Entrepreneurship By Kyle Milligan / October 19, 2016 Facebook Lead Ads are a fantastic tool to gather email leads by using basic, yet highly targeted advertising campaigns. It is a paid service, but stick with me and I might make you a believer. What are Facebook Lead Ads? Facebook Lead Ads are customized, paid, targeted ads embedded on Facebook user’s news feeds. Targeted How? When you are setting up your Lead Ad, you have to select the audience who will see the ad. This is awesome because it is based on their personally-indicated interests, locations, or profession. What are the benefits of Facebook Lead Ads? Insane targeting Customizable Cheap User NEVER has to leave Facebook to give you their email (Probably single greatest advantage) So let’s get right to it… How I used Facebook Lead Ads to Generate 47 subscribers in 5 days. Step 1. Set Up a Facebook Page A Facebook PAGE is different from a Facebook PROFILE. A PAGE is for a business or celebrity account. It functions a bit differently from a personal profile. Here’s my Facebook Author Page. Notice it’s a different interface than a personal profile. Also notice my award-winning smile. Alright, stop staring. You’re creeping me out. Step 2. Create An Ad Facebook makes money off this so they make it pretty quick and easy for you to get your ad going. First go to your drop down menu and click “Create Ads.” The next menu that pops up looks like this: There are a ton of different ways to pay Facebook for exposure. For our purposes we only want to gather emails for our list, or “leads,” so we will click “Collect leads for your business.” Once you name your campaign the next step is to fill out your target audience. Step 2a. Targeting The next screen is exciting and a bit overwhelming. Facebook has a shit-ton of user’s personal information and, basically, when you run an ad you are paying to use it. You can target people based on location, age, gender, their connection to you on facebook (like whether they have already liked your Page or not), and finally, detailed targeting. Detailed targeting is crazy. You can find someone based on ANYTHING they’ve listed in their Facebook. For instance, you can target “Interest: How I Met Your Mother” to market your product-line of yellow umbrellas. You can target “hairstylist” as a profession for your weekly hair-tutorials. So on and so forth. This is where I say it is A-OKAY to pay for leads. Hell yeah, it’s okay. With targeting like this, you aren’t just marketing to the masses. You are handpicking people who have told Facebook they are interested in your product or service and then you put it RIGHT in front of their faces. And it costs you pennies! (The cost per lead for my ad was $0.54) While I do post all99life.com content to my Facebook Author Page, I primarily use my Page as a medium for my fiction work, so that was the audience I wanted to target. My ad targeting was STUPID basic. I only wanted to target people who read my kind of books. Therefore I targeted just two interests: “New Adult fiction” and “Contemporary Romance.” New Adult is my genre, and there are people on Facebook who indicated they liked new adult books. Easy peasy. Here’s all my targeting information for my ad campaign: Step 2b. Set Your Ad Budget and Duration I set my budget to $5.00 for 5 days. I wanted to know this thing would work before I started shelling out big dough. The rest of the settings I set to Automatic and whatever the default option was. A note on Ad Scheduling I set my ads to run all the time and that was a bad idea, especially for my meager budget. One day I only managed 3 subscribers before my budget ran out way early in the afternoon. I found the best time to run the ads for my spread, US to UK, was to turn it on right around 6pm EST and then shut it off in the morning between 7 and 9am. It worked great for me and on my best day I managed 25 leads. If I had known this sooner I could have accumulated well over 47 leads. Step 2c. Set up your format As easy as the process should have been up to this point, I had to click and investigate every single option when I did it so I was bored as hell by this point. I set up my ad so quick and basic and I was still able to get some pretty decent results. I went with single image – the default. My strategy was such: I would offer my totally free new adult book, Chasing Aveda Girls, in exchange for an email address. If you’re going to try and gather emails, the very first thing you should do is have some sort of freebie to offer. It can be a short 10-page guide to something. A how-to video or series of videos. Anything really. Like I said, I had spent way too much time looking over all the Lead Ad features so all I wanted to do was put a picture of the book and write “FREE BOOK” underneath. So that’s what I did. Pretty basic, right? That’s it. I hit submit and my Facebook Lead Ad went up some time later. Over the next 5 days I figured out which times worked better than others, spent a handful of dollars, and put my name and book in front of 1,279 human beings. Total cost: $25.40 (I tried to adjust my budget to $6.00 when I discovered how effective $5.00 was). Wrapping Up Facebook Lead Ads Having gone through the process once, the only thing I would really do differently is set the time the ad ran manually. Because of that folly I had some dramatic swings in performance. With proper timing and $5, my book was placed in front of approximately 350 people who read my genre and in 5 days with $25 I managed 47 new subscribers. All of them received a free copy of Chasing Aveda Girls. Here’s the summary report of the entire campaign.