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Facebook recently updated its lead generation features, revolutionizing how lead magnet campaigns run on Facebook and Instagram. This new feature allows direct file delivery through Instant Forms. Instead of redirecting users to a website for email signup, you can now deliver lead magnets directly within Facebook or Instagram, simplifying the process significantly. This article will guide you on how to leverage this powerful feature.
Setting Up Your Lead Magnet Campaign with Instant Forms
To utilize this new feature, create a new campaign in Facebook Ads Manager and select the “Leads” objective.
Step 1: Create a New Campaign: In the campaign creation section, choose the “Leads” objective. If you’re using the older interface, select “Lead Generation”.
Step 2: Set Up Your Ad Set: Ensure you’ve selected “Instant Forms” in the ad set settings. This crucial step keeps users within the Facebook and Instagram apps instead of redirecting them to an external website.
Step 3: Create Your Instant Form: In the ad creation section, scroll down to “Instant Forms” and select “Create Form”. Name your form and configure the necessary information.
Step 4: Upload Your Lead Magnet File: The key difference lies in the “Lead Form Message” section. Under “Call to Action”, choose “View File”. Facebook supports PDF, PNG, and JPEG file uploads. Upload your lead magnet file (e.g., free report, guide, template).
Step 5: Customize Your Call to Action: Edit the call to action button text to make it enticing, such as “Download Now” or “Get Your Free Template”.
Pros and Cons of the New Approach
Cons:
- No Email List Building: You won’t collect email addresses from potential leads.
- No Lead Magnet Email Delivery: This might impact nurturing leads through email marketing.
- No Website Traffic: You lose the opportunity to showcase your website and other products/services.
Pros:
- Higher Lead Magnet Access Rates: Customers receive the lead magnet instantly, eliminating wait times and potential spam filter issues.
- Improved User Experience: The simplified process keeps users engaged within the Facebook/Instagram app.
- More Accurate Data: Track data more accurately within Facebook Ads Manager for effective campaign optimization.
- Time and Cost Savings: No need for landing pages or complex CRM integrations.
Conclusion
Facebook Ads’ new feature of delivering lead magnets directly through Instant Forms offers significant advantages for businesses. While there are limitations, the simplified process and increased lead magnet access rates can lead to higher conversion rates. Experiment with this method and compare it to traditional approaches to determine the most effective strategy for your business.