If your goal is to Online leads generate and leads for your business then the Lead Module, the latest tool from Google, is perfect for you. Now you can generate potential customer contacts directly from ads without needing a landing page! Did I intrigue you? Then read this article to find out how to start generating online contacts with the new Google Ads Leads Module.
WHAT ARE ONLINE LEADS GENERATE CAMPAIGNS?
The campaigns in order to Online leads generate, or even those of Digital-Marketing-Lead-Generation, are designed with the ‘ aim of collecting contacts of potential customers or users of our service.
In general, therefore, the goal of a lead generation campaign has as its main purpose the completion of an online form. Whatever the business or the business we are dealing with, whether it is the distribution of magnetic therapy devices or fast delivery parcels – setting up a campaign for the acquisition of leads can be an excellent strategy for obtaining valuable information on potential customers and establish a first contact with them.
GOOGLE ADS: AN EVOLVING ECOSYSTEM
Google Ads is an evolving ecosystem where news is on the agenda. In fact, Big G strives to integrate new features to enrich the experience of its advertisers. Yes, because Google’s advertising platform is becoming increasingly effective for those businesses that aim to generate contacts.
From mid-October, in fact, those who manage campaigns on Google Ads have found a new ally, the module extensions for leads .
WHAT IS LEAD EXTENSIONS MODULE
The latest additions to Google are presented as new ad extensions designed specifically for those involved in lead generation . As the name suggests, the module extensions for Online leads generate work like an authentic form able to capture user data without having to exit the search results.
In short, it converts directly to the SERP, interesting isn’t it? The nice thing is that if the user is logged into Google when the form is opened, he will find the fields filled in with all his data already entered
The new extensions are only available for campaigns on the search network and are shown only on mobile phones and tablets . They can also be set only at the campaign level . There are also restrictions for some sectors such as adult, gambling, pharmaceutical, and alcohol. As with all other extensions, be careful to use the marks in the text, on pain of limitation.
Google’s intention is the same that had led to the introduction of call extensions and call-only campaigns : generate a contact, a conversion without having to go necessarily for the website .
The advantage of using Google Ads Lead Modules
The advantage? It is clear, in this way we overcome all those obstacles that generally block mobile conversions such as long loading times or forms lacking UX side or with too many fields to fill out.
It is no mystery that the user’s journey to conversion is more difficult to move than the Desktop due to the small screen size . A study conducted by Webpage Fx has highlighted this situation.
How Google Leads Modules Work
As you can imagine, the new module extensions for leads must be added in the usual way and then opening the tab on the left column under the heading ads and extensions > extensions . If you have any doubts, I invite you to consult the official guide .
Have you opened the list and can’t find them? Unfortunately at this time the module extensions are available only for accounts with a certain history behind them, as the function is in beta testing.
By eye, the new typology introduced seems very similar to a promotion extension, which appears as an extra box marked with a folder icon . At the anatomical level, the new extensions consist of 3 components:
1) The extension
That is what the user in Serp will see next to the announcement. This in turn consists of a call to action and a text field . First you need to choose the call to action among the 8 types provided by the system:
- you have to request the quote
- apply now
- sign in
- contact us
- book now
- go to the offer
Then we must enter a text of up to 30 characters useful to accompany the CTA chosen.
To make the operation clearer I will show you how to create a lead extension form from scratch thanks to a customer account in which it is available. The example is invented, but I advise you to arrive at the end of the article where I will show you some real data: the results of the first experiment carried out on the lead module extensions.
Suppose we have to sponsor a rental activity on Google’s SERP as like Paper one Srl’s safes. After writing the announcement, we are going to apply the new extension by choosing Contact us as CTA and receive a dedicated consultation as a reinforcement text to the call to action. Here’s how it will look on the search results.
2) The lead form
Great, now let’s move on to creating the form , which is the form that will appear to the user after they click on the extension. We must therefore set:
- Title to 30 characters : useful to describe the contents of the form
- business name in 25 characters
- description we use 200 characters to better explain the service and maybe use some leverage to push the user to leave their data
- Information requested: here we specify the data we want to collect. At the moment it is possible to collect: name, email, phone number and cap
- background image: optional and recommended in 1200 x 628 corresponding to a proportion of 1.91: 1
3) The message for sending the form
In the third and last part we define the message that the user will see after he has filled out the form . Here we can insert an additional optional CTA among the three possibilities provided by Google Ads: download , visit the website or empty .
Instead, it is mandatory to fill in the message respecting the 200 character limit . Here we can for example thank the user and maybe give explanations on how the contact will continue , the service will be provided and so on.
It would be very interesting to test the new extension using a lead magnet , a free resource like an infoprodotto to give the user a greater push to leave their data. In that case, we will use the CTA download linked to the link where we download the freebie in question.
Regarding the operation you need to spend a few words on clicks and conversions . Each time the user opens the form this will be imputed as a click and then charged as a cost . Even if it doesn’t convert. The completed form will obviously be counted as a conversion .
HOW THE MODULES ARE COLLECTED
I guess now you’re wondering where the user- completed forms end up . Well, these are captured by a CSV file that can be downloaded directly from the platform under the heading: extensions> type of extension> module for leads.
It is not a practical solution because we advertisers every time we will have to check for the presence of completed forms and send leads to our customers by paying attention to the fact that Google Ads retains data only for 30 days . The average patience of a lead waiting to be contacted also lasts much less.
Fortunately, the platform has provided the ability to integrate with a CRM using a webhook , just specify its url in the lead delivery options field . Once entered, test data can also be sent to verify correct operation.
Don’t have a crm? Googling I discovered that Zapier offers alternatives that provide integration with Gmail or Google Sheet sheets. I have yet to test but they seem to me more than valid solutions.
Is it worth testing the Lead Modules?
As with all the best questions the answer is depends. First of all from the type of business, I find it hard to think of them successfully applied in markets where it is necessary to pass through the site, to look at an assortment of products as in the case of e-commerce website.
They certainly fit better for all those businesses that provide direct contact between company and customer to define a solution together. It must be said that for this function Big G took inspiration from Facebook Lead Ads where they work, according to the experts, quite well.
Now we need to understand if: a) users are willing to send their personal data directly to Google on the Serp as it is for Facebook? b) even if the need for a landing page to convert fails , are we sure that the user does not prefer to call ? I’m thinking of those emergency services such as plumbers, sewers and electricians.
This we will only find out over time and when – and in the case where – the lead module extensions will go from beta to standard. Rumors say that soon they will also be implemented on Youtube .
THE RESULTS OF OUR FIRST TEST
We leave the field of hypotheses and see together some real numbers . I used the new extensions on a customer account that deals with rentals. This test does not claim to have any statistical value , since it is only the data of the first week. Here’s how it went.
Compared to standard extensions, the forms for leads have generated fewer impressions. The interesting data is the CTR which is high and almost equal to that of the promotion extensions. I think this is a natural consequence on the visual level that these extensions have. That is for the classic rule: Bigger announcement = More obvious announcement = Most clicked ad .
Ok but the conversions ? I can’t let you see the extensions view for privacy reasons, I tell you that we got 6 in a week at a very advantageous cost .
We’ll see what happens. Maybe, after I get some more data, I will update the article with the results of the experiment . In the meantime, I salute you and invite you to leave a comment under this post. Have you already tried module extensions for leads? What are your impressions?