We saw great participation at a webinar that we had recently held. The topic was how to generate leads using Facebook ads & manage them in LeadSquared.
Some very interesting queries were made and some important questions have been compiled below as FAQs & tips. This will be highly beneficial for marketers who are stepping foot into the world of Facebook ads.
Get access to the webinar here.
Are Facebook ads helpful for B2B lead generation?
Yes, they are. Several B2B companies have successfully used Facebook ads to their advantage for lead generation. Here are a few tips:
|‘Custom’ize your audience
|When a custom audience is created, you target ads to Facebook users through email IDs, phone numbers or Facebook app user ID. This way your ad is targeted to the right audience. Here is a step-by-step process to help you create custom audience on Facebook. You can also create a lookalike audience to magnify your reach.
|Re-target your users
|When you re-target Facebook users with ads, clicks are more relevant and chances are that they get back to you as positives leads. You can use any of these platforms to re-target Facebook audience: AdRoll, Triggit & Perfect Audience.
|Post engaging content
|Yes, content is still King! Your customer might be more interested in an E-book which offers rich content relevant to his business than a vague picture. Post your E-book or give it for free. Then again, do remember, appropriate photos and videos also do drive engagement.
|Experiment with a variety of ads
|It’s all about trial and error in social world! Over time, you will be able to figure out what engages your audience and how you can amplify your reach.
Users have to be registered with their email Ids to be included in custom audience. Many people do not use their professional IDs on Facebook. Are they omitted from the list then?
When Facebook hashes information to create a custom audience, it checks through the data it already has. If the email ID exists in Facebook’s database, it is included in the custom audience, else it is rejected.
Please explain how I can import email IDs to Facebook and where I can see the custom audience list?
You can take a look at this blog post. It explains the entire process of uploading a database onto Facebook, the step-by-step process of creating a custom audience and finally how you can put it to use.
My daily budget for a Facebook ad is $2. What will happen, if clicks exceed my budget?
Your Facebook ads will automatically stop showing once the daily budget for the campaign has been met for that day. You will not have to bear charges in excess of the budget that you set.
So say, you have set $100 as your daily budget and $1 per click on a Facebook ad. This way you get 100 clicks. When the $100 is over, your ad will cease to show.
Is there a relation between bid amount and campaign budget?
Yes, there is. The minimum daily budget for any campaign is $1.00. Your campaign budget has to be at least two times your cost per click (CPC) bid. Else your ad will not be served.
How do I decide the bid range for Facebook ads?
You do not have to decide a bid range, Facebook does that for you. An automated suggested bid range helps you pick a bid amount when you place an ad. The bid range fluctuates over time. This is normal, since it depends on how many other advertisers are competing for your target audience.
What does bid amount in Facebook signify?
Bidding on Facebook can be explained under two contexts: CPC and CPM:
The minimum cost for any ad click is $0.01.
CPC or cost per click: You pay each time someone clicks on your ad. When running a CPC ad campaign, the ad is shown to people who are most likely to click on your ad, but unlikely to take any other action such as liking a page, engaging with a post, installing an app or joining your event.
CPM or cost per 1,000 impressions: You pay when 1000 people have seen the ad. Impressions are optimized so that the ad is shown to people who are most likely to help you achieve your goal.
What is the difference between impressions & reach?
Impression is the number of times a post is displayed, whether it is clicked upon or not. People may see multiple impressions of the same post.
Example, a fan might see an ad in the News Feed and then again if his friend shares it.
Reach measures the number of people who have received impressions of a post.
Reach might be less than impressions because one person can see multiple impressions of the same post.
What happens if I do not insert the conversion tracking code in my ‘Thank You’ page?
There will be no conversion tracking. The conversion tracking code is always placed on the page which the website visitor sees at the end. This way you will be able to keep count of conversions as to how many people have actually filled the lead capture form and how many have bounced off.
After adding the conversion tracking code, where can I see the number of people who have filled the form?
This will depend on what page the user is send to after form fill. If you use our LeadSquared marketing software, all your leads will be captured in the LeadSquared software and you will be able to view and engage with them as and when you want to.
Add custom tabs on your Facebook pages that link to LeadSquared’s landing pages here.