In this session, Kass will teach Lead Gen advertisers how to build an effective funnel directly in the Facebook Ads platform, enabling them to collect quality leads without even requiring users to exit to an external site. Using Facebook Ads tools, both new and old, we'll cover the entire lead generation funnel from Brand Awareness to MQL/SQL data capture. By pairing the right campaigns with the right objectives all along the funnel, attendees will learn how to build audience pools for prospecting and remarketing audiences based on engagement with content right in the platform. They'll then be able to nurture users down the funnel, all the way to the desired response - more qualified leads. Key Takeaways: - 5 Facebook Ads Tools: technical tools to utilize to create full Lead Gen funnels, from start to finish - Customer Resource Management: how to integrate with Facebook - Lead Gen Funnel Best Practices and Top 2019 Tips: covers all levels (campaign structure, targeting, and creative formats)

1. Keeping it in the Facebook (Platform):
How to Build an In-Platform
Leads Funnel for Facebook Ads
Kass Botts | Paid Social Account Manager

2. Session Outcomes
Actionable Takeaways:
● 5 Facebook Ads Tools: technical tools to utilize to create
full Lead Gen funnels from start to finish
● Customer Resource Management: how to integrate with
Facebook
● Lead Gen Funnel Best Practices and Top 2019 Tips:
covers all levels (campaign structure, targeting, and
creative formats)

3. A Little About Me

4. So What’s the Problem?
Lead Gen advertisers are increasingly concerned
about two aspects of Facebook advertising:
1. Sending users to a website with poor Conversion Rate
Optimization
2. Collecting user data in compliance with data regulation policy

5. Conversion Rate Optimization (CRO) Stats¹
68% of small businesses don’t have a documented CRO strategy.
Only 52% of companies and agencies that use landing pages test
them to improve conversions.
Only about 22 percent of businesses are satisfied with their
conversion rates.

6. Privacy Concerns

7. The In-Platform Solution²
Use the available Facebook campaign goals, ad types, and
audience-building tools to implement a full-funnel lead gen
strategy
Keeps users in the platform – they’ll never even have to
click to your site

8. What You’ll Need to Master
1. Ads Manager Campaign Creation Flow
2. Video Specs & Asset Placement
Customization
3. Canvas Ads – Full Screen Experience
4. Lead Form Ads Builder
5. Engagement-Based Audiences

9. Structuring Your In-Platform Funnel
Determine at which point in the funnel your
Lead Form Collection comes into play.

10. Structuring Your In-Platform Funnel
Prospecting – Offer Your Best Top of Funnel Content
1. Video: demonstrate brand value and build
engagement audiences
2. Canvas: mimic your landing page with a full screen
experience
3. Lead Forms: capture user information before
delivering gated content

11. Structuring Your In-Platform Funnel
Retargeting – Target Engaged Audiences with Bottom of Funnel Offers
• Request a Quote
• Schedule a Consultation
• Get a Free Trial
• Sign up for a Demo
• Test Drive the Platform
• Contact Us

12. Using Video for Prospecting Engagement
Video Ads are a great way to build brand awareness,
engagement, and engagement-based audiences.

13. Using Canvas to recreate a Landing Page
Canvas Ads allow for more elements to mimic your landing
pages in a full screen experience ad – you can also build
engagement-based audiences off of canvas ads.

14. Using Canvas to recreate a Landing Page³
source: cpcstrategy.com

15. Building a Lead Form Ad
Elements of a Lead Form Ad
• Form Type
More Volume vs. High Intent
• Intro
Headline, Image, and Text
• Questions
• Privacy Policy
• Thank You Screen

16. Audiences: Engagement-based Remarketing

17. Get Creative with Lookalike Audiences
Lookalike Audiences should be based off of your most valuable
customer seeds
A good reason to use engagement-based custom audiences to seed
Lookalike Audiences (LALs) is that you may not otherwise have great
CRM lists to seed your LALs

18. CRM Integration
Types of Integration Available
● Direct Integration
● Connect Facebook lead ads directly to your CRM
● Third-Party Integration
● Use a third-party system that connects your Facebook lead ads to your CRM
● Many Integrations
● Use a third-party company that allows you to connect your Facebook lead ads to many
CRMs
● Facebook Marketing Partner
● Solutions involving those companies partnering directly with Facebook with the goal of
allowing for scale and optimization within the Facebook system

19. CRM Integration

20. Lead Gen Best Practices⁴
Keep the lead form as simple as possible to reduce friction
Use form questions that can be auto-populated by Facebook
Prequalify leads by using the “High Intent” lead form type
Retarget users who opened the form but did not submit it

21. Lead Gen Best Practices
Combine lead form ads with video to maximize engagement
Integrate with your CRM to send automatic follow-up upon submission
Use Facebook lead form submission lists to retarget on other platforms

22. Lead Gen Best Practices
Continually test new form types, questions, and content
Provide enough information for prospecting lead ads, so users are
ready to answer a call to action
Use multiple choice/dropdown form questions where possible

23. Summary: Action Items
To Implement, You Will Need To
1. Identify your sales funnel and where your lead forms come into play
2. Create prospecting campaigns targeting new audiences with ads that
can build engagement-based retargeting audiences
3. Fill the funnel by using engagement-based audiences as lookalike
audience seeds
4. Retarget to users who have engaged with prospecting video, canvas,
or lead form ads to deliver bottom funnel, high-value offers

24. Q&A

25. References
1. https://outgrow.co/blog/conversion-rate-optimization-stats
2. https://www.ppchero.com/building-an-in-platform-facebook-ads-funnel/
3. https://www.cpcstrategy.com/blog/2018/05/facebook-ad-specs-and-image-
sizes-2018-the-easy-guide/
4. http://modernmedia.io/hacking-facebook-leads/