Find the ultimate Marketing Qualified Lead Criteria for Public Relations

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so I understand the importance of when you set up your campaign you have to have the right objective you're made that very clear but if I recall from what vugor said earlier you can actually choose leads when you set up a campaign as one of Facebook's standard ways to oh standard objectives so why is it not enough to use Facebook's objective of leads why do we have to create a custom event called qualified lead and use that that's a very great question um so let's let's go to the journey of a user going through the quiz so when a prospective students lands on the on the quiz and takes the questions when they submit the information automatically what happens is they lead they become a lead now the the problem about that is it doesn't take into account if they are of more quality or if they just okay or if they're not good and what we have done is we've gone a step further and then we have you know segmented um from these leads people that actually match the criteria that we're looking for and then we call that qualified lead um and and with this with this um qualified lead that we've created we send the data back to Facebook you know we feed Facebook back this data so so that it kind of begins to learn and understand what kind of people that we are actually looking for so that when we use this event during campaigns it easily is able to spot people in our target audience or show our ads to people that are similar or meet the criteria of people in this segment and and the the reasoning behind that is the more data we send on this qualified um you know criteria the more Facebook gets and understands the people in this segment the the better our quality of our leads would be the the volume would also increase and we'll be able to reduce um our prosper and requisition of leads as well which brings me to the second question the second example I mean here we we we we tested um a pro a program a Swedish Masters program um we run a campaign test in Germany you know testing like the question you asked the lead versus qualified lead um do we have does it have any base to what we're saying and this is one of the one of the many tests that we've run on this particular subject now what we see here is very astonishing we see a difference a huge difference in the number of leads that qualified leads that using the lead was able to provide versus when we actually use lead qualified so the lead qualified was able to give us um times almost times three more leads than using the regular lead and it makes sense because when we optimize on the lead Facebook is doesn't know ex it's not still certain who you're looking for because the lead is a segment that includes people that are qualified people that are not qualified and just a whole lot of gibberish data compared to when we put all of this together which which um focuses on the criteria that we need to meet Facebook then understands okay these are the people that should show the ads to these are the people that I know that they need and those are the people that eventually convert great yeah that's really impressive so so we're basically teaching Facebook what kind of fish to go after rather than looking at all the fish in the pond in the particular area they're looking for the fish that are more like what we want for their prospective students and as we do this more and more and send the data to Facebook it's going to get better and better at finding the right kinds of uh prospective students