After launching its revamped Lead Generation Ads product in August, X has now announced that all advertisers globally are able to run Lead Gen Ad campaigns in the app.
As shown in this image, X’s refreshed Lead Gen Ads feature a prominent call-to-action button along the bottom of a promoted post, which is designed to drive a direct response.
The color of the CTA button will be dictated by ad visuals, making the format stand out even more in-stream.
That could make for more compelling promotions, which also enable easier transfer from interest to information gathering in the app.
As X explained in an email sent to business users: “You can now capture high-intent leads directly from the conversation, with less friction and fewer drop-offs. Whether you’re booking demos, growing email lists, capturing quote requests, filling webinars, or running sweepstakes, Lead Gen Ads turn real-time engagement on X into qualified leads you can act on immediately.”
Long-time social media marketers will recognize the format, with X essentially replicating the old Lead Gen Ads design that Twitter used to offer.
It’s back now, in X form, with the X team seemingly leaning into what’s worked in the past as a means to facilitate more engagement.
But then again, Twitter did retire the format in 2016 due to lack of advertiser interest.
Either way, X said that all elements of the updated Lead Gen Ads will be managed inside its Ads Manager, where marketers will be able to preview ads before they launch.
Advertisers will also be able to export leads via direct download, or directly link them to their chosen CRM. Various integrations are available to streamline the process.
