I wanted to share these useful tips on how to improve your Lead Quality just from making small changes within your Facebook ads.
Keep in mind that quality can also improve in other parts of your funnel but here are some ways to improve it within your ads.
1. Use Video ads. Video ads if done correctly can improve the lead quality. Just make sure in the video you are labeling the viewers with problems so that only viewers who have this specific problem would be interested in watching the video.
2. Optimize for below the fold link clicks. If you are sending traffic to a landing page make sure that the image is not clickable. If the image if clickable you may often at times get "happy clickers" who don't read your content and just click the image. Instead use a video because clicking the video will not take them to the funnel. And do not use a Call To Action button. A percentage of people may click that button without consuming the content.
Instead in your ad copy below the page fold insert the hyperlink in the ad copy at the bottom. Forcing the read to read all of the content before clicking the link.
You will suffer from lower click through rates, and potentically higher cost per clicks but in the end you will get less volume and more quality clickers.
Quality clicks leads to quality leads.
3. It's all about your ad copy. Ensure in the ad copy you are calling out your market and explaining why they should click the ad. It's also important to explain who this ad isn't for and why they shouldn't click it.
This sometimes filters out people who shouldn't click the ad.
We've actually used "sales copy" in the ad copy itself and generated better clicks. We suffered from lead costs going up but we did aquire quality and our sales cost (Cost Per Sale) actually went down. It took a little time for the algorythm to kick in but isn't that the main goal? The Cost Per Sale.
Which is the most important attribution metric in the account. The Cost Per Sale determines ROAS (Return on Ad Spend).
Cheaper Cost Per Sale, Higher ROAS. Higher Cost Per Sale, lower ROAS.
Test variations of ad copy and educate the audience in the ad. It will build rapport and quality.
This is an example of a "Did You Know Ad." It's made to build rapport, earn a trusted click.
4. Ask more questions in your Lead Form. If you are using lead forms. Ask questions. Don't just get the Name, Email, Phone. Ask a few questions that can qualify the prospect. I normally ask them what made them want to click on my ad, and if they are potential clients who are suffering from a specific pain or problem, I may ask them what is that pain or problem, and how important is it to them on solving that pain or problem. Test variations of questions to get a understanding of who is clicking your ads.
Note: It's important to consider doing this early. Because Facebook will optimize your ads for the objective that you want.
For example. If you are targeting people who have a specific problem. If we do not address that problem, our ads will show to a big filter of people who could or could not be suffering from that problem. The pixel or ad will optimize to show to more people who are signing up on that generic form. These people may not be the ones you are looking for.
However. If we label them with that problem in the form, and the only way for them to fill out the form is to answer those questions. It will begin to optimize for potential people who have similarities and help you show your ad to those people who are likely suffering from that specific problem.
The object is to show your ads to potential customers.