The release of iOS 14 has created quite a stir in the digital marketing world, especially for Facebook advertisers. Between domain verification requirements and changes to event management, even seasoned marketers are finding themselves disoriented by the platform’s latest iteration. The new user experience seems poorly implemented, riddled with bugs and inconsistencies, leaving advertisers feeling frustrated.

Despite the challenges posed by the update on Facebook’s end, the platform remains a crucial marketing channel for many businesses. If setting up web events for conversion tracking is proving to be a challenge due to the iOS 14 update, it’s worth exploring alternative ways to generate leads on Facebook without relying on website visits. This article will delve into two of Facebook’s most effective offerings that can help circumvent event configuration hurdles.

Generating Leads on Facebook in the Age of iOS 14

Beyond the commonly used web traffic and conversion campaign objectives on Facebook, which necessitate directing users to your website or landing page, there exist alternative strategies to capture leads directly within the platform. Surprisingly, these methods might even yield better results. Several businesses have found success without relying on website conversions as their primary Facebook strategy. As long as you have a streamlined system for processing leads and guiding them through your marketing and sales funnels, you can get innovative with your lead generation approach. The two PPC strategies discussed here utilize the messages and lead generation objectives within Facebook. To explore even more options, take a look at our recent blog post: 6 Facebook Ad Strategies Delivering Results in a Post-iOS 14 Landscape.

Strategy #1: Building a Lead-Generating Chatbot Using the Messages Objective

Over time, the messages objective has undergone several transformations, impacting not only its appearance but also its delivery mechanism and user interaction patterns. Advantages of the Messages Objective The latest iteration of Messenger ads offers greater flexibility in terms of the desired outcome. Instead of simply initiating conversations or directing users to a landing page, you can now capture leads in a format similar to the lead ads campaign objective.

Furthermore, Messenger ads are delivered and optimized based on replies. Facebook’s rationale is that by fostering direct interaction between businesses and users, you enhance the likelihood of moving them beyond the “consideration” phase and further down the marketing funnel. Implementation The messages objective offers two distinct ad formats:

• Click-to-Messenger ads: These ads, as the name suggests, initiate new conversations with users when they click on your ad displayed on Facebook, Instagram, or within Facebook Messenger.
• Sponsored messages: This format allows you to reignite conversations your business has previously had with users through the messages objective, essentially functioning as Messenger remarketing. For this strategy, opt for click-to-messenger ads. You can then choose the messaging platform(s) where the conversation can take place:

The overall structure of the ad itself aligns with your typical Facebook ad, including media type, primary text, headline, and other familiar elements. However, when you navigate to the “Message Template” section, you’ll discover the lead generation option:

Clicking the “Create” button will enable you to design your Messenger lead form flow:

This flow is essentially a more sophisticated version of a lead ad, equipped with capabilities comparable to chatbots used on marketing websites. It empowers you to gather all the necessary information from a prospect for subsequent qualification. Just as you can map and transmit form fields to platforms like Hubspot or Marketo, you can do the same with these Messenger form submissions.

Strategy #2: Utilizing Lead Ads with Custom Forms

Facebook lead ads have been around for a while, but advertisers have often hesitated to fully embrace them. The perception was that landing pages would outperform in-app lead forms synced to platforms like Hubspot or Marketo. This hesitation was further fueled by the demise of remarketing cookies, hindering the ability to retarget ads to users who would have otherwise clicked through. Advantages of Lead Ads While some concerns about lead ads hold weight, they have proven to be a highly effective strategy for many businesses. Some of my clients rely entirely on Facebook lead ads for their operations. With lead ads, users don’t need to exit the platform to provide their information. This might seem insignificant, but the number of users who abandon your website before it even loads from an ad is likely higher than you’d expect. Consequently, lead ads offer a potent way to capitalize on ad traffic and maximize lead capture opportunities. Furthermore, Facebook lead ads serve as a valuable tool for gathering first-party data in a cookieless world.

Implementation Setting up a lead ads campaign is straightforward. Create tailored lead forms that will be presented to users upon clicking your ad. You can store multiple lead forms for different promotions and lead types, connecting them as needed.

You have the flexibility to design concise forms capturing just name and email or more detailed forms requesting additional criteria for lead qualification.

Compelling Reasons to Leverage Facebook Lead and Messenger Ads

Beyond capturing leads without grappling with conversion events, these objectives offer additional advantages worth noting. (However, it’s worth emphasizing that running effective conversion campaigns in the iOS 14 landscape is still achievable with the right strategies.)

1. The Diminishing Power of the Pixel

As iOS users gain greater control over tracking and third-party cookies fade away, the Facebook pixel’s ability to accurately capture data about your website visitors is waning. Consequently, focusing on audiences based on their on-platform engagement rather than website activity is becoming increasingly crucial.

2. Reaching Fatigued Audiences

When you execute conversions or traffic campaigns, Facebook’s algorithm prioritizes ad delivery to users deemed most likely to fulfill your campaign objective. Alternative campaign types like lead ads or Messenger ads utilize different algorithmic approaches, allowing you to tap into older audiences that might have been previously exhausted by other campaign types. This presents a valuable opportunity to potentially capture leads from these audiences that might have been previously unreachable.

3. Streamlining Conversion for Your Target Audience

Lead ads and Messenger ads enhance the user experience by simplifying the conversion process. Users don’t need to navigate away from the platform, wait for your website to load, or grapple with landing page forms.

These seemingly minor delays can often be the difference between a successful lead submission and a lost opportunity. Moreover, you can A/B test multiple variations of your lead forms or Messenger ads, similar to landing pages or web forms, to identify the most effective elements.

4. Brand Differentiation Through Creativity

Messenger ads, in particular, offer a unique avenue for creativity. Their format and interactive nature stand out from traditional landing pages, allowing you to engage users in a refreshingly different manner. This can be a powerful differentiator for your marketing efforts. A well-crafted Messenger ad might resonate with users who would have otherwise overlooked your direct response conversion ad. In today’s digital environment, combating ad fatigue is crucial, and any opportunity to stand out should be seized.

Effective Facebook Lead Generation Remains Achievable in the iOS 14 Era

As the implications of iOS 14 on Facebook advertising continue to unfold, adaptability and creative problem-solving are paramount. This article explored just two strategies, but rest assured, there are many more innovative approaches to navigate the evolving landscape. Stay tuned as we uncover and share more solutions to thrive in this privacy-centric digital world!