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In this video you're going learn about lead adds a very new and exciting format that Facebook have released.

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We'll start by understanding Rini Watervliet it is then we'll look at some of the key benefits of it

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and then we're going to look at some case studies in how companies big and small are really getting

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amazing results from lead ads in this and would be some really good hands on strategies.

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I'll show you in these examples.

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And then finally I want to show you how to set it up believe that some of the extra and additional things

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you'll need to do when you set that up in the create tool.

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So let's start by really understanding what our lead is and a great place to do that is inside the Facebook

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guide.

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This will give you an overview of all of the type of ads and objectives that are available.

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I'll put a link to this in the resources section in this lecture so you can check it out at any time.

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And for this particular video we're coming down here to lead generation to look in particular at these

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lead.

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That's really the purpose of this is to form our out of form to your ad to collect information from

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people interested in your business so this is a way that you can collect email addresses phone numbers

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for people who are interested in your business and the primary objective is to get those names you can

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call them back.

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You can put them into a C or M or you can follow up with them.

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Now if we look at how it actually looks here you can see that this looks like a normalized nothing looks

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any different to maybe a Clix to Web site.

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It's just an image that you click on.

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However the big difference here is what happens after the click.

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And really we look at the odd form here to really understand that.

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So what we are seeing here is the full lead form and you can see that there are various steps and screens

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in that process.

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Once a person clicks through on the and this is the process and the step that they really go through

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what we have to start off with is a contact's context card here.

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And if we click in here we can see this in more detail.

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This is essentially a welcome screen and you can see that there are some explanations about the business

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and what happens if they click to get this deal to click to get a consultation to click to get a quote.

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It's really explaining some of the terms and conditions and just letting people know what's going to

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happen when they submit their e-mail that is optional.

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You don't need to put that in there if you want but maybe as lead outs are quite a new odd format this

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can be good to include So people really know what's happening after they click through this then they

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click get deal they move on to the form itself.

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And here's where the magic starts to happen because Facebook has your name and your e-mail your date

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of birth and maybe even your phone number.

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It will pre fill this form for you.

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And that is great for the person who's filling out the form.

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A lot of the work is done for them and it's also great for the business because much more people are

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going to be likely to hit that submit button.

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If all of the work is already done and we know that it's going to be accurate information as well if

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people have already submitted it to Facebook.

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Once you hit or the person hits the submit button it's on to the next step which again is optional.

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A custom disclaimer which you can include.

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And then finally there is an end card which really things confirms that the submission has happened.

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And it gives people a chance to visit the Web site if they want that.

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So as you can see the ARB itself and the image looks normal but this is where the magic is starting

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to happen in the lead.

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And here are some of the key benefits of having this form.

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Here is a quote from our land rover the digital and social media manager who is really talking about

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the benefits of the lead.

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And I think this really sums it all up.

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That's why I want to show to you.

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So Facebook natives lead.

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I would perform with Link ads driving to the Web site to fill out a lead form in terms of total leads

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and conversion rates.

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While driving a 4 x reduction in costs per lead compared to previous social lead generation tactics.

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So this is the key thing and I think this is important to understand what is the alternative to that.

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Well clicks to Web site campaign and encouraging people to fill out a form on the land rover Web site.

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In this example you can see that keeping it in Facebook pre-filtering not data is one of the reasons

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that they for X their results and that's how powerful lead form is although it seems like a very simple

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thing.

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Let's start to have a look at some case studies now and see how some big companies are really using

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these Livan forms very effectively.

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This is Toyota Italy and we can see that they generated two thousand five hundred leads in seven days.

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Ninety five percent lower costs than other benchmarks for digital channels and 59 percent of those leads

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resulted in test drives so they're not just picking up leads that didn't result in a business outcome.

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They are getting a 60 percent conversion on the lead to the action that they want which is pretty amazing

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as scrolling down.

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Let's look at the actual tactics that they use because this is pretty interesting what a lot what Toyota

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actually did is first they started with a video.

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And there is an overview of it there.

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So the car maker tested a potent combination of video and Leanne's and this is the more tactical strategy

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stuff that you can maybe implement for yourself.

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So the first thing to do is use a beautifully shot video or a video which really the purpose of was

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to build awareness and interest for the new model of their car.

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Then what they did is they actually used a lead dad to remarket to the custom audience of 1.7 million

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thirty to 65 year old Italians who'd been reached by the video.

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So this is a really good strategy and will help you build up a targeted audience to put your dads in

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front too.

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First you start with a video out showing just creating awareness then you remarket to people who watched

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the video out with the lead ads.

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That's a very smart strategy.

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Any body could use that.

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You don't need to be a big car maker like Toyota.

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Let's move on to another case study which is a local business the evoke who clinic day two cosmetic

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surgeries and stuff like that.

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Let's have a look at how they used this.

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They use more cord targeting so interest demographics may be people with in the radius of their clinic.

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And so you don't need to just use the video views custom audience.

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You can also use lead ads based on demographic targeting.

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In this case probably targeting women from cosmetic surgeries within a radius of the clinic.

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So you can use these lead ads with normal CT targeting or custom audiences as well.

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So Nadya you understand the benefits of lead ads and some examples of how to use it in a campaign strategically.

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Let's come into the ad manager and look at some of the things that you need to think about when you're

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setting this up.

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Now like every campaign that you will set up on Facebook you're working through the three levels campaign

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ads set on ads at the start at the campaign level.

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All you're doing is coming down and selecting the lead generation and then you're just clicking continue.

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Now as you get into the onset level all the same steps apply.

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You'll want to select an audience you want to select the placements for your god.

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You want to select the budget and schedule none of that stuff is different.

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It's the same as every other odd format that you use.

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However when you come down into the ground level there is an additional step and you can see it and

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hear the lead form.

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So maybe what I'll do is just set up this image so we can see this properly what I'm going to do is

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just in a free stock image and run through a little bit of the text that you might want to use for this.

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So here's an image we can use I don't want to give you an example of some of the texts that you could

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be using.

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So the headline here for example could be get a free

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get a free Skype consultation or something like that is it doesn't have to be to get quote.

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If you are in the business maybe a digital marketing you are a coach of some sort.

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You can get a free 15 minute

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Skype consultation I can type OK.

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So something like that is something that you could offer to get people to really sign up.

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Obviously you can put the text in there as you want.

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You can change the call to action put in.

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So is it worth it.

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Thinking about the headline and what are you actually offering people for them handing over their email

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address or phone numbers etc. but the real different part is down here.

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This final part the lead form and this is where you really decide and feel like this information for

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your own flow here.

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So if we come in here you just need to click on a new form.

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Then you can see you have these options for the welcome's screen which is optional.

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You can see the image from my ad as being pulled through here.

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You can write in the text whatever you want and it could be good to come back to these examples here

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if you want to get more understanding about what you should maybe put in there when you come down and

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then you just put in the questions that you want to ask.

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Is it email.

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Is there something else that you want to ask people you can add in any custom questions there if you

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want private policy again what you want to do is because you're collecting customer information you

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will need to include a link to your company's private policy showing that you're not going to be reselling

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their information or that type of thing.

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So you can put in the linked text and you can put in the link or else if you want that it to appear

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a little bit easier.

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You can put that in there.

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And the real thing to go to is here if you also wanted to track how many people actually click through

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you could use UTM tracking and then have your looking link there.

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Really click and see how many people actually click through and read that.

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You can also add in a custom disclaimer which as we saw here is optional once again.

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And then finally you can putting your time cues screen and put in the link to your Web site so that

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at the final stages people can click through and go to your Web site if they want to read more and you

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can put that into any particular length that you want.

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So you might set up a unique page about buyers by the offer that you're giving people maybe more information

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about what they can expect.

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Or a link to your services page.

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In my example if I was giving a free consultation I could send them to maybe some success stories or

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maybe further information on the packages that I offer so that before we even get on the free call or

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whatever it is that you're offering they have a sense of what you offer so that you understand what

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leads.

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Odds are the benefits of of them and how to tactically use them in your campaigns.

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Go ahead and set one up for yourself.

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Following the steps that you've learned in this video.