Post by account_disabled on Feb 27, 2024 23:21:32 GMT -5
We already had several materials about the lead generation format on Facebook. However, in this material, the PPC specialist of the Ukrainian Webpromo agency, Ivan Burach, shares a way to improve the quality of applications by working with the form and the questions in it. This small manual is intended for those who have not previously worked with "lead generation" campaigns in Facebook Ads or had little experience. What are lead forms Lead forms are a Facebook Ads tool that allows the advertiser to receive a lead with the necessary data (name, phone, email, information about the delivery area) within the social network, without transferring the user to the site.
The work algorithm is as follows: The user sees a regular advertisement in the Facebook, Instagram or Stories feed. After clicking on the call Norway Phone Number to action button, a form for filling out contact information opens. Here the user enters the requested information. After successfully filling out the form, the ice comes to the mail due to the setting of automatic data flow. A problem In practice, we encountered difficulties: despite our efficiency in terms of the number of leads and their value, the applications received were not always of high quality. Therefore, the first problem is a high percentage of failure - people leave an application, but then either do not remember about it, or say that, of course, they left, but they are no longer particularly interested in the offer.
The second problem turned out to be that even if there was interest (the user left the application knowingly), many were not ready to buy now - therefore, the low conversion in sales made it difficult to scale such campaigns. How do we solve the problem? To improve the result, we decided to make the lead forms more detailed. First, the user better understands what and why he fills out. Secondly, he is more involved in the filling process. And thirdly, due to the increase, the value of the application itself increases. Let's take a closer look at the elements that make up a lead form. "Brief information" screen The purpose of this screen is to notify the user of important information. How can we use it? If your brand is unknown, it makes sense to say a few words about the company to increase user confidence.
The work algorithm is as follows: The user sees a regular advertisement in the Facebook, Instagram or Stories feed. After clicking on the call Norway Phone Number to action button, a form for filling out contact information opens. Here the user enters the requested information. After successfully filling out the form, the ice comes to the mail due to the setting of automatic data flow. A problem In practice, we encountered difficulties: despite our efficiency in terms of the number of leads and their value, the applications received were not always of high quality. Therefore, the first problem is a high percentage of failure - people leave an application, but then either do not remember about it, or say that, of course, they left, but they are no longer particularly interested in the offer.
The second problem turned out to be that even if there was interest (the user left the application knowingly), many were not ready to buy now - therefore, the low conversion in sales made it difficult to scale such campaigns. How do we solve the problem? To improve the result, we decided to make the lead forms more detailed. First, the user better understands what and why he fills out. Secondly, he is more involved in the filling process. And thirdly, due to the increase, the value of the application itself increases. Let's take a closer look at the elements that make up a lead form. "Brief information" screen The purpose of this screen is to notify the user of important information. How can we use it? If your brand is unknown, it makes sense to say a few words about the company to increase user confidence.