The 3 Latest Lead Gen Ad Changes on Facebook You Need To Know About

by Amanda Oliver 6 months ago

Facebook moves at a mind-boggling pace and it can be very difficult to keep up with all of the various changes.

Yet, you know it’s also crucial to stay in the know so that you’re able to stand out from your competitors.

That’s why we’ve distilled some of the upcoming lead gen changes for your Facebook ads into quick informational nuggets. This way, even though Facebook hasn’t released them yet, you can still stay ahead of the pack so you can get back to focusing on what’s going to bring in your best ROI.

FACEBOOK LEAD GEN AD CHANGE #1

What’s The Change?

Search Pixel Changes

Who Will It Affect?

Anyone running newsletter sign-ups or retail/e-commerce businesses offers as well as anyone in the education, financial/professional services, or auto industries, just to name a few.

What’s The #1 Thing You Need To Know About This Change?

Facebook’s new Search Pixel will report on the search campaigns that were used to find your website.

Can You Give Me An Example?

Say someone clicked on your Facebook ad but didn’t convert, and later searched for your brand/company, this pixel will allow you to measure the impact that Facebook had in this part of your funnel.

What Effect Do You Think This Will Have?

We anticipate it will allow for better targeting by brands. For example, if someone searches for a more broad term or phrase (i.e. “online MBA programs” instead of “Isman University”), those terms are still vague and will cost you more money to target that consumer. With the new pixel, by knowing what campaigns the consumer searched, you can save money by retargeting people expressing more specific intent.

FACEBOOK LEAD GEN AD CHANGE #2

What’s The Change?

Dynamic Lead Ad Flow

Who Will It Affect?

See above.

What’s The #1 Thing You Need To Know About This Change?

It allows for brands and companies to populate dropdown selections for multiple offerings from a single spreadsheet.

Can You Give Me An Example?

Say you’re a financial services company offering a 15 different loans for both personal and business use. Instead of having to run a lead form for each individual type of loan, you can consolidate it into one form.

What Effect Do You Think This Will Have?

We foresee it increasing efficiency and a greater ability to test variables for a brand. The major change is that you’ll now be able to manage everything under one campaign, which will help you seek out more qualified audiences. If you have 15 different loan divisions running 15 different campaigns with 15 different budgets, you can’t really have a baseline for testing across the board. With one lead form, you can test things like the landing page, as well as its copy and creative, that can show what will bring you the highest quality leads.

FACEBOOK LEAD GEN AD CHANGE #3

What’s The Change?

Lead Ad Thank You Page Customization.

Who Will It Affect?

See above.

What’s The #1 Thing You Need To Know About This Change?

This allows you to tailor your “Thank You” interstitial within the lead ad flow to capture the lead and continue engagement with the user through videos and customizable text and CTA, as well as a phone dialer.

Can You Give Me An Example?

Say you’re an e-commerce clothing brand using lead forms to provide an offer. With this change allowing you to you control the specific page that drives your user offsite, you can customize it to the specific audience you’re targeting for that campaign (i.e. directing women to the women’s clothing section of your website).

What Effect Do You Think This Will Have?

Based on past experience, we know that if you can customize the thank you page, it provides you more control over the specific page that drives the user offsite.

You’re able to target more qualified leads (since a user who clicks through will usually be more likely to convert) and you’re able to expand testing around your thank you page, such as creative, copy, and the destination link.

CONCLUSION

Even though these lead generation ad changes haven’t hit Facebook yet, staying ahead of your competitors requires knowing them before they are released.

By keeping you up to date on the latest Facebook ad changes, you’ll be able to plan ahead and seamlessly incorporate these new tools into your advertising strategy.