Custom Landing Pages are still king

Although, marketers seem to be ecstatic about the novel  Facebook “Lead Ads”- a fresh system for brands to generate leads directly, much concern plagues the platform.

Mobile Facebook users would now be able to submit their emails and phone numbers by filling out an automatically generated form.  One may assume that this development opens new strategies for businesses; however, it may be detrimental to marketing eventually.

Outlined below  are the reasons why you should reconsider using Facebook ads
1. Customers like Comfort

In recent years, Facebook’s privacy policy has gathered much negative attention, even though it is a household name. So much so, a 2013 poll found that Americans ranked Facebook lower than NASA in trust for personal data protection. Also, in a 2019 survey, by CNBC,  Facebook was the most feared tech company in regards to private data collection, with Google, and  Apple ranking two and seven times above it, respectively. 

A recent study from Harvard undergraduates claims people share less with the company than ever before. Facebook paranoia is on the increase as people believe the company can eavesdrop into your personal life. The algorithm seems to be feared as it can accurately deliver targeted advertisements. 

One could ask the question– is it safe to trust such a dicey company?

2. Building trust takes time

Getting users to offer up their personal information voluntarily is a tricky subject. Facebook has mastered the art of keeping customers glued to their platform-from slow page load times, to confusion due to a poorly-designed ad.

 These have dire implications for brands as consistency in style, voice, design, and customer service, which help build trust are entirely evaded. Customers do not make informed decisions and begin to unsubscribe to what they were subscribed to. 

Post-click landing page produces high-quality leads and serves to retain customer trust and dedication.

3. Do you want to compromise on quality?

If your goal is to collect as many leads as possible, that would be easy. If your goal, however, is to improve the quality of your business by customizing fields to be filled in those leads, thus eliminating potentially wasted clients, Facebook leads has no place for you. It is better to stick with a platform that is tested and trusted, and maybe, shortly, when improvements have been made to the novel system, create a switch.

4. You can test post-click landing pages

Optimization is superior with a custom post-click landing page. Some elements you’ll want to try, but likely can’t: from CTA’s to alternate pages show that Facebook lead ads are not as effective as post-click landing pages boost

5. Do not limit your Ad creative content

As this is a new platform, we are unaware of the limits and restrictions set. Facebook has 20% text rule, and this cannot contain much information. It would not be easy to include customer testimonials, informative webinars, ebooks or whitepapers. The problems are endless. These can all be avoided with a custom post-click landing page.

6. Some information is too valuable

Facebook lead ads, only capture basic user information. Businesses, however, need comprehensive data to qualify leads. For situations that need specific information, fundamental leads will not suffice. A traditional post-click landing page answers this question much more effectively and offers you customization properties.

7. Website custom audiences are still vital

Website custom audiences are barely the most qualified segments you can target on Facebook. These are people, and they should be followed up. Although lead ads serve decisive and undecisive audiences that have visited your website, Facebook Lead Ads would only attract Facebook fans. The ultimate goal should be to bring people to your website – it is only here that trust, authority, and buyers are made.

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