When an online consumer is ready to sign up for a test drive, bogging him or her down with long web forms is the last thing automakers want to do.
BMW UK, looking to entice Facebook users into requesting test drives and brochures, knew that it needed to speed up its lead submission process in a recent mobile campaign. It did this with the help of Facebook’s Lead Ads tool, which automatically fills in forms with user profile details such as names and email addresses when they engage with certain newsfeed ads.
Filling out the automaker’s web forms in the past could be time-draining affairs for consumers. People had to deal with forms that included detailed legal information, opt-out options and a local dealer search.
Lead Ads was able to rectify this problem. Facebook made Lead Ads available to all advertisers last fall.
Lead Ads is a way to start conversations with customers while cutting down on the amount of typing they have to do on their mobile devices, which can be frustrating for some, said Jyotika Prasad, Facebook’s product manager for Lead Ads.
“It’s a way for a customer to connect with you to give you their information as well as answer some of the questions you have: Where are they in the buying cycle? What type of car are they looking at?” Prasad said in an interview.
Automakers such as Land Rover have used Lead Ads before to make it easier for consumers to request quotes. With Land Rover, Lead Ads automatically filled in a person’s name and email address and then asked when he or she planned to buy.