Facebook just launched a new ad type called Lead Generation ads. I really like this because it makes the process of filling out forms much easier for mobile users in particular and Facebook has done a nice job of addressing the privacy concerns of people who see these ads. Regarding ease of use, if you need to collect an email address in the form, it is auto-populated from the Facebook users profile so they do not need to complete that part of the form. As for privacy, according to a recent post by Facebook,
People can edit their contact information, and information isn’t sent to the business until a person clicks the “submit” button. Advertisers may only use this information in accordance with their privacy policies, which we make available in the lead ad before people click submit. Advertisers are also restricted from re-selling lead information to third parties.
You’re probably wondering what types of questions you can ask in your lead form. And the answer is that the sky is the limit…You can use the pre-built question fields or create your own custom questions.
Here’s an example ad:
Check out this post from Digital Marketer which has more information about this new ad type and the opportunity it presents for Catholic marketers with direct response advertising objectives.
There’s also a nice introductory video from Facebook that you can view as well. Click on the video image below to watch it.
In case you’re wondering, here are the Lead Ads terms of service as of September 14, 2015
Lead Ad Terms
Facebook provides a feature that enables you to run an advertising unit which allows a Facebook user to provide their email address or other user information to you (“Lead Ads”). By clicking “Accept” and using this feature, you agree to the following:
A. You are solely responsible for ensuring that each Lead Ad submitted by you complies with the SRR (as defined below, including the Facebook Advertising Policies located at https://www.facebook.com/policies/ads, which includes the Lead Ads Policy, and the Facebook Platform Policy located at https://developers.facebook.com/policy/) and all applicable laws, rules and regulations (including providing all necessary disclosures to Facebook Users). If you are accepting these terms on behalf of a third party, you represent and warrant that you have the authority as agent to such party to use such feature on their behalf and bind such party to these terms.
C. “Lead Ad Data” means the information that a Facebook user elects to send to you through a Lead Ad, which may consist of such Facebook user’s email address and any additional user information.
F. You will have in place appropriate technical and organizational measures to protect Lead Ad Data against accidental or unlawful destruction or accidental loss, alteration, unauthorized disclosure or access, and which provide a level of security appropriate to the risk represented by the processing and the nature of the data to be protected. Lead Ad Data may be made available to you through protocols specified by Facebook (including Facebook APIs), and your use of such protocols must comply with Facebook’s Platform Policy.
G. You will not use Lead Ad Data in connection with any SMS, MMS, or other short code programs.
H. Facebook may modify, suspend or terminate access to, or discontinue the availability of, the Lead Ads feature at any time. You may discontinue your use of the Lead Ads feature at any time.
These terms govern your use of the Lead Ads feature. They do not replace any terms applicable to your purchase of advertising inventory from Facebook (including but not limited to the Facebook Advertising Policies), and such terms will continue to apply. This Lead Ads feature is part of “Facebook” under Facebook’s Statement of Rights and Responsibilities (https://www.facebook.com/legal/terms, the “SRR”), and your use of the Lead Ads feature is deemed part of your use of, and actions on, “Facebook.” In the event of any express conflict between these terms and the SRR, these terms will govern solely with respect to your use of the Lead Ads feature and solely to the extent of the conflict. Facebook reserves the right to monitor or audit your compliance with these terms and to update these terms from time to time, and your continued use of this feature constitutes acceptance of those changes.
Last Modified September 14, 2015