This kind of ads will help you increase your conversion rate, gather more precise data and reach a more specific audience. Keep reading to find out how!
What are lead ads?
Lead ads simplify the sales funnel. With the aim of getting the largest number of contacts that are relevant enough to become clients in the future, they offer advertisers a new way to engage clients without the need to redirect users to an external website.
The traditional online conversion funnel usually started with ads with traffic targets that would generate clicks to take potential clients to the landing pages. Here, they would learn more about the business, and then complete a generally long contact form. Then, a sales representative would contact them.
However, this process used to be problematic for many reasons, and the majority of contacts generated would not end up making a purchase.
In contrast, with Lead Ads the user can have an immersive experience within Meta and Google platforms without being redirected to a landing page. When they click the button or call to action (CTA) of an ad, a pre-elaborated form will pop up, where they can enter their contact information.
Some of the CTAs that can be used are:
- Request a call to receive information or make a purchase over the phone
- Request information or samples of a product
- Register for early-access to pre-sales
- Register to receive a catalog/brochure or a newsletter.
- Register to receive an offer on a product
Advantages of lead ads
Simple and improved forms that are completed with mobile devices
Nowadays, most users see ads through their phones. This format of contact engagement makes the filling of forms a fast process. As some of the information is completed automatically with the user’s information that was previously stored in the platform, the experience is simplified and all the process becomes more agile and dynamic.
Hick’s law is a great principle to take into account regarding web design and online advertising. It states that each additional option increases the time required to make a decision.
Every action, whether it is clicking or filling a field, entails a longer decision-making process for users, which means a greater risk for a person to perform a different action to the one expected and ignore the ad.
Conversions are more probable
By completing the form inside the platform, whether it is Meta or Google, users cut down a step, making it more likely to end up entering their information. In other words, it is not necessary to redirect clients to an external site, which would otherwise result in losing potential contacts.
Safety for the user
As forms are completed within the platform, the user feels more confidence in providing their data. As the page is not abandoned, they know they are in a safe site.
Having an important volume of potential clients allows them to have a robust database, available to generate actions that turn them into potential clients.
How are Lead Ads in each platform?
Meta creates different kinds of ads, such as:
- Single image ads
- Single video ads
- Image and/or video Carrousel
Google, conversely, uses forms as ad extensions, which can be used in discovery campaigns and shown in all of their Display network.
Although lead ads obtain an increased volume of contacts, not all of them are quality contacts. How can this be improved?
How to generate quality leads
The problem lies in quality, rather than quantity. With lead ads, the data collection process is easy. Any person can send a form in a few clicks without being fully convinced or interested in doing so.
One of the most common solutions for this is creating a landing page with the aim of having a larger form, with more steps, to ensure the users are completing it because they are really interested in receiving the information or being contacted. However, using an external site, apart from being more costly, is not advisable as certain factors come into play, like the time a site takes to load, and an increased bounce rate, which reduces the conversion rate.
However, there is a way to find a balance between simplicity with Meta and Google native lead ads and the landing page to complete a form: by sending information on leads’ quality to the platforms.
Both Meta and Google can integrate Customer Relationship Manager (CRM). CRM can perform a detailed monitoring of the different steps followed by the lead until they reach the final conversion. This conversion is the one that can, eventually, optimize Google and Meta campaigns, considering the algorithm of the platforms, to generate better quality leads.
Don’t forget! When a form is being created, it is essential to take into account the amount of questions. The rate of conversion of leads will increase if only essential information is requested. At the same time, the leads will be more relevant if it is defined in advance what action is sought in that form (for example, subscribing to a newsletter, requesting a phone call, etc).
At Adtomic we work to develop an increasingly robust technology. Now you can bolster your leads with us! Generate quality contacts and increase your conversion rate by enhancing the information of your CRM.
In our platforms you can:
✔ Easily create and personalize your ads in a fast way, using different creatives and forms.
✔ Use the information of your current clients and their online and offline interactions.
✔ Optimize your campaigns through #Meta and #Google events.
✔ Obtain advanced centralized reports with custom metrics.
Remember, the greater the number of leads you engage, the bigger the possibilities to gain new clients.
Contact our sales team and get started!