Get more newsletter subscribers with dynamic product ads lead generation
February 5, 2021
The challenge is far from a new one:
Get more subscribers. And following that, keep them interested in your newsletters.
The methods you use and the ways to achieve that vary greatly in both efficiency and effect. But the goals are always the same:
Attract new subscribers
Engage current subscribers and customers
Inspire them with new products, offers, etc.
And last but not least—convert, convert, convert
To do this, one of the most important aspects is also one of the very first ducks to get in a row:
Get qualified newsletter subscriptions.
In other words, make sure you attract subscribers that are actually likely to be interested in your newsletter and offers, so you don’t waste both your and other people’s time.
This means your targeting needs to be as optimized as possible. Additionally, this helps ensure that the price is as good as it can be, since dynamic product ads and catalog ads are an efficient way to get the word out to many relevant people with minimum effort and spend.
Dynamic product ads are often one of the most scalable methods to get qualified sign-ups at a fair price—and at the same time generate revenue.
Newsletter subscriptions can be one of the most profitable investments you’ve made in years
Gathering newsletter subscriptions, when done efficiently, can easily grow into one of the most profitable investments you can make on social media.
You can often collect newsletter subscriptions for almost the same price as you can get a click to your website.
However, the difference in subsequent engagement is huge!
If a user visits your website, you can on average expect them to stay around for a maximum of two minutes.
A user who signs up for a newsletter subscription, on the other hand, is liable to visit your website much more often, markedly increasing the ratio of engagement vs. ad spend.
Therefore, if you aren’t already focusing on gathering newsletter subscriptions via Facebook and Instagram, you’re already falling behind.
Start with Facebook's lead ad form
You can collect newsletter subscriptions via Facebook and Instagram in two different ways:
Submit the traffic to your website, which contains a form
Submit traffic to Facebook's very own Lead ad form
The difference between the two methods is clear in both conversion rate and the lead price.
People who sign up for a lead ad form are four times as likely to complete the registration as on your website.
Moreover, if you’re seeing the same click-through rate on the campaigns, due to the higher conversion rate you will experience a much cheaper lead price.
To get started collecting signups through Facebook's own Lead Ad Forms, you must first create one.
If you want to get started right away, scroll down to the bottom for a quick guide on how to get a running start.
Dynamic ads boost your clicks
There are many different ad formats for Facebook and Instagram, and it may not always be easy to discern which is best for your campaign.
To keep your spend as low as possible per subscription, your ad needs low click prices.
Click rate and click price generally go hand in hand. As a result it might be worth investing in ad types that provide the highest click-through rate at the lowest price..
If you ask us, perhaps not surprisingly, the answer is: Dynamic Ads.
And on the back of many A/B Tests that reveal Dynamic Ads increasing click-through rate by, on average, 101%, and at the same time lowering the click-through rate by 64%, we feel quite confident saying that.
How to get started with lead ad forms
Setting up these campaigns may seem like a complicated and cumbersome process, but this is only a one-time process.
And if you have a webshop, you’ve probably already done most of the legwork without knowing it.
In short, they work with:
Your product catalog
Your Lead Ad Form and integration to your e-mail setup
Your campaign and messages
You must have a product catalog that automatically collects information about your products on the webshop, such as price, image, link, etc. This is often done via a feed URL, where the webshop updates Facebook daily with the information.
This feed URL must be posted under the Business Manager section "Data sources> Directories"
Next, you must have created a Lead Ad form and integrated it into your setup. This lead ad form can then be used when setting up a campaign.
Then, go to your Ad Manager and start setting up a Lead Generation Campaign.
At the ad level, you will be presented with the Lead Form creation.
Select the information you need for your e-mail setup—and no more! Too much information risks frustrating the people who choose to fill out your form.
The campaign is then finalized just like any other The only difference here is that you have to select the product catalog at the ad set level and then choose the dynamic variant at the ad level.