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Here is how Facebook's new Lead Ads helps SMEs get more customers

Mobile sign up feature makes it easier for businesses to connect with customers


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Facebook today launched Lead Ads, a new adverting feature that assists businesses to better connect with customers. 

According to Facebook, Lead Ads simplifies the mobile signup process for customers to a business' newsletters, special offers, events or request for information about a product offer.

"When someone clicks on your lead ad, a form opens with the person's contact information automatically populated, based on the information they share with Facebook, like their name and email address. Automatically populating the contact information that people share with Facebook makes filling in the form as fast as two taps: one click on the ad to open the form and another to submit the auto-filled form," said Facebook in a press release.

According to the social network, it was important to simplify the process on mobile phones as consumers increasingly want to do everything on their mobile phones.

"Historically, it's been difficult for people on mobile to signal to businesses that they want to learn more about their products or services. That's why a few months ago we announced that we were testing a new solution called Leads Ads that gives people a quick and privacy-conscious way to sign up to receive information from businesses, like newsletters, quotes, and offers."  

Privacy issues

Facebook also highlights that similar to other features the application has, lead ads were built with the privacy of consumers in mind. 

"People can edit their contact information before submitting the form, and this information isn’t sent to the business until a person clicks submit. Each lead ad form offers both standardised and customisable fields. 

"Advertisers can also include a customisable disclaimer, so companies with pre-approved legal language can easily add their approved disclaimer to lead ads."

How it works

To retrieve lead information businesses have three options: set up lead ads to sync with a customer relationship management (CRM) solution from one of the social network's integrated marketing platforms, collect leads in real-time by setting up a custom integration between their CRM and the Facebook API, or they can download lead information manually into a CSV file. 

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