Surely today, no one would be surprised to learn that approximately 58% of searches on Google are derived from mobile devices, more than double that of desktop.

On the other hand, when we talk about online sales, the numbers on desktop are more than 40% higher than on mobile phones and tablets.

And here the behavior of the users has a lot to say, depending on the source device.

Normally, mobile search is used to expand information before buying a product or to buy items that do not exceed a certain amount of money. Therefore, mobile search is a critical part of the customer's buying journey… especially considering that this is where most of our ads will be seen from.

 

Well, the Potential Customer Form Extensions are designed precisely to take advantage of this last point.

 

1. WHAT ARE POTENTIAL CUSTOMER FORM EXTENSIONS

Potential Customer Form Extensions give users the ability to leave their details (for example to be contacted for an appointment) directly from the search results, without the need to enter the website. Basically, it boils down to a call to action in the early stages of the purchase process, reducing the steps to follow and thus creating an optimal user experience.

For this, the Ads platform allows us to attach a form to your campaigns to replace the Landing Page experience directly in the SERPs.

The benefits of this extension are therefore focused on increasing the Conversion Rate, attracting potential customers to be able to direct them to our marketing funnel and thus increase sales.



2. CONFIGURE THE FORM EXTENSIONS IN 3 STEPS

Attention! Before continuing, a small paragraph.

In order to use these form extensions, advertisers must meet a series of prerequisites established by Google, such as:

  • An impeccable policy compliance record.

  • Own privacy policy. Once the extension is created in Google Ads, the advertiser must provide a link to the Privacy Policy of their business, which will be shown to the user at the end of the form.

  • A valid vertical-based Google Ads account for the use of these forms. Following Google policy, ads based on sensitive content, such as adult content, are incompatible with this extension.

  • (Only for form extensions in Video, Discovery or Display campaigns). The advertiser must have exceeded the total investment of $ 50,000 in Google Ads. If you do not work with dollars, your investment will be calculated by changing the currency using the average monthly conversion rate for that currency.

 

If you meet these requirements, talk no more. Let's go with the settings!

To begin, we will first select the campaign to add the extension to within your Ads account, and they can be created in completely new campaigns or added to those already created previously.

 

Once this step is taken, the configuration of the extension is so simple that if everything goes well, you should have it ready in 5 minutes.

 

2.1. Create the extension and its content

First, you will have to design what the extension will look like below the selected ad. At this point, the setup will cover two parts:

Select a CTA:

To choose from one of these eight options:

  • Sign up
  • Request it now
  • Subscribe
  • Download
  • Book now
  • Ask for a Budget
  • Get the offer
  • Contact us

Define the extension text:

This text, with a limit of 30 characters, will be the description that will appear in the ad just below the CTA. Much attention to copy work here!

2.2. Create the form

The next step will be the creation of the form that our potential clients will see when they click on the extension. To do this, we will need to work on customizing the following fields:

  • Business name (max. 30 characters): It will appear at the top of the form.

  • Title (max. 30 characters): Main customer service claim, just below the business name.

  • Description (max. 200 characters): Content section that can contain more details about the type of offer for the user.

  • Questions / answers: The platform allows you to select a maximum of 10 fields to be filled in by the user with both contact and professional information.

    For users who are logged in to Google, the information previously submitted will automatically appear filled in the form fields, which will increase the chances of submission.

  • Privacy Policy: As I mentioned before, the user must be able to have a link to the privacy policy page of your company at their fingertips.

 

In addition, as an optional extra, we also have the possibility to add a custom image as a background. Important if we want to work our branding correctly.

2.3. Create your shipping message

As a final part of sending data through the form, the user in question will receive a final message as part of the completion of the process. The fields to work here are:

  1. Title (max. 30 characters): When placed at the top of the message, we can use it to summarize the final message on our part. A thank you message? Congratulations? Think about how you want to be perceived by your customers!

  2. Description (max. 200 characters): Main body of the message. Here we will develop the message as a direct communication to customers, thanking them for their trust and explaining the next steps.

  3. CTA (optional): We can use this part to direct users to a specific link on your website or to a download destination. If we use the CTA as part of our delivery message, make sure that the description refers to it.

2.4. Optimize your forms

Eye! Although this option is only available for video campaigns, it is worth mentioning, since it allows us to refine the type of users we are looking for. We find here two types of form:

  • Greater intention: It is the default form type, being possible to change it to the "More volume" type at any time during the edition. Your design includes more steps to complete the form, requiring potential customers to have a greater purchase intention or interest in your business.

  • More volume: This type, by contrast, uses a design with fewer steps to complete. With this, the collected leads may have less interest in the product or service.

 

3. GET CUSTOMER DATA AND FOLLOW UP

3.1 Measure your results

When taking a look at our Google Ads data reports to measure the performance of the extension, you have to take into account how the platform interprets the user's actions and their results.

For example, when a user opens a lead form, the platform records it as a click. However, these clicks will not be attributed to other conversion actions. An example would be when a user opens the form, and later purchases a product on their website: this purchase or conversion will not be attributed to the extension.

 

Instead, when a user submits their data through the form, this action is automatically registered as a conversion directly.

3.2. Download the data of your potential customers

In order to download information about their potential customers from your Ads account, the advertiser must have "Standard" or "Administrator" access. In the case of having an administrator account, you can only obtain this data from a customer account, if that account grants you ownership.

 

On the part of the advertiser, remember that the use of personal information collected by the tool must comply with the privacy policy provided by the company, Google's data collection policies and the local legal requirements of its users.

In addition, it should be noted that the platform will only allow us to access data downloaded in the last 30 days, so we must be vigilant for its periodic download. This frequency will play in your favor by giving you the possibility to contact these potential clients as soon as possible.

3.3. CSV file download

This is the manual data download type. Within your Extensions dashboard in Google Ads, you can use the "Download Leads" link that allows you to obtain contact information directly from each extension.

3.4.Webhook integration in CRM

Another option is to obtain your leads in real time through our CRM, uploading them directly to our commercial management system.

To do this, you will need to add a URL (which will act as the delivery path) and a webhook key to the form extension. Thus, when a user submits their data, an HTTP POST will be sent to the established URL.

You can do a first test by sending test data and confirming in your CRM that it has been received in the appropriate format, thus avoiding any unforeseen technical problems when starting the campaign.

 

4. CONCLUSIONS

Potential Customer Form Extensions can be a very interesting way to increase the conversion rate in certain searches based, for example, on keywords with little purchase intention.

However, some points should be taken into account beforehand.

The fact that we are giving Google the possibility to obtain first-hand information from our clients directly in the SERPs, only gives more control to a platform with an increasingly closed fence. Proof of this are its constant changes in which the advertiser loses more and more control of what happens with their campaigns.

And it is normal in this way to feel that with each change, we are left behind.

On the other hand, remember that in PPC, the advertiser pays for each click on their ad, while with Form Extensions, this click is counted every time the user opens the form, even if they do not submit their data. We will have to be very clear then, in which part of the purchase journey our audience is, and if it is worth using the form extensions to make a possible conversion.

As I mentioned at the beginning, the intention of the user is everything. Therefore, it is important to focus your Ads strategy to attract users with the highest purchase intention possible.

 

And if you want to know how Quarizmi can help that part of the audience through specific campaigns based on the Long-Tail and fully automated, you can contact us directly here.

Our team will be happy to inform you and help you!

 

Thank you very much for reading me and I hope this information will be useful to you to turn around all that traffic and bring it closer to conversion!

 

JOS (without the E)