“I love filling out forms” said no one ever.
We agree with Facebook about this one. However, for advertisers, forms are an essential part of the lead generation process. That’s why Facebook is now testing a new ad format, lead ads, that basically make it simpler for people to fill out forms on their mobile devices.
Lead ads will make the mobile signup process a lot easier, because they allow the automatic population of contact information based on the information Facebook already has, like email addresses and phone numbers.
This has huge potential for many advertisers, as the conversions will happen right there on Facebook, with only a few clicks (or taps actually).
The irritating part of bringing mobile users to mobile-friendly landing pages, then making them fill out a form from scratch and submit, will be squeezed into a few simple taps. Mobile ad conversion rates are likely to increase!
The tests are already happening, and include sign up forms for newsletters, price estimates, follow-up calls and business information.
Hopefully this new ad format will be rolled out soon. We’ll keep you updated.