To enable direct interactions between brands and customers,
Meta is expanding its Lead Ads product as well as updating it with new
features like conditional questions and Instant Forms overlaid on web. The company
is also testing a new ad format ‘Promotional Ads,’ designed to facilitate people
in discovering, managing, and applying digital promotions to their purchases.
Promotional ads will help people find brand deals, since customers
tend to actively seek offers before buying from their favourite brands.
The process of applying promotions, according to Meta, seems
to be simple. When you see an ad with a special promotion on Facebook, for
instance, you will be able to claim the offer by clicking on the ad, which will
have the discount automatically applied to your purchase. Moreover, if you
leave your purchase incomplete, you will receive a notification to remind you to
complete it before the deal expires.
Lead Ads, on the other hand, help people sign up to businesses
on Facebook and Instagram to get the latest updates from them. Meta is now
updating these ads with the ability for advertisers’ question and answer forms
to update automatically based on how people respond. In other words, when a
customer responds to an automated question from a business, they’ll be asked
subsequent questions that will further guide them to more information with
respect to their query.
Additionally, Meta will soon let advertisers overlay Instant
Forms on their businesses’ web page within the in-app browser. This will help
people obtain more context about businesses, and easily provide them with
relevant information through Instant Form using Meta’s auto-fill tool.
Lastly, Meta is also allowing businesses that use the new Facebook ‘Pages Experience’ to add a Lead form to their website, which will be linked to the ‘Contact Us’ CTA button on their Page. This will ensure seamless conversations on Messenger between businesses and consumers and make it easier for businesses to connect with interested customers before choosing to set up their Lead Ad campaign.