What are Facebook Lead Ads?
Facebook Lead Ads were designed to make the mobile signup process easier by automatically populating contact information that people have provided to Facebook including email addresses.
Lead ads allow Facebook users to sign up for things like newsletters, price estimates, follow-up calls and business information, which can be extremely valuable to retailers looking to expand and improve their customer interaction.
Below is an example of a Facebook Lead Ad:
Facebook Lead ads use a native signup flow within Facebook’s interface.
This helps to avoid the inconvenience usually associated with filling out forms, like having to leave one app and start a form in another app, and then having to enter all of the information in again.
Historically, it’s been difficult for people using their mobile phones to communicate with businesses.
Nobody wants to spend several minutes filling out a tedious form to learn more information about a brand’s products or services. Facebook Lead ads offer an alternative with a new easy tap process.
According to Facebook, “Like our other ad formats, we’ve built this ad type with privacy in mind. 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.”
Below is an example of Facebook Lead Ad by high-end shoe retailer, Stuart Weitzman:
Retailers Can Leverage Facebook Lead Ads to:
Connect with customers who are interested in their business
As we mentioned Facebook lead ads can be used to encourage your customers to sign up for a newsletter, an event or to collect more information about your product(s) and services. The goal is to simplify the entire mobile signup process for your customers.
When a customer clicks on a lead ad, the form will open with the person’s contact information automatically populated. This information is based on the information already available through their Facebook account including name and email address.
Because this information is automatically populated, the user only needs to click two taps: one on the ad to open the form and another to submit the auto-filled form.
Communicate with your leads in real-time
The most effective way to retrieve lead information is to set up lead ads to sync with a CRM solution from one of Facebook’s integrated marketing platforms.
Facebook currently partners with:
Through these integrated marketing platforms, retailers can collect lead information in real-time, helping them maintain communication with their customers.
They can also collect leads in real-time by setting up a custom integration between the CRM and the Facebook API. (Or you can download lead information manually into a CSV file.)
Pro-Tip: 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.