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5 Questions Every Lead Gen Marketer Should Ask Before Launching A Facebook Ad

Written by: Collin Burke, Content Marketing Intern

It’s no secret that advertising on Facebook is an effective method of lead generation. When done properly, targeted users are lured to landing pages where they fill out forms to receive enticing offers and – voila – leads are generated. However, some companies are so eager to get their Facebook ads up and running that they rush the preparation process, ultimately causing them to miss out on opportunities. And as the saying goes, “You only get one chance at a first impression.”

Prior to launching a Facebook ad, it is essential to review your ad campaign holistically. You need to make sure that everything is in place from start to finish. If you want to rake in more leads, ask yourself these five questions before launching a Facebook ad:

1. Does the copy clearly state what I’m selling?

The ad shown below is a good example of copy that aligns with the service being offered. The copy is attractive to people who don’t want to deal with the hassle of credit card companies. It’s best to keep Facebook ad copy short, simple and authentic. Don’t make the reader think too much.

good ad

2. Does the image convey the message?

Below is an image that does NOT convey the message of the ad. It’s not clear how the people in the image are related to the benefits being offered. The image doesn’t obviously imply “taking control,” either. Overall, this ad is vague, and the image doesn’t do it any favors.

bad ad

3. Is my creative compelling?

Not only does the image in the ad below convey the message of the ad, but it is also compelling. The use of bright colors grabs the viewer’s attention right away. The sleek Swift logo is aesthetically pleasing, drawing the viewer in to look closer at the ad copy, which explains what the course covers, what a great offer it is and that it’s taught by an experienced educator. Anyone interested in app development would have a hard time ignoring this ad.


4. Are my ads consistent with my branding?

The ad shown below is a great example of brand consistency. The company logo is shown next to the name of the company, the ad image is similar to images shown on their website, and their language is consistent with their voice on social media. Furthermore, the copy uses a Twitter hashtag — something its millennial audience is familiar with and likely to respond to. This ad is a winner.

great ad

5. Am I leveraging Facebook’s unique targeting capabilities?

If you are advertising on Facebook, you would be silly not to leverage Facebook’s unique targeting capabilities to ensure that your ads are being delivered to a relevant audience. Facebook’s targeting features, such as Custom Audiences, Website Custom Audiences, and Lookalike Audiences, allow you to target people based on location, age, gender, interests, behavior, education, and more. The ad below would be relevant to a recent college grad living in the US who is interested in technology, but it would be irrelevant to a 15 year old Russian with no interest in technology. By targeting specific demographics, you will increase engagement dramatically.

columbia ad

If you’re going to spend the money to advertise on Facebook, you might as well do it right. Make sure to run through this checklist before you launch your next ad campaign, and take note of what works so you can incorporate best practices in all your social media marketing.

Ready to scale your lead gen efforts on Facebook and mobile RTB? We’d love to chat with you.

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