New Google extension allowing advertisers to collect leads
Internet goes (more and more) mobile. Also the search volume where the highest proportion now comes from mobile devices. However, when it comes to conversion rate mobile lags far behind desktop. To counter this, Google has looked for a creative solution. By the end of October, Google officially announced the launch of a new extension in beta called Lead Form Extension. As a reminder, extensions are shown right underneath the text ads in order to extend them with additional information.
This new feature has the particularity to capture leads within search results. The purpose here is clear: allow mobile users to leave a lead with a minimal effort by eliminating the extra step of navigating to your website.
How does it look like?
The form includes a headline, a business name and a description line. There is also the possibility of adding a background image. As for the fields form, they are limited to the name, email, phone number and postal code. It should also be noted that forms are prefilled with information obtained from Google accounts. So UX on mobile is swift and action driven.
Furthermore, data can be gathered in two different ways:
- Webhook: linking the lead form directly to your customer data management system, the collected leads will be received in real time.
- Manually: manually downloading the collected leads in the ad extension table.
Now, what does it mean for advertisers? In concrete terms, this new feature offers the opportunity to increase lead rate while also making the user experience even easier.