Google Ads officially rolls out lead form extensions, new features and support for Google Ads Editor and fraud accounted for nearly £15 billion ($19B) in wasted ad spend for advertisers in 2018 alone.

“Good advertising does not just circulate information. It penetrates the public mind with desires and belief.” – Leo Burnett

In this article, we’ll cover the following most recent PPC and ads news:

  1. Google Ads allows you to connect with customers faster with the release of lead form extensions
  2. New campaign types and cross-account features for Google Ads Editor
  3. Protecting your ad spend from invalid traffic

Let’s dig in.

Google Ads Officially Announced The Roll Out Of Lead Form Extensions

Google confirmed it’s rolling out lead form ad extensions in the coming weeks.

Two weeks ago, Google has been spotted testing ad extensions that have the ability to capture leads. After tapping a call-to-action button, users can quickly submit a form which is pre-populated with the contact info from their Google account.

“Lead form extensions capture interest when potential customers are searching for your company, products or services on Google. A fast, mobile-optimised experience makes form submission easy and eliminates the extra step of navigating to your mobile site lead form” says Google.

The company noted that, whilst in the testing stage, one advertiser reported a 20% higher closing rate for sales leads after implementing lead form extensions.

Currently, only a limited number of advertisers have access to lead form extensions. However, the feature is expected to be fully available in Beta to all eligible Google Ads accounts.

The following type of advertisements are not eligible for lead form extensions:

  • Adult-oriented content
  • Alcohol-related content
  • Gambling-related content
  • Healthcare ad medicines
  • Political content

All other types of ads should be eligible as long as they abide by Google’s requirements.

Google Ads Editor Gets An Upgrade

Google released an updated to its Ads Editor with support for new campaign types as well as several new features.

New Campaign Types

Google Ads Editor v1.2 now supports app campaigns for engagement and Discovery campaigns. These campaigns types can be created and edited at scale using the Editor.

New Features

Shared negative keyword lists. Negative keyword lists can be shared across accounts by applying them in Editor’s Shared Library. This will help ensure your ads don’t show up for unwanted keywords.

Searchable errors. Those of you who use Google Ads Editor can now search for specific errors across all campaigns and accounts. Now, when you see an item marked with a particular error, you will be able to quickly find all other places where that problem exists.

Condensed edit pane. Empty fields will now be hidden in the edit pane. This will help advertisers making it easier to find the fields they need when there are groups of repeated, empty fields to scroll through. It will also be possible to display empty fields when needed.

Image name. The editor now shows names for images downloaded from a Google Ads account. When a new image is uploaded to the Editor from a computer, it’ll be added to Google Ads with the file name as the image name.

Maximise conversion value for search campaigns. The maximise conversion value bidding strategy is now supported for Search campaigns.

You can learn more about the Google Ads Editor in the help centre.

Protect Your Ad Spend From Invalid Traffic

Invalid traffic (IVT) is endemic in online advertising and inflates an advertiser’s budget with ad clicks or impressions that were never seen by a valid user.

While growth and sophistication of fraud are significant, not all IVT is a fraud. Much is simply a side effect of the digital ecosystem and the shift to programmatic is only increasing the challenges. However, whether a direct media buy or a programmatic campaign, marketers should not pay for impressions that are considered invalid.

We recently read a whitepaper called The Essential Guide to Protecting Your Ad Spend from Invalid Traffic – from Moat by Oracle Data Cloud – which breaks down the state of invalid traffic, explains what the industry is doing to solve it and shows how can advertisers educate themselves in order to keep their ad budget safe.

To sum it up, by downloading this whitepaper you’ll learn:

  • The different types of invalid traffic, and what that means to you
  • Why advertisers and publishers should care about IVT
  • What the industry is doing to help
  • How you can protect your ad spend

In order to download the whitepaper click here.

Final Thoughts

Do you have any suggestions or ideas about what PPC and ads news topics you’d like us to look out for in the future? Write your requests below. We’ll keep an eye out (or two) so you don’t have to – and all for FREE, of course.

In the meantime, you can take a look at our email marketing blog for useful advice, tips and tricks. We will also keep you up-to-date with the most recent email news, social media news, search engine news as well as other digital marketing news we found interesting.

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Adi Angelova

Author Adi Angelova

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