One of the biggest conundrums that advertisers face is getting conversions from mobile. Even though study after study shows that surfing the Internet on a laptop is like going to the grocery store with a horse and buggy, conversions are far and few between on mobile devices. As a result, if you want to get conversions, you have to show ads where dwindling numbers of people are.
However, Facebook announced they are testing a solution to the problem: lead ads.
Lead ads make the mobile signup process easier by automatically populating contact information that people have given Facebook, like email addresses. We’re testing different versions of lead ads that would let people sign up for things like newsletters, price estimates, follow-up calls and business information.
This solution is fairly similar to auto-fill, where the data you put into form fields on the Internet are saved. The issue is that most people don’t fill out these forms on mobile devices, so there’s no data to put in. Since Facebook keeps a lot of information about users, including people’s email address and phone number, they simply provide the stored information.
Maz Sharafi, head of product marketing for direct-response advertising for Facebook, told AdAge that advertisers are being given the option to include three drop downs for additional information, such as shopping preferences or how frequently someone would like to be contacted.
Currently, lead ads are only available to a few select advertisers, and there is no ETA for when they will become available to everyone.