[STEP-BY-STEP] Facebook Ads Guide 2: Capturing Leads

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A few days ago I posted a thread teaching how to create direct linking campaigns on Facebook and, apparently, people considered the information useful. Here is the thread:


So I decided to make another post explaining how to create list building campaigns on Facebook.

List building is obviously more advanced than direct linking, because there are more elements involve and the conversions don't come instantly, but along a week or 2. Also, the budget required to test lead capturing campaigns is higher. It's not possible to say exactly how much, because it depends on the country and demographics, but it can be 2x or even 3x more expensive than simple direct linking campaigns.


Your lead capturing campaigns will have the goal to give you better margins than the direct linking ones. It's possible, because you will be capturing leads and then promoting multiple offers to your subscribers along the next days.

In order to promote offers you can use a thank you page and an autoresponder series. See:

The demographics, angles and ads are explained in the previous guide, so I'll focus on the other elements.

1. Landing Page

First thing to keep in mind: keep it simple.

You don't need fancy graphics or a lot of content to make a nice landing page. Your goal will be to capture leads and, most of the times, the simple ideas tend to perform better in terms of opt-in rate.

I recommend you to split-test at least 2 or 3 landing pages with different concepts to see which performs better. You can try a clean page with a read headline and a call-to-action, a page with a video, another with an image and a few bullets, etc...

See the examples below:

After you find out which approach performs better, start split-testing smaller elements such as headlines, bullets, images, etc...

Important: I highly recommend you to use single opt-in and capture only people's email (not their name).

2. Thank You Page

On the thank you page, which people should reach right after subscribing, you can tell them that the gift that they opted-in for will be sent to their email address in few minutes (you can set up an automated welcome message on your autoresponder and include the download link).

Also, use the thank you page to "suggest" them one or 2 offers to complete. You can say something like "Since you like bla bla bla, you might also be interested in bla bla bla and bla bla bla". The offers need to be lead gen ones that are free and easy/fast to complete. Keep in mind that they have already spent time subscribing on your page, so if you ask them to go through another (complex/long) sign up process they may get bothered.

But be careful here! Some offers don't allow this type of traffic! You should look for offers that allow path traffic. If you're not sure if an offer allows it, contact your affiliate manager before promoting it using this method.

Important: Sometimes, similar offers have a tremendously different performance, so always split-test offers to find out the high converting ones.

3. Autoresponder Series

The autoresponder series is very important, because it will generate most of your conversions.

Make your autoresponder series 15 - 20 emails long and never send more than one email per day. Also, intercalate promotional and informational emails.

You can try something like this:

1. Deliver the gift

2. Useful info

3. Useful info

4. Promote an offer

5. Useful info

6. Useful info

7. Promote an offer


Getting content for your autoresponder series is easy, you can just use articles, blog posts, etc... You can rewrite the content or simply use it exactly as it is and supply a link to the original content at the bottom.

Another idea, which can be more complicated to execute, but also more profitable, is to create a "story" or "mini-course" and make your offers part of it. For example, you could create a story explaining how you lost x pounds in x days. Then, you could explain what foods you ate, what workouts you used and also what supplement you bought (here is your offer). You will be giving useful info to your subscribers for free (the foods and workouts) and your offer would be just part of the process. This way, you won't sound too salesy.


The optimization process is a bit more complex for lead capturing campaigns in comparison with the direct linking ones. It's not because the concept is different_ it's not_ but because there are more metrics involved.

Here are the numbers you need to have working in your favor in order to make money:



* Opt-in Rate

* Unsubscribe Rate

* CR (thank you page & AR series)

Optimizing the CTR of your ads to reduce your CPC is already covered in the previous guide, so if you don't know how to do it you just click on the link in the beginning of this post.

The opt-in rate can be optimized by:

1. Split-testing landing pages

2. Split-testing demographics and angles

3. Split-testing gifts

The unsubscribe rate is directly related to the quality of your emails. This number will never be 0%, but if you notice that it's too high you may want to check the statistics on your autoresponder to find out which emails are generating most opt-outs. Then, eliminate/change those emails to fix the problem.

The lists you will build with this system probably won't be something profitable in the long run, but you don't want to burn your list with the first 4 or 5 emails, because you it would decrease the profitability of your email series.

The conversion rate (CR) is a bit more complicated here, because you will be promoting many offers and you will need to watch all of them. Find out what emails are performing well (check the statistics on your autoresponder to find out how many clicks to the offer each email is generating), then consider that number when analyzing the commissions generated by each offer.

It's important to consider the performance of the emails, because one offer can be generating more conversions than the other, but it can be also getting more clicks, so it's not necessarily better.

Well, this is it.

I tried not to make this guide too long, because there is a lot of information in the previous one that applies for lead capturing campaigns, too.

So if you have any questions feel free to post them here. I'll reply asap!

To Your Success,


#ads #capturing #facebook #guide #leads #stepbystep

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