A few months ago advertisers on Facebook were given a new way to get leads on the platform with a brand new ad type called Lead ads. It’s months later, and Lead ads have proven to be very successful. So much so, that Facebook is adding some new features to them.
Also Read: What Are Facebook Lead Ads And Why You Should Use Them
Facebook created Lead ads giving “people a quick way to sign up for information from the businesses they care about” and giving businesses an easy way to gather leads directly from Facebook. In short, they turned Facebook into a lead-generation platform – one that has become quite good at its job, as it does so at a fraction of the price of other channels.
Facebook uses some examples of their success.
[quote]When Mazda switched to Facebook leads ads, they got 5X the number of leads compared to ads linking to their website, while cost per lead dropped 85%.” Vacation discount website, Secret Escapes used lead ads to make it easy for people to sign up for their email list directly from Facebook. Their cost per lead was 52% more efficient than other Facebook advertising, with twice as many sign-ups[/quote]
Overall, leads increase and cost of conversion decreases with Lead ads versus other channels. To build upon this success, Facebook is adding some new features.
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Context Cards
The first feature is context cards. They are simply added titles that appear optionally when a user clicks on a lead ad. They are an added layer of protection against low-quality leads because they “give people more information about what they are signing up for before they submit their lead form.” Facebook explains this with an example
[quote]if a business is using lead ads to find new email subscribers, they may use a context card to explain what type of content they offer in their emails. Context cards help businesses ensure that the leads they receive are high-quality.[/quote]
Carousel Format Lead Ads
The second feature is that Lead ads are also now available in carousel format – helping businesses provide a “proposition”, before people actually respond to the Lead ad. It’s more about providing relevance and benefits of signing up before people submit the form. Overall, carousel ads are very successful in their own right, so this should make things a lot more interesting!
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Now Available On Desktop As Well
One of the particularities of Lead ads so far, was that they were only available on mobile devices – they started out on mobile because it made sense for people to be able respond on the go. With most people responding to ads on mobile devices, this made Lead ads a great success. Lead ads will now be available on both desktop and mobile devices, “making it easy for businesses to connect with people on any device.” Overall, this placement should drive up awareness, but could make conversions slightly more expensive.
Have you got these new features yet? If so, what results have you seen so far?