Facebook Lead Generation Campaigns After iOS 14

0:00hi guys it's ben heath from lead guru and in this video i'm going to talk about whether or not you should now be using facebook lead generation campaigns now that the ios 14 changes have been have been implemented with facebook ads should you be moving away from conversion campaigns and using that type of campaign objective that's what we're going to be covering in this video before i get into that trying to very quickly ask you to smash that like button and of course subscribe to my channel if you are new and you haven't done so already okay so i'm going to example that account here and i've got the campaign

0:30types up in front of me and a lot of businesses particularly those that are generating looking to generate leads for services or something along those lines but not always a lot of e-commerce businesses will also operate in this way they'll be running conversion campaigns looking to generate say leads or an email opt-in or something along those lines and they're probably debating whether or not they should go ahead and use lead generation instead now the advantages to using lead generation have been accentuated by the ios 14 changes now we know that facebook has reduced visibility over the actions that people take once they leave the app so once someone

1:08clicks off an ad on facebook or instagram they go through to your website um they can then become a lead they can do all sorts of things and you can track that usually with a forget another way with a conversions campaign okay and that's how you're able to see how your campaign's performing that's how you're able to improve data because you go okay this ads generated more leads in this ad this ad set with these targeting options has generated a better cost per lead than this ad set now with the people that have opted out with the ios 14.5 update they've opted out of being tracked by facebook and

1:41instagram which we know is the majority of facebook uh of ios users we now have much much less visibility over whether those people convert it's leading to a number of issues as you might quite imagine not just from a data tracking standpoint but also from an optimization standpoint within facebook however if you go with lead generation people stay on app so let's say someone clicks on an ad instead of being taken to your website and then you potentially not knowing what they do and you they stay within facebook or instagram whichever one they're on and they're presented with a form they fill out their information and that's

2:17how they become a lead now the one of the advantages to that has always been that the ease of that means that you're likely to get a high volume of lead so because lead generation campaigns are easy to click on people submit their information then you get a you know lots of people do it you get a lower cost per lead nearly always do a lead generation campaign as opposed to a conversions campaign and but on top of that now to the sort of pro lead generation campaign column we need to add in the fact that we're going to have full visibility over the leads that we generate

2:50there's not going to be any of those tracking issues with the ios users because people are staying in app and anything that occurs in our in facebook or instagram we still have full tracking capabilities over it just like we used to okay and so that's another sort of big advantage of lead generation campaigns now now that the ios 14 changes have have been implemented so does that mean that we should look to switch over to lead generation campaigns if you're currently running a conversion campaign that's optimizing four leads the answer is maybe and it's it's a little bit more concrete than that it's go ahead and test it and the maybe is

3:30based on the results that you see you then need to make a call about your business so we've been we've tested this for for many years when we get a client that wants leads or opt-ins or something like that we've often tested okay we'll run a conversions campaign and we'll run a lead generation campaign we use the same targeting options we'll use the same ads and we will see which one performs best and then optimize accordingly um most of the time i would say that conversions performs best and the reason why conversions has performed best historically is because the quality of lead is usually significantly better

4:01even though the leads might cost more they're better quality leads so someone comes through to your website they take a number of actions actions perhaps they look around that is going to really help um sort of warm up that prospect so that by the time they then become a lead and you contact them afterwards they're more likely to take the next steps that you want to take um but that's not always the case sometimes we end up going with lead generation what i think we're seeing now and we're obviously in the early stage of this so we're testing it and working out is that if perhaps 80 percent of clients

4:32previously wanted to run conversions and 20 wanted to run lead generation that might have moved to say 60 40. 60 one around conversions 40 now want to run lead generation so if you are trying to if you are using facebook and instagram ads in order to generate leads i would absolutely recommend that you test lead generation very quick and easy to do if you've already got conversion campaigns running that you're looking to generate leads for you can literally use the same ads same targeting options run a test run them alongside each other see which one performs best but don't just pay attention to cost per lead

5:06or the number of leads generated also pay attention to lead quality it's still likely to be better with conversions and depending on your business that may be more or less important you know if you're selling a really really high-end service lead quality is as important as it could possibly be much more so than volume if you're looking to generate a high volume of leads you know for um a service or even even a product that's uh kind of commoditized and then lead generation may absolutely be the way that you want to go anyway so so just make sure that you go in with an open mind from what

5:43you see within the facebook ad data but also what you can verify externally and you need to factor in of course that your conversions campaign will under report on the conversions generated whereas your lead generation campaign will not under report now if you don't know how to set up a lead generation campaign you're thinking how does all this work i've got plenty of videos on that i'll include um links in the video description to to one or more um exactly how to create a lead ad campaign how to create a lead generation campaign so you can go through those and see the step-by-step process how to set

6:11up lead forms all that sort of stuff um but i think it's it's a good option i think this is actually something that facebook has been pushing for for a number of years and might be one of the scenarios in which they don't mind a lot of these reduced tracking changes that we're seeing not just to facebook advertising but to digital marketing in general so we know that ios 14 means that um ios users now can no longer be tracked to the same extent they were previously but we know that coming down the line um cookies are going to be taken off certain browsers and that i think is going to convince

6:48more and more facebook advertisers to do stuff on platform to run message campaigns and lead generation campaigns maybe even create facebook shops and and run their e-commerce businesses that way there's something that facebook has wanted for a while now that doesn't mean you should fight it you should do whatever's best for your business and it may well be now that lead generation works well you could also get quite clever with this and segment it out so perhaps you i'd still test first but perhaps you come up with a solution whereby um certain segments of your market for example maybe ios 14 users unlikely to be just quite that

7:23simple perhaps certain segments of your market are going to want lead generation campaigns and perhaps other segments you could do android users but there are other options you could run conversion campaigns too perhaps um you might see a split in age where one part of your market produces better with better results with one what and vice versa all that sort of stuff i think that's something that we're exploring right now i'll have more information for you in the future but um but the answer to the question of should you be using facebook lead generation campaigns after the ios 14 changes is maybe i would definitely give it a go if you haven't

7:58done so already and you are more likely to settle i think on lead generation campaigns now than you were a couple of months ago and that's absolutely fine okay before you go couple of things i want to quickly mention the first is a free webinar i've created called three killer facebook ad strategies to double or more your revenue um and i think that if you want to get better results from facebook ads the first thing and the single most important thing to get right is your strategy and your sales funnel for your business and that's part of what this video is talking about different campaign objectives that fit

8:31into a strategy but in that video we've got three different strategies in that webinar sorry we've got three different strategies and i talk about if you've got this type of business you want to use this strategy if you've got this type of business you want to use this strategy if you've got this business you want to use this strategy and that is absolutely essential to getting it right no one-size-fits-all the webinar is completely free links in the video description below strongly recommend you go through it i think you know 60 70 minutes long you'll be very glad you did and hopefully set you on the right path

8:57going in the right direction um and that should be uh should be very helpful if you found this video helpful please give it a thumbs up that'd be much appreciated please comment below to let me know that always um is helpful i get as many comments as i can don't answer them all but i answer a lot of them and i certainly see them all and yeah subscribe to my channel if you are new and haven't done so already okay thanks a lot guys bye for now