Facebook Improves Lead Gen with New Lead Ads
Facebook has historically not been great for lead gen campaigns. While B2C marketers find success through the platform, B2B advertisers face low conversion rates and negative ROI.
The issue seems to be form abandonment. Customers browsing the social media platform aren’t always ready or able to complete a full lead gen form, which makes it difficult to meet CPA goals. Facebook has found a work around for this problem and believes its new lead acquisition option could improve advertiser results.
How Does it Work?
With Facebook’s new lead ads, advertisers can capture contact information with a click of an ad. When a user clicks on a lead ad, their Facebook contact information is automatically populated in the form. With one more click the personally identifiable information is sent to the advertiser’s database.
“We definitely think this is a big deal for marketers. One of the challenges they face is having a large enough addressable audience. Getting people to fill out that form is one of their big moments of truth,” said Chris Lynch, head of product marketing for OracleMarketing Cloud.
Meghann York of Salesforce agreed saying, “People engage in social media primarily on mobile phones, where filling out forms can be difficult. Lead ads will make the process so much more seamless.”
According to a recent study, up to 99% of forms initiated on mobile devices are not completed.
Willing to give Facebook lead ads a test? What issues have you faced as a social and mobile advertiser? Share your experience with lead gen in the comment section below.
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