You can now capture leads on Google with Ad Extensions

Remember when the only option available used to be landing pages to capture leads?

We all know digital marketing is about testing and trying to find what works for your target audience. You need to run a couple of tests, with a couple of options, different creatives and then decide on what and where to spend your limited marketing budget.

The A/B test for landing pages is facilitated by many DIY landing page builders that appeared on the market in recent years however this was not enough. The process was not simple enough for a marketer to create a successful campaign and measure the ROI.

Fortunately, the social media giants understood well the problem and introduced social media Lead Generation forms. First, was Facebook with their simple and customizable Lead Ads and then LinkedIn followed the trend and added the same functionality using InMail.

Ultimately, generating leads has gotten easier with these tactics, but you have to ask yourself if you’re sacrificing quality? Only you and your company can answer that question. The lead gen forms now give you an opportunity to get a larger volume of leads and it’s up to you to solve the problem around the quality of those leads and how to manage that.

Just yesterday, Google confirmed it is rolling out Lead Form Extensions in Google Ads. Now, you’re able to capture leads with your text Ad campaigns through a new lead form extension. Extensions in text ads have opened up a new world allowing us to add more data, now we can use those extensions to capture leads, a la Facebook Lead Ads.

How lead extensions will work

The lead gen ads will look just like a promotion extension and will be displayed in a call-out box with an icon. First, you select the campaign then you choose the call to action button, write the text that can take up to 30 characters and create a lead form. The form can include a headline, business name and description. The character limitation for the form is 200.

Here is how to attach a lead form extension to a search ad:

  1. Login to Google Ads
  2. In the page menu, find Ads and Extensions, click on the field and then on the top of the page find Extensions and click again.
  3. Now, you can add the Lead form extension by clicking on the plus button.
  4. After doing that you will need to accept the terms of service and then create the lead form extension.
  5. Next, you can select on which campaigns you would like to attach your lead form extension, and you are done.
Source: Search Engine Journal

You can select the type of fields you will use or what type of information you will collect with your form. Currently, the fields are limited to name, email, phone, and postal code.

Compared to Facebook, this is a limited set of fields. On Facebook, you can add personal questions, demographic questions, work information you can even add the national ID number for some countries. Some of these fields can be pre-filled with the data available on a public profile, therefore the process of collecting data can be simplified. Pre-filling the data on Google is not available, thus the limited fields on the form.

Facebook Lead Gen Fields

Other than that, the rest of the process is similar. On the lead ads, you can add a header image and you need to include a link to your privacy policy. In the end, you must also agree with Google’s terms of service. After completing the form you will be redirected to a completion page where you will have a chance to redirect people to “visit website” or “download”.

Customization on the completion page is allowed on the summary text and the call to action button. The delivery of the data is possible via webhook to your customer data management or directly to your CRM where you can receive your data in real-time.

Why Lead Extensions are important

Lead Extensions are important because Digital Marketers now have the opportunity to capture more leads (in terms of volume) via Search Ads directly. This should be a much easier process overall and give marketers the ability to increase volume while working on improving the quality over time.

In the past, Google tried a couple of times to capture lead data from search ads. Unfortunately, all of the attempts were unsuccessful. Back in 2010, Google introduced contact form extensions, where leads were delivered via email, but this idea never came out of beta. Google had another attempt in 2011 with cost per lead ads, allowing users to submit their data from the ad, however that never came out of beta either.

Hopefully this time we see a wider adoption and Google will finally help us with the lead generation process by catching Search Ads up to the Social Ads space in terms of lead generation.

If you need help with Google Ads and Pay Per Click or Facebook Ads Management to increase lead generation, contact us today!

5 Ways to Make Your Facebook Ad Convert

As advertisers or business owners alike, we all have the same goal when advertising on Facebook – to generate conversions. So how do we get our audience to convert? Currently, the average Click Through Rate (CTR) for a Facebook ad ranges from 0.5% to 1.6% on average. Check out our top 5 best practices to create a Facebook ad that converts:

Tip 1: Don’t Be a Salesperson (At Least, Not Obviously)

People aren’t on Facebook to be sold to. What may work for an AdWords campaign won’t necessarily work in the more social world of Facebook. Rather than pushing a hard sell, approach your audience  from a completely different angle and embrace the art of the soft sell. Your ads will appear in the newsfeed of the users you target – users that are utilizing the platform to virtually socialize – so it’s important that your ads look and feel social. Know your audience, and have a conversation with them. A bold sales pitch won’t help you convert here.

Tip 2:  Be Concise… and Odd?

Nobody wants to see an ad that reads like a paragraph out of a textbook when scrolling through their feed. Make sure you use a more succinct style that’s in-keeping with the rest of the content you post. Research shows that ad  text of 120-139 characters will be as much as 13% more engaging than if it’s 140-159 characters. And more so, 40 character posts have 86% higher CTRs than all other lengths of posts. Keep. It. Short.

To help shorten your copy, use the actual number value (i.e. “3”) versus writing out the text (i.e. “three”). Further, wherever you can, utilize the Rule of Odds. That is, start your headline with an odd number. By adding any number to the beginning of the title copy, CTR increases by 36%. Further, if this number is an odd number, CTR increases by an additional 20%.

For example:

  • Original: The Six Best Sweaters to Stay Warm This Winter Season While Still Being On-Trend
  • Updated: 5 Trendy Sweaters To Keep You Warm
  • Updated: 51% Off All Winter Sweaters

Tip 3: Make Your Audience Read Past the Headline

You spend hours after hours customizing the perfect copy for your advertisement so that it sits just right with your target audience. Well, the painful truth here is, only 1 in 5 people will actually make it past your headline. However, to help get your audience to read your perfectly crafted body text:

1)  Do you want your audience to convert? Ask a question in your headline to garner interest.

2)  😝👋🎉 Emojis have been shown to increase CTRs by as much as 13% — make sure to use them.

3)  Go! Be sure to use an action verb to incentivize the viewer to keep reading.

Tip 4: Make Use of the Detailed Targeting Options

The beauty of Facebook is the sheer amount of data that it has on its users. This allows you to select a whole host of categories and interests that you want to target. For example, let’s say you own a bridal boutique and want to move into online sales. A good way to start reach your optimal audience is to go to  ‘Life Events’ under the targeting options tab and your ad will preferentially be sent to users who are planning a wedding.

From here, go a step further and hone in on gender, age, and location that match that of your ideal audience. Next you can start to define the actions that you want recipients of your ads to take. By selecting an objective from Awareness, Consideration, and Conversion you can have your ads circle back and reappear to the people who have a history of taking the action that you’re seeking.

Tip 5: Remarket with the Facebook Pixel

Now we’re starting to get to the really powerful side of Facebook ads — remarketing. By being able to target users who weren’t converted the first time you’ll be able to view where every recipient of your ads is in relation to your overall sales funnel. Not only that, but retargeted customers are up to 10 times more likely to be converted than first time entrants to your sales funnel. Proof that remarketing is the secret weapon every campaign needs.

The secret is to not change the voice of your ads drastically just because they didn’t convert the first time. Stay consistent and think of a different angle, perhaps something that speaks more directly to the individual. Just don’t fall into the trap of suddenly offering huge discounts purely to increase the traffic to your site. What we’re aiming for here is organic and sustainable growth. Not a short-lived spike in traffic that makes you little or no money.

Final Thoughts

Creating a Facebook ad that converts starts with recognizing why people are on the platform in the first place. Stay social, conversational, and engaging with your audience. From there you can put the analytical power of Facebook to work by narrowing in on your ideal audience with the power of Facebook’s detailed targeting options. Focus on the analytics and use these to craft your next ad. Creating ad campaigns that convert is an ongoing process – so keep these best practices in mind while you create.

The Future Is Now: New Types of Facebook Interactive Mobile Ads

In the past two years, AI and VR have been amongst the top trending technologies and topics on the Internet. We as marketers and consumers have had a chance to see how the marketing future will look like. AI and VR technology will revolutionize everything because as human beings, we love interaction and dynamic content. And, given everything we know about the attention spans of the millennial audience we have the right amount of dynamic content that will help our brain stay entertained.

Under the influence of the technology trends are all of the social media networks too. Of course, the leader among Social Media networks will be the first to introduce changes that will follow the latest trends. Facebook recently introduced new types of interactive Mobile Ads.

In a blog post, they said “People want to be included in your next big idea, and they are using new innovative ways to do it—fewer words, more GIFs, Facebook Live videos, Reactions, emojis, face filters and stickers. In turn, brands and people are becoming more intertwined, and it’s changing digital advertising from a one-way push communication to an ongoing dialogue powered by creativity.”

The three new interactive solutions by Facebook are: Video Poll Ads, Augmented Reality Ads and Playable Ads. Back in March 2019, Instagram introduced poll sticker for Instagram Stories Ads and Facebook followed the trend by adding Video Poll Ads for mobile News Feed too. 

The social media network tested the Ads before introducing it to the world and found that with Video Poll Ads companies can expect a 1.6x increase of brand awareness. The research was done by the cable network E!.

“E! Continually seeks deeper ways to connect with viewers. The launch of Facebook Poll Ads was an exciting opportunity for us to use media in a fun and interactive way ahead of the Season 4 premiere of Total Bellas. Allowing fans to engage with the show helped us create meaningful interactions that drove success throughout the season.” said Eric Eckstein, Senior Director, Digital Marketing, E! Entertainment

This is how the Ads will look. You can watch the full interactive experience here.

Credit: Facebook

The new interactive experience will give brands all over the world a chance to better represent their products and services online. With the AR Ads, people will be able to see and test the product directly from their devices. This is a highly engaging marketing tactic that will provide benefits to both consumers and brands.

The AR Ads were tested by WeMakeUp. The brand created Ads that allow their target audience to try on the makeup directly on their face before buying it. As a result, the brand was able to get 27.6-point increase in purchases and people were interacting with the ad approximately 38 seconds.

Credit: Facebook

Beta version of the AR Ads will be available all around the world this fall.

Last year in August Facebook also presented playable Ads as a way of video games and applications to enable their target audience to try out the game before they decide to press the download button. This playable ad format is now available to users globally. From now on, companies will be able to create simple games that will be shown as Ads to the target audience. This level of interactivity will provide better engagement metrics and conversion rates.

A great example of using this playful format is Vans. With the help of Facebook Creative Shop, they managed to build a game for Christmas that drove 4.4-point lift in ad recall and a 2.4-point lift in favorability. Other companies tried the Playable Ads too. Uber India used this format to promote and spread awareness about the Cricket World Cup. The performance of the Ads was impressive. Playable Ads got them 10% higher CTR then other brand awareness campaigns activated for the same promotion.

Credit: Facebook

We are living in an era where marketers need to work twice as hard to capture consumer’s attention online. This is truly no longer the “Banner Advertising Age,”

As marketers, we’re always looking for the next shiny new object we can implement and use. Over the last couple years we’ve seen video ads, stories (on both Instagram and Facebook), Snapchat Ads, animated gifs, among other ad formats and types available to us. The technology around advertising is iterating and moving faster than we have seen in years. Saying you have to stay on top of the latest ad formats and trends is an understatement.

Facebook finally took us a few steps closer to the future.

We even had a small visual glimpse about how the new generation Ads will look like in the movies “Ghost in a Shell” and “Blade Runner”. The directors of these movies gave us a good idea of how the Ads of the future will look like.

Augmented Reality technology from the Blade Runner 2049 movie trailer. Credit: Columbia Pictures

Is Facebook making the first step towards the future? Possibly, yes. We will see more improvements in this area and completely new consumer behavior on the market. Even if we are far away from the AR Ads like in the movie “Blade Runner”, we are not so far from AR marketing solutions. The changes are already happening and will soon affect every social media network available on the market.

Mark D’Arcy – Facebook’s vice president of global business marketing and chief creative officer in the latest blog post said, “Advertising needs to work harder than ever to be more relevant and rewarding for the people we’re making it for. Creativity, as always, is the key, and our new polling, AR and playable Ads are great examples of more interactive and playful ways to surprise, delight, inform and connect with the audiences and communities we all serve.”

How to Effectively Use Facebook’s Dynamic Product Listing Ads

We know how it goes. As an advertiser, you dedicate a large portion of the overall budget to driving customers to your website. This website features carefully curated content and products in your online store, and is designed to encourage conversions. Regardless of your store setup or the items within it, there will always be a set of visitors that don’t complete a purchase while on your website. To identify and repurpose this “lost” audience, Facebook offers the Dynamic Product Listing Ads – one of the most effective ways to retarget your customers.

Facebook Retargeting and Why You Should Use it

Facebook retargeting is a form of digital advertising that aims to target website visitors that didn’t convert, or left without making a purchase. It is an effective approach since this group of consumers is already aware of and engaged with the brand, and has a higher likelihood of re-engagement. The same group has also left a digital data trail, which advertisers can leverage in order to entice visitors back to your online store and generate a completed purchase.

As an e-commerce advertiser, you can use this powerful type of advertising to reach the right audience at the right time, and serve them relevant ads, increasing the likelihood of a conversion. Facebook’s Dynamic Product Listing ads provide advertisers with digital ad automation benefits, such as greater relevance and better timing, which in turn will result in higher click-through rates, increased revenue, and lowered costs.

How to effectively use Facebook Dynamic Product Listing Ads

In order to generate maximum results from the Facebook Dynamic Product Listing ads, we recommend strategically optimizing your campaign. Based on our extensive experience with Facebook Ads, we developed the top 5 optimizations that we find most effective:  

1. Define the Audience’s Stage in the Buying Cycle

Facebook offers an extensive array of targeting options. Rather than using Dynamic Product Listing ads to solely target previous website visitors, we recommend prospecting new customers, as well.  Do this by separating your target audiences into three main groups: existing customers, warm leads, and cold audience (new prospects). Then, you can further refine your targeting and tailor the ads according to your audiences’ stage in the buying process.

2. Limit the Retargeting Period

Although there is no strict rule on how long you should target an audience, we recommend creating a definitive deadline. Buying urges are typically stronger at the beginning of the buying process. Additionally, if an extended period of time passes between a visitor viewing the website and being retarged with an ad, the product will become less relevant to that potential customer. We recommend retargeting visitors within 30 days from the time they visited your online store.

3. Optimize Ad Frequencies

When setting up a retargeting campaign, it is important to monitor and control the frequency of the ads being shown to a particular user. While serving a specific ad often to the same user could potentially assist with brand lift,  a user seeing the same ad repeatedly will more likely result in audience fatigue. Check the frequency settings on the campaign, and aim to serve no more than seven impressions per week (1x per day).

4. Rewrite Ad Copy

When creating copy for the retargeting ads, make sure to use words and phrases that evoke excitement and emotion. For example, if a user recently viewed a sweater on your website, highlight the limited stock of the product to play to the user’s fear of missing out on the opportunity to buy. In addition, if click volume is low, update and refresh the ad copy weekly. Your audience will still be served with the same creative, but they will see new copy.

5. Don’t Manipulate Retargeting Manually

The best way to manage this type of targeting varies from campaign to campaign. However, for the most part, we recommend avoiding manual manipulation. The main purpose of this type of targeting is to drive customers back to your online store. When the system automatically optimizes the campaign, these ads tend to produce better ROAS (Return on Ad Spend) and conversion rates.

Putting it All Together

Whether this is your first touch point with Facebook Dynamic Product Listing Ads or you have experience using these ads, we recommend continuing to experiment with different targeting options and optimizations, and continually follow results to make adjustments as you go.

Dynamic Product Listing ads are always working on the back-end – and you should be, too. It is possible to set them once and let them run, but if you want your campaigns to be truly effective, we recommend keeping an eye on what works best for your business and make optimizations.