This is a major update to the leadership ads…
One of the most common questions I have is whether you should use instant forms or send people to your website to collect leads. There are a lot of opinions on this, and you can test it by creating a separate ad set.
But this new option may change something.
New conversion location
When using lead targets, some advertisers have a new conversion location option: Websites and instant forms.
Usually, advertisers need to choose Any Instant forms or websites as conversion locations. This allows you to use both with a single ad set.
This part is interesting (found in the tooltip for converting positions):
The bids you adjust for website conversion and instant form conversion are the same.
But what I’m seeing is a different ad account. In one account, the website conversion rate is 67%. In the other, it is 30% higher. Don’t know why or what drives this.
advertise
When creating an ad, you need to provide the website URL and select the instant form at the same time.
In theory, META will send the person clicking on your ad to the destination that is most likely to lead.
Should you use this?
As always, this is something worth testing. You lose a certain amount of control because you don’t know how much budget you’ll spend on sending people to a destination.
Do you have this choice? Let me know if you have tried it.
For more information on this information, and 10 other bootstrap ad updates, check out my recent blog post.
