It seems like every couple of months Facebook changes something in their algorithm that affects how your paid advertising is viewed or how many people actually get to see it. Some changes are designed to give consumers a better user experience, like the nearly seamless integration of native ads, and some, like the recent requirement for transparency in sponsored posts, just make it more clear what’s an ad and what isn’t.
Change is just a fact in the digital marketing landscape. And if you’re not flexible enough to roll with the modifications, you could be unintentionally creating barriers to clicks or engagement.
When your Facebook ad goals involve a click, reducing the number of steps between impression (or a consumer seeing the ad) and value (whether that’s education or sign up or something else the consumer gains from the click) will give you a better return on your investment. A lot of factors can come into play, like relevancy, appeal, number of steps to value, privacy concerns, etc., some of which are under your control and some of which aren’t. Figuring out how to reduce those barriers will lead you closer to success. According to Hick’s Law, adding in additional choices to the mix increases the time spent on making a decision, and thus increases the likelihood someone will abandon your form before finishing it. Even reducing the number of form fields required from four to three has shown to increase conversion by nearly 50%.
One underutilized ad format on Facebook, the Lead Generation Ad, helps immensely with two barriers ─ the number of steps to completion and allowing the lead to remain in the Newsfeed. In order to generate a lead, you have to first generate interest in your business and then actually capture information about that lead. If your goal is to gain new leads for your service line or health system, now you can use a Facebook Lead Generation ad to get names and contact information without the lead having to go to a separate landing page and fill all their information in by hand. With one click, users can autofill their information in the newsfeed ad directly from the data they supply Facebook, which increases the likelihood they’ll share their data with you in the first place.
Engagement through Facebook’s mobile application is generally successful, but when it comes to conversions from mobile ads, some case studies have shown only a 34% conversion rate in spite of 63% more initial clicks coming from mobile. Now imagine requiring a lead to move beyond the click to a slow loading off-site landing page and then fill out tiny form fields by hand on their smartphone. That conversion rate becomes even less stable. Facebook has shared that it can take 38.5% longer for them to fill out the form than on the desktop version. Since Lead Generation Ads can include up to 18 preset fields that autofill, you’ll reduce that time significantly.
Not only do Lead Generation ads eliminate barriers, but they also work like more traditional Facebook ads. You can use the same creative, calls to action and other assets from your existing ad formats.
No matter which digital ad format you choose to help you reach your campaign goals, you always need to make sure you’re identifying the best audience to put your message in front of and appropriately following through on the leads you get to create more opportunities for success.
As the only healthcare-specific Facebook Marketing Partner, Influence Health puts our clients at the forefront of marketing technology, especially for adapting to change. Our multi-channel campaign management solution insures each piece of your marketing puzzle works together and gives you access to deeper targeting than your competition.
Learn more about how one organization used Lead Generation Ads to dramatically increase their number of leads while significantly reducing cost-per-lead from a more traditional ad format.