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Just like other Pay-Per-Click Advertising channels (such as Google Adwords) can generate highly targeted leads to your website or landing pages, Facebook’s paid advertising can significantly increase your reach in this social network, generating more targeted leads in the process. Not just any lead, but valuable leads that may eventually convert into a loyal paying customer – if you do the process right.

The right process of lead generation on Facebook using paid methods.

1. Identify your target market (age bracket, gender, location, educational level, user device, profile interest). This process is very important, because targeting people not interested in your products and services will just waste your time and your precious advertising budget.
2. Decide if you wanted to directly promote your products and services or create a lead generation sales and marketing funnel.
3.  Split Test everything (ad messages, landing page, interests and images) and analyze the actual data. This is also an important part of the process because this is where you will see what’s working and what performs better.

Organically (meaning normal free posts), a regular post can only reach a maximum of 16% of your network. Using Facebook Ads however will boost this by as much as 70% — generating more social signals (likes, comments, shares, etc) to your posts, links, photos, video, questions, and other content. The following can guide you on how you can set this up.

Standard Guide for Setting Up a Facebook Ad

• You can either promote a Page or just a particular post when you make use of a Facebook Ad.
• When you promote a Facebook Page, social signals such as likes and shares will increase as your posts generate more reach.
• When you promote a particular post, you can do it directly by clicking on the Boost Post tab. Only page admins can see this tab which is found on every post.

• The maximum reach of your ad depends on the maximum daily budget you specified. You should also specify what particular Facebook users – your targeted audiences – should be shown these ads.

• The higher the budget would of course mean greater reach – and bigger possibilities for generating leads. You can pay by credit card or through Paypal.
• To maximize the effectiveness of Facebook ads in generating leads, make sure that your links and posts will eventually drive your targeted audiences to your landing pages. Just be creative in how you can incorporate this with the compelling content that you share

Facebook Paid Advertising Models

Different businesses have different ways of generating leads. Their targeted audiences vary in so many ways, so it is important that digital marketers make use of a particular Facebook Paid Advertising Model that will attract their targeted audiences. You can choose from any of the ones available below:

Paid Post Engagement – You can set this up by either using the ad manager or directly boost through the Boost Post tab integrated with your post which is only visible through your page’s timeline. The process is simple and straightforward as follows:

• Select a post you want to promote
• Click on Boost Post tab
• Set your daily budget
• Select your targeted audiences (either target friends of friend of your fans or target people based on Interest)
• Place your order
• Wait for leads or inquiries to come in!

Page Likes – Subscribers to your Facebook Page joined in by clicking on the “Like” tab. Page Likes not only provide an indication of the current reach of your page but it will also create greater awareness of your brand. This in turn may generate more leads from people who are already interested in your type of business, topic or theme.

Clicks to Website – Just like PPC advertising, Facebook Ads can also be used for generating clicks to your website or landing page.

Website Conversions – You can also promote not only your website as a whole but also the specific action you intend your audiences to take when they visit your pages.

App Installs – Facebook Ads is a great way of promoting a new App you have just created, enticing targeted audiences to install.

App Engagement – Installing your app should not only be the action you would like targeted audiences to take, but it should also generate engagement from users.

Event Responses – Facebook Events is a great way for promoting a particular event, either online or physical, and you can use Facebook Ads to generate even more Event Responses.

Offer Claims – Facebook Offers is also a great way of establishing your branding and increasing reach to targeted audiences. Facebook Ads can be used to generate more Offer Claims that will generate traffic that will eventually join your Offers.

Facebook is a very effective tool for marketing and generating leads that has successfully integrated the social aspect that is very important in this current online atmosphere. Unlike traditional media marketing that has no or one-way interaction, Facebook caters to the inherent human need to socialize – even through online methods – generating highly valuable leads for your business.