At the beginning of this year, Facebook rolled out their new Lead Gen ads. Are you using them yet? If not, you’re missing a huge opportunity to add quality readers to your mailing list for PENNIES!
Let’s do some math…
I run a LOT of giveaways. I enjoy them. They’re fun. They build hype. They go viral easily. They introduce my work to a lot of new readers. I do not keep the email addresses for everyone who enters my giveaways. That would be a big waste of money when Mailchimp charges me based on the number of email addresses I have. I only keep the people who download my free book. With my first giveaway I did last year, I added over 600 subscribers to my mailing list. My final CPL (cost per lead, or cost per subscriber) ended up being $.69. Not too shabby. But giveaways are a lot of work.
Then I discovered Facebook’s new Lead Ads.
These ads have the same end result, without the work for half the price. Sound too good to be true? This is one of those rare cases where it’s completely true.
What are Facebook Lead Ads?
Facebook Lead Ads are mobile ads that allow people you target to sign up for your mailing list without ever leaving Facebook. All they have to do is tap a few buttons on their mobile phone, and they’re signed up.
Let’s look at one of my actual ads. I have a bunch of these that I test with different markets. With the promise of a free copy of my book, The Detective, all they have to do is tap download and approve for me to have their email address. Then it is added to my list in Mailchimp where I have an automated system in place that sends them their free book. Since I launched this ad in February, it’s added 2,129 email addresses to my mailing list. Here’s the best part…it’s only cost me $.39 per lead. That’s a savings of $638.70 over a giveaway with no more work than the initial setup of the ad.
This particular ad targets fans of Janet Evanovich. (I love her books.):
And here is the report:
I average 36-40 new subscribers every day, but you’ll notice some dips and gaps in there. If I see that the Cost Per Lead is unusually high, I pause the ad for the day. Some weeks I go for days without running them. You can turn them on and off as you like! Thursday-Sunday usually perform the best for me.
What happens when they tap the “Download” button? They get this this popup:
All I ask for is their email address, but you can ask for a long list of things. I don’t recommend it though. The more you require, the lower your conversion rate. (Less people will sign up.)
Once they enter their email address, Facebook collects the email and puts it in a downloadable spreadsheet on my author page. Manually, you can find this list on your Fan page or Business page under “Publishing Tools” and then “Lead Ad Forms.” (It took me a while to find that when I started these!)
Then all you have to do is upload those email addresses into your Mailchimp list (or whatever program you use). And hopefully you have an automation sequence so your work is done.
Here was my ONE problem with this:
My Open Rates and Click Rates in Mailchimp were only about 46%. That made me crazy because if they don’t open their free gift, then that email address is worthless for sales. Part of the problem was the time lag between Facebook collecting the email and me uploading it to Mailchimp. So I began furiously checking to see if I had new emails that needed to be uploaded. It quickly became a full-time job. I was literally losing sleep over it. I actually almost hired a virtual assistant in Sydney, Australia just do this process while I was asleep!
Then I found ConnectLeads.
THANK YOU, JESUS.
I’m not going to lie, that’s an affiliate link up there. I do make a commission if you use it, but here’s how much I believe in this product. Here’s a non-affiliate link if you’re skeptical: http://connectio.io/.
But I REALLY DO use this. Here’s my dashboard for the same ad pictured above:
ConnectLeads completely automates this whole process for me.
Facebook collects the email. → ConnectLeads adds it to my MailChimp list. → Mailchimp triggers the free book email.
No personal assistant required. ConnectLeads also works with a bazillion different email management systems, not just Mailchimp.
My open rates jumped from 46% to 74% as soon as I implemented this system. Give it a try. ConnectLeads has a 30-day MONEY-BACK GUARANTEE. (But you won’t need it. You’re gonna love it. And when you do, send me an email saying “You told me so!”)
If you need help setting up Facebook Lead Ads, go check out Mark Dawson’s website The Self-Publishing Formula. He’s got a great course on how authors can set up great ads!