For several years, Google has been working on the implementation of form extensions in its advertising campaigns, to facilitate the acquisition of potential customers.
This Wednesday, February 10, in an announcement made by Katerina Daveynis & Saranath Raghavan, product managers for Google Ads. As they explain, to generate a greater , potential customers will now have access to a form through the headline of the search ad.
Likewise, the client will not have the need to browse the website, since You can send your data from the search engine just by filling out the form. With this, it would be possible to save the client’s browsing time, while achieving a more direct reach of the really interested public.
How form extensions work and what benefits they offer
Important. Google Ads opens access to form extensions in Search, Video, and Discovery campaigns (Gmail only).
When clicking on the ad, a form is opened where the advertiser can directly capture a lead, without having to go through their website.
– Juan González Villa (@seostratega)
As we have mentioned, the main benefit of this type of campaign would be in drive sales by capturing potential customers. On the other hand, the practicality of its scope, by not having to leave the search engine, will allow it to arouse greater interest in the target audience.
Its operation is simple, the form extension must be created first with Google Ads tools and incorporate it into Search, Video or Discovery campaigns. Then the target audience will be able to interact with the ads that the form has, through which it sends the information to the company.
Finally the advertisers or sellers, will be able to manage and download this data from Google Ads that have been sent in the last 30 days. At this point, they will be able to choose whether to download the information as a CSV file or integrate a webhook to directly receive the information.
What do you need to use these form extensions
To make use of these extensions, it is necessary to comply certain requirements, such as having a good track record of complying with platform policies. It must also be taken into account, that the ads account cannot be related to sensitive content, such as adult content, alcohol, etc.
On the other hand, as a vote for the safety of users it is necessary to register a link to the privacy policy of the respective company. Finally, to opt for this service on the video and Discovery platforms spending on Google Ads must be greater than or equal to $50,000, or its equivalent in local currency (about 41,000 euros).
Similarly, this option not available for all countries. Thus, if someone from a country outside the list interacts with the ad, they will not be able to access the attached form. This is the complete list in which this format is available.
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