Facebook has recently confirmed that they are testing two new types of advertisements that are designed to help marketers generate leads and even direct sales. These ads will have a similar appearance to their existing ad formats, but with some important enhancements that are likely to help marketers and brands with optimizing their marketing efforts significantly.
Lead Ads
The first new ad format is being called ‘Lead Ads’ and is made specifically for mobile devices. They will have the normal ad format including headlines, descriptions, text, images and a call to action button. The difference, however, is that when users click the button it will populate an in-app form. This form will be filled out automatically by information that Facebook has on the users.
The fact that it automatically fills everything out will make it much easier on the users, which should dramatically reduce the ‘abandonment’ issue that so many marketers face. Once the in-app form is populated (which is virtually instantly) the user simply hits submit. This is perfect for generating new email list sign ups or other similar advertisements.
You can see how the Lead Ads will work in this image from Facebook:
Buy Product Ads
The next new ad type is called, ‘Buy Product Ads’ and this is one that is likely to generate a lot of buzz for marketers and larger brands. It is set up to allow customers to complete a full purchase right form within the Facebook app. Like the Lead Ads, users will see a fairly traditional looking advertisement for a product they may be interested in. Rather than tapping to be brought to another website to complete the purchase, however, they can simply tap a buy button.
When they hit the buy button it will take them to another form within the app where their information will already be filled out. Users will even have the ability to keep a credit card on file with Facebook so this information can be completed as well. The user will simply have to review the form to make sure everything is correct and then they can complete the purchase with another tap.
For many businesses and marketers, this type of ad will create a great opportunity. While it can be effective for almost any type of product or service, those with lower price points will likely perform best. This type of Facebook ad will make it very easy for people to make ‘impulse’ purchases without having to take the time to think it through. Things like T-Shirts or other fun items can benefit greatly from this type of ad.
Still in Testing
Both of these two ad types are still in testing phases, but are expected to progress into wider use before long. They will obviously have important uses for many marketers and will help Facebook to attract new advertisers. If successful, these types of ads can be very beneficial to Facebook, marketers as well as the consumers.
