Capture Leads with Google Adwords Latest Ad Extension

Omaha Web Design

As a business owner, you need to keep up with the latest trends that can improve your business. Such trends can help you get new leads and convert those leads into loyal customers. One of the new techniques is the new ad extension by Google which is expected to allow users to attain leads from their ad campaigns. The new extension will allow those searching will be able to submit their information when asking for information from Google Search ads. It is currently being beta tested by Google.

How the Google Ads Extension Works

A lead extension usually functions the same way a promotion lead does. The latter usually has an icon on a call to action box that users press when they are selecting the promotions. The lead extensions will follow a similar direction but with a clipboard instead. When done choosing the campaigns, you’ll be able to press the call to action section after which you’ll have to key in an extended text. The text which is 30 characters or less will then bring up another display.

That will allow you to create a lead form. You’ll include details about your business such as the name and a short description. A headline section is also available but the description has to be short, up to 200 characters. The information you’re allowed to collect include a name, email address, physical address code, and a phone number. The header section of the form also has space for images that allows you to put in your logo. A link to your privacy policy must also be attached, and you’ll have to accept the terms and conditions set by Google as an advertiser.

The last page of the submission is customizable. You’ll, therefore, have a chance to edit the information you want your customers to see. You’ll also add a call to action by putting in “download” or “visit website”. The data collected from the extension will be submitted to your customer management system through a webhook. This will allow you to get the data in real-time.

Why it’s important

Lead extensions are not only easy to use but they can also help you get more leads through your search ads. You just need to monitor the leads closely to ensure they are of high quality. You also need to be careful about how you co cert those leads to ensure profitability on your end.

Although this is believed to be a new development from Google, it’s not the first time Google is trying out the technique. They already tried getting leads from search ads in 2010 but at that time it was called “contact form extensions”. Advertisers got their leads through their emails but the process never progressed out of the beta testing stage. One year later Google tried again by trying what they called “cost per lead ads”. Users could submit their phone numbers or email addresses from the ads to obtain more information. It didn’t make it out of alpha.

To some people, the limited description allowed in the lead form extensions is a disadvantage. However, the use of a webhook makes the whole thing better. It makes the transfer of lead data into the CRM systems smoother and more efficient. The option also caters to mobile users.

Lead form eligibility

To create and use a lead form extension on Search, your account must be in a non-sensitive vertical or sub-vertical. Some sensitive verticals and sub-verticals are not eligible for lead form extensions. Learn more about lead form requirements.

Instructions

How to create a lead form extension in a new Search campaign

  1. Sign into your Google Ads account.
  2. In the page menu on the left, click Campaigns.
  3. Click the plus button, and then select New campaign.
  4. In the goals section, select Leads.
  5. Under “Campaign type,” select Search.
  6. Click Continue.
  7. Enter your campaign settings.
  8. In the “Ad extensions” list, select Lead form extension.
  9. If this is the first time you create a lead form extension, review and accept the terms of service for this feature.
  10. Create the extension, by selecting the extension call-to-action and entering your extension text.

The call-to-action will be automatically translated to the user’s device language but not the extension text.

  1. Create the lead form:

1. Enter the headline, business name and description

2. Choose what information you want to ask for.

You’ll need to select at least one option to continue.

3. Enter the URL to your privacy policy.

  1. Create the form submission message:

1. Enter the headline and description text.

2. If you want, you can select an available call-to-action for your users on the submission page.

  1. Once completed, click Save.

92 west for your business needs

Although you can do most of the work by yourself, you still need help from professionals whose main purpose is to help businesses like yours grow. 92 West is such a company that is dedicated and well equipped to help your business succeed. We are passionate about creating and developing ideas that will make your enterprise thrive. We always make sure we understand your objectives and goals then use our innovative tools to take your brand to higher levels.

Our expertise is broad, thanks to our professional team. We not only have the skills to handle branding, but also digital marketing and web design. This makes us perfect for businesses that are starting up as well as those that are already running. Our focus is on using new ideas and techniques to grow businesses. Since the lead extension form from Google is a new idea, we are the perfect people to help you. Our services together with innovations such as what Google is bringing are the perfect combination for your growth.

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92 West | Branding + Strategy + Web Design

92 West is a branding, digital marketing, web design and advertising agency focused on helping brands discover their true voice and sense of purpose; genuinely inspiring audiences.

Have a project or new idea? Let's Talk.

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Google My Business Posting Best Practices

Omaha Web Design

According to research, there is a strong relationship between the number of photos on Google My Business listing and search performance.

This is what we learned about the impact of GMB images on user behavior after conducting an in-depth analysis of over 500,000 photos from more than 15,000 Google My Business listings.

Taking into account what platforms like TripAdvisor, Instagram, and Yelp have achieved, emphasizing the importance of photos to modern enterprises is no brainer. The writings are already on the wall. Long before the inception of these platforms, individual still wished they would see what they were spending their hard-earned cash on.

Consider how pivotal photos are to the now-prevalent Google My Business. You will understand how critical it is to ensure that consumers see the best of your company when they are searching for enterprises like yours.

Digging a bit further…

Are Google My Business photos linked to local search performance?

Besides the study on BrightLocal, our Google My Business Insights Study also took into account the insights of 45,000 businesses in 36 industries from four different countries. This enabled us to systematically track how data has changed over time and determine if there is any
relationship.

We sought to determine if there was any correlation between the number of images displayed on a GMB profile and other performance metrics such as calls, clicks, and views on search, among others.

From the data, it was vividly clear that enterprises with more GMB photos got more clicks, calls, and direction requests. I’ve decided to go with elements that signify the last stage of consumer discovery since they are more likely to influence consumer behavior.

There is a visible, consistent relationship between the number of images on GMB profile and the number of site visits, phone calls, and direction requests received through Google My Business. Therefore, the higher the number of photos in your Google My Business profile, the more likely you will get your customers to move from the discovery stage to the conversation stage.

We also sought to see how adding more images on your profile can influence customer action. The results were as follows:

  • Businesses with over 100 photos got 520% additional calls than average enterprises, while those with a single image got 71% fewer.
  • Enterprises that had over 100 images received 2,717% more directional requests than the average business, while those with a single photo got 75% fewer.
  • Those with over 100 images got 1,065% more clicks than average enterprises, while those with a single image got 65% fewer.

It is also evident that businesses with more GMB photos also get higher views on search and view on maps. If you are new in this field of GMB insights, here is how Google defines these metrics.

Views on Search refer to when a customer locates an enterprise via Google search. On the other hand, Views on Maps is when the customer finds the business through Google Maps

When we considered the deviations from the median, we also discovered that:

  • Enterprises with several GMB photos also rake more direct and discovery searches.
  • Additionally, we also see a consistent trend of businesses with more images getting more searches, especially for local enterprises with over 101 photographs.
  • It is also crucial to ask ourselves if it is a matter of correlation or something else.

While the number of GMB photos on a profile may be genuinely affecting how consumers behave, it is not easy to show causation, just correlation. It is possible that having many images on a profile represents the commitment by business to improve search performance.

In the same line, the type of industry would also have a significant effect on the trend seen in our study. Enterprises that have many photos on their GMB profile are more likely to be aesthetically appealing. Therefore, they entice and sway more customers to take photographs. These include things like hotels, venues, and bars. Conversely, for a business to get more photos, they need to experience high traffic. And to achieve this traffic may be a result of executing successful business strategies such as marketing.

However, while these considerations might be valid, investing time to add more images to your profile, whether you are in a photogenic beach bar or law office, may be fruitful in the long-run.

How do You Get Your Google My Business Profile to Have More Photos 

Add Some Photos Yourself!

Seems quite simple, but you have to make the effort to do so! From the GMB insights study, it was discovered that 6% of businesses with images have a single photo on their GMB profile, and surprisingly 24% only have 2 to 5 photos. For an image to pass the legitimacy test on GMB, it must reflect the customer experience. So, if you are planning to use your staff’s snaps over and over, I’m afraid it won’t cut it. 

Holding events that involve customers can present you with an excellent opportunity to take great photos. Your office interior or outside of your location building can give you multiple snaps.

Let Your Customers Post Them

Since Google always asks customers to review your business once they have purchased a good or service, you can make the most out of this situation. Additionally, if you are great in reputation management, I am sure you won’t let a customer step out of your premises before asking for a review.

Always encourage your clients/customers to take snaps that show their experience at your premises. For example, if a customer purchases a luxury item, you can ask them to take a photo with it. While the customer will feel special when posting the images on your GMB profile, they will be helping you achieve a milestone when it comes to branding.

Here Is the Best Kept Secret to Get More Google My Business Photos

Lastly, here is an excellent idea though it might not work for every enterprise. It involves creating what seasoned influencers dub as an “Instagram wall.” This is an area in your business premises where every customer or client stops to take a snap. It could be an exquisitely manicured garden with seats, an alluring piece of art or sculpture, a funny mural, or a large model.

With such an alluring space within your premises, you can be sure that many great photos will be uploaded to your GMB and on social media accounts by customers. And before, you know it you will be having hundreds of photos that will help improve your GMB performance.

Branding | Digital Marketing | Advertising Agency | Graphic Design
Web Design | Search Engine Optimization | Mobile Application Development



92 West | Branding + Strategy + Web Design

92 West is a branding, digital marketing, web design and advertising agency focused on helping brands discover their true voice and sense of purpose; genuinely inspiring audiences.

Have a project or new idea? Let's Talk.

branding + omaha advertising agency + digital marketing + graphic design
omaha web design + search engine optimization + mobile apps



92 West | Strategically Creative

Best Omaha Web Design Agency

Google AdWords and How it’s the Right Choice for Your Online Marketing Needs

Omaha Web Design

When entering into advertising on Google’s search and their network of affiliates it’s important to ask: “Does Google AdWords Work?”. In short, YES! The Pay-Per-Click (PPC) advertising system gives you the opportunity to showcase your offer directly to consumers at the very moment that they are searching for your products / services. It’s an excellent sales tool, that with a bit of time, research and money you’ll be able to craft successful PPC campaigns and increase your ROI in doing so.

If you’ve never used AdWords before, and you’re on the fence if this advertising avenue is worth while, this post is for you. During our digital marketing discovery process, we have listed below 10 commonly asked questions that will provide insight on your decision.

Q: Where can I advertise?
A: You can Advertise locally, to the US, or international!
Developing Targeted ads to customers in regions, cities, or countries of the world – or even a select distance from your business or store.

Q: When will my ads be shown?
A: Your business gets found by people on Google precisely when they’re searching for the things that you offer. The Ads are set up to help capture that business lead!

Q: What dose Google charge our business?
A: If you have 10 impressions and no clicks, then there’s no charge! You only pay when someone clicks on your ad and visits your website.

Q: What is an appropriate budget?
A: Adwords is scalable to meet your needs. Whether your wanting to spend $500 or $5,000 a month, 92 West will take a look at your keywords and help set your own Adwords budget. Your costs will depend on what you are trying to accomplish with your advertising and once the campaigns are converting at a profitable rate, there is no reason to arbitrarily cap spending on that campaign.

Q: Why Google Ads over Bing, or Yahoo?
A: Google holds 75.5% of the US search market, with that there are over 1 Billion unique searches on Google every month. The largest share should garner your attention first and then move into Bing, Yahoo etc.

Q: Are the results measurable?
A: Yes, every ad / keyword is trackable, accountable and flexible. Google AdWords will shows how many impressions your ads had, and what percentage click to visit your website. When working with us here at 92 West, we will send you a monthly summary listing which collectively show the activity with our recommended changes for improving the campaign performance. We then sit down and go over all this information with you so that you have a full understanding of how the ads and keywords are working.

Q: What about just doing SEO instead?
A: For new businesses and websites, AdWords (any PPC really) provides your business with an immediate advertising avenue to get in front of your customers. We certainly advocate that you pursue SEO (we can help you with that as well), but SEO campaigns take time to show results. It’s worth while, but we recommend doing both at that start.

Q: What if I don’t have time to management my campaigns?
A: 92 West has a hands-on-approach with PPC campaign management. Whether your new to the AdWords arena or looking to reduce advertising spend on existing campaigns, we can help.

In the end, Pay-Per-Click advertising is an excellent (and fast) way to drive traffic to your website, social media and landing pages at a low cost.

Want help? No Problem! 92 West’s team is an experiences and proven provider. We’re just a phone call away.

Branding | Digital Marketing | Advertising Agency | Graphic Design
Web Design | Search Engine Optimization | Mobile Application Development



92 West | Branding + Strategy + Web Design

92 West is a branding, digital marketing, web design and advertising agency focused on helping brands discover their true voice and sense of purpose; genuinely inspiring audiences.

Have a project or new idea? Let's Talk.

branding + omaha advertising agency + digital marketing + graphic design
omaha web design + search engine optimization + mobile apps



92 West | Strategically Creative

Best Omaha Web Design Agency