Lead generation advertising examples are a great way to generate leads. They have helped many companies to attract new clients. Creativity and techniques used in lead generation ads will help you generate quality leads. In this article you’ll learn why lead generation ads are the best way to attract more and better clients for your company.
Lead Generation ads let you drive quality leads at scale, enter your business’ contact info (email, phone number or a form) and potential customers can reach out to you directly in a mobile-optimized experience.
When creating your ad, make sure you focus on what the customer will receive out of it. Your goal is to get people to click on your ad and finish the conversion action, such as filling out a lead form. Don’t assume people know what to do or will remember to take action after clicking on your ad – tell them explicitly what you want them to do in the ad text.
Lead generation advertising is one of the key things you need to be doing as an entrepreneur. If you aren’t even using it, you are going to really struggle in terms of converting leads and getting those sales rolling in. In this guide, I will tell you everything you need to know about lead generation advertising examples.
What are Facebook Lead Ads
Facebook Lead Ads are ads that appear in users’ feeds in the Facebook and Instagram mobile and desktop apps. They look like any other ad until you click on them. Then the user is presented with an enquiry form that has the ability to pre-fill some of the form data based on what’s in the users’ Facebook or Instagram profile.
They look something like this on a mobile device.
As you can see in the demo above, Facebook lead ads makes submitting a form on a mobile device so easy, because it prefills the users’ data.
Learn how to create a Facebook Lead Ad campaign.
Let’s take a look at the types of businesses using Lead Ads:
1. Real Estate
2. Health Care
3. Automotive Sales
4. Finance
5. Fitness
6. Building & Renovation
7. Home Services
8. Travel & Accomodation
Lead Generation Strategies
In the previous section, we shared a good overview of how to create buyer personas and increase online leads in your sales and marketing funnel. Now, we will expand on these ideas and delve into specific strategies to consider adding to your lead generation marketing strategies.
How to Generate Leads with Digital Advertising
Advertising is far from dead. It’s simply evolved. More often than not, the age-old practice of simple interruption or distraction has given way to presenting ads more in line with the prospect’s needs. Technology makes possible the data-driven approach that evaded us in decades past.
Let’s look at some of the paid-marketing strategies brands use for online lead generation:
1. Search engine advertising
While the pay-per-click (PPC) model applies to various ad types, search engine advertising remains its most popular form and Google’s still its revenue champion.
Running search engine ads is a way of buying visits to your site. As an advertiser, you bid for placements on the search engine results pages (SERPs) when someone searches for a relevant term.
For example, a quick search for “marketing tools” reveals ads from companies like Bronto, PWC, Capterra and SurveyMonkey.
Lead Generation Examples and Channels
Discovery
1. Advertiser: SEMRush
- Channel: Discovery
- Strategy: This native ad is programmatically placed in a newsfeed to create top-of-the-funnel awareness for the SEMRush software platform. Click through on the ad and you’re taken to an informative ‘tips’ article on the SEMRush blog.
- Of note: The blog post features two offers to try a Software-as-a-Service (SaaS) product, but if it fails to generate clicks for doing so, the campaign doesn’t end there—Stay tuned for more on SEMRush’s middle of the funnel strategy for this campaign.
2. Advertiser: Bombas
- Channel: Content discovery
- Strategy: This native ad, which I discovered on The Weather Channel, is actually bottom of the funnel content. Its purpose is to drive sales. The ad leads to a well-designed landing page featuring a list. As the ad promises, the landing page delivers ‘8 Things that Make Bombas the Best Socks in the History of Feet.’
- Of note: This landing page pulls out all the stops. It details features of the socks; the company’s ‘purchase one, donate one’ policy; social proof in the form of a testimonial and media review; and a guarantee. To make the landing page even more compelling, several images are GIFs.
We’ll now look at another popular paid lead-generation strategy, best thought of as a middle of the funnel tactic: re-marketing.
Re-marketing
1. Advertiser: SEMRush (as shown previously)
Re-marketing
- Channel: Re-marketing
- Strategy: A browser cookie informs the Google Ads display network that I had previously clicked-through on a SEMRush ad and it reminds me to return. This is a middle-of-the-funnel tactic. The hypotheses at work here is: I have shown some interest and the decision I may soon make regarding SEO software might be moved along faster with some lead nurturing.
- Of note: SEMRush’s lead-generation campaign turns over many stones. Below you’ll see additional re-marketing efforts that landed in my path as I traversed affiliated sites.
A page-top, mostly text-based banner ad.
A webpage sidebar ad.
An in-article re-marketing ad.
Same offer, different strategy.
Native advertising’s reigning money-making king remains search engine advertising.
Lead Generation Strategies with Content
Digital marketing affords you a great many opportunities to generate traffic organically and convert visitors to leads, by offering various types of content potential buyers will value.
‘Lead magnets’ is the moniker often attached to free content assets that require a prospect to opt-in to your email list as the price of admission. So, next we’ll examine online lead generation strategies that aim to convert a visitor to a subscriber.
1. Blog
A blog is the grandmaster of all content-marketing strategies. Only in rare cases would admission to your blog require a visitor to fill out a form, however, your company’s blog is the home to articles, images, video, audio or any digital assets that might inspire a visitor to become a prospect.
Think of your blog as a gateway to lead generation. Done well, a blog can also:
- Position your company and people as subject matter experts
- Earn search engine rankings
- Inspire a dialogue with prospects
2. Big Content
I wish I had a better name for this one, but big content will have to do. Your big content might be industry research reports, educational eBooks, online courses, a series of videos, and more. The key here is to offer content that is free, but so valuable that many might pay for it if asked to do so.
3. Video
Video is sometimes gated. This means a form will be a part of the process by which a prospect gains access to your content.
A 60-second explainer video (a commercial, basically) should not require a form fill, however, various types of educational and/or entertaining videos are perfect for online lead generation.
4. Webinars
Though they require a good deal of planning, preparation and promotion, webinars are one of today’s best online lead generation strategies, especially for B2B marketing.
Effective webinars tend to focus on specific problems and challenges people face. They can also add a degree of interactivity to increase engagement. Recorded webinars become an evergreen asset and repurposed webinar content can support a variety of additional lead-generation programs.
The anatomy of a good lead generation ad:
There are all kinds of ways and tactics companies use to generate leads, but they have the same structure in the end. Good lead generation starts with capturing the audience’s attention with a well-placed incentive and following up with useful information that also needs strong social proof. Here’s a quick breakdown of every step in the process.
a) Incentive
Excellent lead generation has to start with the right motive. The customers have to feel like your offer is something they could use. There are many different ways you can relate the incentive to your potential customers.
One of the most effective methods is offering a discount on products and services upon registration. Whatever you decide to do in the end, make sure that you communicate the incentive openly. That can be done with a simple text saying that the readers will get a discount after providing their email address, but images with similar ideas will do just fine.
Another crucial detail is to include some call to action. As we said, you must motivate your visitors to provide their email addresses, and you can’t do that without offering something useful in return. Once your visitors enter their email addresses, make sure that they get the discount code or coupon immediately. You must prove that you’re a serious company, so there’s no room for errors.
b) Visuals
There are all kinds of details you can experiment with when creating a lead generation ad, but none of them are as powerful as a well-placed image. Strategically placed images can help you resonate with your target audience almost more than any other detail in the ad.
But there is more to it than just that. Facebook’s algorithm favors ads with images, so you’ll get better exposure, but most importantly, images are much likelier to get shared and remembered. With that said, you should make sure that the images you use are appealing and easy to remember.
Don’t rush when choosing the perfect image for your ad. Take the time to think about every detail you see and imagine how someone else will feel when they see the image. The emotion has to correlate with your service or product. Most people purchase something driven by emotion rather than black and white information.
Don’t hold back when creating the perfect ad image. Show the world how creative you are. The goal is to create a strong bond between your company, offer, and ad. Demonstrate your services or product with an image that focuses on the content’s benefits.
c) Copy
When someone runs into your ad, they should be able to click on it and get more information about your services or product. That’s a critical stage as you’ll get a chance to explain why your offer is better from all others. The key is to make the visitors go to your website and purchase something.
This is where you get the chance to tune in your creativity with your audience. Think about what your audience feels and thinks while reading your ad. You have to put yourself in their shoes to get a better feel of the emotion they go through and change your content accordingly until you evoke the emotions you want. The practice is called customer journey mapping.
After you get a better idea of what your audience is thinking and feeling, your ad copy should complement those emotions. Set the tone by answering questions like:
- What’s grabbing the audience’s attention?
- Why do you use stats and testimonials?
- What type of language do you use?
Start from there and build your ad up piece by piece.
d) Social proofing
Social proofing is the turning point for any online ad. According to this study, 9 out of 10 customers read user reviews before they make a purchase. It would be best if you made it easier for them by including some social proof in your ads.
When someone runs into your ad on Facebook, they will start checking the facts. That includes the number of likes the ad has and what the users think about the product or service.
Any public social engagement other users can see is some social proof. That can be something as simple as a like or share, or something a little more detailed like a comment or review. Like ad copy, social proofing is the backbone of any good ad as it sparks a conversation and engages users.
If a viewer sees an ad with 50+ comments and hundreds of likes, he/she is much more likely to make a purchase. That’s why social proofing is an absolute must for any successful ad campaign, Facebook, or otherwise.
e) Targeting
Targeting has come a long way in the past few years. Today, it can provide each individual with the information he/she finds interesting, and the overall experience can be completely different, even though everything happens in the same place. The users are segmented by their affinities, allowing you to present your product or service in the best possible way.
You must align the content with the audience, or your ad campaigns won’t be very successful. Targeting allows you to pinpoint your specific audience giving you the most out of every Facebook ad.
After you know who your audience is, you can create an ad that provides the information they want to see. You must figure out the location, age, gender, language, interests, and behavior of the audience to get the most out of every ad.
How do emojis help create assertive communication?
Think of emojis as a bridge in text-based communication gaps. They help in two ways:
- Emojis are a universal element in text-based communication because they are based on human facial expressions and independent of any language.
- Emojis provide immediate communication and are easy to understand. They make a text explanatory and much more compelling than those without emojis. The less time it takes to understand the message, the more effective your marketing message is.
Conclusion
Lead generation advertising examples are a vital part of your marketing. It helps you generate leads and reach out to a massive audience. This is vital for selling your product or services online. When done right, it can attract hundreds of visitors to your website and increase the sales of your products and services.
The process for creating lead generation ads is very similar to the process of creating other types of ads. Lead generation can be defined simply as generating traffic from prospects to your website in order to make initial contact with them.