Lead form Advertising

A lead form is a tool for collecting contacts of users interested in a product or service.

The form can be customised to display only a short text and fields for entering contacts, or it can be combined with an information banner and a window with clarifying questions.

Advertising of lead forms can be placed in feeds and clips of VKontakte and Odnoklassniki, other VK projects, advertising network.

Go to the “Lead Forms and Surveys” section and click “Create a lead form”. There are several steps to customising it. All changes will be displayed on the right side of the preview.

Step 1: Design. In this step, you can specify basic information and customise the appearance of the form. Fill in the common fields:

• Lead form name - the name of the form in the advertising cabinet. 
• Logo - picture-logo of your company. Required field.
• Company name - the name of your company. Required field.
• Styles - the colour of the form.
• Cover - picture for the backing.

Next, choose the type of form - it will determine the set of fields that users will see.

1. Compact version - 1 slide with a title and a brief description of the lead form, where users can immediately leave their contacts (name, phone number, mail, etc.). Includes a headline (up to 50 characters) and a short description (up to 35 characters). 
2. More text - a variant with an introductory slide. This type of form is suitable if you want to describe your offer in more detail. It consists of a headline (up to 50 characters) and a long description (up to 350 characters). You can also add questions for users in the next step.
3. Lead magnet - this option is suitable if you want to offer users some kind of bonus after the application or share promos. For example, offer a discount, a checklist, a book or an instructional video.

• If you chose the “Discount” reward type, fill in the survey title (up to 50 characters) and the amount of the discount in rubles or per cent.
• If you chose “Bonus”, fill in the survey title (up to 50 characters) and the name of the bonus (up to 30 characters). You will be able to add a link to the bonus in the result customisation step.

When you are finished, click “Continue”. 

Step 2: Questions. In this step, you can add questions for your audience and customise the contact information entry fields.

• Contact information is a list of fields that you are prompted to fill in. Name and phone number are selected by default, other fields can be added using the “Add Contact Information” button. You can change the order in which the fields are displayed: simply drag the desired field above or below.

If the user has added information about themselves to their social network profile, the data in the form can be pre-filled.

• Questions - it's a mini survey offered to users. To add a question, click “Add a question”, enter the title and answer options. You can make all questions required to be answered - to do this, check this option at step 4.

It is not necessary to add questions, you can limit yourself to the contact collection form.

Step 3: Result. This is the screen the user will see after leaving their details. You can edit the title and description text, add a website, phone number or promo code.

If you have chosen a survey with a bonus reward, you can add a link to download the promo materials at this step.

Step 4: Settings. On this page you need to fill in the legal information about the company - this data will be used in the agreement for personal data processing.

Also at the settings step you can select the “Required answers” setting - in this case all questions from the form will be required for an answer.

By default, information about new leads is sent to the “Lead forms and surveys” section.  If you would like to receive notifications to email or VK Messenger, tick this option. 

Once you have filled in the details, click “Save”. The form will appear in the list in the “Lead forms and surveys” section and can be used when launching a campaign.

You can test sending a lead form: to do this, hover over the desired form and click on the envelope icon on the right. You can send a test form every 5 seconds.

To edit a lead form, hover over its name and click “Edit”. To delete, tick → Actions → “Archive” in the list.

Saving. When creating a lead form, you can save the data you have filled in. To do this, create a draft and then return to it at any time and continue working from where you left off.

• Drafts are displayed at the beginning of the list with all lead forms. To continue working on a draft, click on “Edit” next to its name.
• You can delete a draft if you no longer need it.
• After you save a lead form, its draft is automatically deleted.

You can choose the button style or add a cover yourself. For example, set a color that matches your corporate style or use a picture for the background.

In the preview on the right, you can see in advance how the form will look like in light and dark themes, as well as from a computer or on mobile. To do this, use the toggles (icons above the preview). 

To change the colour of the lead form, in step 1 go to the “Styles” block. Select one of the preset colours or click on the dropper and specify your own colour.

Once the button colour is selected, the text colour on the button will automatically change to a clearly legible contrasting colour. The cover will change to a gradient colour. You cannot change these colours manually.

To upload a cover, in step 1 go to the “Cover” block → “Add cover” → add an image.

Image specifications: 16:9 ratio, minimum resolution - 1080 × 607 px. 

1. To create a new campaign, in the Campaigns section of the “Campaigns” tab, click “Create”.
2. Select the “Lead Forms and surveys” advertising object.
3. Select the desired lead form from the drop-down list and continue creating the campaign as usual.

At the moment lead forms in VK Ads are integrated with services:

• VK CXHub
• Albato
• Callibri
• Calltouch
• Lead2Call
• Roistat
• Smartis
• UIS (Comagic)
• Wahelp
• Битрикс24 (1С)

Instructions on how to set up data transfer can be found in the active links above.