The Mobile era has begun. I remember those days when we used to browse the internet only on our computers. Mobile phones were used for calling and messaging only, but nowadays mobile phones have become smartphones that are being used for using the internet more than they used for calling. Yes, everyone who has gotten a smartphone browse internet mostly on his/her phone rather than using on the computer. The reason is very straightforward, computer and laptops are not easily portable than smartphones. Thus, we use the internet all the time on our phone regardless of where we are, whether in the metro train, bus, bus stop, traveling or anywhere else.
Beside this, people still use computers and laptops when it comes to fill out some forms, checking out bigger or complex web pages with so many interlinks because on the phone, navigation seems to be uncomfortable at times to most of the people. Even I don’t like doing serious things on the mobile internet. I use just for getting notifications of emails, Facebook, and a little bit of using chat messengers.
If you are an Internet user, you must know that on almost every website you browse have some kinds of ads that are shown to you so that you can choose to buy or take some action.
Facebook is one such website on which you can see ads from different advertisers because it is one of the biggest social networking website where there is a huge number of people hang out every minute. You see the ads mostly as per your interest or your browsing behavior that is amazing. When you see some ads, you click to go to advertisers’ website, and you do submit forms if they asked or direct buy products. You must see many ads that ask you to ‘click here to submit your information’, and as long as you click, you are taken to the advertisers’ website. That is completely fine as you have chosen to visit, but when you are using the same on a smartphone, opening multiple pages seem to have pain in the back. Many a times, you are given forms to fill to submit your details, but that too looks tough if you are from the phone. No one likes to fill forms using their mobile phones. At least, I hate doing it on my phone.
Keeping these things in mind, Facebook rolled out Facebook Lead ads for mobile phones that make form filling easier. The lead ads are available for every Facebook advertiser.
The lead ads simplify the mobile signup process by prefilling the forms. Yes, when there are some ads that ask your details to fill, and you click on the CTA button, you are shown a form that is prefilled as per your profile. However, you can edit the filled data before submitting. This makes easier for general users as they don’t need to fill out forms every time they get a form to fill.
Most of the forms ask your name and email address that you must have submitted to Facebook while signing up. Facebook use that data to prefill the forms and make your experience better.
But, as a user you will find this option only if the advertiser has used lead ads. That means you can only get this flexibility when you click on a lead ad. Just like other ad formats, this ad format is also made keeping privacy factors in mind. The form won’t be submitted until you click on Submit button. You can edit the prefilled data if you want.
Facebook has been testing the Lead Ads since June of this year, and now it is finally rolled out. In the early A/B tests, the Facebook Lead ads outperformed the link ads in terms of some forms filled by the users. It seems that people are liking this 2-click experience for subscribing to some companies or lists.
Facebook has given the statement that they will enable video and carousel lead ads for desktop users very soon.
Facebook Advertisers can get started with Facebook Lead ads using the Facebook Power Editor.
Conclusion
Lead ads are designed for making the signup process easier so that people can easily sign up to various companies and products to get news from them directly into their email.
Before the advent of Lead Ads, sign up process looked tough because people feel lazy filling out forms on their phone. But, now with Lead Ads you just need to click two times and sign up done.
It is indeed a great news for both the general users and the Advertisers. Advertisers can multiply the conversion rate of their ads, and the general users will have better user experience while signing up using mobile phones.
Image Courtesy: Facebook.com
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