Facebook’s Lead Generation Ad — Exactly as successful as it sounds
After some rudimentary testing of Facebook’s new Lead Generation Ads I feel pretty damn comfortable saying they’re one of Facebook’s greatest advertising innovations in the last year or so.
One of the toughest parts of generating leads, whatever your business, is getting people to provide the basic information you need to sign them up: name, email, etc. As sophisticated as humans are, we’re also incredibly lazy.
“Ugh, I have to type stuff in? Forget it.” — Me, almost always.
But it’s not just me. Conversion rates on average drop dramatically when you require people to fill out more form fields.
I can’t even imagine what it’s like when you look at just mobile conversions. I assume no one signs up for anything from mobile. It’s too horrible.
Facebook just changed all that.
Users click your ad, and all they have to do is confirm information they’ve already given to Facebook as part of their profile — the most straightforward being name and email. So if you can get attention in the News Feed and your call-to-action is good, you’re out of excuses.
As an advertiser, you can then link people over to your website, a microsite… whatever. This ad unit is even perfect for running sweepstakes, as it has a built-in spot for terms and conditions.
Using this ad unit for a number of clients has already decreased costs (both in cost/lead and implementation), increased the overall number of leads, and has provided a better experience for the consumer.