This is fundamental to controlling lead quality…
It’s advertisers’ biggest challenge when running ads for lead generation. The algorithm is focused on getting us as many leads as possible within our budget.
This often happens at the expense of quality. The algorithm does not care about the quality of your leads, but you do. While it’s easy to blame Meta, you have some control here.
The Triggers
The algorithm is driven to get you more of the action that you want. To help the algorithm, there are two triggers that we can impact that control lead quality:
1. Redefine the action the algorithm optimizes for to be in line with what we want.
2. Impact who performs that action so that the algorithm learns from it.
Let’s dig into this a bit more…
Change the Action
I shared one example of changing the action in my last video. Instead of optimizing for the “Lead” or “Complete Registration” standard event, you can optimize for an event that better aligns with what would be a quality lead (assuming you can get the volume necessary within a seven day period).
In my example, I tag people who click links in my emails. While that may not reflect that highest quality lead (that would be a purchase), the balance with volume was important.
You could simply optimize for people who open your emails, assuming you’re able to tag users in your CRM who do so. Then create a conversion event and send it to Meta via the API. This would help eliminate the lowest quality leads, which are those who are unreachable.
Change Who Performs the Action
Changing who performs the action is rarely about targeting. Impact the people you attract with your ad copy, creative, and offer. Create form questions that apply to your ideal lead. You might even use conditional logic to kick out people who don’t qualify.
Your goal is to repel low-quality leads and attract high-quality leads. Each result is a lesson that helps the algorithm learn. You want those results to be as closely aligned to what you want as possible.
