What You Need to Know About Google Lead Form Extensions

Posted By on August 13th, 2020 in Pay Per Click

Google announced introducing lead form extensions to YouTube, and Discovery Campaigns. After testing lead form extension in search campaigns since last fall, Google finally started rolling out lead form extensions in beta. The new feature works the same way as it works on the other platform, by helping you capture interest when the potential customer is searching for products or services offered by you on Google. According to instapage.com, the recent data shows that mobile conversion rates are lower than desktop:

low-mobile-conversion-rates

This new ad extension is designed to help mobile users convert and provide their contact information without ever leaving the SERP—lead form ad extensions. Before you start using the new feature, you should familiarize yourself with the eligibility terms. To be eligible for lead form, your account should meet the following criteria:

1. Have more than USD 50,000 total spend on Google Ads
2. Have a good history of policy compliance
3. Not be available to advertisers that are in sensitive verticals or sub-verticals

Lead Form Detail: Customizing a Lead Form

Advertisers can customize their lead forms with a title, description, submission message, and the type of information they want to get from customers – like a customer’s name, email, phone number or postcode. And they also can gather specific information regarding the user’s geolocation like the city, state and country.

google-lead-form-extensions-example

Types of Lead Forms and How to Download Your Leads

You can choose whether you primarily want to try for as many leads as possible or target customers that are most likely to convert:

Higher intent: If you want leads based on relevance to attract people that are more interested in your product or service, then this option is the best for you. While this option promises more relevant results, it may generate lower leads.

More volume: This option is great if your focus is to generate more leads. While it’s more likely to help you achieve a more significant amount of leads, many people included in those leads may not be interested in your product or service.

You can download your leads as a CSV file, or set up a webhook integration for your lead form extension. You’ll need to download your leads often because they’ll only be stored for 30 days. Here are the steps you need to follow to download it:

1. Sign in to your Google Ads account
2. Clicks ads & extension in the page menu
3. Below your lead form extension, click one of the CSV download options

Overall, the process is simple, just make sure you’re following general ad best practices for your copy and CTAs. Finally, Google offers the following tips for anyone who wants to start using the new feature:

1. Start with narrow audiences
2. Narrow your language targeting (one per ad, matching the form)
3. Have a clear creative
4. Set the right cost-per-action (CPA) bid
5. Set the right budget
6. Optimize conversions

If you’re interested in the benefits of PPC and are looking for a PPC agency in Dubai, make sure to drop us a line. You can find our contact details and more about our PPC services here.