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How to use Facebook lead automations to improve your ads

By Zachary McDaniel | No Comments | 31st August 2020

Over the years, Facebook has had no shortage of helpful integrations and automations. For advertisers and marketers, possibly the most helpful tool that Facebook has ever released is Facebook Lead Ads.

For a while, it was very time consuming to gather Lead Ads data from Facebook and upload it into any given marketing tool or software. Now, however, there are plenty of ways to automate this process, and that’s exactly what this article will be about.

Before diving too deep into Facebook lead automation, there are a few basic bits of information that need to be covered.

What is Facebook lead Automation exactly?

Facebook Lead Ads are useful for both advertisers and prospects, as they don’t send users to external landing pages. Instead, the user is able to stay on the platform (Facebook) and submit their lead form. Facebook lead automation is simply the process of automating this.

The reason this is helpful and very useful is simply because users don’t have to leave Facebook whatsoever. It speeds up the process and doesn’t leave the user feeling like they’re playing cat and mouse. So if this process is automated, it becomes much easier for both the user and the advertiser. And let’s not forget that the process of automation can include retargeting.

Without going too much further into detail, it’s easy to see and understand how advertisers and businesses in general really get excited about Facebook Lead Ads.

If you’d still like to know more about Facebook Lead Ads, check out this link here.

How to Automate Facebook Lead Ads

The word “automation” may lead some people to believe that they don’t have to lift a finger. Unfortunately, that’s not entirely true, but there are some ways to make the process of gathering and nurturing leads from Facebook a lot easier.

Focus on target audiences

The first and most important step in any ad campaign is always going to be targeting a specific audience. After all, you want to make sure that the people that are seeing the ads are people that are interested in what’s being advertised. How do you do that?

Luckily, Facebook makes this process fairly straightforward and easy to follow. In fact, it’s really as simple as targeting specific characteristics of individuals through Facebook’s very own platform. You can target anything from age and occupation to even their hobbies and interests.

Create ads based on the stage of the funnel

Based on their stage in the sales funnel, you can optimize ads through Facebook according to their needs. For example, if they’re at the top of the funnel in the awareness stage, the best bet would be to use simple ads that are directed towards specific problems.

marketing-objective

Moving further along, perhaps the user is at the consideration stage, and they need more details about each product in order to move on and make a decision. At this stage, it would be wise to include some more detailed ads that not only address the problem the user is having, but explain a little further on how the problem can be solved.

After some trial and error, you can create a structure for Facebook Lead Ads that allows you to show leads in a specific stage of your funnel the perfect ad, all based on the information that you’ve already gathered.

It would be a good idea to create multiple ad sets for each stage of the funnel. Since Facebook Custom Audiences singles users out based on certain criteria, you can rest assured that they will continue to see your ads. This will give you more than one chance to convert the lead.

You can further automate this process by creating rules for your ad sets. This can easily be done with Facebook Ads Manager, and it’s fairly straightforward.

With these rules, you can essentially make it to where once your ads meet a certain criteria (CPC rising, etc.) then it will activate a trigger. These triggers can be anything from increasing daily ad spend to adjusting the time range for the running ad.

Regardless of the need, Facebook has built in capabilities to help advertisers narrow in on their target audience and automate Facebook Lead Ads in general.

All that being said, there are some downsides to Facebook Lead Ads. With Lead Ads, advertisers need to download the CSV files fro Facebook in order to manage their new leads. This is a time consuming process and can ultimately impact the quality of the leads. This, however, is where integrations and further, third-party automation comes into play.

Facebook Lead Ads integrations

As stated just above, Facebook has lots of unique tools and features built right in that makes the lives of advertisers a lot easier. With that said, Facebook Lead Ads integrates with many CRMs in order to manage leads.

Integrating a CRM with Facebook Lead Ads will help further automate the process. You can jump on leads as soon as possible and nurture them before it’s too late.

We’ve gone over many helpful Facebook Lead Ads integrations for marketers before, and in that article, there were 2 ways mentioned for integrating Facebook Lead Ads with a CRM:

  1. Custom Integrations – Custom integrations are exactly as they sound. They involve setting up custom tools to help you synchronize leads by using Webhooks and Facebook Graph API.

  2. Third-party integrations – Third-party integrations are generally regarded as the fastest and easiest method for integrating Facebook Lead Ads with a CRM. For example, LeadsBridge is a great third-party platform that makes it essentially effortless to bring Facebook Lead Ads and your CRM together.

CRMs like Salesforce, Hubspot, Mailchimp, and Gmail are among some of the most popular integrations for Facebook Lead Ads, all of which are ready to be integrated through LeadsBridge.

How to automate Facebook Lead Ads notification Leadsbridge

With LeadsBridge, there are a few ways that you can set up your notifications for Facebook lead automation. These notifications all rely on one thing: setting up a bridge. For the most part, each bridge will be set up the same way. In this example, we will be using email notifications for Facebook lead automation.

Before getting started

  1. Move your mouse over to the left sidebar and click on Bridges

Next, click on the Add New button, and you’ll begin the first steps in creating a bridge

Step 1 – Filling out information for the bridge

  1. The first thing you’ll need to do is name the bridge. This will help you to later identify this particular bridge easily.

  2. Additionally, you can add labels to help further identify the bridge.

  3. For the Source of the bridge, select Facebook Lead Ads.

  4. For the Destination, select email notifications.

  5. Finally, click Next.

Step 2 – Setting up your Facebook Lead Ads source

  1. Select Facebook Ad Account, then Page and the Lead Ads Form from the drop down menu.

  2. If you haven’t added a Facebook Ad Account yet, now’s the time to do it. Simply click on Add Ad Account, and input the required information. If you’d like to read more on this section, check out this section on How to connect a Facebook ad account.

  3. Finally, click Next.

Step 3 – Setting up Email Notification destination

  1. Type the integration’s name into the required field.

  2. In the field To Receivers, enter the destination email address where you would like the leads to be sent. Reference the image below:

configure-gmail-integration

For an example of what the email you would receive would look like take a look at this mock-up email example:

leadsbridge-lead-collection-email

  1. Click Next and select the destination segment where your leads will be sent to.

  2. Finally, click Next.

Step 4 – Testing

Now that everything is all set up, it’s time to test it.

  1. To start things off, create a new test lead by filling in the required information when prompted.

  2. Once that’s done, click Test Now. 

  3. To start testing with real leads, toggle to Test with existing leads. 

  4. Click Sync Now next to the desired lead.

  5. At this point, the button should light up green. This means that everything was synced correctly.

  6. Finally, click Finish to save all the settings and to activate the new bridge.

This is just one example of how to create a bridge with LeadsBridge and automate Facebook Lead Ads. If you’d like to know more, check out the Integrations page for Facebook Lead Ads.

The best automations that advertisers can leverage include:

  • The ability to sync new leads with a CRM / email software

  • The ability to send welcome emails to new leads

  • The ability to send an email or SMS notification to the sales representatives.

All of this is possible through LeadsBridge.

LeadsBridge also makes it possible to track conversions that occur offline through Facebook Lead Ads. Here, the automation exists in the advertiser’s ability to sync the CRM data with the advertising platform. This will allow the advertiser to understand the impact of campaigns not only in terms of how many lead are being gathered, but how many conversions are made, too.

Conclusions and takeaways

When it comes to Facebook lead automation, there’s a lot to know. Many tools and softwares easily integrate with Facebook Lead Ads, but it’s not always easy creating your own custom integrations.

This is where tools like LeadsBridge come into play. Not only does it make it easier to connect these valuable tools, but it makes it easier to collect and nurture leads in all stages of the sales funnel.

According to Facebook themselves, more than 1 billion people are currently using their platform. That’s the opportunity of a lifetime for any business. It’s all a matter of finding the right audience, and automating the process.

If you create custom audiences for each stage in your sales funnel, you can essentially completely automate the process even further by automatically finding the right people for the product or service.

Facebook lead automation is made easy for most people to use. Thanks to Facebook themselves, there are lots of tools out there to utilize for any marketer or advertiser in any stage of their career.

Once you find the right ads to show to the right audience and the right time (which will take some trial and error), and connect it with your favorite CRM, you can truly take advantage of what Facebook Lead Ads has to offer.

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Zachary McDaniel

Zachary is a Content strategist, a freelance writer, and a world traveler. Fueled by the technical details and inspired to continuously learn more. Helping small startups and massive enterprises alike grow their brand.

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