This lesson prepares learners to identify ways to enhance the quality of their leads through integrations, optimisations and features across Meta technologies.
Understand the tools available to gain high-quality leads across Meta technologies.
When it comes to lead generation, it's not just the quantity of leads that matter, it's the quality. In fact, advertisers cite lead quality as the top metric in measuring business success.1
To support lead quality, advertisers can use a number of innovations across user experiences, optimisations and integrations to improve the quality of leads that they receive. Let's explore some of the features that are available to you as you develop your lead generation campaign.
1 Source: eMarketer, Feb 2021.
To improve people's experience, customisation features are offered for lead ads that click to Messenger. These features include:
Higher-intent Instant Forms
With higher-intent Instant Forms, a review screen can be included for people to review and submit their information. You can also use prefill questions or ask custom questions. Custom questions allow you to get answers to the questions that are most important to your business or organisation.
Lead qualification in Messenger
When a person clicks on the ad, they're taken to an automated question-and-answer flow in Messenger. You can use an automated conversation flow that disqualifies prospects that aren't a good fit for your business.
This automated question-and-answer flow contains four parts:
Entry point
Ads that click to Messenger take people to a Messenger conversation.
Lead generation flow
Build a lead generation flow of up to ten questions to qualify or disqualify someone.
Reminder
Send free reminders automatically to anyone who didn't complete the flow within 24 hours.
Follow-up
Conveniently follow up with those who qualified in channel. For best results, use Messenger.
Now that we've reviewed the customisation features, let's take a look at the newest optimisations and integrations available for your business.
Optimisation choices in Meta Ads Manager
Firstly, we have several optimisation choices to help you discover people who may convert to customers. Your optimisation choice is the desired outcome of your campaign. This choice is set up at the ad set level in Ads Manager. Let's explore a couple of examples of optimisation choices below.
Conversion leads optimisation: helps you optimise for people most likely to become customers.
Call optimisation: helps you optimise for people most likely to have a 15-second phone call with your business. You can schedule ads to run only when your business is available to take calls and use call destinations to route calls appropriately.
Customer relationship management (CRM) integrations
Secondly, CRM integrations help facilitate easy download and upload of customer data to help drive quality. There are two types of CRM integrations to optimise for the quality of leads:
Lead ads
Finally, for lead ads, a key to improving quality is through the conversion leads optimisation method paired with a CRM integration via Conversions API. In a recruited test from 2021, lead ads that used conversion leads quality optimisation with a CRM-CAPI integration saw on average greater than 20% increase in lead to sale conversion rates compared with the existing optimisation.
Lead generation in Messenger can also integrate with your CRM. For more information on how to do this, see the guide in the resources section of this lesson.
TECOBI provides communication and advertising solutions to the automotive industry. The company wanted to discover more qualified leads and increase how many people buy a new vehicle at their clients' dealerships.
Solution
In its regular strategy, the TECOBI team optimised its campaigns to increase the volume of leads. For this new campaign, the team decided to run an A/B test. In this A/B test, they optimised cell one for lead volume, and optimised cell two for higher quality leads by integrating the Conversions API with their CRM system. All other factors, including ad format, creative, messaging and targeting, were the same in both cells.
The team ran a video carousel ad. The ad included a Get offer action button. The team delivered the ads in Facebook Feed to people in the US aged 18 and over, as well as to a Custom Audience of people based on their proximity to the Medved car dealerships.
Here's how the TECOBI team optimised for lead volume, and how they optimised for lead quality.
When someone clicks the action button, they're prompted to complete a contact form. This contact form includes prefilled information from their Facebook profile, and includes their name and phone number. Next, the TECOBI proprietary software automatically sends them a text message, and a Medved representative follows up with a phone call.
When someone clicks the action button, the same actions occur as outlined previously. However, this time the TECOBI team also integrates the Conversions API with its CRM system. The team can get additional information this way, including if the person engaged in a phone call, showed purchase intent or made a purchase. The TECOBI servers send this information to Meta. With this information, the machine learning algorithm is better able to look for and discover more qualified leads, and show more ads.
Results
The team determined its lead ad campaign results using A/B testing in Ads Manager and its offline CRM data. By optimising for conversion leads and integrating its CRM system with the Conversions API, the team achieved:
68% higher conversion rate than optimising for lead volume.
8% lower cost per qualified lead.
Source: Meta case study of TECOBI.
CS Mutual is a financial services company. It's launched a new credit card for college students to provide a way for them to establish credit scores. The marketing team identified lead ads and website forms as the best strategy for generating leads. However, the team soon realised that, although a significant number of students had submitted the website form, they did not follow through with getting the credit card.
Which of the following solutions can help CS Mutual generate higher quality leads for this credit card campaign?
Quality features from lead generation solutions can help your business find relevant leads across Meta technologies.
CRM integrations facilitate easy download and upload of data to help drive quality.
Optimisation options enable you to discover people who are most likely to take a desired action, such as make a purchase or call your business.
