Facebook is currently rolling out a new advertising option that is designed to make collecting mobile leads from their platform easier than ever. This new system will be a simple, two-tap process is being called ‘Lead Ads’ and is available in many areas today. The move will virtually eliminate any need for Facebook users to fill out forms, which is where many marketers lose the customer’s attention.
In the blog post from Facebook announcing this new option they said, “When someone clicks on your lead ad, a form opens with the person’s contact information automatically populated, based on the information they share with Facebook, like their name and email address. Automatically populating the contact information hat people share with Facebook makes filling in the form as fast as two taps: one click on the ad to open the form and another to submit the autofilled form. Like all of our ad types, lead ads were built with privacy in mind. People can edit their contact information before submitting the form, and this information isn’t sent to the business until a person clicks ‘Submit.’
Another nice benefit to this type of ad is that businesses can get the information from the ads in real time. If someone submits their phone number, for example, you can have a customer service rep call them immediately. This can help improve conversions since you know people are interested in yoru product or service at the time that they fill out the form. If you had to wait hours or days to get the info from the ad, the user may have already moved on.
This particular ad format has been in beta testing since June and according to Facebook, the results have been quite good. Beta marketers found that these ads drove a 4x reduction in cost per lead compared with other lead collection efforts.
