What is this new transition position?
When you create a new campaign with a lead goal, you may see a new conversion location option in your ad set: “Multiple.”
Not all advertisers have this option, but let’s dig into what it is.
What’s this?
Meta is defined like this:
Optimize the performance of your ads in selected locations by directing users to where they are most likely to provide contact information.
What I find interesting is that this definition is universal. The options I was given were website and phone. However, I have a feeling we may see other options in the future, or some advertisers may have different options than others.
Create ad
When you create your ad, you’ll be able to provide your website URL (website conversion location) and phone number (call conversion location). The version you see varies from user to user.
Of course, I only want the Call option to appear on mobile devices. I’m probably missing something, but I can’t find a preview for the call version. However, I think it looks like the typical click-to-call ads.
When do you use it?
This option may be particularly useful in situations where a prospect is speaking with a salesperson. In some cases, it may skip the initial step of filling out the form. You just need to make sure someone is there to answer the call.
Here’s another example of Meta helping advertisers Consolidate and streamline their efforts. Instead of creating two separate ads or ad groups, you merge them into one. In theory, Meta will deliver optimally between the two.
I would like to see a similar website and lead form. I know I’m not the only one who occasionally runs both functions. But if you combine them, Meta can simply choose the method most likely to work in each situation, which may lead to better results.
Do you also have this option?
