Introducing The New Feature For Meta Lead Ads: Sms Verification For Higher-Quality Leads

Generating successful leads is the backbone of any company, as it helps the business attract customers, which increases its revenue and growth. However, high-quality and engaging leads are what most brands struggle with.

Now, meta-lead ads are a powerful tool that has helped businesses capture potential customers by collecting information from the audience directly within Facebook and Instagram.

Though this strategy helps brands get successful leads in no time, at times it also poses many challenges, like the constant influx of fake leads. This eventually results in the wastage of budget and efforts, thereby hindering sales.

To eliminate this pain point for advertisers, Meta has introduced a game-changing feature that can significantly enhance the way businesses collect leads. The new option in the lead form is a checkbox for SMS verification to enhance the authenticity of the leads.

The SMS verification process has allowed businesses to connect with genuinely interested audiences and also ensures that no accurate lead goes unnoticed.

What Were The Problems with Traditional Lead Forms?

Prior to SMS verification, marketers solely relied on traditional lead forms. While they were convenient, they were subjected to fraudulent submissions. For instance, there were many users who mistyped or intentionally provided inaccurate phone numbers, email addresses, or completely wrong information. As a result, most of the businesses suffered great losses in the following ways.

• Wasted time and effort: Low-quality leads hindered the sales team as they spent hours putting their efforts into converting leads that were ultimately false.
• Decreased conversion rates: A high volume of fake leads interfered with the performance of the marketing campaigns, which reduced the conversion rates and the return on investment (ROI).
• Wrong user targeting: Collecting inaccurate data over a period of time made it difficult for marketers to understand their actual target audience.
• Damages brand reputation: Marketing campaigns are created to represent the brand image. Whenever there are fraudulent activities, there is a waste of budget and it gives the impression that the ads are not performing well.

What Is The SMS Verification Feature?

The latest SMS verification feature is a smart move by Meta to improve the performance of their Lead Ads platform. It is actually a two-step authentication process, which is very simple but extremely effective.

In other words, you can say that SMS verification is a way of validating the identity of the users to make sure that the contact information provided is valid and is not from a spam account.

As an advertiser, you can now verify your users by authenticating their phone numbers via SMS before they submit the form. It is an extra step but is a big improvement in the lead generation strategy.

Here is how the process works.

• Filling the phone numbers: Users will be asked to provide their mobile numbers in the lead form.
• One-time password: Meta will send the users a one-time code for verification. 
• Code validation: Users need to enter the correct OTP to verify their phone number and confirm their submission. If the code matches the one that is sent, the users can continue with the process. In case the entered code is incorrect, the users are given another option to request a new code.

Why Does The Sms Verification Matter For Lead Generation?

The SMS verification feature in the Meta lead ads is an ongoing effort by Meta to help businesses get high-quality leads.

Let’s take a look at some of the following benefits it offers.

• Improves the quality of leads: By requiring SMS verification by users, brands have a high chance of receiving authentic leads and reaching out to customers who might be actively searching for the products or services.
• Reduces spam submissions: This added step is an excellent method to eliminate unwanted users from the lead funnel, particularly the ones who provide incomplete or wrong information. This in turn reduces the influx of irrelevant leads who are unlikely to convert.
• Better follow-ups: Verified phone numbers allow businesses to contact actual customers and have meaningful interactions.
• Enhanced data accuracy: SMS verification is a great option for businesses to get accurate data, which helps the marketing team to personalise the campaigns and create a solid customer profile.
• Effective segmentation: The correct contact information lets businesses emphasise effective segmentation while leading to better conversion rates.

Conclusion

Meta’s SMS verification feature has the potential to assist businesses in prioritising high-quality leads for an increased ROI. So, if you are also looking for ways to fine-tune your lead generation strategy, incorporate the “Phone number” field in the lead form to activate this feature.

Get in touch with BUSFAM for detailed information.