Lead generation lead conversion for product quality

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what's up everybody alvaro here from alvaro barrios digital in this week's video i am debunking the mystery of what the difference is between lead generation ads and conversion ads because i do see a lot of people get confused with this and rightfully so because it's hard to differentiate between the two especially when your goal is to do lead generation and so that naturally leads you to choose the lead generation objective but i'm going to break down why you really don't want to do that in 99 of all cases and instead you want to use conversion ads so where you pick this is at the campaign level so when you click create campaign there you see all the different objectives one of the options you get lead generation and then one of the options you get conversion so in your mind if your goal is to generate leads which is probably you know anywhere between 70 to 90 percent of the ads i run for all my clients a lot of other people's propensity is like okay well i want to generate leads therefore i should choose the lead generation objective and again that makes total sense but the lead generation objective is completely different from the conversions objective so what happens when you choose lead generation objective what that does is that it creates a campaign where when people click on the ad instead of taking them to your landing page or website or anything like that it actually pops up a form right there on facebook and that's where they fill out their information you can have additional text in there saying okay cool this is why you want to opt in these are the benefits boom boom boom but then right there within facebook without actually leaving the platform they fill out their information not only that but also facebook auto populates whatever information they already have available right so if they already have a person's email they auto populate it their name all that kind of good stuff so it's a super super seamless and easy way for someone to fill out a form they never have to leave the platform so it doesn't interrupt their browsing experience they click submit they close the form it goes away and they just keep scrolling so from a user standpoint it actually is a very good and convenient experience and also from a lead generation standpoint it is a good experience in the sense that you you will get a lot of leads and i'm talking about a ton of lead for very very cheap i'm pretty sure it's a strategy that generated the most leads at the cheapest cost for for my clients when i was using lead generation ads when they first came out because when i first came out i thought this was brilliant but you'll find out under a second why i don't think so anymore i actually never ever run lead generation ads now at this point so why do i not run lead generation ads even though like i tested it when it first came out and it generated tons and tons of leads at a very very cheap cost well the reason for that is because we discovered with clients that the quality of the leads was very very low and i'm talking extremely low right so yes you would get a gazillion leads for you know pennies on the dollar sometimes and that was awesome it was very exciting but no one could get a hold of these leads and the email open rates were low all that stuff they would never pick up the phone assuming they gave their phone number and stuff like that and so just the quality of the leads was very very poor and part of the reason for that is because of how seamless the process is so while it's a good thing that it's seamless seamlessness can be good it also can be bad and that's because when it's too seamless they're not putting too much thought into why they're actually filling up the form and why they want to get in touch with you in the first place and like i said facebook actually auto populates the information and so they're thinking even less right so they just see oh cool ad form pops up their info is already submitted boom they click the finalize button or call to action button and then it's done right super super seamless so they never put too much thought into what they were actually doing and so therefore the quality of those leads was always very low and in speaking with other ad managers i can tell you they all experience the exact same thing that when you run these lead generation ads yes you're gonna get a ton of leads yes they're gonna be super cheap but the quality of them is very low and obviously we want quality over quantity and that's why lead generation ads are not usually the best choice conversion ads on the other hand that is when you send them over to a website you know be your landing page or maybe even just the home page of your website and there they perform some sort of action like filling out a form and stuff like that and yes you're gonna get fewer leads that way and will be more expensive but they're going to be much much more qualified why because they took more steps to actually fill out that form they had to leave the platform which remember people go on facebook and instagram to get away from things right to see what their friends are up to see what they're posting they're not going on there to actually be advertised too so you're taking them away from that they go to your website and they fill out a form line by line right it's not auto populated for them and they go through the whole process so clearly they're a much more qualified person and much more likely to open your emails and ultimately buy from you and that's obviously the goal right there the one scenario you could potentially use lead generation ads and i personally don't haven't experienced this myself but i have heard one person find experience with this is that if you use text message marketing or sms marketing as part of your stack lead generation objective could be beneficial because you can collect people's phone numbers there and again if it's auto populated it'll already be in there and i have heard of an instance where someone did some text campaigns and they got good results but that was just a one-off i've literally never heard anyone else have any type of experience with lead generation ads and so therefore i just really don't recommend them for 99.9 of people out there so hopefully that made sense and i was able to demystify the difference between lead generation and conversion as so even when you do want to generate leads as your goal for facebook don't choose lead generation choose conversion you're going to get better qualified leads that way so hopefully that made sense and if you liked what you saw here in this video and you'd like to know if there's a way that we can work together head on over to alvaro barros.com for slash fbhelp you're going to fill out a brief form there that way i get to know you and your business a little bit more and then we'll hop on a call and we'll figure out what the best solution is for your business based upon your specific objectives so i will put that in the link below so you can go ahead and check it out so if you found this video helpful please support the channel by hitting that like button and leave your comments below let me know what else you would like for me to cover and i'll try to cover it as best as possible and if you haven't done so already please hit that subscribe button and turn on your notifications that way you don't miss any new videos when we put them out that's all i've got for you today take care and see you soon