscriber so it's a win-win so first things first you're gonna need a Facebook Ads manager account and your lead magnet delivery campaign set up in your email provider of choice again like MailChimp or drip or Constant Contact but assuming you have all those things together let's get into it okay so here we are in the ads manager and all you're gonna do to get there is go to facebook.com slash ads manager and the first thing we're gonna do is just go down and click on create and if you've done it before it may prompt you to use an existing campaign but I'm just gonna go and click on create new over here and now you're gonna basically this is where you're gonna choose that it's going to be a lead ad not just a normal video or image ad like you may be used to so you're gonna go down to lead generation click on that and you can you can go ahead and give it a name if you want I'm just gonna leave it at lead generation for now and I'm gonna leave both of these items unchecked as well and just click on set up at account and I'm just gonna go ahead and click continue here I've already got this set up okay and I'll just make sure right here it's gonna have to ask you to choose your Facebook page so in this case you're gonna you can't really run an ad from a personal account it has to be a business page so I'm gonna it's already chosen mine the deep end so I'm gonna leave it there and right here it says about accepting Facebook's lead ads Terms of Use so basically I've already done this but if you haven't it's gonna prompt you to view the terms and then you're gonna have to accept them it'll be a button there but I've already done it so just letting you know that may be something you have to do alright so the next thing here remember how in the last video I told you to prepare a few images and a few headlines and a few different variations of your description text so this is where that comes into play by dynamic creative so I'm gonna check that on and basically what that is is it basically it allows you to input multiple images multiple headlines multiple sets of creative and then what it does is it takes all those different kind of combinations and it runs them against each other showing them to different audiences and it kind of learns over time which images perform better which headlines perform better and then it basically just kind of creates a super add of all the best parts of those elements so let's go ahead and leave dynamic creative on assuming you have more than one of each of those elements to work with if you don't if you just want to do one then you would leave that off so here's where you're gonna define your audience if you have a spreadsheet of your current customers or current or people who have opted in for your lead magnet already maybe look-alike audiences can be really really powerful and I did do a video about look-alike audiences before so click up here in the right corner if you want to see that video if you're gonna do that you would actually you would choose that in here but for the purposes of this video we're not going to get into that so we're just gonna go down and look at the other options so it depends you can choose the United States or you can add you could add Canada if you wanted to add any countries that you think you want to target or let's say you're a local business and you don't want to target the entire United States you just want to target the city of Denver so you click on that and then it would it would only show your lead magnet of people in Denver that can be good because if you're a local business you obviously don't want to pay to to market your lead magnet to the whole country if they're not gonna end up being becoming your customers anyway so that you can do that I'm gonna go ahead let's just leave it for that for now and then you can target age so you know if you know that your audience is not as young as 18 you know maybe you want to go after 25 to 60 year olds it's it's good to kind of narrow it down as much as you can you can choose all or men or women you can target a language if you want and here's where it gets interesting so detailed targeting this is where you're gonna put in any kind of interests or hobbies or life events for the purpose of this video I'm doing a fake lead magnet for tax deductions so let's say you're an accountant and you want to have a lead magnet telling self-employed people how to get all the deductions that are entitled to so what I would do then I'm just typing in self-employed to see what pops up so we've got self-employment as an interest that means they've generally clicked on other things that have to do with being self-employed self-employed and loving it is a group it's kind of a small group I would probably just go ahead and stick with self-employment as an interest and see how that works and then I'm gonna go ahead and go all the way down and placement so there's two options here you can do automatic placements or edit placements I'm just gonna leave it on automatic for now and then going on down to budget and schedule this is basically how where you input how much you want to spend per day I recommend using a daily budget you can make it whatever you're comfortable with and but the cool thing is it'll tell you over here based on what you've already input what you can reasonably expect so basically it's saying you can reach about 210 to 820 people a day I know that's a big range but at least it gives you some kind of idea so let's go ahead and click on continue okay so now basically it's asking you to choose the format of the ad since we've got dynamic creative enabled the only choice you really have is a single image or video keep in mind though we're gonna be putting multiple images in and it's but it's only going to show one at a time to individual people so to the end-user it's just gonna look like a single image ad so we can scroll down and keep going here so basically the first thing that's gonna ask us to do is to choose an image so it's already got this one loaded up that's kind of my my profile or cover photo just gonna delete that and I'm gonna upload several different images here okay so I've uploaded four different images some more straight this one's kind of straightforward this one's a little more colorful this one's kind of the kind of a pattern interrupt because it's a cat holding up money it's just I think it's it'd be good for some some attention grabbing and then one that's very different there's just kind of more illustration and bright color so we'll see what works best and then scroll down and then here's what we're gonna put in the text the text that goes right up here the description text so remember I told you to prepare one version that's a little longer form and one that's shorter so let's go ahead and put those in now so you'll put in one and then to put in the next one you'll just click on add and then you'll do it again in this box here okay so now we've got two different description text so that it can run between and then let's now let's not do the headline so you're going to put that right here just do your first one and then click Add and do the next one and so on I'm doing three here so then okay so I've got three different headlines here I can choose between and then in the newsfeed link description we'll just type something like just downloaded today telling them what to do and again you can do up to five of these I'm just gonna keep it to one for simplicity and then call to action so what I would recommend doing here is just click on learn more because it's actually gonna happen is it's gonna take him to a new screen where they're going to kind of confirm it before they get access to it so and they've shown that learn more is generally a cheaper call to action on a cost per lead basis they've done Studies on this so leaving it there for now okay and then scrolling down okay so instant form so let's go ahead and click on new form here so this is what's gonna happen with so they're gonna click on the learn more button and it's gonna slide up and it's gonna give them a little bit more information and then it's gonna prompt them to kind of put in their email and name except in most cases remember Facebook already has this information and it will be filled in already so you've got a few options here more volume so it's the form that's quick to fill out and submit on a mobile device which means you're gonna get more leads or higher intent so this adds a review step that might get in the way of some people filling it out but the good news is here it's gonna be a more committed group of people so if you don't just want a high number but you want people that are really a little more serious you might want to click on higher intent but I think in most cases just for a lead magnet I'm gonna go with more volume so let's get right into this area so let's go on to intro so in the headline just tell them see what they're gonna get and you can upload a new image here that it's gonna be here or just gonna pull in the image it used on the ad itself if you don't so I'm just gonna leave it as is and then right here you want to put something in here to giving them a reason so what I would do what I like to do generally is to make this a bullet list giving them three to five solid things that they're gonna learn and benefit from from getting access to your lead magnet okay so I've put three in here and you know what now that I'm looking at this I think I want to change this headline to be a little more tied to these bullets below so I'm gonna rewrite this okay so I've just changed it to inside the ultimate tax deduction guide you'll discover and then bullet bullet bullet I think this is a really solid way to sell this actual guide so I'm pretty happy with this so let's go down to the next step where it asks for the questions because right down here it's gonna ask for some pieces of information let's go ahead and edit this because I don't I like email you need that but I would definitely recommend instead of full name just asking for a first name you're more likely to to get people to do it so let's go ahead and uncheck full name and click on show more options and I'm just gonna click on first name and that's it you can ask any of these questions or even custom questions but I really don't recommend it the more of these questions you ask you know some people want to ask for phone number I gotta say you're very unlikely to get many sign ups that way so then remember this is just the first date you know this is this is the lead magnet this isn't trying to get a client right out of the gate so you just want to get people into your world and it's enough to ask for their email and first name to do that so then we're gonna go down so privacy policy so I didn't really mention this before but on your website you definitely need a privacy policy page there are privacy policy generators out there online so I'll leave a link to that below in the description so basically just it's it can be a really simple page of just pure text so you're gonna want to link to that here so get it set up on your site and then link to it privacy policy and then you're gonna link to it right there like so alright then you're just going to want to customize the thank you screen so this is what people see after they've actually opted in for your lead magnet so what some people do here is they actually make this button be a direct download to the lead magnet which you can absolutely do so what would happen is they've they've signed up they've given over their information and now you have access to that on Facebook you can download that as a spreadsheet so in that case you know this button would say download and then you would and then you just type in download in the button text and then you would actually link right to your lead magnet from here which is fine that's one way to do it and it's certainly the easier way to do it so people have given their information and then that exists on a spreadsheet on Facebook that you can access periodically and add these people to your list however the way I like to do it is I actually like to sync this with my CRM you know which is like MailChimp or drip is what I use or a constant contact one of these things where it automatically feeds that information into your CRM and then it fires off a campaign email emailing them the lead magnet here's why I prefer that method because what you actually kind of want to do is train your leads to know to open emails from you and when they open up that first email it's actually a signal to a lot of email providers not to put this in not to put your future emails in the promotions tab but rather in the inbox it requires an extra step that I'm going to touch on in a bit so to actually have them downloaded here again is the easier way of doing it but it's not the recommended way what actually recommend doing is letting them know it's going to be emailed to them so it actually recommend letting them know that right here so that nobody's confused so just let them know that the guy is going to be emailed to them and then I would change the button type too it could be a view website and then you can send them to your website after that or whatever you'd want them to do if there's if you have a certain page on your website you might want them to see or even a blog post go ahead and put it here and then you just put the link to that right there just like that all right then when you're done you're going to go up top and click on finish but now if you're actually going to hook that form up to your CRM like I'm mentioned this is what your gonna do this is how I'm gonna get you started down the right path anyway and then depending on your CRM provider there's gonna be different ways of doing it so I can only get you so far but you're gonna want to come to your business page on Facebook and then you're gonna click right up here on publishing tools and then on the Left sidebar you're gonna go down to leads setup and then there's a search box right here that's gonna let you look for your email provider so I think a lot of you are probably using MailChimp so let's go ahead and type that in just gonna go ahead and click on that and depending on which CRM you use the steps from here on out are gonna be different so in this case you would just click on connect and you'd follow the steps now it can get a little technical from there but as long as you follow along with the steps for your specific email provider you should be able to get all the way through it in a pretty seamless way so if you have any specific questions about that part of the process I'm probably not gonna be able to answer it for you because I only know drip and if you have anything else it's gonna be a different story but basically if you do run into any hiccups along the way just get in touch with your email providers technical support via email and they'll be able to walk you through the process and get it all finished for you now I want to hear from you and I want a few brave people to actually leave in the comments below what's the name of your lead magnet and what type of lead magnet are you gonna use that way other people can kind of see what other people are doing and people can learn from your example so leave that below along with any questions or comments you have about this video and I'll answer every question I possibly can and if you're not subscribed to channel yet go ahead and click on the circle icon right over here to subscribe and remember to get that swipe file of all the best Facebook lead magnet ads I could find go ahead and click this box right up here alright guys West McDowell for the deep end and I'll see you in our next video