How to Automate Data Collection - Part 3: Paid Ads
Running paid ads is crucial for generating enough leads to fill your pipeline. But what’s arguably just as important is immediately moving these leads to your CRM so you can monitor their activity on your website and quickly reach out to them if they show high levels of interest in your product or service.
Additionally, if you already store your leads in your CRM and want to retarget them on Facebook, it’s also critical to immediately move these leads into Facebook Custom Audiences so you can serve them relevant ads as soon as possible.
However, whether you’re moving leads from Facebook to your CRM or the other way around, doing it manually can be a time- and energy- suck. Moreover, the more resources you spend on these tasks, the more your advertising budget suffers.
In the third part of our series about automating data collection for marketing and sales teams, we highlight the Make scenarios that you can use to automate both processes.
How to automate lead data collection from paid ads
You can automate lead data collection from paid ads in two different ways with Make:
- Add leads generated by Facebook Lead Ads into your CRM
- Move website form leads to a Facebook Custom Audience so you can retarget them
Facebook Lead Ads
Facebook Lead Ads forms are similar to web forms, albeit for one big difference: When people fill out their information on your Facebook Lead Ads form, you need to manually add them to your CRM as soon as possible.
If you don’t, you could miss out on the window of opportunity to nurture them with content or persuade them to convert into a customer.
Below, we built a scenario that demonstrates this process with Pipedrive as the CRM and Mailchimp as the email marketing platform of choice.
When the Facebook Lead Ads module executes, it retrieves all of the lead data that has been submitted to a selected form.
Then, the router executes the two subsequent paths in the following order:
- Make creates a contact in Pipedrive using the “Create a Person” module, which then gets added to a deal stage called “Lead” using the “Create a Deal” module
- Make adds the lead’s email address to a list in Mailchimp
Moving website form leads to a Facebook Custom Audience
It goes without saying that retargeting is one of the best ways to advertise. But how do you collect and organize the leads that you want to retarget to without having to do any manual work?
In the scenario below, there’s a webhook that automatically takes email addresses submitted to a website form (as seen in the “Custom Form” section in the first part of this series) and adds them to a Facebook Custom Audience.
If you want to leverage this automation, you first need to create a Facebook Custom Audience. To do so, you need to have a Facebook Business Manager account, as well as a Facebook Ads account.
Once you create a custom audience, you can go into Make and select it in the Facebook Custom Audiences > Add Emails to a Custom Audience module.
All you need to map to this module is the email data element that the Webhook module will retrieve.
Once the webhook adds at least 100 email addresses to your Facebook Custom Audience, you will be able to use these contacts as a target audience in one of your Facebook ad campaigns, where you can retarget a campaign to the people who have already filled out your lead form.
Similar to the ActiveCampaign scenario seen in the second part of this series (which is all about automating email marketing segmentation) you can pick the custom audience that Make adds email addresses to based on the data that your leads enter into the web form.
This will allow you to create highly targeted audiences that will likely have sky-high conversion rates after you retarget them.
There are plenty of other apps that you can retrieve data from and forward to Facebook Custom Audiences. Check out these templates in Make to learn more.
Striking while the iron is hot and swiftly retargeting your top leads
Even if you manually move your Facebook lead ads to your CRM and your website form leads to Facebook Custom Audiences on a daily basis, you could still miss out on the window of opportunity to move them to the next stage of the buyer’s journey.
Nowadays, speed to lead is more important than ever before: People expect you to follow up with them almost instantly.
Fortunately, with the Make scenarios above, you can automatically move your Facebook leads to your CRM and your website form leads to Facebook Custom Audiences the second they hit the submit button and follow up or retarget them immediately after.