In this week’s edition, which is the last one on Facebook advertising for B2B, we will talk about dynamic ads and lead ads. These two types of ad can be useful for both B2C and B2B but the later can be very useful in B2B. Let’s have a look.
Dynamic ads are a type of ad that are directed towards users based on their past actions. They share product and services to specific users based on their past searches, products/services that they liked or commented on amongst an array of other filters that Facebook users in order to target only the users that will actually be interested in your product/services. This way you are only promoting to each user only what they are interested in. This has two main advantages:
1. It is focus and targeted so that less money is wasted.
2. You avoid annoying people with adverts that they are not interested in. By doing this you make sure that users do not see you as that annoying brand who is always throwing adverts at them but rather wait for them to be in need of a product /services before showing it to them.
How does it work?
You upload your product catalogue and select the products that you want to advertise at a given point in time. You can add descriptions to them, images, videos, you can add the images to a carousel etc… Facebook will them automatically match the products to people who will be interested in them based on your choices of audience and on user’s history. You can also create templates for specific types/groups of products that can be automatically added. It works on mobile, tablet and desktop
Lead ads are a type of ad that can be used to create forms and surveys. You create an ad which leads to a contact form. Part of the information of the user are already filled-in by Facebook, like the user’s email address or phone number. The users can, of course, modify their information before they submit it or decide not to send the information. The form is sent only when the users clicks on submit. The main advantage of this is that it is faster. Let’s face it, people do not usually like filling in forms. By having forms that can be partially automatically filled, the users have less effort to make and manage to send the information much faster than with other types of forms. Additionally the users do not have to go out of Facebook in order to fill in the form which again saves them time. It also comes across as a little bit less dangerous because the users do not have to leave Facebook. Of course, like in other types of Facebook ads, this can be a downside because it does not get people to your website but the aim of this ad is not to get people to your website, but rather to get contact information. If your ad is good though, it is likely that users will check your Facebook page or your website. The main ad can also contain a “like” button through which people can like your page. Another advantage of leads ads over traditional forms is that it is smart phone friendly. It loads fast. The users do not have to go to a third party mobile version of your website which might take long to load.
How does it work?
The ad is created in basically the same way as the other Facebook ads but here you also have the option to add a form. The form can consist of basic contact information as well as multiple choice questions as well as a few open-ended questions. You can also add a link to your website/page at the end of the ad after people fill in the form which can also get you more views on your website and raise awareness of your brand.
Lead ads can be used to get email addresses in order to create an email database. It can be used to request newsletters, quotes, offers or for users to request services or a meeting or just to request more information. It is important to note that advertisers cannot sell the information that they get through the ad and that users have to agree to a disclaimer before the form is submitted.
Lead ads can be a great to get leads but when using them, you absolutely have to have the right words and images and to have the right call to actions and buttons. Viewing an ads and liking a page is different from subscribing for something or contacting a company. It is a big step. The ad does not allows you to provide that much information so you have to make sure that the little information that you are providing is efficient.