Facebook has it’s fair share of supporters and critics. While many complain (rightfully so) about posts that don’t always reach the Page’s entire audience, it’s difficult to ignore the fact that Facebook, for some of us, is the strongest source of traffic to our website, mobile apps, and content in general. For that, Facebook, we do love you. And you know what, we love you even more now that you announced “Lead Ads” are open to all advertisers. Stop making us blush, Facebook.
What “Lead Ads” Actually Do
The new “Lead Ads” allow people to easily and safely sign up to receive information from businesses, such as newsletters, events, special offers, and much more. “Lead Ads” simplify the mobile signup process for Facebook users. If you click on a “Lead Ad” a form opens with your information automatically populated (Facebook only pulls information you’ve already submitted or listed on your profile and account). Just one click on the ad to open it, and one click after that to submit the autofilled form. That’s it. With just two taps, someone can be a stronger member of your network or community.
Blending Facebook with Lead-Gen
Chances are Facebook only represents a small piece of your entire marketing strategy. There’s content creation, CRM, SEO, SEM, strategic partnerships, newsletters, graphic design, and countless other ingredients that go into your big marketing pie. Two of those pieces, Facebook and lead-generation, are about to blend together even more. Now that Facebook announced “Lead Ads” are available to any advertiser, the process of fans and customers signing up for business information gets much easier.
Customization of “Lead Ads” for Your Business
One of the best thing about the new “Lead Ads” is the customization. If you create and deploy a “Lead Ad,” you’ll be able to include open-ended and multiple-choice questions on top of basic contact information fields. You can also edit the disclaimer of the “Lead Ad” with specific language your organization uses in order to protect your business from any individuals that are upset you have his or her information.
Integration with your CRM
Right now, Facebook has partnerships with some of the more prominent CRM solutions, including Driftrock, Marketo, Maropost, Oracle Marketing Cloud, Sailthru, and Salesforce. If you use one of these, you’ll be able to collect leads in real-time, adding customer leads as soon as they submit their information through the “Lead Ad” form. Facebook says, “Advertisers with the Facebook pixel implemented on their website can also 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.”
What’s Next for “Lead Ads”
Facebook noted that “Lead Ads” will become available in video and carousel, as well as on desktop. These near-future changes will allow more businesses to collect information and reach people across various devices. Lastly, advertisers will be able to make smarter marketing decisions using “Lead Ads” for customer information capturing. Once forms are submitted by individuals, it can be used to create “Custom Audiences” and “Lookalike Audiences” that enable you to re-market to customers more efficiently, and also find new ones who share similar characteristics with the people you already heard from.