In June, Facebook announced they had started testing out different versions of lead ads, allowing Facebook users to sign up for things like newsletters, discounts and general business information. The sign-up function was invented to make it easy for marketers to capture qualified leads at a low cost. The majority of mobile users don’t like filling out forms on a mobile device, so Facebook has simplified this process.
On September 28th, the Facebook marketing objective was rolled out globally and became available for all advertisers. Facebook is calling it the two-tap process. When a consumer is served an ad, they will simply click on it, fill out a form and submit. Once completed, the users newsfeed will appear.
The best part of this function is that it allows marketers to see their leads in real time. Companies that offer CRM syncing solution services have partnered with Facebook to make this feature available. These companies include Salesforce, Oracle Marketing Cloud, Sailthru, Driftrock, Marketo and Maropost. Leads can also be downloaded manually into a CSV spreadsheet.
These lead ads are similar to any other Facebook advertising objective when it comes to targeting options and cost associated. Marketers can create custom audiences and lookalike audiences, or generate their targets by age, location, gender, interests and behaviors. Also, the powerful tool allows you to create custom fields on the form for potential customers to fill out.
Facebook made this statement in their latest blog post about the advertising feature:
“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 that 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.”
Overall, advertisers can expect to see more leads coming in at a low cost per lead. This is something everyone wants for their establishment.
Do you want to learn more about this new Facebook advertising tool? We’re here to help with your business strategy and success.
NewMedia Digital is a digital creative and branding agency dedicated to helping brands reach new heights with creative solutions that generate performance driven ROI.
357 Lake Arrowhead Rd
Myrtle Beach, South Carolina