Meta to Launch New Lead Generation Features
Ecommerce Strategy, Paid Social
Meta are making some upgrades to their lead generation ad formats.
Many think that Lead Generation is just for B2B advertisers but we see many B2C brands now utilising lead generation.
When purchase value is incredibly high
Products are made to order
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Add to waiting lists for new lines/out of stock products
So whilst its great that platforms are constantly reviewing and improving ecommerce capabilities, lead generation may have taken a bit of a back seat. It's great to see Meta making improvements to their offering across all advertisers and offering some testing and beta features for selected advertisers.
Click to Whatsapp
This lead gen objective is being extended across Facebook and Instagram which allows advertisers to use Whatsapp messages as a direct CTA in ad campaigns. Users clicking on the CTA will see Whatsapp open automatically to allow them to message the brand directly. Selected advertisers will also have the option for automated Q&A flows in Ads Manager allowing a secondary layer of qualification or data capture.
Instant Form Ads
This new feature lets users explore and connect with multiple businesses at once without filling out multiple forms.
For example, users enquiring about venue hire for a party may also be prompted to send their details to DJs, catering companies or event planners.
This new feaure will allow businesses to call users through Facebook. The aim is to provide further assurance by displaying key business information such as logo and company description when responding to enquiries.
This could mean a reduction in the amount of unanswered calls from business to enquirer when the phone number is less recognisable.
Advantage+ for Lead Generation
Apply AI to multiple campaign aspects with Advantage+ for lead gen. You can fully automate campaigns, if you wished with Facebook, claiming greater performance success and time and money savings.
We expect Advantage+ for Lead Generation to work in the same way as it does for other campaign goals where Meta Machine Learning determines an audience based on their likelihood to convert and displays ads to those with high intent. We can also assume that, similarly to Advantage+ Shopping Campaigns, the more 1st party data you can provide Meta the more efficient the AI will be in finding the right users for you.
Hubspot CRM Integration
The final new feature has been long awaited. A new straightforward click through set up for CRM, Hubspot will be released.
This should support with end to end reporting, lead to sale rate and identifying quality of social leads for advertisers.