Lead form extensions for potential customers (lead form extensions in English) are a new ad extension currently being beta tested by Google. This extension helps collect data about users directly from the ad, while also improving the experience for potential customers who are searching on mobile phones or tablets. This is what a lead form extension can look like in the search results.
The extension can only be used for search campaigns, which means that bids and targeting are determined by the settings of the campaign the extension is linked to. Each time the lead form extension is opened, it is measured as a “lead form click.” When the user submits the form, it is counted as a lead conversion. This new type of extension makes things easier for mobile users, as they do not need to click through to the website and fill in all the information there—instead, they can do it directly from the SERP.
Benefits
Some additional benefits of lead form extensions include the fact that they can increase the likelihood of potential customers actually converting, as the process becomes simpler and faster for the user. When a user is logged in to their Google account, they can click the call-to-action in the ad extension and are then taken directly to a form that is pre-filled with their contact details.
It also becomes easier to identify and engage visitors who are interested in the product, allowing you to create new remarketing lists. Lead form extensions also make ads stand out more and take up more space in the search results. After getting started with lead form extensions, you can download the collected lead information as a CSV file. This can be done for the last 30 days, so it should be done regularly to avoid missing potential customer data. According to Google, tests have shown that advertisers achieve a 20% higher conversion rate for sales leads after implementing lead form extensions.
Limitations
Some aspects to consider when choosing to use lead form extensions are that they are only shown in search campaigns. The extensions are also only displayed to users who are searching on mobile phones and tablets. In addition, you cannot add this extension at the account or ad group level—it can only be applied at the campaign level. Another important consideration is users’ personal data. The information you collect from users must comply with your company’s privacy policy, Google’s data collection policies, and the applicable local legal requirements for your users.
How to set up the extension
You create the form yourself by setting a headline of up to 30 characters, entering the company name, and writing a description of up to 200 characters. At the moment, you can choose between nine different call-to-actions for lead form extensions:
- Learn more
- Get a quote
- Apply now
- Sign up
- Contact us
- Subscribe
- Download
- Book now
- Get offer
You can also choose what information you want to request, such as name, email address, phone number, or postal code. It is also possible to customize the text that is shown after the user has submitted the form.
After the visitor submits the form, you can read more about how to set up lead form extensions for potential customers (lead form extensions).
It will be interesting to see how effective this extension turns out to be and whether it is something Google chooses to keep in the long run.
