Facebook adds contact form to ad dashboard, aims to respond in 4 hours

Some advertisers are seeing a prominent new “contact us” button in Facebook’s self-serve ad dashboard. According to the site, the global marketing solutions team will strive to respond to all questions within four hours.

The button, which appears above campaign information, leads to a short form and includes a note about the team’s business hours. This effort comes at a time when many small and mid-sized businesses feel Facebook is too focused on the interests of major brands and is ignoring their own. If Facebook becomes more responsive to these advertisers, even through email, it could improve perception and solve some of issues that prevent businesses from spending more on the platform.

It is unclear how many advertisers have the new contact option and whether ad spend has an effect on who sees it. The account we saw the prompt with has already spent thousands on the site, but nowhere near the hundreds of thousands required to be considered a “premium” advertiser. Another account, which spent less than $100, did not show the contact form.

Facebook has expanded its sales and marketing staff considerably in the past year, and it has more than 100 open positions related to account management and client support. With more people on the team, the company will be better suited to handle the load of questions advertisers have and provide additional resources for businesses of all sizes — for example, creating an ad demo tool for non-premium ads. As advertisers come to better understand the platform and see evidence of Facebook serving their interests, they will be more likely to run paid campaigns on the site.

[Update 3/27/12 11:54 a.m. PT - According to AllFacebook.com, some page owners started seeing similar prompts on their homepages late last year.]

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