Google expands options in lead generation forms for YouTube and Discovery campaigns

Google has been in the testing stage of the lead acquisition form since the second quarter of this year. With this update, advertisers can use the lead acquisition form in YouTube and Discovery campaigns. Similarly, the company announced new initiatives to automate the uploading of data to Google Ads.

Once the user has logged into their Google account and clicks on an ad lead form, some information will fill in on its own. In addition, these form extensions will be available in Display campaigns at the end of 2020, as announced by Google.

Regarding the changes, the ad platform has expanded the fields available to obtain user information. In addition to name, email, phone, and zip code, advertisers can now request city and province / department and country, as well as workplace contact information, including company name, title, email, and work phone number.

Once the information that the advertiser wants to obtain from their users has been chosen in the lead form, they have the option of presetting questions based on their type of industry. For example, within the category "Properties" or real estate, an advertiser can add the question "In what price range are you looking for?".

Some considerations to keep in mind when setting up lead forms:

• Some industries are not available for question generation.
• Configure the performance report based on clicks and the type of conversion, in order to have access to these metrics when evaluating your results.
• The interactions that users carry out with the lead forms will not be added to the actions that users carry out later on your website.
• Similarly, interactions with these forms will not show up in Analytics since users do not enter your website.
• Leads can be downloaded to a file in CVS format or a webhook can be used to enter these contacts directly into a CRM.

Finally, to help advertisers generate better quality leads, Google said it will implement solutions to facilitate the offline import of data, using information provided by users.

All these solutions that the ad platform offers, aim to help small businesses get more and better leads in their digital campaigns. That is why I recommend that you take advantage of these tools, which help to improve the chances of generating sales.