Facebook Lead Generation Advertising.
Never in the history of Facebook Advertising has it been easier to obtain leads for your dealership. Introducing Facebook Lead Generation Advertising!
The traditional method of Facebook Advertising sent the user to your website, a specific landing page or even directly to a model / stock listing. This is great but once we sent them to these locations we would still need to hope they filled out an online enquiry or called your dealership before they became a possible lead.
Yes, getting traffic to your website is great, especially considering they then enter your Facebook Remarketing Audience for future advertising but the website visitor to lead conversion rate has traditionally been extremely poor. This is especially the case with Facebook advertising as we are interrupting the consumers “downtime” whilst they browse through their Facebook News Feed. If they are intrigued by your advert (good targeting and creative will ensure they are) they will click through to your website but are most likely still in the information gathering stage of their car purchasing journey and not yet ready to make an enquiry.
Facebook Lead Generation Advertising appears in the exact same way as the traditional advertising (Single Image or Carousel Format) but the Call To Action button pops up a form directly on Facebook that allows you to collect information from that user. Better yet it pre-populates with their details like Name, Phone Number & Email! So now, thanks to Facebook’s Lead Generation Advertising, we can create an advert that requires the user to give us their information before they receive the content being promoted.
Here’s what they look like.
Same type of creative and style you are used to seeing, available on both mobile and desktop.
Call to Action button options; Apply Now, Download, Get Quote, Learn More, Sign Up, Subscribe.
Once the CTA is clicked, a Lead Form appears directly on Facebook. This form can request several different pieces of information from the user and you can even add in custom questions.
Once the user has submitted their details you can send them to a page on your website or they can simply close the dialog box and continue browsing on Facebook.
Make sense? Here are some example ad themes you could use for Facebook Lead Generation Advertising;
- Model brochure download request
- Get finance approval
- Sign up to our Newsletter / VIP list
- What is your car worth – online car valuation
- Request price on this unique vehicle
- Claim a special offer
- Request a test drive
- Register for an event
In these example themes the reason someone will provide their details to you is very clear. This is important! Lead Generation Advertising costs more than standard advertising to reach the same audience, because of this we need to make sure our reason for requiring their information is very clear. We need XX from you and you will receive XX.
Cold audience targeting (Demographic, Geographic, Interest & or Look-a-Like targeting) will normally cost you more per lead than your warm audience targeting (Page Likes, Email Database, Remarketing) but, combined, gives you a good spread of possible users to target. Note, choose your targeting wisely or it may end up costing you a fortune per lead!
Once you have a lead, you must understand that this is not a guaranteed sale opportunity. What it is, is the beginning of a relationship. It is great to follow up with the customer via phone and see if you can assist them regarding their enquiry but do not be too pushy. If they are not ready to buy now, they may be ready to buy soon. Now that we have their email we can continue to advertise to them, have them receive your monthly newsletters and even have a Sales Consultant check in with them every now and then. You can keep your brand front of mind for when the consumer is ready to make a purchase.
Now, think about what ‘set and forget’ campaigns you could develop with Lead Generation Advertising. For example, you could create an advert for “Get Finance Approval” to all users who have viewed cars on your website in the last 10 days. These are warm leads and perhaps receiving finance is the last piece of the puzzle they are trying to solve before making a purchase decision.
So what happens after someone fills out a lead form on your advertising campaign? I am glad you asked! The truth is, not much. Well not at first. Facebook does not automatically sync to your CRM system, email marketing software or even notify you that a new lead has been received. You will need to extract the leads manually from your Facebook Page. To do this, once on your page, go to Publishing Tools > Lead Ads Forms. Or you can access them directly from your Adverts Manager. Example of both options below.
In Adverts Manager;
There are however some great programs out there that create a bridge between Facebook Lead Forms and your CRM / Email Marketing Software. Trust me, you will want to invest in a program like this, it will save you a lot of time and possibly missed opportunities. Syncing to your CRM / Email Marketing Software will then allow an email notification to be sent each time a user is added to your list and you can create an automated follow up series of emails to the consumer.
Sound too good to be true? Create Lead Gen Ad > User Submits Details > Email Notification to Sales Team > Automated Email to User! Well, it really is that simple. It might take a bit of practice but once you figure out what works and what doesn’t your sales team will thank you!
If you are unsure about how to get started with Facebook Lead Generation Advertising but are keen to give it a try reach out to us on [email protected] or call us directly on 1300 726 992. One of our advertising specialists will be happy to help you out!
Happy lead generating,