Facebook adds video support to lead ads
After opening lead ads to all advertisers in October 2015, Facebook has now added new tools to the mobile signup process.
Among the tools added is the video format for lead ads which functions the same way as lead ads with photos do. When people click on the call-to-action button below the video, they’ll be directed to the lead ad form.
Another feature added is the duplicate lead ad forms to save time and effort, which will allow advertisers to edit specific fields across ad sets and campaigns.
It has also added new companies to the list of CRM partners that integrate with lead ads, including Constant Contact, InfusionSoft, Sparkroom and Salesforce Marketing Cloud. Facebook has also partnered with Zapier and MailChimp to develop a solution that can automatically add Facebook leads to advertisers’ MailChimp lists.
Customisable disclaimers have been added to too which will give advertiser additional options in the disclaimer portion of their lead ad form, including a new checkbox to give permission to share their information — a feature that may be helpful in countries where double opt-in may be required.
In addition to Power Editor and the API, lead ads are now available in the ads create tool, giving advertisers more flexibility in ad creation.
Housing.com, India’s real estate listings portal, used lead ads to gather cost-efficient leads and hear from people who were looking to buy a home. They designed ads with personalised information, showing homes within the right budget and location for the person seeing the ad. After running this campaign for five days, Housing.com saw a seven times increase in quality leads and a 50 per cent reduction in cost per lead.
“Lead ads are a real game-changer for online advertising. Facebook has done a beautiful job of marrying its awesome targeting tools with great lead generation capability,” said Amrit Raj, co-founder and Head of Digital Marketing, Housing.com.
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