Facebook’s latest News Feed ads will mean businesses can acquire prospect email addresses with just a couple of clicks. Sounds good? I think this is one of the best paid products Facebook offers.
We’ve always been able to drive clicks to landing pages to get email signups; and, equally, people have always had to type in their addresses (something annoying enough on mobile to prompt form abandonment).
‘Lead Ads’ from Facebook allow marketers to buy ads such as ‘sign-up for a newsletter’ or ‘request a sales call’. Crucially, users’ email addresses (or other chosen data that they registered with Facebook) will auto-fill. Yay! No more form-filling on mobile.
These ads mean data is collected right inside Facebook, users do not need to leave the News Feed, and so can continue their session right after completion.
Here’s a more up-to-date and glowing review of lead ads.