Landing page Vs Lead Ads. What’s good for your business?

Landing page Vs Lead Ads. What’s good for your business?

Facebook added ‘native platform forms’ to the ads only in 2015, it’s just over 7 years. Yet it looks like a cliche. Every tom dick and harry who started advertising on social media platforms and search engines knows about lead ads. It doesn’t stop there. Even the users of social media know about it, very well. 

So, as all the internet surfers are aware of, is it something that a marketer can still rely on or brag about it? How about relying on PPC ads which came to the scene more a two decades ago?

 

Lead Ads

Lead generation ads are so popular on many ad platforms. It enables the customers to create a campaign, set the audience & budget. It allows users to create a mini landing page (Title, description and bullets or paragraph) with a form where you can choose your questions.

 

Where can one do Lead gen ads?

  1. Facebook

  2. Instagram

  3. LinkedIn

  4. Google Ads

  5. Twitter

In the first four ad platforms you will allowed to choose your own question in the form. How ever in Twitter alone, you will be not be allowed to choose. You can collect only the handle and email Id, which are pre-filled.

 

Landing page

There are many types of landing pages, a marketer can benefit from. They are all catered for various purposes. Whether you have a website or not, landing pages have become essential. In order to specifically explain about a particular service or a product, landing page comes in very handy. Let’s look at 2 popularly used landing page types.

 

  1. Squeeze page

    1. It helps you to acquire email addresses or to set appointments.

  2. Lead Acquisition page

    1. These pages are nothing but the usual lead generation landing pages, predominantly used to collect viewers information.

    2. Lead magnet pages used for sign ups, registrations or book an appointment.

Usually creating a landing page might need some sort of expertise. But with our Caleb LAP you will be able to create a new Landing page in 5 minutes. 

Let’s find out what all the advantages and disadvantages of leads ads vs Landing page.

 

Advantages of Lead Ads

  1. Easy to create – You don’t need a tech guy or an expert. Anyone who is even new to the lead gen form page would be comfortable to create one.

  2. Auto- populated data helps the process of filling a form quickly.

  3. Platforms offer the ability to perform A/B testing

  4. More volume of Leads, as it is easy for a user to finish filling the form.

  5. No need to move out of Facebook to fill a form

  6. Lest clicks and touch points

 

Disadvantages of Lead Ads

  1. No Editing – Most of the platforms do not allow the marketers to edit the form. But you can duplicate them.

  2. Users fill in the form before they are either uninformed or not properly informed

  3. Not enough space to explain in details about your product or service

  4. Lead quality is lower in most cases.

  5. Privacy concerns and data collection. As most of fields are filed automatically, chances of user being unaware is high.

  6. Platform limitations limit your content creativity. You can only follow the options provided by the platform.

 

Advantages of Landing pages

  1. Landing pages increase awareness and engagement with in your space.

  2. Intent based registrations and signups are apparent as there are more clicks required and more information to consume.

  3. Leads are more qualified than the lead gen forms as there is intent.

  4. Sales conversion is high. Viewers are given a wholesome idea about what they should know and why to fill the form.

  5. There is no limitation is creating content and displaying it. There is no particular format to follow. Sky is the limit.

  6. Landing pages can collect some precious type of information (Detailed appointment) which the platforms cannot collect.

 

Disadvantages of Landing pages

  1. Your ad viewers have to move out of the ad platform and visit your landing page.

  2. Low volume of leads. However the leads quality will be high.

  3. You need some expertise to create a landing page, compared to lead gen forms.

  4. More touch points before the viewer reveals his information in the form.

 

If you are looking for only quality leads due to your razor focus or sales resource constraint, you can prefer the landing pages. If you don’t have lead volume that your sales team expects, go for lead ads. And the leads quality from the lead gen forms vary from industry to industry.

Have a look at our other blogs in AJ blogs.

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