Following the success of lead forms across multiple platforms, Google has decided to introduce a contact form extension for search ads (see the full Google for India video for more info). This form extension, which is still in the pilot stage, gives an option of a form directly on the search ad itself, similar to the lead ads on Facebook and LinkedIn. The new initiative will appear in the mobile search results page and will be a game changer for both marketers and consumers. According to Google search report, 80% of traffic comes from mobile devices, which means this update will help brands reach the next billion internet users.
How does it benefit marketers?
- Form ads can help brands generate high-quality leads due to the high-intent of the users who fill them up.
- It eliminates the need to click on the ad and go to the landing page to fill the form, providing the twin benefit of speed and convenience. Moreover, brands that don’t have a landing page yet, this can be an ideal way to generate enquiries.
- With 80% of searches coming from mobile, the mobile-optimised design of the form ads is a win-win for both the consumers and the marketers.
- The forms can be optimised without the hassle of coordinating with the technology team.
- Finally, it allows campaigns to go live instantly with limited technology/CRM integrations. Though CRM integrations might not be available at launch it is likely to happen as the product is enhanced.
How does it benefit consumers?
- Since the ads are targeted to the user based on their previous content consumption pattern, the forms are more relevant.
- Compared to mobile pages, the forms load faster and provide a better user experience. Similar to how AMP Landing Pages improve the experience.
- The forms are usually pre-filled with the information of the user, reducing the friction of filling and making it even easier to hit “Submit”. The quality of leads is something that needs to be tested once the extension is launched.
You can also check out our all you need to know video on lead forms on Google.
Information generated in lead reports:
Marketers can get the following fields filled by potential consumers:
- Name of the lead
- Email ID of the lead
- Phone number
- Campaign ID
- Ad group ID
Form ads also provide the time stamp of lead submission. In the initial phase, the leads will be sent to a Google spreadsheet which can be created during the setup process.
This update from Google is still in the testing stage but with the list of benefits it provides, there is no doubt that it going to stay! We are excited to try it out for our clients. Watch this space for more.