# Facebook Ads Just Changed Forever!

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=HBM3ShZ2dLE
Duration: 8 min
Language: English
Words: 1890
Transcript page: https://viewrankai.com/tools/youtube-transcript/HBM3ShZ2dLE

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[0:00] Meta have just added a new feature that I absolutely love. It's one that I've wanted for years. It is absolutely going to change the way that I run meta ads for my own business. I think it's going to change the way that you run meta ads for your business in many cases as well. And they are introducing embedded

[0:16] calendar bookings into instant forms. So, if part of your lead generation process is people book a call directly into your calendar, as it absolutely is with us, if someone's interested in our agency services, for example, they will book a slot into our calendar. that's how they become a lead. You no longer have to send people through to your website. You can do so through instant forms. I'll get into how it works and what it looks like in a second. But I think this is a really big deal for those of us that are running meta ads because we want to generate leads. When you get people to book a call directly

[0:46] into your calendar, the lead quality is nearly always significantly better than if you are just getting them to fill out information in a contact form or via an instant form and then you're trying to reach out to those people. Once they book in a slot, they're far more likely to show up. You're far more likely to make contact and therefore you are much more likely to convert that lead. And we often had the tradeoff previously of do I send people through to my website, get them to book a call directly on my calendar, which is likely to be expensive, I'm not going to get anywhere near as many leads. Or do I get people

[1:16] to stay on Facebook, stay on Instagram, click the ad, be presented with an instant form, enter in that information, and then I will try and reach out to those people and convert them. Those leads are going to be much cheaper, but the quality is going to be tough. Me or my team, whoever is doing it, is going to waste a lot of time with that. This is the perfect hybrid solution. We can do what Meta wants, which is keep people on platform, but we can also get what we want, which is higher quality leads, people with with more intent. Right? So, this is what it looks like. We've got a

[1:45] little bit of a demo on Meta's sort of support doc. They made an announcement about this to show how it works. Okay, so here's how it works. People will fill out the instant form as they usually would. So they'll provide their contact information and then we get to the end screen. You can see here they can then click through. You can see this is um scheduled provided by Calendarly. So we use Calendarly as a business. I know a lot of you will as well. The initial options for this feature are calendarly and high level which is going to cover a lot of people that are generating leads

[2:12] via meta ads and doing so through a book a slot into my calendar process. So yeah, very simple process. They you still get the contact information. So if people don't go through and take that step, you still have the lead. So you can still reach out to them, which again I really like because unless you've got quite sophisticated software set up, if you're sending people through to your website and they enter their name, email address, but don't actually make it all the way through to booking a slot in the calendar, well, you're not going to get that lead. With this, you get that initial contact information. You've got

[2:40] another chance at getting in touch with them and converting that prospect. So they then click through from the ending of the instant form through to being able to book that slot and and like I said all the advantages that that come with that. There a couple of things to know about this feature. So the information that they fill in terms of like name, email address as part of the instant form that will be automatically fed through to the calendar booking. So they don't have to re-enter their contact information which is great. We know that less friction when it comes to lead generation equals more leads, lower

[3:12] cost per lead. So, I really like that they've got that. I think that that's probably why Meta have only integrated a couple of providers when it comes to calendar booking options for now, so they can make sure that that process is in place. If they were to just open it up, they wouldn't be able to do that. So, so I think that's a a really good setup. It's also really easy to set up, right? There's no technical integration required. Nothing complicated that can make this difficult. When you're going through your campaign creation process, you create a lead campaign. You select

[3:41] the instant form at the ads set level. And then once you're at the ad level where you're creating your instant form, you enter in the information as you usually would, but in the ending, you've got additional actions, select book time, then entering youruling link. And it looks like this, right? So you can see you fill out the rest information on the form, additional action, book time,

[3:59] and then enter in your scheduling link. In this case, it's a calendarly link. Call to actions book now. And then again, there's a demo over here to show what that looks like. Not all ad accounts have this yet. Meta do this with all new features where they start with some ad accounts. They test it, make sure it works, and then they look to to roll it out. We've got it in some ad accounts, but but not all. The way you check to see if you've got it is exactly this. Go and create a new instant form. It won't be added after the fact your existing ones. You have to

[4:26] create a new one. And then go to additional action and simply, do you have book time? But I absolutely expect this to be rolled out very quickly across accounts because I think it's going to be a really useful feature and it's really going to solve that issue that a lot of us advertisers have that trade-off between lead quality and lead quantity. I think with this we're going to have the best of both worlds. So when we're running ad campaigns going forward for our own agency or other offers where people do book into a calendar, I really like that process. We are now going to be doing so through instant forms as

[4:54] opposed to sending them through to the website. That is I'm absolutely certain that is going to reduce our cost per lead and generate more leads for us, which is brilliant. Now, there are a couple of things to note, particularly if you haven't used that lead generation process before where people book slots directly into your calendar, is that often you're going to want to introduce some friction to make sure that your time or your sales team time isn't being wasted with lower quality leads. What I would typically advise is that you don't add friction in initially. So, run the ad campaign, make it really easy for leads to come through. That's going to

[5:24] get you more conversion volume, which is going to allow Meta to learn and optimize. A lot of businesses that generate leads via the Meta ad campaigns, they don't generate 50 plus leads a week, which is ideally what Meta wants to be able to optimize. So, the closer we can get to that, the better from a conversion volume standpoint. So, no friction to start with. But if you consistently see that people are booking slots into your calendar and they're low quality, they're not showing up, or

[5:47] maybe they just don't meet the criteria. For example, with our agency, people need to have a certain budget in order to be able to work with us. If they don't meet the criteria, they can't book a slot into our calendar. So, you might want to go ahead and set something like that up if you are seeing that as a problem. So, something to be aware of, particularly for those of you that aren't familiar with Kalinand based uh uh lead funnels. But once you've got that in place, I really like them. I think they're a really efficient quality way to generate leads. So, there are also a couple of things that Meta are

[6:14] advising us to watch out for if we use this new feature. So, firstly, keep your calendar up to date. Sounds like an obvious silly thing to say, but if you have people booking slots into your calendar and it's not properly integrated with other things and those slots aren't available, like you can run into to all sorts of issues. So, if you are going to do that, just make sure you you set some time aside to sort that out or have a recurring task where you're like, "Yeah, okay, going to make sure I can actually take those calls or my team can actually take those calls." Metro

[6:38] also advising using a clear CTA, a call to action that's a bit different from what you typically use at the end of an instant form. So, they've gone with book time as a call to action text. Um, you could have something like schedule a demo, book a consultation, like whatever that next step is that's more appropriate for for your service and uh and for your offering. And they also talk about the fact that you want to take advantage of the reminders and the follow-ups that you can use. So, you could have people book in. Again, this is a potential solution if you are seeing issues with lead quality where

[7:10] people can book in and then you can follow up with SMS. For example, if people don't verify and don't say, "Yes, I will attend or something along those lines," then you can go ahead and cancel that appointment and then free up that slot for someone else who may well do those uh do those things. And they've given us some information about what's likely to happen with this feature. So, like I said, some ad accounts have already got it. It's being rolled out on Facebook at the moment, not across the board, but global availability is expected in October, so not too far in the future. And they're obviously going

[7:40] to add in other partners as well. So, they're expecting that in early August, uh, we're going to be able to use this with HubSpot, not just Calendarly and High Lee, which is what they've started with. So, this is a great new feature. You should definitely give it a go if it's appropriate for your business. And I know that Meta are going to be releasing loads of new features over the

[7:58] next few weeks and months.

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