The Best Ad Units To Generate Leads on Facebook By Molly McCarty

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The Best Ad Units To Generate Leads on Facebook

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Traditional Link Post

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Lead Ad Unit

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Traditional Link Post Vs Lead Gen Ad Unit

Higher CTR relates to a lower CPC. That, combined with a 74% increase in CVR brings down our CPA by 56%

CTR CPC CVR CPLLinkPost 0.70% $1.90 0.64% $298LeadAd 1.14% $1.44 1.11% $130Delta 63% -24% 74% -56%

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Key Learnings

Pros of Lead Ad

• Able to generate a large number of leads at a lower cost/lead than previously seen

Cons of Lead Ad

• Poorer Lead Quality • Not able to create WCA

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Use Cases & Best Practices Lead Ad Unit

•  When gathering emails of existing site visitors

•  If you are able to follow-up within 24 hours

•  If you just care about gathering email addresses of a certain demographic

Standard Link Post •  If you want to be able to create a WCA audience off of these users

•  For long/complex forms

•  If the user is signing up to download something

•  When scheduling an appointment/call

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What’s Now Available With Lead Gen

Context Cards Continued Flow Desktop Lead Ads

“Complete Later on Desktop”

Better Integrations with

Mail Servers

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THANK YOU!

SEE YOU AT THE NEXT MARKETING LAND EVENT!