While Facebook has created a variety of home page “engagement ad” units for big brands, Facebook is now testing a new kind of home page ad unit that doesn’t drive users to a brand’s Facebook Page, but rather prompts users to complete a direct response form.
The new format, which is currently being tested with an ad for free chicken biscuit samples from Chick-fil-A, is the most integrated leadgen-style home page ad unit we’ve seen Facebook launch. Facebook has allowed third party researchers to place survey ads in the home page ad slot before, but with the the new “free sample” ad, the response form is presented in a popup over the News Feed, and users can easily propagate information they enter in the form to their profile and share their action with friends as well.
The test makes sense for Facebook, as it seeks to offer more performance options to big brands and advertisers. CPG and foodservice advertisers are a great fit for “free sample” campaigns like this one, and Facebook could easily broaden this test to more types of subscription services if it so desired.
Just last week, Facebook announced that more new features are on the way for performance advertisers managing large campaigns through Facebook Ads as well.