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January is lead generation’s time to shine. This time of year is perfect for lead gen marketers and app developers to amplify their social ads. Retailers are no longer dominating bidding with their holiday shopping ads, leading to a less competitive market. The new year also means a fresh start for your audience; plenty of people are looking to make good on resolutions like losing weight, getting an online degree, getting finances in order, or finally buying home insurance.
Here’s how you can take advantage of this perfect advertising storm and make this Q1 your best ever!
If your goal is to get users to perform a specific action (like register, download or request a quote), then make sure your ad is optimized to drive them to perform that task. Simple, action-driven copy will make it easy for users to figure out what they need to do, and how they can do it. Including a CTA button in your ad is also a good way to drive them to your landing page (which should also be optimized to convert users).
MasterClass creates a sense of urgency and immediacy with its ad for a writing class, led by New York Times best-selling author James Patterson. This ad compels viewers to act by using to-the-point language like “Stop reading this. Start writing.” A prominent CTA button helps drive home the deal. If the company chose to promote its entire catalog of classes in the ad, Facebook users would have to take an extra step of finding a particular class that interested them. By advertising this specific class instead, MasterClass can directly target users more likely to click, such as people who list writing as one of their interests.
Choosing the right creative is imperative to your ad’s success. Eye-catching images and concise copy speak volumes, selling your business in a more direct way than multiple lines of text. Use images that convey what users will gain by clicking on your ad, or show off the result of your services (for example, an ad for graduate school could show classmates celebrating at graduation, or working at their dream job). Most importantly, make sure your ad’s creative is bold and stands out.
Above, SoFi‘s financial services Facebook ad doesn’t just focus on the ease of refinancing a student loan; it projects a bright future where a college grad can afford a house thanks to SoFi’s services. Note that the ad features a young couple; this image is likely to resonate with SoFi’s millennial target market.
Lead generation ads don’t have to be straightforward – or, let’s face it, boring. Humor is a great way to get attention on your message, as long as it makes sense for your brand or the audience you’d like to attract. In the ad below, insurance company Progressive pairs an Instagram-appropriate image (food) with a call to action to request a quote, using amusing copy.
The offbeat creative combines Progressive’s branding (spokeswoman Flo) with a well-known Instagram influencer, @lunchboxdad. These thoughtfully placed elements tie the ad together, making the message seem more natural to Instagram users.
For lead gen advertisers, relevance is the difference between an impression and a conversion. LUV Run is a 5k race designed to help local singles meet other athletic, eligible bachelors and bachelorettes, so the company’s ability to target age and location-specific audiences is key to enrolling registrants. Luckily, the race can easily target for these attributes, including users who are single, list running as an interest, and live in an area where a race will be held. The right combination of targeting means LUV Run can advertise to people who are mostly likely to convert on their site, using location and time-specific copy as in the ad below.
Facebook and Instagram have many additional targeting options that can boost the relevance of lead gen ad campaigns. Website Custom Audiences give you the power to target ads to people who have shown interest on your site previously. This is also an ideal targeting option if someone filled out a form on your site, but never hit submit. Lookalike Audiences provide a great way to reach new audiences by targeting ads to people who are similar to your current best customers. Cross-device tracking is also useful, as it lets you target your audience as they move between desktop and mobile devices.
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