Facebook Ads Strategy: LEAD GEN Ads or CONVERSION Ads?

0:00hi guys it's been Heath from lead Guren in this video I'm going to talk about Facebook Ads strategy and specifically when you're looking to generate leads should you use the lead generation objective and create a lead ad campaign or should you use the conversions objective send people to your website and get them to become a lead there instead so and quickly explain what each one is and then talk about that you know the pros and cons of each because there's definitely times when you want to use the lead generation option there's definitely times when you want to use the conversions option so if you're not familiar a lead generation

0:29campaign when you choose the lead generation objective the the main feature of that campaign type is that when someone clicks on an ad of yours instead of being taken off of Facebook to your website or a landing page or something like that they're kept on Facebook and they're presented with a lead form and that lead form will ask them for certain information now you can customize what information you ask for so you could ask for things like name email address phone number even custom questions you know if you want to help you with your lead generation with your conversion process you can ask for all sorts of information that makes it very

1:02very easy for people to sign up and become a lead via a facebook lead generation campaign because you know if they stay on Facebook they don't leave people tend to prefer that Facebook often has that data so they have you know they know what people someone's name email address and phone number it's because they have that associated with their Facebook account so it will pre-populate before so let's say someone you know they take a look at your ad they click on the button to say sign up for a free consultation or whatever it is that you know you offer people to generate leads and you know instead of

1:32having to enter those details name email address phone number and things it's just automatically populated by Facebook they click Submit boom you've got a lead very easy the alternative is to send someone to your website and use the conversions objective and let's say for example you send them to a an opt-in page you're getting people to opt-in for a lead magnet you can send them to your opt-in page once they opt-in you can make sure that the lead event code is triggered that's part of the Facebook pixel by the way if you're in familiar with the Facebook picks we'll check out a video check out a link in the video

2:00description that show exactly how to install that how to set up event code and last or stuff because you will need to use that for a in order to be able to use conversion campaigns but yeah they come through to a landing page they submit their name email address maybe phone number maybe other details whatever you want to capture they become a lead there so what are the pros and cons of you know the lead generation option versus the convergence option so because the lead generation options keeps people on Facebook and Facebook make it very very easy people to sign up what you tend to find is that

2:30leads that come through a lead generation campaign are less expensive you're going to generate more volume but they might not be quite as good quality when things are really easy for people to do online they're more likely to do it but because it's really easy for them to do it they're not necessarily as invested in you as a company and as invested in working with you they might not have checked out your services and things like that so if you want to generate volume and you want inexpensive leads go ahead and give lead generation ago if you've generated lots of leads you don't really interested in quantity you

3:00want quality I'd recommend sending people to your website using the conversions objective because if someone's gonna click off of Facebook come through to your website they're probably gonna have a little look around they might take a look at your you know your services page or about Us page and then choose to become a lead that person is going to be more invested in working with you and when you go and follow up and contact them they're more likely to number one answer and then number two go ahead and hire you for your services so that's the trade-off but of course with the conversions objective your leads are

3:29likely to cost a lot more because as I said when someone clicks don't offer facebook on to your website they might navigate around and things like that you're gonna lose a lot of people there's gonna be a lot of drop-off in that in that in those actions and that's what means that your lead volume is gonna be lower and therefore your cost is gonna be higher so those are sort of the two trade-offs if you're undecided on which one I'd recommend using both it's very easy to recreate a lead generation campaign you can use the exact same ad imagery the exact same ad copy ad headlines all that sort of stuff

3:59you're just changing the campaign type and you're changing the action people take so while they're coming through to your website or are they staying on Facebook and and filling out one of those lead forms now I'll include some links in the video description to how to install the Facebook pixel because you'll need that for a conversion campaign I'll also include some stuff around how to create a lead ad campaign of course you never created ones before step-by-step tutorial in a Facebook ad account how to create a lead form all those elements so if you you know this this video is just sort of top-level strategy here

4:27but if you are thinking or how do I actually go about creating those elements go ahead and check that those videos out should be really useful one thing I'll quit you mentioned before you go is my Facebook Ads mastermind group which my free Facebook group anyone can join it's a fantastic community full of Facebook advertisers people looking to get better results from Facebook there's agency owners in there like myself that are happy to answer questions and provide feedback about ads to help you get the best results possible so if you want to you know meet like-minded people you want to get involved you want to up

4:57your Facebook advertising game I would strongly recommend you join a link will be in the video description we've got over 10,000 members right now it's growing really really fast and we don't we'd love to have you in there if you found this useful video useful please give it a thumbs up that's always appreciated please comment below if you've got any questions or if you know you'd like to give me some feedback on the video I always appreciate that helps me make sure the content I'm creating is very valuable and and yet don't forget to subscribe to my channel for more Facebook advertising related content see you guys bye