People are spending more time on their mobile devices than ever before and have become so used to navigating the internet very quickly; where anything that requires more than one or two clicks, you’re now more likely to lose a user.
A lot of us are familiar with Facebook lead generation ads; but in essence, the ads include a contact form that lets people show their interest in a product or service by filling out the form with their details. However, when the user clicks, they are not redirected to a web-page, instead an in-app Facebook form appears, enabling them to fill in the form or edit their pre-populated information (from Facebook); this can be used on both Facebook and Instagram. Users can sign up for what the business is offering and in return, the business can get accurate contact information to follow up with. As an example, car companies use these a lot to request to book a test drive or for a car models’ brochure to be sent out.
Lead generation ads do most of the work so there are likely to be more conversions and fewer drop-offs; reaching the right people by pairing lead advertising with strong audience selection. Facebook has adopted this format to make it even easier for a user to get in touch. Once they have completed the in-app lead gen form, there is an option to click and call the business. Again, making the user journey that one step easier.
Similar to PPC ‘Call Extension’ ads, users are able to call straight from the ad. However, purchase intent is likely to be a lot higher with Facebook lead to call ads, as users have already submitted their details before they decide to call the business.
All Response Media viewpoint
Facebook is a huge part of our offering and this could be integrated with several of our clients. By reducing the steps for a user to submit their information as well as contact the business, it is likely this will significantly decrease the drop off rate percentage, as well as hearing from users with high purchase intent. As an example: an automotive business saw a 56% reduction in cost per lead using Facebook lead gen ads while providing an easy-to-use customer experience.
Although this new feature allows for an easier in-app journey for the user to convert, we must look at how we can measure such success to be able to see it back out for clients. Facebook allows us to look at ad impressions and the number of users that clicked on the ‘Call Now’ call to action. However, after clicking this it opens up the dial pad so there is actually no guarantee this call was actually made. To truly measure Facebook click-to-call ads, All Response Media would need to use inbound call tracking.