The social network introduced lead ads as a way to ease the process for mobile users filling out forms and, by extension, help advertisers see more completed forms.
Leads ads are currently in test mode with “a small group of businesses around the world,” and Facebook did not provide details about a wider-scale rollout of the feature.
The social network provided details about its new lead ads in a Facebook for Business post:
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.
The lead ads that we’re testing use a native signup flow within Facebook. This helps avoid a lot of the pain points usually associated with filling out forms, like having to leave one application and start a form in another app, and having to enter all of their information from scratch. Just a few taps and people are done.
Like our other ad formats, we’ve built this ad type with privacy in mind. People can edit their contact information, and information isn’t sent to the business until a person clicks the “submit” button. Advertisers may only use this information in accordance with their privacy policies, which we make available in the lead ad before people click submit. Advertisers are also restricted from reselling lead information to third parties.
Readers: What are your early thoughts on lead ads?
Image of form courtesy of Shutterstock.