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The Best Ad Units To Generate Leads on Facebook By Molly McCarty

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From the From the SocialPro Conference in Seattle, Washington, June 20-21, 2016.. SESSION: Generating Social Conversions & Leads. PRESENTATION: The Best Ad Units To Generate Leads on Facebook - Given by Molly McCarty, @mollymccarty - 3Q Digital, Sr. Social Account Manager. #SocialPro #22B

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The Best Ad Units To Generate Leads on Facebook By Molly McCarty

  1. 1. #SocialPro #22b @3QDigital The Best Ad Units To Generate Leads on Facebook
  2. 2. #SocialPro #22b @3QDigital Traditional Link Post
  3. 3. #SocialPro #22b @3QDigital Lead Ad Unit
  4. 4. #SocialPro #22b @3QDigital Traditional Link Post Vs Lead Gen Ad Unit Higher CTR relates to a lower CPC. That, combined with a 74% increase in CVR brings down our CPA by 56% CTR CPC CVR CPL Link Post 0.70% $1.90 0.64% $298 Lead Ad 1.14% $1.44 1.11% $130 Delta 63% -24% 74% -56%
  5. 5. #SocialPro #22b @3QDigital Key Learnings Pros of Lead Ad •  Able to generate a large number of leads at a lower cost/lead than previously seen Cons of Lead Ad •  Poorer Lead Quality •  Not able to create WCA
  6. 6. #SocialPro #22b @3QDigital Use Cases & Best Practices Lead Ad Unit •  When gathering emails of existing site visitors •  If you are able to follow-up within 24 hours •  If you just care about gathering email addresses of a certain demographic Standard Link Post •  If you want to be able to create a WCA audience off of these users •  For long/complex forms •  If the user is signing up to download something •  When scheduling an appointment/call
  7. 7. #SocialPro #22b @3QDigital What’s Now Available With Lead Gen Context Cards Continued Flow Desktop Lead Ads “Complete Later on Desktop” Better Integrations with Mail Servers
  8. 8. #SocialPro #22b @3QDigital THANK YOU! SEE YOU AT THE NEXT MARKETING LAND EVENT!

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