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Lead Ads are an email acquisition tactic deployed through Facebook and Instagram to targeted audiences defined within a Facebook Ads Manager. These ad types provide a simple, frictionless solution to capture new email leads. LeadAds allow consumers to more easily connect with retailers and brands in their preferred channel. Some consumers are spending as much as 50 minutes a day on Facebook, Instagram and Messenger* – so the opportunity to capture their eye and build the value for your email channel is substantial.What areLead Ads?
Lead Ads also provide a unique opportunity to capture an email address from a consumer without having to interrupt their current activity - browsing their Facebook news feed orInstagram feed. With just two clicks, a consumer can easily verify their information is correct and hit submit. Listrak Exchange then automates the transmission of that email address to the Listrak platform and sends the new subscriber your welcome series.
Retailers and brands running Lead Ads and automating data and leads through Listrak Exchange have not only driven list growth, but also revenue growth. Costs of acquisition have averaged around or under $1.00 and those new to the list have driven 6x ROAS within the first 30 days of signing up.
When building a Lead Ad campaign for the first time, select the “Lead Generation” objective from Facebook’sAds Manager.
You only need to create one campaign that will contain all of your Lead Ad sets. Each audience that you choose to target should be maintained within each individual ad set.By tailoring each ad set to a specific audience, you avoid duplication across multiple Lead Ad campaigns and prevent the same consumer from being targeted multiple times.
You can target audiences defined by your first-party data, Facebook’s third-party data and the data captured via the Facebook tracking pixel placed on your website. You can create powerful combinations using these three data sets. Don't forget to exclude your current subscribers from all of your ad sets—this can easily be automated using Listrak Exchange so that you don’t waste ad dollars on subscribers whose email addresses you already have.
Always include at least four to five creatives in each ad set. Facebook will optimize your ad delivery around the ones that perform best. Even if you’re unable to completely rewrite each ad, you should at least change the hero image(s) or video in each ad.
» Allow your targeted audience to share your ad. This means that if someone is shown an ad and they tag a friend, the friend can submit the Lead Ad form even though they were not originally targeted. This option is enabled by default.
» When possible, disable the WelcomeScreen. This is an optional first step in the Lead Ad form that the user must click through before they can submit their information.
» Collect the least amount of information possible. Email and Full Name are the default fields added to a Lead Ad form. We suggest sticking to these fields or even collecting email alone. Remember, all fields added to a Lead Ad form will be required for submission.
» Customer disclaimers can be used to provide information that encourages the user to participate in your email channel. Some ideas might be to let them know what you will be doing with the email address and what’s in it for them to submit their information.
» Consider adding UTM parameters to the Website Link. When a user submits their email address, they can choose to click through to your website from the Lead Ad. You want to be able to track this traffic in the future.
Well executed Lead Ad Campaigns can significantly improve your ongoing acquisition strategy. Lead Ads can result in very cost-effective acquisition rates, but more importantly, help you acquire subscribers who will result in high lifetime values.
After setting up a new Ad Set, allow it to run for a few weeks without any changes to the Campaign,Ad Set or Creative. Facebook’s algorithm needs time to optimize delivery and this takes time.If any changes do need to be made to budget, targeting or creative, make incremental changes every 24-36 hours.
For example, increase budget approximately 10-15% per 24 hours.If you see success, don’t immediately double or triple your budget in a single update. This throws off Facebook’s optimization and it takes time tore-establish that optimization.
Do not frequently enable/disable the Campaign orAd Sets. This also negatively affects optimization.
Determine your brand’s estimated Cost perAcquisition (CPA). Once you know what it should cost to acquire a new subscriber, you can optimize your budget and delivery to meet that goal.
Retargeting website visitors who expressed higher intent will result in a higher conversion rate and lower CPA. Prospecting Lookalike audiences could result in slightly higher CPAs. You may see CPAs as low as $0.30 for retargeting website visitors and $1.00+ for prospecting audiences.
Relevance Score, on the creative level, is a very important measure that you should use to define the effectiveness of an ad. Aim for at least a 7 (out of 10) Relevance Score. Low Relevance Score indicates a negative response from the targeted or creative audience. This means your audience targeting or creative may need to be adjusted or updated.
Aim for a conversion rate of at least 1%. It is possible to have a low conversion rate and low CPA; however, a conversion rate of 1%-3% is often attainable with Lead Ads.
"Whether you are just considering adding Lead Ads to your acquisition efforts or you are looking to optimize the Lead Ads you are currently running—Listrak Exchange can help your team save time and increase the performance of your campaigns."