{"id":42245,"date":"2016-10-21T09:18:40","date_gmt":"2016-10-21T17:18:40","guid":{"rendered":"https:\/\/adespresso.com\/?p=42245"},"modified":"2017-10-24T12:06:28","modified_gmt":"2017-10-24T20:06:28","slug":"facebook-landing-pages-vs-facebook-lead-ads-which-is-better","status":"publish","type":"post","link":"https:\/\/adespresso.com\/blog\/facebook-landing-pages-vs-facebook-lead-ads-which-is-better\/","title":{"rendered":"Landing Pages vs Lead Ads: The $2,000 Facebook Experiment"},"content":{"rendered":"

Facebook Lead Ads<\/a> are so simple.\u00a0When the ad appears on your\u00a0feed, you fill in your\u00a0contact information without ever leaving Facebook.<\/em><\/p>\n

In contrast, with Landing Pages, you have to go to a separate<\/em> website where\u00a0load times, intimidating forms, and distractions potentially take you off course from providing your contact info.<\/p>\n

\"Landing<\/a><\/p>\n

Thus, I hastily made a conclusion when setting up our company’s re-targeting campaigns: Lead Ads were the best type of ad to run!<\/p>\n

I enthusiastically told my boss, our CEO. His face was expressionless. He disagreed.<\/p>\n

“No,” he said. “We don’t know that.\u00a0Here’s\u00a02,000 dollars. Run an experiment.”<\/p>\n

<\/p>\n

The Experiment Set Up<\/h1>\n

While we’ve been quiet about it at AdEspresso, our experiments happen\u00a0in a\u00a0special place called the AdEspresso\u00a0University.<\/a><\/p>\n

The\u00a0University is a\u00a0members-only space –\u00a0filled with video courses, webinars,\u00a0and a private Facebook community – but feel free to check it out\u00a0after<\/em> you\u00a0see what I\u00a0did with\u00a0my\u00a0boss’ money \ud83d\ude09<\/p>\n

For this experiment,\u00a0I created\u00a0two \u201cevergreen\u201d Facebook Ad campaigns targeting our website visitors.<\/p>\n

The mission of the campaigns was to get a website visitor (warm traffic audience) to download one of our eBooks (provide their email address so we could then offer them more eBooks, and eventually\u00a0a Free Trial of AdEspresso).<\/p>\n

If the user didn\u2019t re-visit our website or<\/em> download an eBook after being shown a series of eBook ads after18 days, they would be\u00a0excluded from seeing any more ads.<\/p>\n

Campaign Set Up:<\/em><\/strong><\/p>\n

The first campaign to run was the Landing Pages campaign. A\u00a0few days after it finished, I ran the Lead Ads campaign.<\/p>\n

The campaign was based on timeframes<\/em>\u00a0of website custom audiences. I also excluded anyone\u00a0that had downloaded an eBook before, had a Free Trial before, or were\/had been a Customer.<\/p>\n

We wanted to attract new<\/em> leads only.<\/p>\n

The only difference between the campaigns was that one went\u00a0to a landing page to fill out a\u00a0form to get the eBook, and the other allowed the user to fill out their information in a form without leaving Facebook via a Lead Ad.<\/strong><\/p>\n

Budget:<\/em><\/strong><\/p>\n

Daily budget of 60 dollars per day, with a total spending cap of 1000 dollars per campaign. So 2,000 dollars total.<\/p>\n

Landing Page Ad Example:<\/em><\/strong><\/p>\n

\"example<\/p>\n

Once they clicked \u201cDownload\u201d they were\u00a0taken to this page:<\/p>\n

\"example<\/p>\n

Lead Ad Example:<\/em><\/strong><\/p>\n

\"facebook<\/p>\n

Notice that it looks identical to the landing page ad. Except once they clicked Download, this form popped up so they didn’t have to leave\u00a0Facebook:<\/p>\n

\"facebook<\/p>\n

Ad Set Structure:<\/strong><\/em><\/p>\n

\"facebook<\/p>\n

Each ad set contains only one ad \u2013 for a specific eBook \u2013 and this ad was\u00a0served to a website visitor\u00a0based on the timeframe they visited the site. WCA stands for \u201cWebsite Custom Audience.\u201d As soon as someone visits the site, they would enter the campaign(except for the excluded audiences<\/em> previously mentioned), and begin seeing an ad for an eBook \u2013 \u201cDo\u2019s and Dont\u2019s of Facebook Ads.<\/a>\u201d<\/p>\n