Google is offering advertisers new ways to capture leads by adding lead form extensions to YouTube and Discovery campaigns.
Lead form extensions were first introduced last year when Google enabled them for search campaigns.
These extensions allow advertisers to attach lead forms to ads that appear in search results – and now YouTube and Discover.
The forms are displayed after users have expressed interest in the ads by clicking on them.
The ad then expands to a conversion form that users can fill out and submit without leaving the screen they're on.
When a user is logged into their Google account, lead forms can be filled out and sent automatically with just a few clicks.
“With the new lead form extensions in Google Ads, you can now show a lead form directly on your ad, making it easy for users to share information as they search, discover, and view relevant content. This seamless process can help you find high quality leads more efficiently. "
In an early test of lead form extensions on YouTube, Jeep reportedly saw a 10-fold increase in leads completed.
Jeep claims Lead Form Form Extensions have proven to be the most cost-effective way to generate leads across all ad platforms.
Here's an example of a Jeep lead form extension that users can fill out to book a test drive.
How Lead Form Extensions work
Lead forms help advertisers collect leads directly from ads instead of sending users to a landing page.
For search ads, lead forms can be added as an extension to existing campaigns.
For video campaigns, lead forms are added during campaign creation. They can also be added from the campaign settings menu.
When creating video campaigns, advertisers can choose which types of leads to track.
Advertisers can choose from the following options:
- Higher intention: Reach people who are more interested in your product.
- More volume: Reach a maximum number of people.
During campaign creation, advertisers are asked what information they want to collect from users.
The types of information that advertisers can ask for include:
- Phone number
- Post Code
- State / Province
- Company they work for
- Job title
- Working email
- Work phone number
In addition to this standard set of questions, there are also more specific questions for each industry.
For example, questions specifically for home buyers, questions specifically for the auto industry, questions specifically for job seekers, and so on.
If not all of these options are sufficient, advertisers can write their own custom questions on the form.
When leads are captured, they can be downloaded and managed in a CSV file. However, it is only possible to download leads from the past 30 days.
Later this year, Google will launch lead form extensions to serve ads.
This means that advertisers will soon be able to collect leads from almost every corner of the web.
A survey of American buyers found that they appreciate communicating with companies in different ways, including through these lead forms.
“Consumers now prefer different methods of communicating with a company. Our March research shows that one in three buyers would rather buy from a company that offers a variety of ways to reach them – such as web forms and calls. "
Source: Google Ads & Commerce blog