New Facebook Ad Unit: Lead Ads

Newly available for all Facebook advertisers, Lead Ads simplify mobile customer signups by auto-populating forms based on Facebook user data.

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While lead ads look much like other Facebook ads, clicking on the call to action (“Apply Now,” “Get Quote,” “Download,” “Learn More,” “Sign Up” or “Subscribe”) triggers the Facebook form.

Alerting advertisers that the new ad unit was now publicly available, Facebook described the benefits in a Facebook for Business blog post: “Automatically populating the contact information that people share with Facebook makes filling in the form as fast as two taps: one click on the ad to open the form and another to submit the autofilled form. Like all of our ad types, lead ads were built with privacy in mind. People can edit their contact information before submitting the form, and this information isn’t sent to the business until a person clicks ‘submit.’”

Facebook has also partnered to integrate the ads with popular CRMs (Salesforce, Marketo, Eloqua, Driftrock, Maropost and Sailthru).

Why should you care?

We all like to use our mobile devices, but form-filling is often a problem. Advertisers are sure to appreciate a novel solution that’s likely to improve lead conversion rates. Though initially for mobile, the ad units are also destined to come to desktops.


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About the Author Jeremy Templer

Jeremy is a Partner and Senior Consultant at SureFire. Jeremy has been working in search since 1996, when he joined the Australian search engine, LookSmart. After relocating to San Francisco, he was instrumental in the development of the company’s paid search ad platform. At analytics company Coremetrics (now owned by IBM) he established an in-house search agency managing campaigns for Coremetrics clients such as Macy’s, Bass Pro and Lands End.At Acxiom he managed members of the pioneering SEO firm Marketleap and worked with clients such as Capital One, American General Finance and Kaiser Health. Joining SureFire in 2009, he is the head of Paid Search Advertising and oversees the delivery of AdWords and other PPC campaigns. He also helps clients make sense of their website data.