{"id":22417,"date":"2020-05-05T17:13:31","date_gmt":"2020-05-05T17:13:31","guid":{"rendered":"https:\/\/leadsbridge.com\/?p=22417"},"modified":"2022-03-24T16:21:37","modified_gmt":"2022-03-24T16:21:37","slug":"google-ads-optimization-strategies","status":"publish","type":"post","link":"https:\/\/leadsbridge.com\/blog\/google-ads-optimization-strategies\/","title":{"rendered":"Google Ads optimization strategies to drive high-quality leads"},"content":{"rendered":"

Lead generation is an essential activity for businesses in order to find and engage users interested in a product or service and convert them into customers.\u00a0<\/span><\/p>\n

According to <\/span>Hubspot Research<\/span><\/a>, lead generation is the top priority for marketers in 2020, but also one of their biggest challenges. There are many reasons that make acquiring high-quality leads so difficult. Two, in particular, are the high cost of advertising and the decreasing efficiency of traditional landing pages.\u00a0<\/span><\/p>\n

On one hand, the cost of advertising is increasing due to higher competition for consumers\u2019 attention online: over 60% of surveyed marketers say that their customer acquisition costs have raised over the past 3 years.<\/span><\/p>\n

On the other hand, traditional ads that send users to landing pages are becoming obsolete: mobile navigation has taken over, accounting for <\/span>more than 50% of web traffic worldwide<\/span><\/a>, and consumers desire a frictionless navigation experience. It\u2019s quite annoying for most people to type in their personal information in long subscription forms from their smartphones.<\/span><\/p>\n

Google is one of the major advertising platforms in the market, with ad revenue of almost <\/span>134 billion<\/span><\/a> US dollars in 2019 alone coming from Search, YouTube, and its overall Network.<\/span><\/p>\n

To combat these challenges they developed two new ad formats, namely Google lead form extensions and YouTube TrueView for Action Forms, with the goal to help businesses drive more leads from mobile while improving the user experience at the same time.\u00a0<\/span><\/p>\n

In this article, we explore both how Google leads form extensions and YouTube TrueView for Action Forms work, and more importantly, we will go through some important Google Ads optimization strategies that companies can implement to improve the quality of their leads and increase their Google Ads ROI.\u00a0\u00a0<\/span><\/p>\n

How to drive more leads with Google Ads<\/strong><\/h2>\n

What is Google lead form extension?<\/strong><\/h3>\n

Google lead form extensions are Google-hosted, pre-populated forms that appear to users on the results page as they search for a product, a service, or other specific keywords. The form is minimal, with few and pre-populated fields, and a simple CTA in order to make it easy for users to submit their information.\u00a0\u00a0<\/span><\/p>\n

\"Google<\/p>\n

There are many industries that can benefit from this ad format, from finance to insurance, automotive, ONGs, online education, marketing agencies, and more.\u00a0<\/span><\/p>\n

To give a few examples, a small agency could use a lead form extension to acquire new leads typing \u201cmarketing agency near me\u201d offering the first consultancy, an online school could offer discount code to join their online courses, and a car dealer could use them to register more people for a test-drive.\u00a0<\/span><\/p>\n

To read an extensive guide of how Google lead form extensions work and how to set them up click <\/span>here<\/span><\/a>.\u00a0<\/span><\/p>\n

YouTube TrueView for Action Forms<\/strong><\/h3>\n

YouTube TrueView for Action Form Ads is a video ad format that displays a YouTube-hosted form, a simple CTA such as \u201cBuy now\u201d and headline overlaying the ad (only the skippable format).\u00a0<\/span><\/p>\n

\"Google<\/p>\n

It\u2019s important to note that at the moment TrueView for Action Form Ads is only available for a few advertisers who have been \u2018whitelisted\u2019. It\u2019s not sure yet when they will be available for all advertisers.<\/b><\/p>\n

YouTube TrueView for Action Forms can be leveraged <\/span>in many industries<\/span><\/a>. For example. insurance companies might drive new leads with a \u201cGet a quote\u201d call to action, a software company could ask viewers to sign-up for free to their application, and videogames companies can drive app downloads.\u00a0<\/span><\/p>\n

To read an extensive guide of how YouTube TrueView for Action Forms work and how to set them up click <\/span>here<\/span><\/a>.\u00a0<\/span><\/p>\n

How to improve your Google Ads ROI<\/strong><\/h2>\n

For a long time, in the process of acquiring new leads, advertisers had to compromise between the quality and quantity of the leads acquired.\u00a0<\/span><\/p>\n

On one hand, asking for too much personal information in the subscription form would discourage some visitors from taking the time to fill them, reducing the overall amount of leads acquired. On the other hand, asking less personal information increases the number of leads acquired but also decreases the advertiser\u2019s ability to qualify the lead.\u00a0<\/span><\/p>\n

This is why for a staggering <\/span>69%<\/span><\/a> of sales reps the main goal is to convert into customers more leads coming from marketing activities, and half of them believe that the key lies in improving the efficiency of the funnel.<\/span><\/p>\n

Solutions like Google lead form extensions and YouTube TrueView for Action Forms are good solutions to preserve both quantities, by making it easy for people to submit a form, and quality, since the users are showing intent and interest in their search.<\/span><\/p>\n

However, there are some best practices of Google Ads optimization that businesses must implement in their full-funnel Google Ads strategy in order to increase their returns. In particular, businesses should set up:\u00a0<\/span><\/p>\n