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Facebook Launches New Lead Ads – Good idea to try if you see high Mobile bounce rates

I have been talking to quite a few dealers who are trying to use Facebook Ads to generate more leads, but they only seeing a small percentage of those prospects fill out a website lead form. 


Or in a detailed look at Google Analytics, they see Facebook Ads that run on desktop have half the bounce rate of their mobile ads. Mobile users are definitely a challenge to incentivize to filling out out lead gen forms.


People are getting to the point where they expect to be able to do everything from their phones, but at the same time, time spent on mobile devices can be when you are not giving it your full attention -  standing in line, eating, commuting, etc, and so this multi-tasking can lead to higher bounce rates on your site. They are just not focused enough to dig into a website's content in some cases. 


So when Facebook recently announced they were launching a new type of ad, called lead ads, this is reason to get excited. Lead ads give people a quick and privacy-safe way to sign up to receive information from your business.


Lead ads are available to advertisers and come with quite a few powerful options that allow you to customize your ad and the lead capture process. Following are some details on lead ads and how they can help you improve your digital ad response.


Whether you want to get people to download a service coupon, get a quote on a vehicle or trade in, or sign up for your monthly newsletter, lead ads simplify the process, helping people more easily get connected with you when they want more information from your business.


Different from website click ads that send users to your website, with lead ads, a form opens with the person’s contact information automatically populated, based on the information have in their Facebook account, (ie. name and email address). With just two taps people can fill in the form - one click on the ad to open the form and another to submit the auto-filled information.  People can edit their contact information before submitting the form too, if they would like to submit different contact information.


What are your choices in Actions, and how would you use them? Following are your options when using Facebook lead ads:

  • Apply Now (apply for financing...easy credit?)
  • Download (how about a service coupon?)
  • Get Quote (You know where you would use this one...)
  • Learn More (lots of options here)
  • Sign up  (Enter a Contest or Promotion)
  • Subscribe (add them to your email newsletter)

You can also customize lead ad forms with open-ended questions or multiple choice questions, so you can receive additional information that is more significant for your business (and there are several auto specific options). The lead ad form offers both standard and customizable fields. You can also include a custom disclaimer if needed, so if you have pre-approved legal language you can copy and paste that in.


How many Questions can you ask when customizing your lead ad form?

You can select as many options as you like under User Information (ex: Full name, Email, City), and Facebook will fill in that info if it's available. There are also other options under Additional Questions but you can only select up to three of these. Additional questions and custom questions of course would not be auto-filled in.


Keep in mind the more questions you ask, usually there is an increase in drop-off rate for people filling out your form. We recommend only asking the questions you  need.

Views: 542

Tags: Advertising, Facebook, Lead Ads, Marketing, Media, Mobile, Social, Social Media


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Comment by Stephanie Murphy on November 2, 2015 at 6:10am

Thanks so much for the update! This type of Facebook ad is much more useful to us than just garnering followers!

Comment by Ralph Paglia on October 31, 2015 at 4:02pm

Thank you Brent... Excellent article and easy to get excited about Facebook Lead Ads after reading the way you explained them.

Comment by Patrick Nash on October 30, 2015 at 12:25pm

Great info. Ease of use and functionality are critical components towards a consumer's digital experience. Facebook Lead Ads, combining the current targeted Facebook Ads strategy with this new mobile functionality, will provide even greater ROI to dealerships who invest in it. 

Comment by Big Tom LaPointe on October 30, 2015 at 11:30am

good info. also having chat available on landing pages, microsites and social pages is key :)

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