Do you remember your first version of Facebook? It might have looked a bit like this:
In the last few years, Facebook has evolved tremendously. Gone are the days where “pokes” were considered an acceptable means of initiating a conversation. Facebook has become a resource for people to connect and consume media. It has also become a predominate marketing platform. As such, its advertising platform has also evolved. One of the major developments in Facebook advertising was the introduction of Lead Ads.
Let’s Refresh – What are Lead Ads?
Simply put, when customers are compelled by your ad they can conveniently click on the call-to-action button to get more information. Clicking on these ads launches an unobtrusive, pre-populated form containing information that the user has voluntarily shared with Facebook. Most Lead Ad forms can be completed in as little as 2 clicks: the first click on the advertisement will launch the form; the second click will submit the form to the business page. This translates exceptionally well for the automotive industry, as Lead Ads allow clients to quickly and conveniently request information on specific vehicles, book a test drive, and even apply for credit.
If you’re not already using Lead Ads – you really should be.
The information collected from these ads lets dealers:
- Capture the most important information for future marketing purposes.
- Collect information for campaigns and contests.
- Respond and follow up with leads.
- Improve future ad relevance based on user interests and online habits.
By making form completion as simple as possible, it increases the likelihood that a customer will engage with your ad. However, we occasionally hear from our clients that Facebook Lead Ads don’t always generate the same quality of lead as they would if user were to actively navigate to their website and submit a form. This is logical; due to the simplicity of submitting a Lead Ad, users occasionally submit a lead on impulse while in the midst of watching cute cat videos and responding to Uncle’s inappropriate profile pic comments. It poses the question of whether users should occasionally be required to jump through hoops to submit a lead. However, doing so is counter-intuitive to purpose of Lead Ads. The objective of a Lead Ad is to intrigue users in the moment – encouraging them to engage with your business, take you up an offer, or enter a contest – with the fewest possible barriers. However, it’s not enough to set up a Lead Ad without proper targeting, messaging, and campaign optimization. But how do we enhance the performance of our Lead Ads, while also keeping it simple for the user?
Facebook has recently announced improvements to their Lead Ads for the automotive sector that will increase functionality to both the dealer and customer through features like:
- Appointment scheduling which allow customers to book appointments and test drives.
- A custom Thank You screen that lets dealers display a custom message or a link after the lead is submitted.
- A full screen experience that will capture the user’s attention while also conveying a comprehensive message.
- Dynamic ads that allow dealers to create personalized ads based on interests and preferences customers have demonstrated on your site, app or elsewhere on the web.
These functions will provide more tools in the effort to engage the customer on a meaningful level, helping to generate high quality, valuable leads. For more information on these improvements, visit: https://www.facebook.com/business/news/introducing-new-discovery-tools-for-auto
To learn how Strathcom can help improve your Lead Ad campaign, contact us today!