Google has officially rolled out two notable new enhancements to lead form extensions for Google Ads advertisers this week, just in time for the final festive sales push.

While the timing is a boost for advertisers keen to maximise the bumper online traffic ahead of this most unusual of festive periods, the changes made promise to help advertisers enter 2021 on a strong footing with improved options for driving higher quality leads across Google properties, including  Search, YouTube, Discovery, and Display ads inventory.   The search engine says the changes made will make lead form extensions more effective for advertisers while simultaneously simplifying how they are managed.

Shareable forms

If you’ve used – or tried to use – lead form extensions previously as an advertiser, you’ve probably been frustrated by the process of managing forms across multiple campaigns.  This process has now been streamlined as a result of advertiser feedback, so it’s now easy to share the same lead form across multiple campaigns for Search, YouTube and Discovery.

To tighten up the process of form creation and management, YouTube and Discovery lead form extensions will now appear within the Google Ads console, giving advertisers centralised access and control.

Additional questions

For a lead form to be successful, it needs to gather the right kind of information from prospects. This data can be used for pre-qualifying or lead scoring. To make good on its promise to drive higher quality leads, you’ll now be able to select from 50 questions, allowing forms to be customised according to the campaign goals and your own business niche.

The pre-populated questions are organised by sector within the form creation wizard, so you can navigate to your industry and then browse industry-specific questions to populate the form. These can help with lead scoring by identifying whether a lead is coming from a genuine customer and at what stage of the buyer journey that prospect is currently at.

New automation and integrations

Acting quickly impacts on conversion rates, with research by HubSpot suggesting that the speedier a sales rep contacts a lead, the greater the chances of conversion.

Before this week’s changes, taking form data and inputting it into your CRM for follow up required manual saving and uploading. To remove this inefficiency, you can now integrate with Zapier or WebHook to automatically import form data directly to your existing CRM.

Author Rebecca

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