Introduction

Facebook Lead Ads offer an easy way for people to engage with your company.   Facebook pre-populates the online form with the contact information they already hold about the viewer, meaning there is less for the person to fill in, if anything.   Viewers of the ad are far more likely to complete the form if a lot of it is already completed.  The benefit for the viewer is that they get instant access to the information they want, and your business gets a genuine qualified lead.

There are many integration tools (such as Zapier) that will export these leads for the receiving business to progress the lead, but that is all they do.  

Radar have developed an app that is fully validated and approved by Meta.  This enables us to take the lead to its ultimate conclusion.  

As soon as the form is submitted the viewer’s email address passes into Radar’s EBT and triggers an automated email, or series of emails, to them encouraging them to take the next step in the campaign, whatever that may be.  This information can also be made available to the sales or customer service teams in real-time for any follow up.  It also flows into the Radar CRM for future contact use.

Outcomes (both online and offline) are immediately visible in Radar for reporting and/or further action.

Further information from Meta

www.facebook.com/business/ads/lead-ads

www.facebook.com/business/ads/ad-objectives

www.facebook.com/business/ads/ad-objectives/leads#forms

Uses

Facebook Lead Ads have many uses.  These are just a few:

• Booking enquiries
• Quote requests
• Brochure requests – digital or physical
• Newsletter sign-ups with timely follow up
• Tailored welcome journeys/onboarding programmes 
• Event registrations
• Pre-registrations for future seasons/products not yet on sale – ‘Coming soon – be the first to know’
• Sneak peeks ahead of wider product/season launches
• Capturing contact permissions for wider marketing use 

Features/benefits

• Real-time, immediate, fully automated, content-led emails – be the first to react and get in ahead of the competition
• A/B testing
• Reporting eg:
  1. Full reporting right through to eventual sales, both on and offline, without requiring promo codes
  2. Conversion/RoI measurement
  3. New v existing contact reporting
  4. Engagement post sign-up
• Multiple ad campaigns can run concurrently to different audiences
• All data captured is stored in Radar for future use

For further information on how it works and what it costs, please contact your Radar account manager.

How it works

Your digital agency or in-house team are responsible for audience selection and optimisation in Facebook, and design and content of the form.  Forms can be customised to request the most important information first.

Once the ad and form/s are set up, test data should be sent to Radar.

Radar then set up the integration.  There are some pre-requisites for the client’s Facebook account that need to be met.  These can be found here:
Radar Facebook Leads App Prerequisites.docx  

The client supplies the design/content for any emails required, as well as any rules about triggering.

Radar set up the campaigns and Radar and the client make test ad form submissions to check the data flows throughout the process.

Client sets ad campaign live.

Costs

Please contact your Account Director to confirm costs specific to your requirements.