Facebook Lead Ads Form: Customize Thank You Screen

Facebook Lead Ads were launched more than two years ago, and they’ve been an important tool in my advertising toolbox. However, there’s been one minor annoyance with these ads: The thank you screen.

That annoyance is no more. Let’s take a look at what has changed…

The Old Thank You Screen

First, here’s a quick refresher of how Facebook Lead Ads work…

A Facebook Lead Ad looks like your typical link ad within the news feed.

Facebook Lead Ads

But when you click the ad, something amazing happens. Instead of loading an external landing page, it immediately opens a form…

Facebook Lead Ads

Facebook auto-fills the first name, last name, and email address from the user’s profile (who can edit it if they want). Just click “Submit” and you’re good to go…

Facebook Lead Ads

Above is the “thank you” screen. The problem with that “thank you” screen is that the advertiser couldn’t customize it.

Facebook Lead Ads Form

While the advertiser could link directly to the item that was being requested, the user had very little incentive to tap the button below since they wouldn’t know why that would be important.

In the old version, delivering what was requested in the lead form needed to be done through email. Since users did not consistently click that button (or know why they should), advertisers needed a third party tool to sync their lead forms with their CRM to then promptly deliver this content to the subscriber.

The New Thank You Screen

Here’s what the process for creating a Facebook lead form thank you screen looks like now…

Facebook Lead Ads Thank You

Let’s imagine you’re delivering an ebook or something that needs to be downloaded. Previously, an email would have been sent to the subscriber with a link to download that content. While you could have used that link in the prior thank you page, there was no way to communicate to the user that they needed to click that button.

Now, we can make that clear…

Facebook Lead Ads Thank You

The thank you screen will look like this…

Facebook Lead Ads Thank You

View Website vs. Download

One interesting part of this update is that there is a drop-down menu to select a button type. You can select from “View Website” or “Download.”

Facebook Lead Ads Thank You

That certainly sounds interesting. Does that mean that you can either send a user to the thank you page or have the button trigger a download? For that to work, Facebook would need to host the digital content.

Well, unfortunately, what you select here appears to make no difference whatsoever right now. If you select the “View Website” option, you could still customize the button to read “Download” and have the button direct a download from your website…

Facebook Lead Ads Thank You

If you select the “Download” option instead, you still need to provide a URL…

Facebook Lead Ads Thank You

Selecting the “Download” button type doesn’t appear to add any new functionality. Maybe I’m missing something. It could be an oversight on the part of Facebook. Or maybe there are plans to eventually make that “Download” button type truly functional.

You Should Still Sync Your CRM

This update allows subscribers to immediately access the content they requested. If you prefer not to sync leads to your CRM with a third party tool (it’s typically an additional expense), doing so manually is now more plausible.

However, I recommend that you continue to sync your leads with your CRM to also deliver that content promptly via email.

There’s no guarantee that the subscriber will receive your email. They may provide an address they rarely use. Maybe your message is flagged as spam or moves straight to a separate inbox. This update improves deliverability.

Your Turn

As a result of this update, I’m in the process of updating my forms. Do you have it yet? What do you think?

Let me know in the comments below!

The post Facebook Lead Ads Form: Customize Thank You Screen appeared first on Jon Loomer Digital.

Facebook Lead Ads Form: Customize Thank You Screen
Source: Great Facebook Feeds From Around The Web

Dynamic Creative for Facebook Ads

Assembling the perfect, most effective combination of creative for Facebook ads is a time-consuming process for advertisers. Thanks to Dynamic Creative, that process just got a whole lot easier.

Which image works best? Should you use short or long text? How about your headline? Does the CTA button matter?

We, as advertisers, struggle with these questions. We create multiple ads in an attempt to isolate the highest performing combination. But if you have a low budget, it’s rarely worthwhile to create multiple ads while watering down the results.

If it works as advertised, Dynamic Creative just simplified the lives of advertisers. Let’s take a closer look…

What Is Dynamic Creative?

Dynamic Creative allows the advertiser to submit up to 30 creative assets, and Facebook then mixes and matches to find what performs best.

In addition to the overall limit of 30, Facebook caps the number of individual creative variations that can be submitted as well.

  • Title/Headline (5)
  • Images (10) OR Videos (10)
  • Text (5)
  • Description (5)
  • CTA Button (5)

Note that you can’t combine images AND videos when submitting creative variations — only one or the other.

How to Set Up Dynamic Creative

It’s possible that not everyone has this yet. But it’s also possible that you have it and don’t realize it — which was the case for me.

First, know that you must use the Quick Creation workflow when setting up a campaign. You would do this either in Power Editor or the new Ads Manager interface. If you use Guided Creation (as I was), Dynamic Creative will not be an option.

For now, you must use one of the following campaign objectives:

  • Conversions
  • Traffic
  • App Installs

Okay, so let’s get this set up…

First, set up your campaign using Quick Creation and save it to draft. We’re only selecting an objective and naming our campaign, ad set, and ad for now.

Facebook Ads Quick Creation

Now, edit the ad set, and you’ll see the Dynamic Creative option.

Facebook Dynamic Creative

Click the button to turn Dynamic Creative on. You’ll now get a message indicating that any settings that aren’t compatible with Dynamic Creative will be changed or removed.

Facebook Dynamic Creative

Most of this, as far as I know, relates to placements.

Everything else is done at the ad level. You can upload up to 10 image variations…

Facebook Dynamic Creative

…or up to 10 video variations.

Facebook Dynamic Creative

Remeber that you can’t, at this moment, provide a mixture of images and videos.

After entering the website URL and display link (you can’t provide variations for those), provide up to five text variations by clicking the “+ Add” button.

Facebook Dynamic Creative

Submit multiple titles/headlines…

Facebook Dynamic Creative

Submit multiple descriptions…

Facebook Dynamic Creative

Finally, you can submit up to five CTA button variations by selecting the ones you want in the drop-down…

Facebook Dynamic Creative

View Variations

If you attempt to provide more than 30 assets, Facebook will give you an error message…

Facebook Dynamic Creative

Note that the limit of 30 includes those assets that don’t allow for variations (website URL and display link, for example).

While in the ad, you’ll see a preview of what an ad may look like on the right side.

Facebook Dynamic Creative

Notice that the combination of assets is completely random. Click “View More Variations” to see all of the various variations of ad creative.

Facebook Dynamic Creative

Here’s the thing that confused me at first: You aren’t creating multiple ads.

Facebook Dynamic Creative

This is only one ad. You can’t pick and choose which creative variations go with one another. As such, you’ll need to be sure that any creative variation you submit will work with any other asset.

Here’s the major benefit of keeping all of these variations to the same ad: Creating multiple ads would split up the engagement. You can now leverage all of the likes, comments, shares, and other engagement of a single ad.

View the Top Performing Ad Creative

Since you’re creating only one ad, which assets are performing best? It will be useful to know which types of text, images, videos, headlines, descriptions, and CTA buttons are the top performers so that you can learn from that information and apply it in the future.

Well, you can actually find that within your ad reports.

Click “Breakdown” at the top right of your ad reports and select “By Asset.”

Facebook Dynamic Creative

You can now view performance by any of the following breakdowns: Image, Video, Headline, Text, Description, Call to Action, and Website. These options will not appear within Breakdown until you launch your first campaign with Dynamic Creative.

Your Turn

Have you started experimenting with Dynamic Creative yet? Is it leading to better results? What are you learning?

Let me know in the comments below!

The post Dynamic Creative for Facebook Ads appeared first on Jon Loomer Digital.

Dynamic Creative for Facebook Ads
Source: Great Facebook Feeds From Around The Web

Short Facebook Videos: An Experiment

If you’ve been following my Facebook page or content lately, you know that I’ve been experimenting with something very different for me: Short Facebook videos.

Let’s take a closer look at what I’ve been doing, why, and my developing strategy using short Facebook videos.

Background: I Hate Videos

Let’s be clear: I get it. Video is powerful. I encourage everyone to create videos. But I freaking hate it.

We can go back nearly five years now to my New Year’s resolutions for 2013. Since then, I’ve told myself repeatedly that I need to commit to video.

The post Short Facebook Videos: An Experiment appeared first on Jon Loomer Digital.

Short Facebook Videos: An Experiment
Source: Great Facebook Feeds From Around The Web

Facebook Ads: How to Create Offline Event Custom Audiences

Late last year, Facebook added the ability for brick and mortar businesses to track the offline impact of their Facebook ads with Offline Event Sets. Now advertisers can target these customers through Offline Event Custom Audiences.

Let’s take a closer look at Offline Event Sets and how advertisers can create audiences to target these customers with their Facebook ads.

Refresher: Offline Event Sets

The post Facebook Ads: How to Create Offline Event Custom Audiences appeared first on Jon Loomer Digital.

Facebook Ads: How to Create Offline Event Custom Audiences
Source: Great Facebook Feeds From Around The Web

Facebook Ads Manager and Power Editor Combine Into One Tool

Facebook announced today that Power Editor and Ads Manager will be combining into one tool.

Deep breaths…

For those who have used Power Editor religiously for the past several years due to added features not available in Ads Manager, don’t worry. It sounds as though no functionality will be lost.

For those who have used Ads Manager because Power Editor is overwhelming, don’t worry. Ease of use will remain a priority.

If you’ve followed the evolution of Power Editor during the past couple of years, this shouldn’t be much of a surprise. There was a time when the two tools were drastically different. But with each update to the two interfaces, they’ve looked more and more like the other.

The reality is that there was no longer a need to have both tools. They have become nearly identical anyway.

This update, which is rolling out this week, is focused primarily on campaign creation and reporting. Let’s take a closer look…

Creation Flows

One change we’ve seen over the past year or so is the introduction of “Guided Creation” when designing campaigns. It allows advertisers to go through the entire process of creating a campaign, ad set, and ad, and it’s become the only way to create campaigns in Ads Manager (before the change)…

Facebook Ads Manager Guided Creation

From Power Editor, advertisers had the option of using Guided Creation or Quick Creation. Quick Creation allowed advertisers to quickly generate a campaign, ad set, and ad draft by providing the most basic information (before the change)…

Facebook Power Editor Quick Creation

Guided Creation within Power Editor was almost identical to the same process in Ads Manager. Here’s an image before the change…

Facebook Power Editor Guided Creation

The new Ads Manager (combined tool) will allow advertisers who used the Quick Creation option in Power Editor to keep using it (after the change)…

Facebook Ads Manager Quick Creation

Facebook sent me this image of what Guided Creation will look like for the new Ads Manager (combined tool)…

Facebook Ads Manager Guided Creation

Both options will be made available to all advertisers with the combined tool. Facebook will automatically opt you in to the creation method you use most frequently, but you’ll be available to switch to the other method if you choose.

Drafts

The difference between the image above and the original flow of Guided Creation in Ads Manager is small. Can you spot it?

Here’s the bottom left corner of Guided Creation in the old Ads Manager…

Facebook Ads Manager Guided Creation Close

If you closed this window at any time, you’d lose all of your work. No drafts were generated.

But here’s the bottom left corner of the new (combined tool) Ads Manager…

Facebook Ads Manager Guided Creation Close

All advertisers will now have the ability to save their work as a draft.

In fact, Facebook says your work will now be saved via automatic drafts. You will, however, need to review and publish any changes that need to go live (as you do in Power Editor). To help make sure that an advertiser with unsaved changes doesn’t forget, Facebook will surface reminders inviting you to review and publish your changes.

One Source for Reports

Great, so there’s now one unified place to create Facebook campaigns, ad sets, and ads. That was certainly a source of confusion for advertisers — particularly new advertisers. But what about reports?

Yeah, this was an issue, too. Advertisers have had ad reports baked into their Ads Manager. But they also had stats in Power Editor. Frustratingly, the organization and access to these metrics were not the same.

Hell… Sometimes the numbers didn’t even match up from Ads Manager to Power Editor!

Personally, I ignored the stats within Power Editor. If I wanted to see how my campaigns were doing, I dove into the goldmine of information in Ads Manager. That’s where I used Customized Columns and accessed the enlightening info within Breakdowns.

With this update, there will be one unified place to access your ad reports — within the new Ads Manager. This is where you’ll get charts, activity history, breakdowns, summary rows, date benchmarks, exported insights reports and more. No more confusion.

Facebook Ads Manager Ads Report

If you aren’t using many of these features in Ads Manager, it’s time to start. They’re extremely valuable!

You Lose Nothing

This could be a scary announcement for both the green advertiser who is intimidated by Power Editor and the experienced advertiser who wants all of the extra bells and whistles. But it appears both sides should be happy by this announcement.

The new advertiser can continue to use the guided creation method when creating a campaign. Power Editor no longer “exists” (in name, at least), so it’s one less thing for them to worry about.

Facebook says that no functionality is lost as a result of this change. So those who have relied on Power Editor for the past few years won’t lose anything.

The bottom line is this update provides consistency and continuity. If executed as Facebook claims, it will be better for everyone.

If you don’t have this update yet, Facebook says they will begin rolling it out later this week.

Your Turn

What do you think of this update?

Let me know in the comments below!

The post Facebook Ads Manager and Power Editor Combine Into One Tool appeared first on Jon Loomer Digital.

Facebook Ads Manager and Power Editor Combine Into One Tool
Source: Great Facebook Feeds From Around The Web