Meta Introduces New Ad Updates to Enhance Lead Generation for Seasonal Campaigns
Meta, the parent company of Facebook, has announced a range of new ad updates aimed at helping brands gather more direct contacts with their seasonal campaigns. The updates include expanding the lead objective to Facebook and Instagram ads that click to start a WhatsApp chat, as well as offering coupons and discounts to users who engage in DMs. Meta is also testing new features such as “Instant Form” ad format, full campaign automation for lead generation campaigns, and the ability for businesses to call potential customers through Facebook. These updates aim to provide brands with more opportunities to connect with potential customers and drive engagement.
One of the key updates is the expansion of the lead objective to Facebook and Instagram ads that click to start a WhatsApp chat. This allows brands to tap into the rising use of DMs and WhatsApp specifically, providing a more direct and convenient way for users to connect with brands.
Another update is the ability for advertisers using click to message ads on Instagram Direct to offer people a coupon for completing the question-and-answer flow. This incentivizes engagement and provides users with discounts that can be applied to their next purchase or service.
Meta is also testing a new “Instant Form” ad format, which allows people to select multiple businesses to submit information to at once. This provides added convenience for users and more opportunities for small businesses to be discovered by potential customers.
Additionally, Meta is testing the ability for businesses to call potential customers through Facebook, showcasing their business name and info on screen. While this may not be popular among millennials who prefer messaging over phone calls, it could be a good option for older audiences who are more accustomed to phone calls.
Meta is also testing “full campaign automation for lead generation campaigns”, which would allow advertisers to use Meta’s evolving AI systems to guide every element of their campaigns, including targeting, creative, placements, and budget. This could provide brands with more efficiency and effectiveness in their lead generation efforts.
Finally, Meta is testing a new option to generate instant forms for Facebook using existing content from an advertiser’s website. This simplifies the process of creating forms and provides a seamless experience for users.
Overall, these updates aim to enhance lead generation for seasonal campaigns and provide brands with more opportunities to connect with potential customers. While some features may be more appealing to certain audiences than others, these updates offer valuable tools for brands to maximize their response and engagement from their Meta campaigns.