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Google Search Advertising With Lead Capture Form in The Actual Sponsored Listing

Google Search Engine Advertising Now Allows Car Dealers to Create a Lead Capture Form Inside the Actual Sponsored Listing... This could become a High Value tool for Automotive Marketers!

Since When Did Adwords Ads Allow You to Capture Emails Right in The AD?

I don’t know if anyone else has seen this yet, but I have seen a couple Google Adwords Ads (like in the example image above) where the Adword’s Ad has an email optin form built into the ad.  It’s awesome and I want to know how to get this set-up.


How To Set-up Adwords Ads With Email Capture Form Built In?

I was looking under Adword’s “Ad Extensions” section, but I don’t see any options for this.   Maybe its a adwords beta test….?  I would loved to test this out and my feeling is, it would be HOT!  I will contact my adwords rep tomorrow to see what is up.  I bet the rep doesn’t even know it exists. :) Half the time when I contact Adwords reps they rarely know the answer… now I have to admit they have always been good about finding the answer, tehn getting back to me later with the answer.

The only thing I found on the net about it was an old post from Jan 2010 by PPC Hero on Adwords Ads using full contact forms directly in the ad.  It’s a little different then this simple contact form.  The example PPC Hero gave is a full form where they are capturing Name, Phone, City, etc.  In the example I found it’s stripped down to just an email form.

If anyone else is seeing this too, let me know in the comment section and if you know how to set it up, even better! Just share the goods. :)




Another Example of an Adwords Lead Capture form in a Google Search Sponsored Listing:


Another example of the Adwords lead capture form in a Google Search Engine "Siderail" sponsored link placement:


More information...

Google is going extension crazy here lately with the release of site links, then location extensions, and now contact form extensions!

I got an email from my Google rep asking if I wanted to participate in a new beta from Google called, ‘contact form extensions’.

The gist of the beta is if you’re running a PPC ad in Google, and you’re in the top position, you can click on a plus sign next to a call to action (the name you give your contact form) and Google will drop down your contact form to be submitted right there in the Google search results.

According to Google, the rules for the contact form extension are as follows:

  1. Only the position #1 will be available for the drop down contact form
  2. Leads will be priced with your maximum cost-per-click bid during the beta test.
  3. Google will be collecting the phone number and name from your contact form
  4. You can provide Google with up to 3 custom questions they’ll include in your contact form in addition to basic information like name, address, phone, etc.
  5. Google will show ‘some’ or ‘all’ of your custom questions based on a ‘quality algorithm in which they did not mention the details of.
  6. Here’s the kicker, at the current moment, they’ll only take phone leads, so you must provide a contact phone number in your form in order for people to call in and ‘hopefully’ become a lead.  In the future they do plan to provide leads through email or live chat.

How it all works:

When someone does a search in Google, and if your PPC ad is in position #1, the user will have the ability to click on the plus sign icon to drop down your contact form. If the user fills out the form by hitting the ‘please give me a call’ button that lead will be submitted to Google.

Once Google receives your lead, they’ll send you an email with the lead ID and information requested by the user.

However, you can’t contact the user yet, you have to call a special Google phone number and provide it with a lead ID, which will then re-route you to your potential customer.

If you get to sign up for the beta, or when it comes out of beta, Google will provide you with a list of questions you can put in your contact form, and Google essentially builds the contact form for you.

Some participation guidelines are of course recommended:

  • You must contact your potential lead within 24 business hours.
  • Only US based phones numbers are accepted so your campaigns should only be targeting the United States.
  • Submission forms should be submitted by January 18th, 2010. Late submissions are not guaranteed to be active in the first round of the beta.
  • You can opt out at any time.
  • There may be hiccups since it is a beta.
  • Your account manager will give you reporting on your contact form extensions on a monthly basis.
  • Provide Google with feedback!

So there it is, I’m super excited to be a part of the beta for some of my accounts. I really, really hope to see some good results from this. Of course I have to put this all in perspective as your ad has to be in the #1 position in Google in order to even show the contact form extension.




Related posts of interest:

  1. Your Contact Form Might Be Hurting Your PPC Campaign
  2. Why a Simple Contact Form & Strong Call to Action Can Increase ...
  3. AdWords Ad Extensions: An Overview
  4. Google AdWords: Testing Job Ad Extensions?
  5. Google’s New Product Local Ads & Product Extensions To Show On ...


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Tags: Allows, Car Dealers, Create, Form, Google, Inside, Lead Capture, Search Engine Advertising, Sponsored Listing


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Comment by Jason Manning on November 30, 2011 at 7:48pm
And Google continues to move forward. I'm going to say it again. Google will be the place to keep your focus and local marketing efforts. That's a no brainer. Large vendors are becomming the cog in Google's machine.
Comment by Silia J. Hatzi on November 29, 2011 at 9:14pm

Boy, we're living in a rapidly changing world! I love it!

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