# How To Create Facebook Ads Instant Forms To Get MORE LEADS

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=aRWjcb6C07E
Duration: 41 min
Language: English
Words: 9853
Transcript page: https://viewrankai.com/tools/youtube-transcript/aRWjcb6C07E

---

[0:00] my Facebook ads agency has run more than a thousand Facebook ad campaigns that use instant forms what used to be called lead forms and we've certainly learned a thing or two about how to get the most out of them now instant forms can be a fantastic way to generate lots of lowcost leads and those leads can be high quality as well if you know how to set up your instant forms the right way in this video I'm going to show you exactly how Now quickly just before I walk you through the instant form creation process and what you should do settings wise and how to get the most

[0:26] out of it I need to very quickly explain what an instant form is now you've probably seen these even if you haven't used them in your ad campaigns before it's where you click on an ad on Facebook or Instagram and instead of being taken through to a website you are kept on platform and presented with a form and on that form you usually enter in some contact information you might answer a few questions you submit that to the company you've effectively there become their lead and they will then contact you about whatever offer you were interested in and they can progress you through um the sales process that's

[0:53] what an instant form is now meta loves advertisers that use instant forms because it keeps their users on platform they're not clicking off to go through to a website so one of the reasons why instant forms can be so effective and one of the reasons why instant forms often produce a much lower cost per lead than sending people to your website now I'm not saying we always use instant forms I'll explain more about the differences and when you want to use each one um later on but those are some of the big advantages and they are very compelling okay so I'm in an example Facebook ad account to walk you through

[1:22] this process I'm in ads manager I'm going to go ahead and just quickly create a leads campaign um and then go to the the instant forms I'm not going to walk through every single setting at the you know the campaign ad set or put the ad together I'm really going to keep this video focused on instant forms I have other videos walking through the entire campaign and AD creation process I'll include links to those in the video description below okay so I'm going to go ahead and click on this green plus create button and then we're obviously going to select the leads objective I'm going to click continue we're not going

[1:48] to use a tailored campaign for this um I we do use tailor campaigns what can be called Advantage Plus campaigns um sometimes but most of the time we're going to use a manual campaign because that gives us more flexibility more targeting options more control over our campaigns and if you know what you're doing I think that's the better option so I'd recommend you go with manual leads campaign just a quick aside on that so then we don't need to adjust anything at the campaign level for the process of this video just quickly jump to the adset level and make sure that the conversion location is instant forms

[2:17] now that's the default that Facebook now uses for um a lead's campaign objective campaign and as I said that's because meta loves advertisers that use instant forms that keep their users on the platform um you can obviously change it to website Etc and just make sure it isn't otherwise you won't actually be able to create the instant form at the ad level which is where we need to jump to next so again I'm not going to go through the ad creation process uh I'm just going to focus on the instant form so if you scroll down beneath the ad creation process and we get down to this

[2:44] destination section here we've got instant form now the first thing we need to decide here is whether or not we're going to use a template or create a unique form now templates obviously save you time um it can be quicker to put these together sometimes they can look better if you don't know what you're doing but I'm going to show you how to do it properly therefore I'm going to go ahead and create unique form gives us the most flexibility um and allows us to play around with the settings and get the best possible results so I'm going to demonstrate this through creating a form now the first thing we need to do

[3:10] is give this form a name so I would just call this whatever the offer is going to be what are you actually advertising something that makes sense if you've got multiple versions we'll get on to that later on then you're going to want to give it a name that differentiates between those multiple versions um I'm going to go ahead and call this uh free Discovery call for mentorship program because that's the example I'm going to use through this video I'm going to create an instant form as if we were advertising my mentorship program um which we do all the time anyway by the way um but yeah so that's the context

[3:40] here and obviously you can adjust it and apply to your own business depending on the the products and services that you offer so give it a name that's going to make sense to you right the next thing we need to decide is form type now you can see the default is more volume so that's going to be the simplest form without extra requirements without extra information and that is is going to as the name suggests get you the most possible leads it's going to cuz it's there's less friction with that so more people are going to go through the process and become a lead you've got

[4:10] higher intent and you'll see that if we scroll down here there's no review screen if I go ahead and change that to higher intent you can see that we've added in a review screen so basically the way hire intent works is that once people have been through the form they've submitted their information they will then um be presented with a review screen so like one final window just to say are you sure information is correct are you sure you want to send it to this company yes I do now obviously that's going to weed out some of the people that are just sort of having a look and

[4:37] aren't that interested that can be valuable if you're finding issues with lead quality and you want to weed out those lower quality leads I wouldn't recommend that most advertisers use that especially not initially because it's going to weed out some lower quality leads it also might weed out some higher quality leads because there's two things that make a lead a good lead right there's intent how intent are they on your offer your product or service but there's also the type of person so you could take someone that fits the criteria really well they have the budget they work in the right industry you know it's going to vary depending on

[5:10] businesses right that fits the criteria really well they're not that interested yet but you absolutely want that person going through your sales process because you might be able to improve on that intent you might be able to demonstrate the benefits associated with your product service and get them really excited about it and higher intent is going to weed out some of those people as well so I think for most advertisers I would not use higher intent if we go back to form type um but if you are struggling with equ equality that is an option that you can uh look into and test it see if it improves equ equality

[5:37] we've also got rich creative which is the newest of the three options and I'm going to talk more about rich creative later on just to give it a quick summary Rich creative allows you to add in more information about your offer so if it's something that you feel you you want to provide more information to get people over the line to help convince them to take the next step to actually become a lead and then make it more likely that they'll convert as they go through through your sales process with Rich creative you can add benefits associated with your product service you can think talk about things about your story add

[6:05] in credentials and we're going to cover Rich creative in in quite a bit of detail um later on that we use far more often than higher intent again it's another way to improve lead quality um but it doesn't add quite as much friction it's more additive as opposed to trying to cut off the lower quality leads but I think for most advertisers and what we still do most of time is we go with more volume so I'm going to demonstrate this using more volume and then we're going to talk more detail about Rich creative uh later on so once you've selected your form type we can

[6:33] minimize that down the next thing we need to do is grab the intro right so there's two options here when it comes to the background image for the form and you need to have one one is to you choose the image that's used in your ad if that's appropriate or you can upload a specific image now because I just created this example campaign as you saw and meta's just put in an image into my ad from ones that associated with my Facebook page it's grabbed this very old image uh of of me that hasn't been used in years so we wouldn't use this in the ad we also definitely wouldn't use this

[7:00] um as as the background image but what you want to do is you want to make sure that the image you upload here looks good in the space uh makes sense for the offer and that it has congruity between the ad itself and the instant form you don't want someone to click on the ad and then come through to inst for and be like well hang on this is something different they'll leave uh so often using the same image makes sense sometimes it doesn't you have to have a little play around with things you can see what it looks like in the preview on the right hand side I'm going toh go

[7:25] ahead and upload an image and here's an image of me um speaking on stage at at a marketing conference um it looks good in the space it sort of fills behind the stuff as well which looks kind of cool and also it takes some of the boxes right provides credibility for me um it's congruent with a mentorship program offer like someone's going to want to be a mentee of mine they want to know that I my opinion is valued and I get I get asked to speak at events like these and all that sort of stuff right so so just make sure it makes sense and I said

[7:51] there's congruity between the offer the ad and whatever image you use here you could use the same as your ad or different depending on on how it looks okay so that's the first thing in the image then we get down to the greeting now that we're starting to get into the meat of the instant form you need to have to think about what your instant form is really trying to do so your ad has done a good enough job to get them to click on the ad so that box is Tick but that doesn't necessarily mean they're automatically go through and fill out the form and actually when you

[8:17] run lead campaigns using instrument forms you will see the difference between the number of clicks on the form you get versus how many people actually submit the form there will be a discrepancy there and you want that difference to be as small as possible you want as many people as click as possible to go through um and become a lead assuming of course you're not using higher intent to weed out low quality leads which most people aren't particularly at the beginning so what we need to do is we need to help encourage people to actually go ahead and fill this out and uh and take the next step

[8:43] so I think the first thing we want to do in the headline is affirm the action that we want people to take that people were initially interested in based on the ad to come through and what are they actually going to do what are they actually going to get here okay so for our example we could have sign up for your uh free mentorship Discovery call okay something like that they've clicked on add all about a free mentorship Discovery call they're interested in my MIP program they come through this first headline that they could see in the greeting makes complete sense for them right then we've got the paragraph section so we

[9:15] can add a little bit more information here or or let people know what they can expect enter your info and will be in touch within 24 hours now little side note if someone fills out an instant form I'd strongly recommend you get in touch with them far faster than 24 hours but you don't want to come across as a little bit too Keen in the instant form like fill out this form and we'll give you a call back right away someone might go oh hang on well I don't actually have a time for a long call right now and that they might make it less likely to fill out their instant

[9:45] form so something like 24 hours sounds like we're going to be prompt uh without being a little bit overbearing but we're actually going to try and get in touch with people much faster than that and I'll talk about that more later on okay so this is like a little greeting page you can if you want to remove this greeting I don't think that makes sense for most people because I think as I said you want to reaffirm the action that you want people to take once they've clicked on your ad remember people interacting with your ads on Facebook and Instagram often aren't paying much attention they're sat on the

[10:11] L they're watching telly they're talking to a friend they're doing all sorts so you want them to um you want to make it very clear and obvious what the next steps are if you do more people are going to take those next steps okay so the next section that we need to do is the questions section so if I go ahead and open this out now the question is obviously where you get the information that you want from your prospects in order to be able to get in touch with them and progress them through uh your sales funnel now there are some complex looking things up here conditional logic

[10:42] um and different question types um I'll get to those in a minute first I'm going to go down to this section here and talk about the prefill questions right so the first part here before we get into the pre-fill questions I'll explain what that means uh we need to add in a description so here once again you see a theme I'm just going to let people know exactly what I want them to do and what they should expect um from taking that action so in here I'm going to add a enter your info below and will be in touch to arrange your free mentorship Discovery call something

[11:17] along those lines right just again little bit of information explaining what we want people to do and what they should expect now what we see beneath this is that the default in terms of contact information is email and full name and that's great we definitely want those two but there is another bit of information that we absolutely want to ask for when it comes to contact information and this is essential this is this is a non-negotiable in my mind that's if you click on ADD category and then contact Fields um you want to go ahead and select phone number and you want to select phone number even though

[11:47] it will decrease the amount of leads that come through because people will be reluctant to give you their phone number um understandably so but it is absolutely vital because if you just get someone's name and email address and and then you try and follow up with that person after they become a lead the chances that you actually get in touch with them is very very small there's very likely that your email is going to hit spam filters even if it doesn't hit a spam filter makes it to the inbox very likely that they'll just ignore it everyone gets tons of emails very easy to ignore they not might remember that

[12:16] they filled out this instant form and or the name of the company this happens all the time right but if you ask for a phone number and you give that Prospect to call you can also follow up with uh text messages that is super valuable you are way more likely to make contact with the prospect if you do that and obviously if you're more likely to make contact with the prospect you're much more likely to progress them through your sales funnel and get them to the point where they actually go ahead and become a customer or a client of yours which is of course the whole point of

[12:43] running the ad campaign using the instant form in the first place so I'm going to talk a little bit more about lead followup later on but including that phone number is absolutely essential now there are other bits of pre-fill question information you could ask for so if you click on ADD category here you could ask for other contact information people's addresses um you could ask demographic demographic questions date of birth all this sort of stuff work information etc etc I would not recommend that you ask for anything that you don't need to be able to progress people to the next stage like let's say for example you operate a

[13:15] local service business and you need someone's address they are going to be more willing in general to give you that over the phone when you contact them at the next step then they are just simply an instant form when they haven't had any interaction with you yet people don't really want to give out their addresses again understandably so so I always think when it's asking for contact information ask for the bare minimum which is going to allow you to get in touch with people that's normally going to be email name phone number in uh let's say 90 plus% of cases and then what you want to do is get them on the

[13:43] phone and get the rest of the information that you need um over that phone call to actually progress the lead we've run loads of tests on this and if you try and add in a bunch of other information that people don't really want to give um you'll just massively decrease the amount of leads that you generate and because as already metioned mentioned when it comes to following up with leads you want to get their phone number and call them and you want to do so as quick as possible I mean ideally within 5 minutes of that lead becoming a lead you far more likely to get the

[14:08] conversion if you do but definitely within an hour or so of becoming a lead um you can grab that information really quickly it shouldn't slow down any of your operational processes when it comes to servicing that lead okay so these are the prefill questions and what that means is that this information will be taken from someone's Facebook or Instagram account if it is associated with their Facebook Instagram account and it'll be automatically filled so when someone clicks on your ad they come through to your instant form they see the greeting they go through to the contact information section where they're adding in their um info in here

[14:39] then this stuff if it's associated with their account which it will be for a lot of people is pre-filled and this is another really important reason why you need to ask for the phone number because what will happen a lot of times is the email address will be pre-filled but it will be the email address that they used to set up their Facebook profile 15 close to 20 years ago in some scenarios obviously not everyone but in some scenarios and that could easily be an old email address people change their phone numbers far um less frequently and also people are less likely to have their phone number associated with their

[15:10] account so it's less likely to be pre-filled and they might need to manually input it now the pre-fill makes it really easy so like someone can click on the ad come through team form and just a couple of clicks and they're through and they've become a lead um which gives you lower lead cost and higher volume um but just something to be aware of and again another reason why you need that phone number because if you get an old email address and you end up emailing that follow up they're know they're never going to see it they don't even check it just going to hit spam

[15:32] filter you've got no chance so Above This pre-fill questions section you can also add in custom questions so basically anything that you want to ask now given what I've already talked about not asking for more contact information most of the time this is not something that we would look to add in we would look to get this information at the next stage but if you want if you found that you're just getting way too many leads come through that aren't the right type um of person they don't meet the criteria then you can absolutely add in questions and you can click on ADD question you can either use multiple

[15:59] choice um short answer or you can use conditional logic okay so multiple choice short answer a fairly self expan you right you just click on short answer you enter in your question there's going to be a little text field so I could say for example if sign was suing up for our free mhip Discovery call I could say like what industry do you operate in right like if we only had if we only worked with certain industries we could have that and then that's going to be a question in here and you can see it's beneath the greeting and it's got what industry you operate in and and there's going to be

[16:29] the answered section there that's before they get to the contact information section that's a subsequent stage right so we could add that in um or we could remove that or we could say we could have a multiple choice and we could say something like um what Facebook ads budget have you got and then we could have some answers right like we could have uh you know not 2K per month and we could have you know 2K to 5K per month and we could just go through and and add the various options and again that might be useful information most of the time we're not going to add these in um

[17:05] unless as I said you're getting a lot of leads that don't meet the criteria in which case what we're usually going to do is use conditional logic right so you can see this little section up here if I hover over and click I it says create a form that changes based on how questions are answered and filter people as a lead or a non-lead so if I go ahead and turn this on and then what we can do is add a question so let's go back to that multiple choice example uh sample questions perfect example is budget uh you know how much do you want to spend

[17:30] or or in this case we could have what ad budget have you got and then we can do the various options you know up to 1,000 USD 1,000 to 4,000 over 4,000 you can adjust those according to your business and obviously you could ask a different question but then the logic is so let's say someone's got less than a thousand and that's just not a go or we don't work with businesses under that right okay so we could say close form right so people don't give you their info and see an end page for non- leads basically they get told you don't qualify so we could say now that one's

[18:01] close form and then perhaps this one where it's 1,000 to 4,000 we're happy we can submit form you know e1n page for lead so that person gets marked as a lead and then you can go through the various options and basically be like if out of the multiple choice they say this they're not a lead if out of the uh the multiple choice they say this they are a lead and it can save you your sales team time if you're getting poor quality once coming through um that's how that works using conditional logic it's not where I'd recommend so I'm going to turn this off it's not where I'd recommend most

[18:28] advertisers start particularly if you're relatively new to instant forms but like I said if you are running into problems with lead quality that's one of the ways you can go ahead and do it I'm going to remove this out because in this example this is not something that we would ask for and then we can continue on beneath the prefill questions and get to the next section right I was about to move on to privacy policy but there's one thing I quickly forgot that I need to let you know about conditional logic is that you can see down here that we have got message for leads but we don't have

[18:54] end Pages if we go ahead and click on conditional logic and turn this on you can now see that basically what we have now is end page section it's changed and we've got two different end Pages we've got an end page for people that do become leads and an end page for people that don't become leads whereas with without conditional logic basically people either make it through or they don't they all get um shown the the the same message for someone that that goes through and becomes a lead and you can just see if you click into these you can see the preview on the right hand side

[19:21] um this is an end page four lead so it's got just a headline description thanks for all set you can exit the form now you can include a go to website URL at the bottom I'm going to talk more about end Pages later on and I just wanted to quickly highlight that there are different options so then you've got one for non- leads that says thanks for your interest based on your answers you might not be the best fit you know check out our website see so you can customize these um fairly obvious what you want to put in here but I just wanted to quickly

[19:44] cover that if you are using conditional logic so you're aware of it but I'm going to turn off conditional logic and I'm also going to um talk more about end pages and what you want to put on there um in a minute what becomes message for leads when you're not using conditional logic but before we do that we need to go into privacy policy okay so to run meta ads that use an instant form you need to have a privacy policy and a link to a privacy policy it's as simple as that now when I've talked about instant forms in the past I've had a lot of people say well I don't have

[20:14] one it's like sorry you just got to make one you just got to put in a little bit of time and effort to make one even if you don't have a website you just you might need a onepage super simple website that'll barely cost you anything that's just got a privacy policy that's just part of the rules is what meta um absolutely insists that you do have okay so you need a privacy policy I need to pop a link in here you also can't by the way use like a PDF document or something like that um it needs to be an actual URL so I would just add in for example

[20:42] our privacy policy and then you've got link text right so you've got here you can see the default um so this is like if someone want to click on the privacy policy the default link text is view Ben Heath's privacy policy but I could change that um for example to like Heath media's privacy policy which is the name of uh my agency instead whereas obviously my page is my own name um so you can add that in there right no one's ever going to click on that like who clicks on privacy policies really and one in 10,000 people but it's just part of the rules you got to put it in then

[21:13] you've got a custom disclaimer now whether or not you need to use these um very much depends on the industry that you operate in if you do need a custom disclaimer you're probably already aware of that it's probably because you work in finance or housing the stuff that actually falls within special ad categories within meta um if you do need to add one in add one in most don't and that's absolutely fine and straightforward and if you do you probably know because I speak to lots of business owners all the time and those that operate within those sort of more restricted markets when it comes to

[21:40] marketing they know about all the regulations or at least you should then once we've done that we need to go into message for leads what's basically the version of an end page so default headlines you can see the preview on the right hand side it stks you all set actually quite like that I think that's fine and then we've got a description so here um I just want to confirm the action people have taken and let them know what they should expect and that's what I want to add in as a description so I can go ahead and add in something like this we'll be in touch within 24

[22:06] hours to arrange your free mentorship Discovery call so again once again confirming what's going to happen please keep an eye out for our call is a nice little touch that we've been adding in because um it sort of preps people a little bit that they are going to be receiving a phone call and I think that's helpful um I think you're more likely to get the person to pick up if they see a call from an unknown number okay then we've got an additional action so you can see this button down here that says view website underneath the um thank you page this end page here you've

[22:34] got a few different options where you can get people to take additional action so the default is going to be visit your website that's what most people are going to do um and that's absolutely fine that's what I would use in this scenario you could also have view file so let's say you were using instant forms to advertise a lead magnet like something people get like a guide or a cheat sheet or something you could literally pop the file in there and then people could download it straight away instead of having to be like added to a CRM and then send it that way although you probably want to do that so you can

[22:59] follow up with them for marketing purposes um or you can call business like if they just want to if you want to get a call straight away again don't think that everyone who fills out the instant form will then go ahead and call your business afterwards they absolutely won't they will wait for a call back if that's what they've they're expecting but some people particularly if you offer a service that's relatively urgent you know you're a plumber and someone's got a leak they might click on that call and call you right away if your ad has popped up just at the right time for them um so you might want to add that in

[23:26] depending on your business Okay so just want to add in a link you know we could put in for example our website URL he media. co.uk and then we've got the call to action right so we've got view website that would be a good default but there are of course other options that you might want to send people to directly so let's say for example you offer a service that's like creating bespoke products or um designing something for people something that's quite visual then you might want to change this to view portfolio and then you might want to change you know this this is this is

[23:58] Page on our website obviously but you could have um view portf you know heath. ck/ portfolio so that when people have submitted their form in between then and when you contact them some will go ahead and click on the portfolio and be like oh yeah okay this person does great artwork this person um has renovated this house and that's a great company look at the work they've done this is going to really help so that could be one option instead of just just sending them through to your homepage you could also have uh testimonials you know you could have like View testim ials or view reviews as the text you can see it's

[24:33] changing the name of the button here that's more the sort of option that we might use as a business people interested in in our mentorship program we've got hundreds of fantastic things that people have said about that we've got them displayed on our website I mean to be fness that's all over our homepage and everywhere anyway but we could send them to a specific page people might want to come through and see that that might be extra important if your business is something people have a bit of skepticism over as they often do with marketing agencies so you can just customize this depending on what you

[25:00] think will work best for your business okay so that is a relatively instant form now created there's some other things I want to run through particularly Rich creative before I do that there's a couple other things I want to let you know about firstly you can't edit any existing instant form so once you've created it you can't go in and make adjustments which is really annoying what you have to do is duplicate the original one create a new form and then just amend um whatever it is that you want to change assuming you wanted it to be similar to the previous one if you don't want it to be similar

[25:27] to the previous one you you could just create one from scratch um so just wanted to let you know aware of that so that when you're going through the create the form creation process before you actually click create form just make sure everything's right because that can be uh quite tedious um the other thing as well that you might want to think about is that if there are different angles that you want to take different images that you want to use in your instant form different copy different pointers you can obviously create multiple instant forms and run separate ads to test alongside each other that's something that we often do I think a lot

[25:56] of people just view instant forms as something that is very functional and doesn't make a difference to your lead volume or your cost per lead and it does we've split tested this quite a lot particularly things like the image um it might sound trivial but think about how important the image is in your ad in the first place right like why wouldn't the instant form to back it up be important to it is so just something to be aware of um that you can obviously split test different instant forms and we do often okay let's talk about rich creative so to do that let's go ahead and scroll

[26:26] back up to form type and then we want to go ahead and click on Rich creative um instead okay now I already described what Rich creative is it's basically an opportunity for you to provide a lot more information about your products and services you offer to help get people over there line I'm really glad that meta added this because of what I've just literally mentioned around the instant forms being important for helping get that conversion helping get people over the line well if you can brag about your products and services and give evidence as to why people should work with you they are more likely um to do so okay so once you

[26:58] change change your form type you will have a lot of the stuff wiped out of your form now I'm not going to go back through and add in all the details that I already just showed you in terms of like image and headline and things like that a lot of things that stay the same we've got overview just um the exact same sort of thing what I am going to do though is focus on the elements that are different with Rich creative so you see that the first thing that we've got here in this sort of greeting section as it were with the more volume instant form

[27:24] is we've now got this benefits which you can add in underneath the the description in the headline so you go ahead and add in benefits you know if you're into marketing relatively obvious what benefits are I'll give you some examples of what we might use um when it comes to advertising our menhip program but adding these in can absolutely help people get over the line so we could add in some of the positive things associated um with our Mentor program so we get unlimited onetoone support uh daily live calls uh we could have unlimited ad account audits you know I'm just thinking of these top my head you

[27:58] might better to come up with more specific ones for your business there is a 57 character line but you can see look we've got these things in here right unlimited One to One support daily live Calls Unlimited ad account audits like some really valuable stuff that we know that people interested in the bip program um will be interested in okay next we get down to our build your story which is obviously a whole section that doesn't exist under the other instant form types but does allow you to add in a lot of really cool stuff into your instant form so in this build your story section there are various subsections

[28:29] now not all of those might apply to your your specific business right some things how it works is going to be important for some things how it works is not going to be important um in general I do like adding information in here if there's more than a very very simple purchase where they just sort of come through have a call and buy um or if it's you're operating an industry where people aren't necessarily completely familiar with what you have to sell the more you explain about how something works and how the process works people are more likely to take the next steps and go through it because they can see

[28:58] The Next Step we've all had that experience haven't we where you want to buy a product or service you want to start doing a new hobby whatever and you're like I don't even know how to get started you want to remove that because that I don't know how to get started will cost you leads and obviously cost you clients so we can go ahead and turn on how it works and we can choose a title for this so how it works or we can add in different sections depending on what it is that you want to highlight I'm going to use how it works the example that we've been using is our uh

[29:24] you know mentorship program and we're advertising in this ad a free offer a free Discovery call to find out more about the menhip program so then we can go ahead and walk through the steps you can literally see we've got step one step two of how does someone actually sign up for the menhip program what does that look like and that will help people understand and make it more likely that they'll go ahead and become a lead and want to to go through the process okay so we could add in here for example uh free Discovery call as the title step you can see you've only got 23

[29:48] characters here so these have got to be really nice and short and then in the description we can have uh one toone call with one of our Facebook ads coaches one of our Facebook ads experts you got 54 characters on this one so that would be be step one of you know finding out more at that stage just a free Discovery call then in step two after you had your free Discovery call if you are interested having found out all the information you could become a mentee right so we can add that in there again nice and short and the description we could have something like get

[30:12] immediate access to our best Facebook ads content because the menure program comes with a whole library of incredible Facebook ads related material right then we want to add in extra steps okay so that's just two steps at the moment step number three so as soon as someone uh signs up for the mentorship program one of the first things we would do is a detailed ad account audit to let them know exactly what the campaigns currently look like how they're doing what we'd recommend for improvements all that sort of stuff so that would be one of the next steps that we put in here we could add in the description you know

[30:38] fully bespoke and complete with recommendations we're emphasizing the value that comes along with the ad account audit and now we could go ahead and add in another step step four which would be the live calls okay so we have daily live coaching calls uh with me and my team we can add in that as a descriptor and obviously you can build out as many steps as you want that that make sense for your business and help people understand the process but as you can see here it's also a way to actually go about selling the thing that you offer because not only have we added in

[31:07] the steps here we've made sure all the steps sound valuable and and useful and you're like oh yeah this is something that I want um I want to get better results with my Facebook and Instagram advertising this sounds like the program for me by the way if you are interested in my mentorship program um there is a link in the description below you can see a lot of the details I'm talking about here and you can book a free Discovery call if you go ahead and click on that if you're interested okay so the next section is products I can go ahead and turn this on now again you can

[31:33] choose a title for this section so uh we could change products to Services obviously there are other options plans courses programs select the one that most um applies to your business so we would use something like services for our business because we're service based right um and then what you can see it creates over here on this right hand side is like a almost like a carousel ad where you've got these where it literally says their Carousel cards where you can talk about the various uh in this case services that you offer so obviously you're going to want to add an image for each one um something that

[32:01] makes sense if it's a product you want to add an image of your product if it's a service perhaps you add images of the service being demonstrated I don't have those prepped up because I'm sure you get the idea here that you don't need to to overthink that just something that represents what the service is but then you just want to go ahead and add in you know um the title description and again some benefits for each one of the various services so in card one we could have you know meta ad services in there and then in card two we could put in a different service we offer uh like done

[32:29] for you Google ad services and then we could add another card um and add in the third one here which could be our mentorship program um and then we can add in the various information so if I do that for one of them to give you an example so let's take our meta add of services in description we could go ahead and add in something uh like this you know fully done for you Facebook and Instagram ads so people understand what it is that they're getting and then just like we did previously for the benefit associated with um the actual offer that we're making in the add we want to go

[32:59] and add in the various benefits that are associated with this service specifically okay so we could have ongoing optimization daily monitoring add creative included again you've got very limited characters here so it has to be um short and Punchy even less in this title here only 20 characters so it's got to be really short and Punchy but just get over some of the benefits Associated like if someone's thinking about fully handing over control of their Facebook and Instagram ad accounts to us um they want to know that there's going to be ongoing optimization that we're going to monitor these daily on top of it and that we're going to create

[33:32] the ad creative and refresh things and create new campaigns and just do all the work basically right so then obviously imagine an image on top of this and then that's sort of what your card would look like and then you'd have the various options now whether you not you use the services option or the products option um in your instant form when you're using Rich creative there's a plus and a minus the plus is obviously if someone clicks on the ad for one of your offers they can come through and see the various other offers it might make it more more likely that they'll inquire thinking oh okay

[34:00] like in our case it could be oh okay I'm mentioning the MIP program but actually maybe I don't want to learn and have you coach me to get great Facebook ads maybe instead I want to have you guys just run my ads for me which we do by the way again Link in the video description um someone might make that call if they can see the various service cards lined up within this instant form but it can also do the opposite where it detracts from the thing that you're advertising so only add in for example different products different services in these cards if you would be very happy

[34:29] for someone to go ahead and purchase the other thing anyway don't just add them in for the sake of it only do it if you meet that criteria would be my recommendation okay in our case we're you know very happy for someone to either join up to man program or go for our D for your services and what typically determines that is what scale they're at right you bigger companies tend to go with done for you uh smaller ones um mediumsized ones tend to go with uh mentorship okay next is social proof so if I go ahead and turn this one on now this is an absolute no-brainer to

[34:56] add in if you're using Rich creative and you have them because we know that social proof helps sell it's why if you follow my stuff you'll see that we constantly have screenshots from client ad account showing fantastic results we've constantly got testimonials and reviews from like our trust pilot page or other sources people saying that a menhip program is fantastic and we would absolutely go ahead and build this out and take you know youve literally got reviewers names if you've got like a testimonial you can add in uh what they say you could add in an image either like of the service or add in an image

[35:27] of the testimonial itself and go ahead and and put that in here right so for example we could come over to our trust pilot page you can see this is our our Heath media trust pilot page 123 reviews at 4.6 stars um which is phenomenally high for a marketing agency by the way um and we could take this last review so this is Jesse um we could add in obviously his name and he's got learned Facebook and Instagram advertising from the pros this was the perfect program for me as a small business owner their content The Meta platform is topnotch up to date all the staff work with

[35:54] extremely knowledgeable and helpful a great resource to have available for all my questions Jesse's part of the mhip program so we could just come back in add Jesse's name in here the quote add an image if appropriate and then there you go and then do that for a whole bunch you can see you can add two to five Carousel cards but I think that's a really good option if we click on here there are some other options than just reviews uh we've got accredited byy and certified by now that might be really important for your business depending on what industry you operate in like if it's one way you have to be certified to

[36:23] to do it for you know health and safety reasons or whatever um then' be really important to talk about your you know your gas boiler certification to be able to work on gas boilers you know so so um definitely go ahead and and pop those things in where appropriate if not get the reviews in that is a no-brainer so the next section here and the last section is incentives now this is probably the one we use the most uh but we do use it from time to time so if I go ahead and turn this on um and what this allows you to do is offering a

[36:50] specific reward and we' usually only do this if it had extra information that we wanted to give across like there's a time limit for example so we've been using a free Discovery call as the example throughout this video so we' got free Discovery call as um the incentive name but what we could say here for example is like um offer ends 30th of June okay and that urgency can get people to take action because they're like oh I want this free Discovery call oh I've only got it available for a few more days obviously you know depending on what time year you watch this or whatever then um then it

[37:24] might be different um then that's normally when we would look to add in just a little bit of information to try and get people over the line but this very much depends what you're doing you don't want to say offer ends 30th of June if you offer a free Discovery call for the mentorship program or whatever it is you're offering all the time that's um you know that's that's not going to come across very well to your audience and then you can put in in a disclaimer so if you're using like an introductory offer you can see the example here is not valid with other promotions or you know buy two get one

[37:49] free it doesn't work if you also found another ad that's offering a 20% discount you can't combine promotions um only available you know we could say for the free Discovery call um only one free Discovery call per person or something uh you know we could have one free Discovery call each I mean I would reword that I'm just sort of you know thinking off the top of my head to add this in but something along those lines right to make sure people aren't just constantly booking into Discovery calls um so you can add that again if you want to which is optional okay and that's the

[38:23] end of the rich creative section um the rest of the stuff is the same this is the really important part we've got this you can see we've added in a bunch of stuff in here uh where are we we've got this build your story section we've got these additional benefits and you can see over here on the right hand side like what this would start to look like you know how it works section uh we've got the services section with the different options we've got reviews in there we've got potentially an incentive section and you've just got so much more stuff so much more built out to help

[38:51] convince your prospect to take the next step if you look at most really high performing sales Pages they have loads of info right right they have loads of info about how it works about what's included why it's so fantastic testimonials uh results all that sort of stuff you look at our sales Pages for various things like the menhip program Dy Services it's got tons of those sorts of things so when would I actually recommend that you use Rich creative as an instant form type um I would recommend you start with more volume if you're new to instant forms but if you're finding you want to improve lead

[39:18] quality and you don't want to take the big drastic step of removing a lot of people by using higher intent and using that review screen I think Rich creative is the first Next Step we use a combination of more volume and Rich creative most frequently and particularly if it's a high ticket product or service or it's something where people need more information to take the next step like it's in an industry where there's a bit of skepticism we like to use Rich creative to just put all this extra stuff in there to get people um to more likely trust that the product service being offered is good and then more likely to

[39:48] become a lead and then more likely to convert we have seen that you will see a higher cost per lead and lower lead volumes with Rich creative versus more volume because people got this extra stuff to go through and not everyone will again people are on their phones on Facebook and Instagram they are distracted so not everyone will but we have seen that the quality is significantly better you are more likely to convert what you may want to do for your business is test more volume versus which creative and decide which is more important do you want the volume or do you are you happy to accept less volume

[40:17] but get higher quality that's going to depend on your business and if you use Rich creative and you're still finding you're really running into a lot of lead quality issues that's when we would look to use something like higher intent but that's typically the process of how we go through now if you're running Facebook ad campaigns that use instant forms that's most likely because you are a service business or you're running ads on behalf of a service based business and if that's the case i' strongly recommend you go ahead and check out this video here in that video I demonstrate in a lot of detail my

[40:45] favorite Facebook ads strategy for service business specifically it's an absolute Game Changer go ahead and check it out

---

About this transcript
Read from YouTube's own caption track and laid out by ViewRank AI (https://viewrankai.com).
ViewRank AI finds the videos already beating a creator's own average on Instagram, TikTok and YouTube Shorts, transcribes them from the audio itself in more than 60 languages, and turns what worked into new ideas and scripts.
Free transcript tools, no account needed: https://viewrankai.com/tools
How to read any video this way: https://viewrankai.com/llms.txt