Advertisement

  • News
  • Columns
  • Interviews
  • BW Communities
  • Events
  • BW TV
  • Subscribe to Print
BW Businessworld

The Social Circuit: Easy Targeting Tools

After opening lead ads to advertisers in October 2015, Facebook has now added new tools to the mobile signup process.

Photo Credit :

After opening lead ads to advertisers in October 2015, Facebook has now added new tools to the mobile signup process.

One of the tools is the video format for lead ads which functions the same way as lead ads with photos do. When people click on the call-to-action button below the video, they will be directed to the lead ad form.

Another feature is the duplicate lead ad forms to save time and effort, which will allow advertisers to edit specific fields across ad sets and campaigns.

It has also added new companies to the list of CRM partners that integrate with lead ads.

Customisable disclaimers have been added too which will give advertiser additional options, including a new checkbox to give permission to share their information — a feature that may be helpful in countries where double opt-in may be required.

Housing.com, India’s real estate listing portal, used lead ads to gather cost-efficient leads and hear from people who were looking to buy a home. They designed ads with personalised information, showing homes within the right budget and location for the person seeing the ad. After running this campaign for five days, Housing.com saw a seven-fold increase in quality leads and a 50 per cent reduction in cost per lead.

“Lead ads are a real game-changer for online ads. Facebook has done a beautiful job of marrying its targeting tools with great lead generation capability,” says Amrit Raj, co-founder and head of digital marketing, Housing.com.

BRAND BUZZ
The More The Merrier

LINE Messenger has now rolled out a feature that lets users host group calls for upto 200 people. The group voice call is free for the app users. This bold new move by LINE will take it a step ahead of its popular rivals Facebook Messenger and WhatsApp. While Messenger allows both one-on-one voice and video calls, WhatsApp only offers one-on-one voice calls at the moment.

The feature is now available on the app, but will soon introduce a Windows/Mac option. This will give stiff competition to the likes of Google Hangout and Skype.

DIG THE DATA
Get Personal

A study from Microsoft Azure Mobile Engagement reveals that by sending personalised notifications, companies can see their conversion rate improve by up to 300 per cent. It is, however, important that the notifications are sent at the right time to the consumers. The delivery time of push notifications can influence engagement rates by up to 200 per cent.

The Sweet ‘Heart’
Social media analytics firm Locowise found that since Twitter replaced its favourite star with heart, it has seen a 27.82 per cent increase in liking tweets versus favoriting them. Locowise studied more than 1,500 accounts in the three-month period before and after the change.

LEADER
Suhel Seth
@suhelseth Author & columnist

“All the brouhaha over beef keeps distracting from the development agenda and perception! What the hell are we doing to ourselves? ”

Anand Mahindra
@anandmahinra Chairman & managing director, Mahindra Group

“No better human activity than sport to make us kneel humbly & accept that life is an enigma & outcomes can’t be predicted”


sentifi.com

Top themes and market attention on: