PPC Advertising

Google Rolls Out New Way to Convert on the SERP with Lead Form Ad Extensions

February 12, 2021 Mark Irvine PPC Advertising

Example of google lead form ad extension Everyday, searchers turn to Google for a variety of reasons. Sometimes people are looking to learn something brand new, sometimes they’re looking to compare their options, and other times they’re ready to act. While Google search is a great tool for all these kinds of searchers, most advertisers want to reach people most ready to convert.

While a quality landing page can help increase your conversion rate, sometimes they’re just an extra step between the user and connecting with your business. For that reason, Google’s introduced several ways to convert a user directly on the SERP. Call extensions and Call ads allow a user to call your business directly from their mobile phone, for instance.

Yesterday, Google introduced a revolutionary new way to convert directly on the SERP. Advertisers can now create Lead Form Extensions and choose to send their traffic from their ad’s headline directly to a lead form on the Google SER, rather than a landing page. Best of all, if the searcher is signed into their Google account, the form will already be pre-populated with their contact details and they can convert with one click!

What are Google Lead Form Ad Extensions?

Google Ads first introduced Lead Form extensions in early 2019. Like other ad extensions, Lead Form Extensions could potentially show beneath your search ad and allowed users a new way to engage with your ad, by opening a lead form with a user’s contact information already filled out. Advertisers were quick to start using Lead Form Extensions ecstatic to see some incremental leads from their search ads.

Yesterday’s announcement allows advertisers a new way to leverage their lead form extensions. Instead of showing their lead form extension beneath their ads, this update allows users to have their ad’s headline serve their lead form instead. Now advertisers don’t need to send traffic to their website at all until a user completes their lead form!

There’s no additional cost for using lead form extensions, advertisers are only charged according to their CPC bid on Google.

2 Ways to Use Google Lead Form Ad Extensions

Google Ads Announces the End of Broad Modified Match & Changes to Phrase Match Keywords

February 5, 2021 Mark Irvine Google Updates, PPC Advertising

For all of us, 2020 was a year of change, disorder, and frustration. Even in Google Ads, the pandemic changed what we search for, where we search, and how we search online – and every PPC expert had to adjust to the new normal on and off the SERP. Entering 2021, we were all hoping to get back some control in our lives and our Paid Search campaigns. Unfortunately, Google didn’t share our plans.

Broad Modified Keyword Changes

Yesterday, Google announced that it’ll be reducing the number of keyword match types from 4 to 3, by eliminating Broad Match Modified keywords. Instead, phrase match keywords will now serve ads to more traffic. Confused? Same. Let’s break that down –

What Are Keyword Match Types?

Suds and Search 41 | Anders Hjorth, Founder of Innovell

December 3, 2020 Mark Bealin Digital Marketing, PPC Advertising, Suds and Search

Also available as a Podcast:

My guest on this episode of Suds and Search is Anders Hjorth. Anders is a veteran digital marketer and the founder of Innovell, a company that provides Digital Marketing Insights based on in-depth research. Anders is a serial entrepreneur who has founded multiple digital marketing agencies. In 2016, his agency BDBL was acquired by Accenture.

Anders appears on PPC Hero’s list of the top 25 influencers in the world. He is a regular presenter at conferences all over the world including HeroConf London, inOrbit, SMX Advanced Europe, and the International Search Summit in Barcelona.

Suds and Search 39 | Wil Reynolds, Founder of Seer Interactive

November 12, 2020 Mark Bealin Digital Marketing, Marketing Analytics, PPC Advertising, Suds and Search

Also available as a Podcast:

Donate to Wil’s sleep out: click here

Link to Seer’s YouTube channel where you can learn to use big data: click here
Link to the animated illustration about the CEO swap with Rand Fishkin: click here

My guest on this episode of Suds & Search is the incomparable, Wil Reynolds. Wil is the Founder and Vice President of Innovation at Seer Interactive, a 150 person digital marketing agency specializing in using Big Data to improve SEO and Paid media campaigns.

What to do if you’re affected by new COVID restrictions

November 3, 2020 Greg Gifford Digital Marketing, Local Search Tuesdays, Local SEO, PPC Advertising

In this week’s episode, we talk about what you should do if your business is affected by the new round of COVID lockdowns. As the virus is surging in many areas across the country, many areas are increasing restrictions and returning to strict lockdowns. We’re heading into the holiday season, so it’s more important than ever to maintain your visibility online, so we share a few quick tips to ensure your business will be visible and attract customers.

Suds and Search 36 | Duane Brown, owner of Take Some Risk

October 22, 2020 Mark Bealin PPC Advertising, Suds and Search

Also available as a Podcast:

My guest on this week’s episode of Suds & Search is Duane Brown, Founder and Head Marketer at Take Some Risk.

Duane started Take Some Risk in January of 2017. In a short period of time, they have developed an impressive roster of clients including Birdies, Unbounce, and Woocommerce.

Duane is a paid media expert who worked internationally for years before starting his own agency. His journey from vagabond digital marketer to agency owner…during a lockdown was definitely something I wanted to discuss with him.

Duane is an in-demand conference speaker who has presented all over the world. A shortlist of the conferences he’s spoken at include, Brighton, INBOUND, SMX, and SEERfest.

Duane is also an accomplished writer. What I really like are his long-form guides to lesser-used advertising channels like Snap Ads and Tik Tok. I’ll spend a lot of our conversation talking about his guides and how marketers can use these channels more effectively.

Grab a beer and join me for a conversation with Duane Brown. We’ll discuss the value of advertising on smaller channels like Tik Tok and Snap, Google’s update to their Search Terms report, and why he decided to fire all his clients in August 2017.

Suds & Search 23 | Michelle Morgan, Director of Client Services at Clix Marketing

July 23, 2020 Mark Bealin PPC Advertising, Suds and Search

Also available as a Podcast:

Each year, PPC Hero publishes a list of the top PPC influencers in the world. I’ve been fortunate to interview many of the PPC experts who appear on that list. My guest on this episode of Suds & Search is Michelle Morgan. When PPC Hero published their list for 2020, Michelle was #1. If you’ve seen one of her videos, heard her present or read a blog post she authored you know that that honor is well-deserved.