It’s no secret that consumers are inundated by advertising. They are bombarded from all angles without any way to escape. In fact, consumers are becoming numb and only have subliminal or subconscious recognition of the everyday advertising targeted towards them. In addition to trying to stand out among the overwhelming number of ads, marketers are challenged with how to best get the prospective customer’s information to execute meaningful follow-up. These tasks become daunting for even the most experienced marketers, let alone small business owners struggling to promote their brand in the marketplace.
So what’s the answer? If you’re like most marketers, there are three deliverables to obtain when putting together an advertising strategy:
- Measure return on investment
- Target an audience capable of purchasing your product
- Collect leads with actionable data
With so many different types of advertisements and platforms, how do you know which one to choose for your business? Good news! Facebook has recently released a new ad format which is measurable, targeted, and actionable so you return real results.
Lead Ads by Facebook
Facebook released lead ads with the purpose of making the input of information simpler for consumers and driving more quality prospects with actionable data to the advertiser. These ads are great for mobile Facebook users since data entry is exponentially more tedious on a mobile device. It only takes the consumer two taps to submit a form, making it easier than ever to capture prospective customer’s information.
Lead Ads at Work
When a user clicks on a lead ad, a form opens for the consumer with prefilled information from their Facebook profile. At this point, the consumer can click submit and the lead is sent to the Facebook page admin where it is available for download, or the consumer has the ability to edit their contact information before submitting the form. The leads sent to the Facebook page admin are listed in association with the lead ad so you’ll know what interested that specific individual. Note: the consumer’s information can only be used in accordance with your privacy policy and is restricted from resale.
Know the Negatives of Lead Ads
Just like any advertising, there are always positives and negatives. For most marketers, price is usually the biggest downside when dealing with advertising, but Facebook’s lead ads are affordable, plus you can set your own daily budget. However, you know the old saying; if it seems too good to be true, it probably is… and this case there are two drawbacks to lead ads.
- Lead ads don’t direct consumers to your website, so you get no click-through value.
- Lead information is sent and downloaded by the Facebook page admin, so it’s hard to provide immediate response to entered leads.
Although you’d probably agree that neither of these negatives are deal breakers, they are still worth mentioning and something you should be aware of.
Get Your Lead Ads Started Today
Every day marketers struggle to put together meaningful advertising pieces that represent their brand, get consumers’ attention, return real actionable results, and measurable ROI. Although there are a couple negatives to Facebook lead ads, they are a great option for marketers to connect with potential prospects and get creative with your advertisements.