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Facebook Announces Additions To Its Lead Ads | DrivingSales News

Facebook Announces Additions To Its Lead Ads

January 20, 2016 0 Comments

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Facebook has announced the addition of several new features for its lead ads, including a new context card and a carousel format, as well as the ability to reach both desktop and mobile users. From newsletters to price quotes, the ad unit is designed to streamline the process of signing up to receive information from advertisers.

Lead ads were initially made available to all advertisers in October, following a limited launch in June with a number of brands, including Land Rover, shoemaker Stuart Weitzman, and real estate marketplace Properati. Facebook added CRM integration, a real-time response and customizable questions with the general launch, and the latest announcement explains that the ads can now do more.

The optional context card allows participating advertisers to trigger a tile that will pop up after a user clicks on a lead, but before they get to an actual form. Facebook says that the new feature is “giving businesses a place to offer more details on the information people are signing up for.”

Facebook has also added desktop support for lead ads. Although it is a mobile-first service, there are still people using Facebook on desktop, so making lead ads available across all devices will help brands to maximize their campaign’s reach.

Marketers can also utilize the new carousel format that is available for lead ads, which provides the ability to showcase three to five images and headlines within an ad before users click through to a lead form.

Since the launch of lead ads seven months ago, Facebook claims that advertisers have “seen great success, receiving more high quality leads at a fraction of the price compared to other channels.” Although the latest updates aren’t major releases, they are intended to help marketers gain insights into the right people that they should reach in order to improve sales. Instead of having to fill out detailed forms to express their interest, potential customers can simply tap on a couple of buttons and enter their email address to subscribe for further information.

The social media giant has touted Mazda’s success in increasing its leads by five times while reducing cost-per-lead 85 percent by utilizing the ad unit. In addition to Mazda, Facebook provided other examples of lead ads success stories in a blog post.

“Vacation discount website, Secret Escapes, used lead ads to make it easy for people to sign up for their email list directly from Facebook,” wrote the company. “Their cost per lead was 52 percent more efficient than other Facebook advertising, with twice as many sign-ups, and they were able to integrate leads with their CRM provider, Driftrock, to offer a more seamless experience. And fitness company Peleton used lead ads to drive a 15 percent increase in leads compared to link ad campaigns, with a 67 percent lower cost per conversion.”

To address personal privacy concerns, the ads invite users to edit their contact information before sending it to businesses, and they must click “submit” before their information is released.

About the Author:

The DrivingSales News team is dedicated to breaking the relevant and the tough stories affecting car dealers. Have questions for DrivingSales News? Reach the team at news@drivingsales.com.

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