Facebook has announced new ad unit called Lead Ads for limited business back in June this year. The company has announced on Wednesday that the Lead Ads are available to all advertisers now. It is a kind of Ad Unit that lets users fill forms on mobile with few taps of the finger. The initial tests have shown impressive results for this ad unit. Marketers can smartly target and effectively reduce the cost per leads through this new ad unit.
Facebook has been testing this ad unit since quite a few months and the company has finally announced the feature for all on an official business blog. “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.”
Filling the information on lead ads is easier than ever before. When you tap on the ad it will show you the form for required information. Facebook will automatically fill the details asked in the form based on the information you have shared with Facebook. If you wish to edit the information, you can do that anytime. Once you fill the information then you need to tap on the ‘Submit’ button and your query will be sent to the advertiser. Whether you want to subscribe to the newsletter or need more information about the specific product or looking to get the quotation; everything you can get by just two taps on your mobile screen.
Lead Ads have standard format and set of questions. But you can always customize the fields, if you wish to do so. If you ask the right questions, you will get the right information. That’s why Facebook lets you ask open-ended or multiple choice questions in the customizable lead ads form. Receiving the real time lead information and responding to that leads quickly, is also possible with Lead Ads. Creating lead ads is as simple as the other ads creation. You simply need to choose the ad creative, set targeting and bidding type and customize the form fields. That’s all you need to set to go with generating revenue through lead ads.
Lead Ads have helped many businesses in the testing phase. Land Rover has found 4x reduction in cost per lead compare to their previous social lead generation tactic. According to Susan Duffy, Chief Marketing Officer, Stuart Weitzman, lead ads yielded a 52% more efficient cost per lead across domestic and international markets when compared to other acquisition efforts. Latin American real estate marketplace has used Lead Ads to connect with people who want more information about the property they offer. This is what their CEO has to say about the Lead Ads performance, “Lead ads were a game-changer product for Properati. In the past, we had tested similar products from other channels but they didn’t work for us. Since testing lead ads, we have seen a 4x reduction in the cost per lead, with a more than 3x increase in the number of leads we normally generate in Brazil.”
These are the early days success stories. Every advertiser has the power to excel the market through Lead Ads now. You can set up Lead Ads for your business in Power Editor. The company is working on new formats of the Lead Ads. You will be able to add video and carousel in coming few weeks. It will be available on Desktop too.