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New tools and best practices

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New tools and best practices

Since their debut in 2015, Facebook Lead Generation Forms (LGFs) have been a powerful tool for direct response marketers.

For the first time, Facebook marketers were able to harness the power of the platform’s nearly limitless targeting capabilities without driving traffic to a website.

We were then able to create a simple form and let potential customers fill in their information in the app, even pre-filling Facebook account information.

Lead Generation Forms came along and addressed two of the biggest challenges social marketers faced in meeting lower funnel goals on Facebook: traffic decrease and landing page conversion rates.

However, the pendulum then swung in the opposite direction almost immediately.

By making the experience as automatic and frictionless as possible, lead generation forms can easily become a source of unwanted leads.

As a result, in some cases, these leads got a bad reputation. While some advertisers may be hesitant to try this valuable tactic, lead quality has improved tremendously thanks to recent updates to the way lead generation forms are tracked and optimized.

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Here are the latest developments and best practices you should know to make the most of Facebook Lead Generation Forms.

Conversion leads vs. leads

If you’ve been creating a new ‘Lead Generation’ campaign on Facebook in the past few weeks, you may have noticed that there’s a new option under the ad set’s ‘Optimization for Ad Delivery’ tools.

This new optimization option is called a conversion lead.

Ad serving optimizationScreenshot from Facebook, November 2021

What is the difference? Well, conversion leads are a new option that uses Facebook’s conversion API to improve the overall lead quality.

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Here’s a simple breakdown:

  • leads optimize by quantity, giving you the highest number of leads for your budget. This was how Lead Generation campaigns used to function by default.
  • Conversion leads Use signals from your backend data to show ads to users more likely to deliver higher quality conversions.

Think of it this way: Anyone can fill out a form and be a Facebook “lead.” But whether that “lead” is of any value to your business depends on how it moves through your sales funnel.

Leads can become MQLs, prospects, customers, etc. – and it all happens after the first lead is created, usually in a CRM system.

By connecting your CRM system to Facebook through the Conversions API (CAPI), you can now send those funnel stages back to Facebook for tracking and optimization purposes.

Instead of optimizing for volume, start optimizing for the types of leads that mean more to your business.

Go for quality, not quantity.

Configure your CRM

how conversion leads CRM integration worksScreenshot from Facebook, November 2021

Taking advantage of Conversion leads in Facebook requires the integration of your backend data with Facebook through the CAPI. The complexity of this process can vary depending on the CRM you are using.

Detailed instructions for configuring your CRM for CAPI integration can be found here. Some integrations need to be built from scratch, while some partners have existing tools available to facilitate this with minimal development work.

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Once your CRM system is integrated through the CAPI, Facebook allows you to configure your “Sales Funnel” in Event Management.

During this step, you categorize the offline events sent back to Facebook through the CAPI and provide the platform with insights into lead progress.

Once the sales funnel is configured, you can select a new optimization event.

This is the lead quality indicator that Facebook will use to optimize when you select “Conversion Leads” as your optimization.

Selecting the right event means striking a balance between the amount of data available and the importance of that event.

For example, B2B marketers may be tempted to select “Closed Won” as their optimization event, as that could be the final stage of the process.

However, there may not be enough data points to adequately train the Facebook algorithm.

Therefore, we recommend an event that is both indicative of quality and abundant enough to maximize the data points flowing to the platform. For example, B2B marketers could use something like an “MQL” instead.

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Best Practices: Facebook Lead Generation Forms

As Michelle Morgan noted in her 2019 article 4 Strategies to Increase the Quality of Facebook Lead Ads, advertisers can do a number of things with just the form itself to improve the quality of submissions.

As the Facebook platform is constantly evolving, let’s revisit these suggestions, along with a few new updates that can greatly increase your chances of getting the right people to raise their hands.

Leads with a higher intent

Since lead quality can be a persistent issue with Facebook LGFs, unlike most direct response marketers, the first thing we need to do is create a little friction in the experience.

leads with a higher intentScreenshot from Facebook, November 2021

Selecting the “Higher Intent” form type will add a confirmation screen before leads are submitted. While it may be hard to believe, there are quite a number of people who find themselves accidentally submitting their contact details through these forms.

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You can easily reduce this by adding that confirmation roadblock so that only people who want to do business with you share their information.

The drop in conversion rate is generally so negligible for qualified leads that I find it hard to recommend anything other than higher intent forms.

Use custom questions

Don’t be afraid to ask additional questions, especially if your previous LGFs generated a lot of volume and questionable quality.

By augmenting potential leads with self-reported data, you can not only improve the quality of your answers, but also give your internal sales teams more data to work with during the qualification process.

custom Facebook lead generation form questionsScreenshot from Facebook, November 2021

Facebook allows you to create custom questions that can be multiple choice or short answers. Questions can also be structured to contain basic conditional logic based on answers to previous questions.

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Add additional questions in the format that works best based on your company’s qualification criteria and try to match the fields as closely as possible to the CRM systems you use. This can be done in the Settings section under the Field Names heading:

form configuration on Facebook lead formsScreenshot from Facebook, November 2021

Caution: You may be tempted to create a custom question to ask for a user’s email address or a contact’s phone number to require manual entry. While this is smart, Facebook has recently cracked down on this practice and your form may be rejected.

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Call upon completion

Many advertisers are so focused on the questions and mechanisms of the lead form that they often neglect the post-submission experience.

Depending on the type of form and the experience you create, Facebook gives advertisers three options to choose from for use on the final screen after a lead is submitted.

These “Call to Action Buttons” include:

  • Visit website.
  • Download (for gated assets).
  • Business calling.
call-to-actions for lead submissionsScreenshot from Facebook, November 2021

If your campaign doesn’t include giving a user a gated asset (whitepaper, etc.), you might be tempted to just direct your lead submitters to a relevant landing page. But you may end up missing out on high-intent customers ASAP.

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Test a “Call Company” CTA and have submitters talk to the right people as soon as possible.

We recently tested this CTA for one of our clients and we were glad we did.

When given the option, over 12% of submitters called the number, and the qualification rate of these high intent callers was 20% higher than the baseline for the form leads themselves.

So-called “speed-to-lead” can be a problem for many marketers, with follow-ups occurring hours and sometimes days after the first lead is submitted. Adding a phone number to the page after the submission almost completely removes that problem.

Flexible Mold Delivery

In case you missed it, Facebook is now giving marketers the ability to convert existing lead forms into automated chats.

This option is great because it collects the lead information you are looking for and allows you to interact with audiences via Facebook Messenger after the lead is submitted.

flexible shape deliveryScreenshot from Facebook, November 2021

Recently, Facebook added a new option to its ad settings called “Flexible Form Delivery.” Enabling this option optimizes the type of experience (form or chat) for audiences based on the probability of conversion.

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Some people prefer to fill out forms. Others are more active on FB Messenger. Testing this option can increase your volume, conversion rate, and overall quality by tailoring it for the optimal user experience.

The takeaway

Facebook LGFs can get you a high volume of leads at an efficient cost per lead. But quality issues are a persistent problem for most marketers.

But thanks to recent improvements in offline tracking and optimization via the Facebook Conversions API, marketers now have more leverage to use to improve the qualification rate of leads driven through form campaigns.

With these new developments and proven best practices for creating high-converting lead forms, there’s never been a better time to add Facebook Lead Generation Forms to your direct response marketing mix.


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Featured Image: Visual Generation/Shutterstock

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Amazon Gives Rs 650 Crore in Amazon Wholesale (India)

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US-based e-commerce giant Amazon has injected fresh capital amounting to Rs 650 crore into one of its Indian units, Amazon Wholesale (India), according to regulatory documents. Amazon Corporate Holdings Private Limited and Amazon.com.incs Limited have made an investment of Rs 650 crore in the wholesale B2B arm of Amazon India, according to documents filed with the Ministry of Business Affairs and shared by market research firm Tofler. The allocation date was October 26, 2021, it added.

Amazon India did not respond to email inquiries. According to the documents, a significant portion of the funds (over Rs 649.94 crore) came from Amazon Corporate Holdings Pvt Ltd. The new funds will provide Amazon in India with more arsenal to bolster its wholesale B2B business in India. Amazon has aggressively invested in several business units in India. These investments have been leveraged to expand infrastructure and add solutions to improve the consumer and merchant experience.

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In October, Amazon had also deposited fresh capital amounting to Rs 1460 crore into Amazon Seller Services – the marketplace that helps sellers sell their products online in India and internationally.

First print: IST

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Comfortable and dry weather this week, rain returns over the weekend

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Comfortable and dry weather this week, rain returns over the weekend

SHREVEPORT, La. (KTAL/KMSS) – This week is in for a treat as we will have comfortable and dry weather through Friday, we will pay for the great weather by dealing with some rain for the coming weekend.

Cold air will greet the early risers today as temperatures at dawn will be in the 30s and low 40s. The wet ground from the recent rain and cool temperatures is allowing some patchy to dense fog to form, it won’t be a widespread problem but valleys and lowland areas will see some dense fog until 8am

High temperatures expected on Monday afternoon

A subtle weather change today will have a big impact on our weather this week. The wind will shift from the northeast to the south today. This will start a warming trend that will continue for the rest of the week. Highs should be comfortably above 60 this afternoon with a light breeze from the southeast at 5 to 10 miles per hour. After breaking through the morning fog in some areas, it will be sunny in the afternoon and early evening with clear skies at night.

CLICK HERE to see more predictions from Futurecast.

The south wind will bring a warming trend for the day and night. Mornings will generally remain cool, but tonight’s lows are forecast to be in the 40s, we may not see 30 degree temperatures for the rest of the week.

Monday night on Tuesday morning forecast low temperatures

Peaks will be in the low 70s under partly cloudy skies Tuesday, with mostly sunny to partly cloudy weather expected to continue through Friday. Highlights will be in the mid to upper 70s Wednesday through Friday.

Our next cold front is approaching the ArkLaTex late Friday, it’s possible we’ll see some rain late in the day, but for now I’ll leave the Friday forecast dry. This front will move into the ArkLaTex on Saturday, bringing with it a series of showers and thunderstorms throughout the day, with some rain lasting through Sunday. Saturday appears to be the day with the most weather as there is a chance that the rain will clear quickly enough to keep Sunday dry in many areas. If you have outdoor plans this weekend, stay tuned for the weather forecast throughout the week.


Get exclusive severe weather details about storms as they approach your area with download the Arklatex Weather Authority app now available in the App Store and Google Play

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COVID Gourmand: Restaurant Guide Published by Beijing CDC

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COVID Gourmand: Restaurant Guide Issued By Beijing CDC

Last Friday, foodies and restaurateurs alike held their breath on my WeChat moments after Beijing’s CDC released the travel history of a person who came to Beijing from Shanghai and then tested positive for COVID-19, fearing this unexpected news could lead to yet another round of tightened restrictions on the capital’s already suffering F&B industry. Fortunately, as they have done so many times in the past, once the city identified where the traveler had eaten during their stay, the city took swift action and massively conducted nucleic acid tests on the restaurant staff. At the time of going to press, all those tests were negative and since then the required two-week incubation period has passed, meaning it is relatively safe for these restaurants to reopen.

Perhaps even more surprising, however, is that the list of restaurants visited by the infected person and their travel group ended up attracting even more attention than the case itself, as it was part of a carefully mapped out itinerary. Many of my friends therefore decided to repeat their tour of Suzhou, with several museums, communities with traditional architecture and immaculate gardens. Entertaining, instead of continuing with their tour the culture passing through the capital, this particular group decided to roam the city and stop at several hidden gem restaurants where they partook in delicacies and booze. Despite the fact that Beijing is often referred to as a culinary desert, these adventurers clearly knew their way around the city’s food scene and where to find some sparkling oases. So let’s go through this list and see what the restaurants have to offer.

Nuoyan

still thinking baijiu is the end of the Chinese libation culture? Then you might want to pay a visit to this small bistro. Hidden in the hutongs near Beixinqiao, Nuoyan is a go-to place for those looking to get lost in the diverse world that is rice wine, which can be much milder than its famously strong cousin. This slightly sweet drink is generally softer and can even be considered a weekday drink for those who want to drink socially. Not to mention, it’s more versatile when combined with food. At Nuoyan you can order a test flight with an arsenal of classic and new products.

For example, they have a rose rice wine that really lives up to its name, with a floral scent that blossoms from the infused drink. With a sip of this slightly sour, slightly sweet flower dew, the aroma reaches the tip of your tongue and flows through the body. Conversely, if you prefer a more traditional taste, clear rice wine and osmanthus-scented rice wine are also on the menu.

Aside from the drinks, Nuoyan offers a tapas menu of dishes specifically designed to enhance the flavor of the rice wine, such as stir-fried conch, marinated tofu, or roasted chicken. No wonder those travelers stayed here from 5pm to midnight.

M of course

Located on the third floor of Taikooli’s Nali Patio, I don’t suspect M Natural is a strange name for foodies or those who live in Sanlitun. It is known for a bold, fun menu inspired by diverse culinary cultures from around the world. And at a time when the word “fusion” is nothing more than a gimmick used by restaurants too lazy to deliver authentic regional flavors, M Natural is one of the few to understand the depth of its meaning and secret chemical reactions. between ingredients with different cultural backgrounds.

In addition to the seasonal wines featured on their drinks menu, M Natural – as the name suggests – is also famous for its natural wine selection. This emerging new winemaking trend is still a rarity in China, but has gradually expanded in the market with unique and wild flavors that are a product of manual harvesting techniques, as well as other requirements such as minimal human intervention in the fermentation process, and minimal or no artificial additives used during production.

Loneliness

The name of this restaurant is derived from the owner’s experience of completing four quarantines in a year due to frequent travel between France and China. Fear not though, as you won’t feel isolated in a quarantine cell when dining here. Rather, the food served is familiar home style with heartwarming service to boot, making you feel like you’re dining at a good friend’s house.

As you browse Solitude’s menu, you may notice the influence of French cuisine and the inspiration that comes from the owner’s world-traveling adventures. However, it is probably the impressive wine cabinet that catches everyone’s attention when entering the restaurant – a wide collection that ensures there is always a first choice for every occasion.

Hai Jing Ge

Finally, a restaurant on the west side of town earned its spot on this list. Compared to the previous restaurants and gastropubs, Hai Jing Ge remains closer to the diverse landscape of traditional Chinese gastronomy. Their menu features many regional delicacies, especially from southern China, including Anhui bamboo and canton steamed grouper.

Since it’s further from downtown, the dining experience at Hai Jing Ge offers diners a rare serenity often hard to find in a thriving metropolis like Beijing. And it’s only a short drive to the Summer Palace, making it the perfect place to spend some quality free time when out and about.

Read: EAT: Cheese fondue, Winter Happenings at Migas, Vegan Brunch at Zarah

Images: Dianping

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