The Ultimate Guide to Paid Facebook Quizzes Marketing

According to Statista, 'Facebook was the first social network to surpass 1 billion registered accounts and currently sits at 1.97 billion monthly active users.'

Facebook advertising

Marketers are flocking to Facebook increasingly for advertising and the number of Facebook advertisers has crossed 5 million. If you're not using Facebook to advertise your quiz and increase your conversions, you're missing out big time.

As Shelleen Shum, a senior forecasting analyst at eMarketer, said,

"This year (2017), Facebook and Google will once again emerge as the global leaders in digital advertising, scooping up almost half of worldwide digital ad money."

Brands using Facebook quiz marketing have seen a lot of success recently.

Yuri Elkaim, NY Times bestselling author of The All-Day Energy Diet, created a quiz to capture leads and increase their sales. He promoted it through Facebook ads and his quiz profitably generated 10,125 leads in only 2 months.

And they're not alone.

Integrative Healthcare decided to use Facebook ads to promote their thyroid quiz and increase local patients to their clinic. With just $1000 a month ad spend, they saw the following results.

  • 1,600 emails per month
  • 40-60 new consult requests per month
  • 57% close rate of consult into patients worth $1,200/year
  • Resulting in $30,000 in new revenue per month

One quiz, a compelling offer, and the potent power of Facebook ads had a huge impact on their lead generation.

So, let's discuss 4 essential steps of Facebook quizzes for advertising you should work on to promote your quiz successfully.


1. Using the trusty Facebook Pixel

You cant just create an ad for a Facebook quiz once, and expect it to be perfect on your first try. You need to constantly track your conversions and revise areas of your ad campaign that are not performing well.

Your quiz platform should use the Facebook pixel. This little piece of code will allow you to track your ad's performance and tweak areas that can be improved.

It's a simple 5-step process.

Step 1. Go to your Facebook ad account. Or just click on this link

Facebook Pixel


Step 2. In the top left-hand corner, you'll see 'Ads Manager' option. Click on that.

Facebook Pixel


Step 3. Click on "Pixels" from the drop down list.

Facebook Pixel

Step 4. If you haven't created a pixel already, follow the steps to create a pixel. If you have created one, click "View Pixel Code"

Facebook Pixel


Step 5. Now just copy and paste the code shown into your quiz software to add your Facebook Tracking Pixel.

Here's how you can add the pixel code to your LeadQuizzes account.

See. Super simple. Now you can start tracking your ad performance and optimize it.


2. Facebook Quizzes Ad Placement

Now it's time to decide where you want to place your ad.

Facebook ads have 8 different placements, and you need to optimize your ad for whichever one you choose. If you have an extensive budget, you can choose multiple placements for your ad, as well.

But remember, each ad placement has a different set of image and text specifications you need to meet. You don't want an ad that looks perfect on desktop, but looks wonky on mobile.

So test different ad placements and see which one works perfect for your quiz audience.

Facebook Ad Placement

Credits: Kissmetrics

Now, let's delve into those 8 ad placements.

  • Desktop Newsfeed

Desktop Newsfeed ad appears alongside posts from your friends and family on the newsfeed.

Facebook desktop newsfeed ad
  • Desktop right column

This type allows you to place your ads on the right hand side of the newsfeed.

Facebook right column ad
  • Mobile

56.5% Facebook users log in ONLY from a mobile device.

If you're targeting mobile users, go for this ad placement. It appears on the mobile newsfeed for Facebook app users and people who use Facebook through the mobile browser.

Facebook mobile ad
  • Instagram

You can create ads that will appear on people's Instagram feed or in their stories through this ad placement. You can choose between Instagram Newsfeed and Instagram Stories in the Placements section.

Facebook Instagram placement
  • Audience Network

According to Facebook, ' Audience Network is Facebook's ad network. Audience Network lets you extend your campaigns beyond Facebook to reach your audiences on mobile apps, mobile websites, Instant Articles, and videos.'

  • Instant Articles

If you choose this ad placement, your ads appear in Instant Articles within the Facebook mobile app and Messenger.

Here's a link to get started with advertising via Instant Articles.

  • In-stream Videos

In this ad placement, your ads appear as short videos in both Live video and Video on Demand on Facebook.

  • Messenger

Facebook Messenger ads are only shown to people on mobile, in the Messenger app, in their home screen. Through this ad placement, your ad can either appear as a message text,

Facebook messenger ad


or a structured message.


Facebook messenger ad

You can learn more about it here.


The easier option

If all this sounds too confusing to you and you'd like an easier option, go for Automatic Placement. Facebook will automatically choose the optimum placement for your ad based on the details you filled in and 'at the cheapest overall average cost'.

Once you get the hang of it, you can test other placements manually later on and choose one you find best.


3. Target Audience for Facebook Quizzes

Before you go any further, you need to define your target audience. It's a crucial part of the ad creation process.

Since Facebook houses over 1.97 billion monthly active Facebook users, you need to narrow down your target audience to convert better and lower costs. You want your quiz ad to appear to people who're interested in your product and are potential customers.

As Sandra Iheuwa, Owner, Fashion Bee Hair Store, says,

Products advertised on my Page often sell out shortly after. Facebook is the best channel to expand into new networks, creating worldwide awareness. Targeting audience by location and age has truly increased my ROI on advertising.

You can customize your Facebook ads based on the following factors:

  • Location
  • Demographics
  • Interests
  • Behaviors
  • Connections
Facebook targetting


Advanced Targeting

If you want to make a customized list of very specific people to target, you need to use advanced Facebook targeting option, via custom audiences.

Facebook custom audiences

It has two options.

  • Lookalike Audience:

According to Facebook, 'Lookalike Audience is a way to reach new people who are likely to be interested in your business because they're similar to people who already are.'

Facebook lookalike audience


  • Custom Audience:

You can use the custom audience tool to reach people who're already acquainted with your brand and more likely to participate in your quiz, or remove them from your list so you can reach new people.

You can create custom audiences through your:

  • Customer list
  • Website
  • Mobile app
Facebook custom audience

Credits: Hootsuite

Learn more about it here.


4. Different Ad formats for Facebook Quizzes

Facebook ad formats

There are several different ad formats you can choose from.

  • Single image:

If you're a beginner, start off with one image and then experiment to see what converts better. Recommended image size is 1200 x 628 pixels.

Facebook single image
  • Video:

Facebook reports that there has been over 50% growth in video viewing on Facebook.

Goth Rider generated 75,813 leads when they started using video ads. We've found video ads to be hit or miss but they are definitely worth testing!

Facebook ad

Apart from being a great conversion booster and an eye-catcher, using videos in your Facebook ads is also a great way to track your reach and leads.

As Anthony Smith, Senior Director of Marketing, Exchange LA, says, 'With Facebook Ads, we can quantify exactly how many people we’re reaching with our videos ads—something we could never do with traditional channels.'

Here's a great article to get you started.

  • Carousel: 

It allows you to use 2 or more scroll-able images or videos in your ad. If you have video results, you can put 2 or more of them up in your ad to create intrigue.

Facebook carousel ad

Or you can put up images from your quiz's questions and answers leverage visual marketing.

Facebook carousel ad

Credit: Social Media Examiner

  • Slideshow: 

This is a looping video ad in which you can add up to 10 images.

Facebook carousel ad

Credits: Forbes

Interested in creating a slideshow ad? This guide will help you get started right away.


5. Successful Facebook Quizzes

Some of our clients who used quizzes to get more leads have had amazing success. Here’s a few that might inspire you to get your quizzes on Facebook as well.

Devi Cooper of Nilson Homes in Utah heard that quizzes are a great way to get real estate leads. She created a quiz titled “What Nilson Home Community Should You Live In?” - simple and to the point.

nilson homes quiz


She put her quiz ad on Facebook at $0.40 per click and set up a nurture sequence. The results: $10,000 in commission with just $50 spent on Facebook ads!

Jon Benson was in the fitness business for over 25 years, with special focus on aiding weight loss and resolving thyroid problems. He decided to go for a thyroid quiz which he advertised on Facebook.

jon benson thyroid quiz facebook ad

The ad cost came in at $0.39 per lead, huge improvement from the $2 he was paying before. Once the taker opted in, the quiz took them to a page where they could buy a supplement to improve their thyroid health. The outcome was an amazing 110,000 leads.

Another case study in improving health, Dr. Joel Kahn is a cardiologist who needed some help with leads. His Facebook quiz revolved around an important question - how stressed the taker was. As it turned out, Dr Kahn managed to get over 34,000 leads in the course of 6 months, at just $0.43 per lead!

Danny Johnson is a fitness expert who wanted to help women take care of adrenal fatigue problems. She set up a 12-question quiz which was advertised on Facebook. Once the quiz takers completed the quiz, they opted in with their contact details. The results came in their email, which led to danny Johnson’s website. Simple and elegant solution that created over 6,000 leads in a single month, with a $0.24 cost per lead.

With Annmarie Gianni, it was a story of success from the start. They had an amazing product and the quiz helped it get in front of the right audience. They set up a quiz titled “What’s Your Skin Score?” which they put on Facebook.

annmarie gianni quiz facebook ad

With just the Facebook ad, they managed to get over $8,000 in sales. However, there’s much more. If you took the quiz and opted in, you were given an offer - a sample kit care for just $10 with free shipping, free ebook and $10 off your next purchase. Who could say no? The quiz ended up getting over 20,000 leads and $200,000 in sales, in just two months, as a combination of using Facebook ads and forms on the client’s website.


You're almost done!

Using quizzes with Facebook ads is all about tweaking and testing to find what works best for your audience. You might not get Facebook quiz marketing right on the first try, but keep working on it and it will eventually pay off with smashing results. Want to try out making a quiz of your own? Try it out today for free!

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