Facebook Opens Up Lead Ads to All Advertisers

By Justin Lafferty Comment

Facebook announced Wednesday that it is opening up its lead ads product to all advertisers. Facebook had previously announced a lead ads test in June, but now it is opening it up to anyone.

Current integration partners include Driftrock, Marketo, Maropost, Oracle Marketing Cloud, Sailthru, and Salesforce.

Facebook explained lead ads in a Facebook for Business blog post:

Whether businesses want to encourage people to sign up for their newsletter, an offer, an event or more information about their product, lead ads simplify the mobile signup process, helping businesses hear from people interested in their business.

When someone clicks on your lead ad, a form opens with the person’s contact information automatically populated, based on the information they share with Facebook, like their name and email address.

Automatically populating the contact information that people share with Facebook makes filling in the form as fast as two taps: one click on the ad to open the form and another to submit the autofilled form. Like all of our ad types, lead ads were built with privacy in mind. People can edit their contact information before submitting the form, and this information isn’t sent to the business until a person clicks “submit.”

Salesforce Marketing Cloud CEO Scott McCorkle blogged about the integration:

In a recent study by Facebook and Salesforce, a leading online retailer combined email and Facebook advertising to reach 77% more of their audience than with email alone. Furthermore, they found that email openers reached with advertising were 22% more likely to purchase than those who weren’t.

While we know this combination provides impressive results, there is even more we can do. In our 2015 Salesforce State of Marketing Report, “quality of leads” was listed by global marketers as their number two most pressing business challenge. As people spend more and more of their time on mobile devices, we need easier ways for customers and prospects to submit information to the brands they love and sign up for newsletters, price estimates, follow-up calls and other product information.

Today, we are excited to announce Salesforce’s integration with Facebook lead ads to deepen the connection between CRM, digital marketing and advertising.


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