In Platform Lead Forms
IN PLATFORM LEAD GEN – FRIEND OR FOE?
A lead form is a short pre-populated form that is completed on the ad platform and is not reliant on sending people to landing page.
Look, I am a fan. There are some negatives, but essentially people are lazy and if a form is part pre-fill it’s easier to complete. Of course, you get the mistaken form completes from people who are drunk in the back of a taxi or have extra-large fingers and accidentally submit a form. This results in the biggest issue, in that people do not KNOW what they are signing up for.
However, despite the fear mongering and hype of security, it’s much easier to get information out of people these days. Most consumers are acclimated to putting their information out there.
What’s working for us right now?
1. Facebook Lead Forms – by far the best in terms of volume and cost per lead. Outperforming every other platform. Yes, there are some dud leads – but also some really good leads. It just requires a lead verification process.
2. LinkedIn Lead Gen Forms – coming in second. There are a few tricks to getting these pumping reliably and whatever you do, don’t get a LinkedIn rep to rework your campaigns as it’s never ended well yet. Great targeting, but higher cost per click and much higher cost per leads. You need really clear CTA ads.
3. Google Lead Ads – We have had little success yet with our Google Lead campaigns. The lead quality is overwhelmingly low.
Lead Form Tips –
- Clear and concise offering and call to action.
- Add questions that would not be prepopulated.
- Check the country of origin and add exclusions.