Facebook Launches Lead Generation Ad Tools and AI Features Across Suite of Apps

Meta has expanded its offerings by introducing new lead generation ad tools, incorporating artificial intelligence-powered features, and forming customer relationship management (CRM) partnerships across its suite of apps, as per information disclosed to Our Website.

Article Brief:

Facebook and Instagram ads now have the lead objective feature, similar to Messenger and Instagram direct. Additionally, select advertisers can include a Q&A flow in Ads Manager. For lead generation advertisers, AI can be applied to targeting, creative, placements, and budget through the Meta Advantage suite of ad automation products. These updates reflect Meta's commitment to enhancing AI offerings across its platforms.

Article Insight:

Meta has introduced a new update aimed at enhancing interaction with advertisers who utilize its suite of applications as a means to engage with potential customers and boost sales using ad offerings that enable customers to complete forms, initiate chats, and receive calls directly from a business.

Meta is expanding its feature on Messenger and Instagram Direct by adding a lead objective to Facebook and Instagram ads. This feature allows users to click and start a WhatsApp chat, indicating that WhatsApp will be a key focus for Meta going forward. Meta has experienced significant growth in revenue through the WhatsApp Business Platform. Additionally, Meta is currently testing full campaign automation for lead generation efforts on Meta Advantage, its suite of AI-focused ad products. Advertisers using this feature will be able to utilize AI across various campaign elements simultaneously, such as targeting, placements, creative, and budget. Meta plans to prioritize investments in AI in 2024 and beyond, especially as AI features for advertisers generate revenue. In the latest quarter, Meta's Advantage+ shopping campaigns have reached a $10 billion revenue run rate.

In addition, Meta is incorporating coupons into click-to-message ads on Instagram Direct, testing a new instant ad format that brings relevant advertisers together. They are also experimenting with instant forms for Facebook, which pull content directly from advertiser websites. To better cater to the leads generated from these features, Meta has partnered with HubSpot as its latest CRM partner and has made the CRM integration with Zapier simpler. According to a Meta study, these integrations can enhance campaign performance and aid businesses in converting leads.

Meta is not the only company working on new AI features for advertisers. Google recently introduced generative AI tools for its Performance Max ad product as a beta, available to all U.S. customers. This launch allows advertisers to generate all the necessary assets for a campaign by simply providing the URL of their preferred landing page, eliminating the need to create various text and image assets individually.