In this article we will analyze the main ways to do Lead Generation on Facebook and Instagram and the results potentially obtainable by exploiting all the tools that the platforms offer us.
Are you interested in performance marketing strategies involving social media? We talk about it in a guide!
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Facebook and Instagram Lead Generation Campaign on Landing Page
Let's start with the traffic campaign that can be defined as "standard": you publish your ads (whether they are posts, videos, stories, carousels, etc.) and bring traffic to the landing page that promotes your product and service.
Of course, building a dedicated landing page that contains all the estonia whatsapp number data 5 million essential elements for an advertising campaign landing page requires a potentially significant effort in terms of content and development, but it will allow you to include more information about your product or service than you could through a simple single ad.
This will allow the user to inform themselves, study in depth and carefully consider their choice before contacting you, downloading content (e.g. e-books, technical guides, etc.), subscribing to newsletters or webinars and so on.
Once you have developed your landing page (follow our tips on how to create landing pages that convert ), you can start building the actual advertising campaign!
When setting up your campaign, start by choosing “Traffic” or “Conversions” as your objective.
If you already have a tracking pixel installed on your site and you already track conversion events (contact form completion, newsletter subscription, addition to cart, etc.), you can start from the “Conversions” objective.
Otherwise, especially if you have just created an advertising account, you will need to start from the “Traffic” objective and then activate a “Conversions” campaign.
In fact, Facebook requires a minimum number of leads generated on the landing page/website before allowing you to activate the campaign, so if you have never monitored conversion events on your site, you will not initially be able to take advantage of all the potential offered by the optimization of campaigns with the “Conversions” objective.
After selecting the target audience of your campaign (interests, remarketing, lookalike, customer match), starting preferably from a detailed analysis of your Buyer Persona , you can indulge in creativity, choosing the placements and formats that are most suitable for your purpose, such as:
There is no best format or positioning, it all depends on the product/service you intend to promote.
Facebook and Instagram Lead Ads Campaign
Lead Ads campaigns, initially available exclusively on Facebook, but now also available on Instagram and LinkedIn, represent a valuable resource for all those advertisers who want to quickly generate new contacts , bypassing the construction of a dedicated landing page.
But how do they work?
Users see your ads, click on the CTA button set at the ad creative level (find out more, request a quote, download, sign up, etc.) or on the ad image itself, and find themselves immediately catapulted to a contact form (open as a pop-up) with the requested data already pre-filled , at least as far as the data that Facebook already knows, such as name, surname and email, for example.
