How to Scale Lead Generation with Facebook, Instagram and Twitter Ads

Advertising Automation Software

HOW TO SCALE LEAD GENERATION with Facebook, Instagram, and Twitter Ads


Are you maximizing your lead gen potential?

Each of the three platforms offers advertisers a powerful tool set not only for generating more leads, but for finding the best leads

58%of marketers report that increasing lead gen was the #1 digital marketing goalSOURCE

Advertising on platforms like Facebook, Instagram, and Twitter can be a highly effective lead generation solution

http://www.nanigans.com/wp-content/uploads/2016/12/eMarketer_Most_Important_Goals_of_a_Digital_Marketing_Strategy_According_to_Marketers_Worldwide_Marc..._206516.pdf


What’s in this presentation

To help data-driven lead generation advertisers maximize ROI on Facebook, Instagram, and Twitter, this guide features expert insights and best practices for campaigns that deliver results

• Creative best practices for increasing high-value conversions

• A closer look at Facebook lead ads• The story of how one advertiser grew average lead

value at scale on TwitterThis presentation highlights compelling ad creative examples from a wide variety of advertisers, and companies featured are not necessarily Nanigans customers


CREATIVE BEST PRACTICESfor Increasing High-Value Conversions


Best practices for increasing high-value conversions

It’s impossible for an ad to results in a newly acquired lead if it doesn’t capture the attention of your target audience in the first place.

Constant creative testing is a critical element of any successful lead generation ad campaign. Even small changes in ad imagery or copy can have a significant impact on conversion rates and lead value.


Creatively appeal to your ideal customer

Relevance is one of the most important factors in driving conversions on lead generation ads.

Tailor your ad creative to directly appeal to members of your target audience. One powerful tactic is to feature aspirational lifestyle imagery depicting people with whom your audience can identify.


Use strong, motivational language

Ad copy should convey a sense of urgency to inspire prospective leads to act now before they pass your promotion by.

Compelling messaging with strong language can be an important tool for grabbing attention and quickly outlining the value you business or organization offers.


Ensure consistency in the path to conversionAvoid any roadblocks in the path to conversion by designing ad imagery and landing pages that visually flow together.

Consistency is important in instilling confidence in potential leads that they’ll get exactly what they signed up for.


Choose a bold call-to-action

For your ad to deliver value back to your business, a prospective lead needs to take action. A strong call-to-action button is a power way to achieve that goal.

Experiment with each channel’s built-in call-to-action options, but also consider integrating buttons directly onto ad creative.


Convey value from different anglesRegardless of your lead generation goals, certain aspects of your product of service will resonate with individual leads more than others. Since every buyer is unique, experiment with highlighting multiple benefits within a single ad.


Experiment with unconventional creative

It can pay to get creative with your ad imagery. Steer clear of tired stock photography, and instead test out-of-the-box creative strategies.

You may find that ads using humor consistently deliver the highest quality leads. Or that creative tied to the season results in highly relevant ads that perform.


Maximize Name Recognition

Is your brand or service partnered with a more well-known name? Try to leverage name recognition whenever possible.

When you’re acquiring new leads who may not be familiar with your company, featuring a more well-known and trusted name in your ads can give people the confidence they need to take that first step.


Streamline Conversions with

FACEBOOK’S LEAD ADS


What are Facebook lead ads?

Lead ads are a powerful ad format with an integrated lead form, enabling potential customers to submit information more easily so marketers can follow up and generate new business faster.

Lead ads eliminate the need for a separate landing page and are integrated directly into Facebook, so a potential lead’s contact info pre-populates the form. Lead ads are optimized end-to-end to drive leads on both mobile and desktop.


What do Facebook lead ads look like?

In the News Feed, lead ads offer the same creative options for image, video, call-to-action buttons available in other Facebook ad types



An optional context card can provide more details on the offer you’re promoting



A customizable form is pre-filled with contact information, which users can update if they choose.



An optional custom disclaimer screen can include marketing options, legal language, and more.



The end card confirms the form was successfully submitted, completing the conversion


Twitter Advertising Success Story:

INCREASING LEAD VALUE AT SCALE


Increasing lead value at scale on Twitter

One of the largest lead generation advertisers online has used Nanigans for years to execute its Facebook advertising strategy.

After a difficult period of onboarding using Twitter’s native tools, the company accelerated its planned migration to Nanigans software, providing an easier means of scaling spend while optimizing to true lead value.

+27%increase in average value per lead

+105%increase in click-to-lead conversion rates

+83%increase in Twitter ad spend


Controlling costs

Nanigans software automatically optimized the advertiser’s campaigns to keep costs flat while reaching the targeted users most likely to convert. This approach allowed the lead gen company to scale its Twitter ad spend 83% over six months while achieving stable CPAs.

Comparing the first three months of their engagement to the later three months, the advertiser’s Twitter cost-per-lead rose by just 13% - a growth rate 58% lower than Facebook’s over the same time period.


Keeping conversion rates and value high

By managing Twitter ads using Nanigans advertising automation software, the company could intelligently optimize campaigns towards downstream actions.

That also could more strategically segment specific actions taken by higher- and lower-value leads to fuel more granular optimization, driving a 105% increase in conversion rates.


Keeping conversion rates and value high

By leveraging Nanigans predictive optimization, the advertiser also achieved a 27% boost in the average value of leads converted.

The company grade the quality of the lead based on how valuable it is likely to be for partners, and Twitter has been a powerful advertising channel to capture these higher-value leads.


For more guide, reports and case studies, visit nanigans.com

http://www.nanigans.com/marketing-resources/

How to Scale Lead Generation with Facebook, Instagram and Twitter Ads

Marketing

Transcript of How to Scale Lead Generation with Facebook, Instagram and Twitter Ads