Launched in June of 2015, Facebook lead ads make the process of collecting an email address significantly easier. Using a Facebook form, advertisers can build an email list without needing to send users to their website.
In fact, much of the information requested is pre-filled from the user’s profile. It’s easy. Crazy easy. Within a matter of a couple of clicks (and no typing), someone can subscribe to your email list.
One of the primary complaints about lead ads is that there isn’t native CRM integration. In other words, when users subscribe, they are added to a spreadsheet that you then export — and presumably import into your CRM — manually.
This makes for a potentially terrible user experience. Typically when someone subscribes to something, they expect to get an email immediately — not a day or week later.
[NOTE: Another recent update not mentioned below is that lead ads can now be shown on desktops. When they were first released, they were only available on mobile. I did not include this update because it was not among the most recent updates Facebook announced. But it’s a big one!]
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