Lead generation, generation of consumer interest or inquiry into products or services of a business is one of the core objectives of marketing. But at the same time no one likes filling out forms on mobile devices. Few months back Facebook tried solving the problem by launching Lead Ads; after gaining initial success Facebook has now rolled out the feature globally to all advertisers including India.
Launched in the month of June, Lead Ads made mobile signup process easier since the ads automatically populate contact information that people have given to Facebook, like email addresses. Facebook had also informed previously that Lead Ads use a native signup flow within Facebook, thereby solving the problem of leaving one app and landing on another to fill all the details.
New updates to Lead Ads
With this global roll out, Facebook has added a few interesting updates to the Lead Ads. One of them is the ability to customize lead ad forms with open-ended questions or multiple choice questions, so people receive the information that matters most to their business. “Each lead ad form offers both standardized and customizable fields. Advertisers can also include a customizable disclaimer, so companies with pre-approved legal language can easily add their approved disclaimer to lead ads.”
Facebook has also made the retrieval and response to the leads in real-time. The easiest way to implement real-time process is by setting up Lead Ads to sync with a CRM solution from one of Facebook’s integrated marketing platforms such as Driftrock, Marketo, Maropost, Oracle Marketing Cloud, Sailthru, and Salesforce. You can also collect leads in real-time by setting up a custom integration between your CRM and the Facebook API. Or you can download lead information manually into a CSV file.
Advertisers with the Facebook pixel implemented on their website can set lead ads to be shown to people who are likely to sign up for information and are also able to measure cost-per-conversion from lead ads. Learn more about how to set up Lead Ads.
In the coming weeks, leads ads will be available in new formats, including video and carousel, and also available on desktop, so businesses can collect ads from people on any device.
Privacy would be a question for many with such ads but Facebook had already informed that it is taking care of it. “People can edit their contact information, and information isn’t sent to the business until a person clicks the “submit” button. Advertisers may only use this information in accordance with their privacy policies, which we make available in the lead ad before people click submit. Advertisers are also restricted from re-selling lead information to third parties.”
Brands like Land Rover, Stuart Weitzman, among others have already seen merit in this new set of ads. For instance Kim Kyaw, Manager, Digital Marketing & Social Media, Land Rover stated that the brand noticed 4x reduction in cost per lead compared to previous social lead generation tactics.
On similar lines, shoe retailer Stuart Weitzman informed that leads collected by the new Facebook ads yielded a 52% more efficient cost per lead across domestic and international markets.
It is no secret that mobile is driving the user growth of Facebook. According to Q2 2015 earnings call - mobile active users were 1.31 billion, up 23 percent. Daily mobile users were 844 million, a 29 percent increase, and mobile-only monthly users were 655 million. This is a lucrative number for businesses to target their potential customers and collect leads on mobile where users are spending time with hassle free sign-up process.
Facebook creates another actionable advertising feature liked by marketers while increasing the share of its ad revenues. Last quarter Facebook posted revenues of $4.04 billion out of which $3.82 billion came from advertising itself.