facebook-logoWhen it comes to filling out forms on mobile devices, I think I can speak for everyone when I say, I hate it.  Doing it is a real pain.  Facebook is aiming to make the process of filling out forms online through mobile devices easier.  Facebook is coming out with a new ad product that automatically fills out forms based on Facebook user data.  This, in turn, will help businesses pull in more customer information that they want.

These ads are called “lead ads” and began testing in June, and is now available to all advertisers.  Facebook said this in a recent blog post:

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 autofilled form. Like all of our ad types, lead ads were built with privacy 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.”

Since being announced in June, several new features has been added to the ad unit.  Businesses are able to customize forms with either open-ended or multiple choice questions, which will enable them to zero in on the information that they are looking for.  There is even the option to include disclaimer language.

Being able to receive and respond to leads in real time is now possible, and the easiest way to get this set up is to use a CRM syncing solution that is offered by one of the company’s marketing partners.  Some of the companies that are offering that service are:

  • Driftrock
  • Marketo
  • Maropost
  • Oracle Marketing Cloud
  • Sailthru
  • Salesforce

According to Facebook, they are working to add more in the months to come.  What’s nice is that there are some DYI options as well.  Businesses with development resources are able to create custom integration, which enables them to link their CRM with the Facebook API.  Lead information can even be downloaded manually into a CSV spreadsheet.

If an advertiser has a Facebook pixel on their website, they can set lead ads to display for people to to sign up.  They can also measure costs per conversion, too.

During Facebook tests, the two-tap experience lead to great results for business.  Stuart Weitzman, who is a shoe retailer, used it to collect email addresses from customers.  This enabled him to have a 54 percent more efficient cost per lead than other acquisition efforts.

Land Rover, who utilized it to help people get price quotes while shopping for cars, was also happy.

Land Rover’s digital marketing and social media manger, Kim Kyaw said in a statement on the Facebook blog:

“In early A/B testing, Facebook’s native lead ads outperformed link ads driving to the website to fill out a lead form in terms of total leads and conversion rate, while driving a 4x reduction in cost per lead compared to previous social lead generation tactics.”

According to Facebook, they will enable video and carousel lead ads and make them available to desktop users in the coming weeks.

Businesses who want to start using lead ads, can do so using the Facebook Power Editor.  To learn more about them, check out the Facebook business blog.

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