Another simple yet significant tool for search engine marketing in the Philippines and around the world has occurred when Google made its recent announcement. The leading pay-per-click (PPC) advertising platform now allows advertisers to present their lead form when people click on their ad on search engine result pages (SERP). 

As consumers are becoming smarter, they constantly find new ways to be more informed. And for the industry of digital marketing in the Philippines, the competition to get leads is getting tougher. To make this easier, Google made in-SERP lead form extensions available to help both advertisers and their audiences reach their goals faster.

For more information regarding the use and benefits of this extension, keep reading: 

How does it work?

First, create a lead form extension in Google Ads and add it to your campaign. This is available for Search, Video, and Discovery (Gmail) campaigns. When a user clicks your ad, the extension would pop up a form directly without the need of a clickthrough.

Upon interacting and opening the form, the audience could request or download information from your brand. This is done by submitting their contact details like email address, phone number, and other information in exchange. Afterwards, they would be asked to visit the advertiser’s site or go back to the SERP, video, or email.

What are the considerations?

Aside from having a good history of compliance, assess what kind of content you would be using. When creating lead form extensions, sensitive or adult content is not eligible.

From Google’s help page, you also have to provide a link to your privacy policy to appear at the end of the lead form. And for Video or Discovery campaign users, you need more than $50,000 USD total spend in Google Ads or equal before proceeding.

What are the advantages?

One of the extension’s benefits is generating leads more effectively and efficiently to drive conversions for your business or organization. Having a pop-up lead form on the SERP, video, or your email presents a quicker way of collecting your audience’s information. Thus, this gives you advantage over their diminishing attention span with ads.

You now have the chance to move these leads further down your marketing funnel and reach your business goals. In the future, more people could respond to your ads, as this extension makes the whole process easier for both parties involved.

How can the leads be managed?

You can manage your lead data by downloading them in a CSV file. Another way to do it would be to create a webhook integration to have leads moved directly into a Customer Relationship Management (CRM) system. However, keep in mind that you can only download leads submitted in the last 30 days. Because of this, you would have to download your leads often.

What are the things to keep in mind?

Even if PPC visitors are 50% more likely to convert than organic visitors, you should still improve all other marketing efforts in your arsenal. Use the Google Ads in-SERP lead extension forms to support the strategies you already have. 

Make the most of creating and optimizing for Google Ads in Search, Video, and Discovery by constantly researching for better practices from bigger companies, your competition, and Google itself. This includes regularly improving your keywords, creating simple but enticing ads, having a strong call-to-action, and reviewing your campaign performance. 

Additionally, your PPC efforts would be a lot more effective in conjunction with your search engine optimization, website and app development, and social media marketing as well. With your paid and organic strategies going hand in hand, you are likely to attract more well-intent leads for your business or cause. You would be able to provide value for your audience while getting the value you desire in return. 

For better assistance with gaining more relevant leads, consult your trusted digital marketing agency in the Philippines today to get you started!