Как настроить кампанию с лид-формой в Facebook Ads
01.09.2021Лид-форма в рекламном кабинете Фейсбук используется для сбора информации о потенциальных клиентах: подписки на рассылки по почте, регистрация на мероприятия и т.п. Каким образом настраивать кампанию с формой лидогенерации в Facebook, выясним детально в данной статье.
Содержание
В чем преимущества применения лид-формы
Использование формы лидогенерации в РК позволяет:
- Обходиться без сайта.
- Интегрировать с CRM-системой для хранения и обработки заявок.
- Оставлять заявки внутри интерфейса Инсты или ФБ.
Читайте также: Как привязать бизнес-аккаунт Instagram к Facebook Ads
Как настроить лид-форму в Facebook Ads Manager
Вся процедура происходит в рекламном кабинете Фейсбук.
Настройка кампании
Выполняют такие шаги:
- Чтобы попасть в Ads Manager необходимо зайти на личную страницу FB и выбрать Ads Manager.
- После этого кликнуть на «Создать» и выбрать цель РК «Генерация лидов».
- Заполнить название кампании и активировать оптимизацию бюджета.
После таких настроек затраты будут распределяться так, чтобы кампания показывала лучшие результаты. В соответствующем поле прописываем сумму, которая будет тратиться на рекламу в день.
Внимание! Если у вас еще нет опыта в создании РК, рекомендуется устанавливать небольшие суммы бюджета, чтобы избежать затрат средств впустую.
После проделанных шагов нажимаем «Далее».
Настройка группы объявлений
Любая кампания должна состоять минимум из одной группы объявлений.
Инструкция по настройке:
- Необходимо выбрать название группы и способ генерации лидов «Моментальные формы».
- Если есть несколько бизнес-страниц, нужно отметить, от какой именно будет даваться реклама.
- Задать нужный график показа объявлений.
- Указать параметры ЦА. Используя «Детальный таргетинг», можно более точно настроить аудиторию.
- Выбрать места размещения, где будет показываться реклама: в ленте Фейсбук или Инстаграм, в историях. Также можно выбрать «Автоматические места размещения».
- Нажать «Далее».
Настройка объявлений с формой лидогенерации
Настройка состоит из таких шагов:
- Заполняем название первого объявления.
- Определяемся с форматом: галерея или одно изображение.
- Добавляем фото для обложки через «Добавить медиафайл».
- В окне предпросмотра можно увидеть, каким образом будет выглядеть реклама.
- Создаем креативы. Заполняем поля с заголовком и описанием. Если требуется, чтобы пользователь через лид-форму попадал на сайт, тогда указываем ссылку на него.
- Выбираем призыв к действию, т.е. надпись на кнопке.
- Нажимаем «Создать форму».
- Открываем «Настройки» и выбираем нужный язык.
- Указываем «Доступно всем».
- На вкладке «Контент» заполняем название формы и выбираем «Повышение объема».
- В разделе «Краткая информация» прописываем текст, который будет виден пользователю на первом экране формы. Выбираем картинку, заполняем заголовок и приветствие.
- Заполняем «Вопросы».
- В разделе «Конфиденциальность» необходимо добавить ссылку на политику конфиденциальности. При отсутствии такой страницы, создаем ее.
- Прописываем заголовок и описание в разделе «Завершение».
- Жмем «Опубликовать».
Если возникает такая необходимость, в текущую группу можно добавить еще объявление. Для этого потребуется выбрать группу объявлений и через три точки нажать на «Создать объявление». После этого выполняются аналогичные настройки. Когда все действия выполнены, остается опубликовать кампанию путем нажатия на соответствующую кнопку. Поскольку в Фейсбук отсутствует инструмент для обработки лидов, их можно скачать в CSV или XLS формате и обработать внешними сервисами.
Читайте также: Гайд 2021: что нужно сделать перед запуском рекламы в Facebook
Благодаря форме лидогенерации, можно быстро и недорого собирать заявки либо контакты ЦА. Специалисты рекомендуют тестировать такой формат и сравнивать его с другими, которые доступны в Фейсбук и Инстаграм.
–> ЛУЧШИЙ TELEGRAM-КАНАЛ О НАСТРОЙКЕ ТАРГЕТИРОВАННОЙ РЕКЛАМЫ <–
Практикующий таргетолог и автор двух практических курсов по тергетированной рекламе.
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