book lead generation ads: Instant forms or website conversions?

Do you want to increase the number of leads on facebook for your business?

It can be confusing to optimize your campaign using the Meta ad.

This article discusses the differences between instant forms and conversions on websites, when each option should be used, and how to create Facebook lead generation ads.

Instant forms vs. Website conversions in Facebook Ads

The first thing you need to do is decide what type of campaign or lead generation ads you are going to run. The “Leads campaign objective” in Meta has two types:

• Instant forms.
• Conversions.

In my opinion, I don’t think the conversion options for Messenger or Calls are as effective as they could be at this time.

Instant forms are only available on Facebook. The ad looks like any other ad, but it will have the Facebook Form designation.

You will be able to enter your name, email address, and any other fields requested by the advertiser when you click on the Sign Up button.

The instant form has a nice feature where the fields for name, email and phone number are automatically filled in with information from Facebook. This means that the user does not have to enter this information.

It can help you get better leads, as you don’t have to type on your mobile phone and you are sure you will receive the correct email and phone number. If necessary, the user can edit this information before submitting.

You can send traffic from Facebook to your website that has the Facebook Pixel installed.

Install your Facebook Pixel to track conversion ads properly.

You will also need a page to thank your customers where you can add the standard lead pixel event code.

Facebook tracks conversions from ads when someone clicks your ad or views it if the View Attribution option is also selected. Then, they land on the “Thank you” page.

Instant forms or website conversions?

Lead generation ads are a great solution if you do not have a landing site but still want to generate leads.

After someone fills out the form, you can redirect them to a website. You could even add a Click here button.

The instant forms have one downside: you need to manually download your leads from the Lead Ad Forms section of the Business Suite on your Facebook Page.

Zapier is a paid tool that automates the process of sending leads directly to your CRM or email.

You can choose the conversion ad if you have a landing page or squeeze page that you would like to direct traffic to.

You may be able install the pixel with a single button click if you are unable to redirect the user to the “thank-you” page. However, you’ll need to check with your website developer to see if this is possible or know how to do it yourself.

Test an instant form and a conversion website ad, to see which one gives you the best results.

I have found that instant form ads tend to give cheaper leads, but website conversion ads are more likely to give higher quality leads due their higher intent.

Set up Facebook Lead Generation Ads

Lead generation ads are similar to both website conversion ads and instant forms, but I will highlight a few differences for each.

Steps to instant forms:

• Create the lead form in the Business Suite section of your Facebook Page (under Instant forms). This can be done in the Ad Manager when you are creating the ad, but I find it easier to create it beforehand.
• If you want to automate, connect the lead form with Zapier.
• Select the lead form and create the ad.

Website conversion ads:

• Add the Facebook main base pixel code to your landing pages.
• Add the Lead standard event code to your “thank-you” page.
• Optimize your landing page around the lead pixels. Create a leads ad.

I will walk you through the process of creating an ad that generates leads and point out the differences.

Instant Forms

Here are the steps to create an instant form within the Business Suite. The steps are the same if you create it in Ads Manager.

Step 1: Select Lead Ads in the Business Suite menu

You can directly access it by clicking here.

Step 2: Select Create a form

A popup will appear asking you if your want to duplicate or create a form. Choose New Form, and then Next.

Step 3: Fill in the form with your information

Name your form first. You can easily select the offer by using a name that is clear.

Use a descriptive title for an exclusive lead magnet, a free call, a coupon or any other freebie.

Expand each section as follows:

• Add the title and text to the popup window ( Intro).
• Choose what information you would like to receive from the user.
• Set your privacy policies and decide what happens after you complete the form (e.g., continue on Facebook, visit your website or call right now).

Step 4: Select and Publish

You can then publish your form once you have confirmed that it looks as you wish in the preview area.

It is not possible to edit the document after it has been published. Save it as a draft instead if you need to make any changes. It must be published before it can be used in advertisements.

Create the Facebook Ad

Step 1: Select Create and Leads in the Facebook Ads Manager.

Here you can directly access the Ads Manager.

You will be able to see the ad set and campaign when you choose Continue.

If you are asked to perform a “Streamlined Setup”, choose Manual instead so you can choose the options that you want.

Step 2: Choose a name for your campaign

Select Continue.

It’s easier for me to understand if I add the type optimization to my campaign name. Then select Next.

Step 3: Select website conversions and instant forms on the ad-set level

You can choose to direct people to a website conversion ad or, if you created an instant form and want them to convert, select the location for instant form conversion.

You must select Pixel as well as Conversion event if you selected the website option.

Step 4: Establish your budget, targeting and placement

In this article I will not go through all of the steps involved in ad placement, budget, and targeting.

You will need to complete these steps on the ad-set level, and then click the Next option to create your ad.

Step 5: Create a Facebook Ad

In each case, the ad text and images will be identical.

Step 6: Select the correct instant form (pixel) or instant form.

The default form will be the latest one that you created if you select the Instant Form option.

You should ensure that you have selected the correct Facebook pixel.

These two examples show that an ad can have the exact same look.

Step 7: Click on ‘Publish.’

After you have finished setting up your ad you can click on Publish. Your ad then goes into the Review Process.

There are pros and cons to both types of ads. It is important to find out what works best for your business, and to balance lead volume with quality.

Facebook is a great tool for generating leads. Both options can produce high-quality leads.

The post Facebook Lead Gen Ads: Instant Forms vs. Website Conversions first appeared on Search Engineland.