If you are actively advertising on Facebook, chances are you have experimented with Facebook Lead Ads. If you haven’t, Lead Ads is a feature which connects people with businesses in just two clicks within the Facebook ecosystem. Launched back in 2015, it is likely you have seen or clicked on one at some stage.
Just like regular Facebook Ads which might drive a prospect to a website or landing page, a Lead Ad is designed to keep the user within the Facebook environment (typically on a mobile device) and garner information from them.
There are a couple of distinct advantages to using Facebook Lead Ads. As a user is kept within the Facebook ecosystem there is higher chance of Ad click to conversion, as potential conversion killers like poorly designed or slow to load landing pages are taken out of play. Additionally, if you are looking to quickly capture lead information, the customisable forms within Lead Ads can pre-populate a prospects contact information using Facebook data e.g. Name, Email and Number. This can often result in low cost-per-lead advertising campaigns. In some cases though, the lead quality can be hit and miss.
However, this article is not addressing the pros and cons of Facebook Lead Ads, rather I want to look at ways in which you can reduce your admin time.
As with all sales, following up a converted prospect in a timely manner is critical in closing deals. If Facebook Lead Ads formulate a part of you marketing mix, how can you get the sales data to your reps in the quickest way?
As default, all of your leads coming from Facebook Lead Ads campaigns will be stored in your Facebook Adverts Manager (at the Advert Set level). They can be manually downloaded into an excel sheet. This requires your marketing team to be regularly checking the account for leads and sending them through to sales.
Most companies would obviously prefer to automate this process and there are some easy ways to do so.
It is possible to have all leads populated directly into your CRM by building a custom integration using the Facebook Marketing API. This does require a level of developer knowledge and time to implement. There are also some actively supported integrations with CRMs like Salesforce, Marketo & Hubspot.
For companies that do not have the expertise for custom integrations we recommend using third party software, such a Zapier, to automate their lead flow. The following workflow will explain how you can connect you your Facebook to Zapier and have you leads emailed directly to you or populated into a Google Sheet.
1. The first step in this process is go to https://zapier.com/ and signup for an account.
2. Once you have logged in, you will be able to explore all the different ‘Zaps’ on offer. You may also find some other useful integrations. At the top of the ‘Explore’ page click on ‘Make a Zap’. This will take you through to the dashboard area.
3. The next step will be to choose a trigger app. In this instance, our trigger will be ‘Facebook Lead Ads’, so click that. (You will require a premium Zapier account for this particular Zap).
4. A pre-selected radio button will appear which says, “New Lead: Triggers when a new lead is created.’’ Just hit Save + Continue.
5. The next step will involve you connecting your Facebook account to Zapier. Hit the ‘+’ sign ‘Connect A New Account’. Follow the prompts to complete the process. You can also test the connection at this stage.
6. The next stage ‘Set Up Options’ will require you to input both the Page associated with your Lead Ad Campaign and the actual form you are integrating. Select your two choices and continue. The following window will let you know if the step has completed successfully or not.
7. Once you have completed the trigger, you will next complete the action. Your trigger is anybody who fills in a lead form and the action will be what you want Zapier to do with the data. There are many actions you could choose from. Normally we setup a Google Sheet for sales teams to use or a direct email to be sent (or both). In this instance, we will setup a mail action.
8. Type ‘Mail’ in the search bar and select.
9. Select ‘Send Outbound Email’ and continue.
10. From here you can setup all the information you would like in the email. E.g. who it goes to, subject line, Lead Form Information etc. Select your requirements and continue.
11. Now you just need to test the email. Zapier should fire off some dummy data to you. Save and name your Zap and you are all done!
12. Make sure your sales team follow up the leads as soon as they come in, as Facebook users can lose interest very quickly!
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