Google announced that advertisers have new ways to capture leads, as they can ad lead form extensions to YouTube and Discovery campaigns.
What leads are
Leads are people or organizations that have an interest in what a company is selling. So, they express their interest by sharing contact information, such as email IDs or social media public names, in lead forms.
Google introduced lead form extensions last year, whey they became available in the search campaigns.
Simply, advertisers can now append lead forms to ads in the search results and now also on YouTube and Google Discover.
The lead forms appear only after users clicks on ads, which is a proof that they are interested in a product/service. Then, the ads expand into conversion forms. So, users can fill out and thus submit them while remaining on the same screen
Still, if the users are logged into their Google accounts, the form is automatically populated with the data. The users just have to submit the forms with only a few clicks.
And it seems that this is working for advertisers. Thus, Jeep mentioned that it saw a 10X increase in completed leads and considers them to be the most efficient way to generate leads.
How leads work
Advertisers can ad lead forms to existing search campaigns as extensions. But advertisers can also ad them in the video campaigns, during the creation process.
Advertisers can also choose which types of leads they want to get. They also have a few options to reach people more likely to be interested in the product (higher intent) or to reach the maximum amount of people (more volume).
Then, they can show forms where they can ask for name, phone number, email, city postal code, province, country, employer, job title, work email and phone number. So, a lot of personal data that users offer in order to obtain a test drive.
But there is more behind it. The data is then used to follow the users with different types of personalized ads
Also, advertisers can ad some different questions, specific to home buyers, job hunters etc. Moreover, advertisers can use their own custom questions for the forms.
Your data will be in more places
The data that users provide will reach the advertiser who will take advantage of them to re-target them.
They can download and manage them in CSV files. Still, they only have 30 days to download leads.
But the same data will also remain on Google’s platform. So, the search giant could use the data to show more related ads.
So, despite the fact that Google announced its intention to get rid of the third-party cookies, the company is trying to collect and keep more data about users, in order to sell more ad space and earn more money based on users’ personal data.