Who remembers when privacy policies came to Australia? I do. Countless hours were spent reviewing customer processes and data to ensure compliance. Spammers and outbound call reps got cranky, and everyone was scared of breaching the new privacy law amendments.

Fast forward to 2017, and now Lead Generation campaigns on Facebook are the done thing. These campaigns are a great way to advertise – your prospects click on the ad, fill in their details, and voila, their name and email are provided to your business, ripe for the picking.

However, what you really need to know as a business owner or marketer, is that in order for you to use the Facebook Lead Generation ads successfully, you need to ensure your Privacy Policy is compliant and visible, on your businesses website.

Australian Privacy Principles should include coverage on components such as the collection, disclosure, storage, security and access of private information and how it is handled in relation to third parties. (Further information can be obtained from the website of the Office of the Federal Privacy Commissioner at www.privacy.gov.au).

However, we also recommend that you have your privacy policy prepared and/or reviewed by a reputable lawyer with experience and knowledge of privacy law, in order to ensure compliance.

Once your privacy policy has been placed on your website, you are ready to set up your Lead Generation campaign. Click on “Lead Generation” and then “Continue”.

If you have a CRM system you use at your workplace, you can connect to it, but if not then click on “+New Form”.

From here, there are 4 Screens:

  • Welcome Screen
  • Questions
  • Privacy Policy; and
  • Thank You Screen

On the Welcome Screen, you will want to create your form and give it a name that is relevant. We recommend that you select “Use the image from your advert” so that it reflects the advert and is clear to the client they have clicked on the relevant link. You can then use the other sections, such as “Bullets”, “Headline” and “Button” to customise your text.

 

 

 

The “Questions” page is an important page for capturing the customer’s name and email. You may also wish to ask some alternative questions (multiple choice or free form) that can help you understand the customer’s needs. Generally speaking, though, I would advise against this, as the more information a customer needs to fill out, the more chance they will stop filling out the information – and at the end of the day, the purpose of the Lead Generation ad is to gain just that, leads. Further information can always be sought from the customer down the track.

The “Privacy policy” screen is where you will link to the privacy policy on your business website. We suggest you fill in the details as follows:

  • Link text = Privacy Policy
  • Link URL = (link this to the privacy policy url on your website eg. We also suggest you tick the Custom Disclaimer box and if needed, the Consent Checkbox. The Title of the Custom Disclaimer Box should be “Terms and Conditions” and the text should be socialmediaaok.com.au/privacypolicy

The Consent Checkbox:

 

The Custom Disclaimer box is where any legal notice or content disclaimer can be viewed and agreed to by the customer through clicking on the checkbox in this section (if you decide to include it). When you add a disclaimer to your advert, people are required to agree with it, in order to complete the form and have the lead form submitted.

Whether this is required will depend largely on the type of business you operate. For any disclaimer or information in this section, we highly recommend that you consult with a legal practitioner, to ensure the terms and conditions are compliant and suit the needs of your particular business.

It is important to note that if you do have a Custom Disclaimer on your advert, your lead will not be able to complete their Lead Generation form until they agree to your terms and conditions. It is also really important to note that you CANNOT add a custom disclaimer to any ad that is presently running, so ideally this needs to be set up from the outset.

There is some helpful information on Custom Disclaimers on the Facebook website at: https://www.facebook.com/business/help/1550411888622740

 

 

Our final screen is our “Thank you” screen. This simply thanks the customer for filling out the information, and provides a direct link so they can immediately visit your website.

In summary:

  • Lead Generation Ads are an effective way to get customer information from prospects interested in your products and services, including their name and email address.
  • It is wise to seek legal counsel in the preparation of your privacy policy and any Custom Disclaimers you wish to use in your Lead Generation Ads.
  • Be aware of your website developer’s lead times when placing the Privacy Policy on your website, as Facebook Lead Generation Ads are reliant on this being present to go live.

Finally, marketing to prospects without a privacy policy in place is illegal and could place you in hot water. Seeking advice and getting it right the first time will help to avoid problems, and could potentially help you win customers that you can ultimately market to in a long lifecycle.

If you need advice on setting up Lead Generation Ads for your business, we are happy to help you get it right, the first time.

 

 

 

 

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