Facebook recently announced that testing is under way for their new lead ads. These promise to make it easier for users to sign up (especially on mobile devices) for newsletters and offers without leaving the Facebook environment. This is a big deal for businesses who have struggled with conversions being lost in the black hole of clicking a button on Facebook and having to enter information on a landing or sales page. It’s just too many steps and too many distraction points for a lead to get lost. Facebook lead ads will tighten this gap by completing the opt-in with just 2 clicks, all while staying on Facebook.
Lead ads are only being tested with a few businesses worldwide, but the savvy entrepreneur will be strategizing now to incorporate these into their marketing efforts. Read Facebook’s announcement below for details. Let me know what you think of Facebook’s new ad unit in the comments.
Lead ads make the mobile signup process easier by automatically populating contact information that people have given Facebook, like email addresses…
Like our other ad formats, we’ve built this ad type with privacy in mind. People can edit their contact information, and information isn’t sent to the business until a person clicks the “submit” button. Advertisers may only use this information in accordance with their privacy policies, which we make available in the lead ad before people click submit. Advertisers are also restricted from re-selling lead information to third parties.The lead ads that we’re testing use a native signup flow within Facebook. This helps avoid a lot of the pain points usually associated with filling out forms, like having to leave one app and start a form in another app, and having to enter all of their information from scratch. Just a few taps and people are done.
I am excited about the possibilities these ads will bring, but cautious too. A number of questions arise. Too many to list really, but here’s a few that are top of mind:
- will small entrepreneurs be priced out of these ads if they prove overly popular?
- how will traffic be driven to your website with Facebook’s persistence that users stay on Facebook?
- how do you get your full message in a Facebook ad?
- is this the end of landing pages?
- is this the end of websites as we know them?
- how is Facebook going to enforce the no resale rule?
While we’ll have to wait and see for the answers, I can’t help but ponder what effect Facebook’s quest for domination will have on the everyday entrepreneur trying to build a dedicated tribe by delivering quality content on their own website. Isn’t it a quandary that we’re striving to create compelling content on our websites for users to interact with at the same time Facebook is diverting traffic from our websites? I’m not trying to be a Nellie Naysayer. Clearly, none of us has the wherewithal to go up against the tide of Facebook. What I’m wondering is how are we to adapt to this latest Facebook asset and make it work for us? I do see it as a list building dream come true, but as my Mom always said, “Be careful what you wish for.” What’s your take on Facebook’s lead ads?