Google Tests Lead Form Extensions In Google Ads

wersm | October 22, 2019

According to reports, Google is now testing lead form extensions in Google Ads to help businesses get customer information directly. According to a Google Support article, the new lead form extensions feature for Google Search Ads “helps you capture interest when potential customers are searching for your company, products, or services on Google.” It is apparently currently only available as a beta. The extension works very much in the same way as Lead Generation ads on other platforms, allowing users to submit their contact information to show interest in something. Their submitted data is not, however, used for ads personalization. In order to create and use lead form extensions on Search, a Google Ads account must be in a “non-sensitive vertical or sub-vertical” however some of these “sensitive verticals and sub-verticals” are not eligible for the feature. You can find out more about the requirements here.

Spotlight

What comes to mind when you think of B2B social media? You certainly wouldn’t be alone if you thought of dull content, disengaged followers and a lack of social ROI. But that impression is best left in the past. As this infographic explores, B2B marketers today participate and succeed in social media marketing right alongside their B2C counterparts. And if you’re interested in learning more about succeeding in B2B social media marketing, be sure to download our free eBook, The B2B Marketer’s Guide to Social Media Success.

Spotlight

What comes to mind when you think of B2B social media? You certainly wouldn’t be alone if you thought of dull content, disengaged followers and a lack of social ROI. But that impression is best left in the past. As this infographic explores, B2B marketers today participate and succeed in social media marketing right alongside their B2C counterparts. And if you’re interested in learning more about succeeding in B2B social media marketing, be sure to download our free eBook, The B2B Marketer’s Guide to Social Media Success.

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Google Avails Privacy Sandbox Ad Targeting for Global Trials

Google | April 04, 2022

Google has announced the next stage of Privacy Sandbox testing for ad relevance and measurement purposes. Starting 31 March 2022, developers all over the globe can test Topics, FLEDGE and Attribution Reporting APIs in Chrome's Canary version. The Sandbox is a new ad targeting stack that Google has bought to replace cookies tracking-based targeted Chrome advertising. There had been concerns about the collection of user data despite Google's frequent additions of privacy-focused features in its products and services. Google's recently announced "Privacy Sandbox" initiative proposes multiple components such as, Topics: In late January 2022, Google announced to replace the much-criticized antecedent FLoC (Federated Learning of Cohorts) with 'Topics’-which is Google's idea for Interest-Based ad targeting of user's web activity. FLEDGE: The FLEDGE component of Privacy Sandbox is a proposal to serve remarketing and custom use cases. It prevents third parties from tracking users' browsing behavior across sites. Attribution Reporting API: Attribution Reporting is Google's solution to eliminate dependency on the cross-party user identifier. With this component of Privacy Sandbox, the third parties can't track the user browsing behavior across sites, and the advertisers can measure the ad's conversion through ad clicks or views. In their recent blog, Google mentioned that they are looking forward to the feedback from the companies for continuous improvement in their APIs. And with time, it will broadly avail APIs in Chrome while allowing more developers to integrate, evaluate, and provide feedback. Furthermore, Google promises continuous optimization based on the developers' various use cases. Google also plans to test its updated Privacy Sandbox settings and controls. This update allows users to see and manage their interests. They can also opt out of the trials altogether. The Privacy Sandbox proposals have already benefited substantially from the thoughtful feedback of early testers, and we're eager to open up testing for more of our proposals. We'll continue to gather feedback from the ecosystem and to engage with regulators globally, including through our work with the UK's Competition and Markets Authority in line with our commitments for the Privacy Sandbox on the web. -Vinit Goel, Product Director, Privacy Sandbox, Chrome. In a blog post by Vinit Goel, Product Director, Privacy Sandbox, Chrome, mentioned that Google benefits from the early testers' feedback and works with the UK's Competition and Market Authority. He said, "The Privacy Sandbox proposals have already benefited substantially from the thoughtful feedback of early testers, and we're eager to open up testing for more of our proposals. We'll continue to gather feedback from the ecosystem and to engage with regulators globally, including through our work with the UK's Competition and Markets Authority in line with our commitments for the Privacy Sandbox on the web."

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Lightspeed Announces Direct Selling and Advertising on TikTok via Ecwid

Lightspeed | February 07, 2022

Lightspeed Commerce Inc., the one-stop commerce platform for merchants around the world to simplify, scale, and create exceptional customer experiences, today announced that Lightspeed eCommerce merchants using the recently acquired Ecwid integration can sell to consumers directly through TikTok. Lightspeed acquired Ecwid in 2021 as part of a vision for a powerful single platform for headless, omnichannel commerce. Social commerce is a key element of that, and TikTok is the hottest platform for social selling. We're looking forward to seeing our merchants take advantage of this integration to scale their business and customer base." Ruslan FazlyevLightspeed eCommerce GM With users starting viral product trends with the #TikTokMadeMeBuyIt and #AsSeenOnTiktok hashtags, TikTok is creating a new paradigm shift in shopping behavior. According to an Adweek-Morning Consult survey, 49% of TikTok users said they've purchased something after seeing it advertised, promoted or reviewed on the platform. This partnership empowers merchants to seamlessly tap into TikTok's power of community commerce and reach their ever-growing consumer base. "The shopping experience on TikTok is all about discovery – we've seen businesses of all sizes use our platform as a creative outlet to engage new audiences, and ultimately drive sales," said Melissa Yang, head of ecosystem partnerships at TikTok. "We're thrilled to be working with this innovative group of partners and making it easier than ever for their merchants to be discovered by our community." This announcement comes months after an initial integration with Ecwid that powered advertising management on TikTok directly through the Lightspeed platform. Direct selling on TikTok For Business is now available to limited Ecwid by Lightspeed customers in the U.S. and the UK. About Lightspeed Powering the businesses that are the backbone of the global economy, Lightspeed's one-stop commerce platform helps merchants innovate to simplify, scale and provide exceptional customer experiences. Our cloud commerce solution transforms and unifies online and physical operations, multichannel sales, expansion to new locations, global payments, financial solutions and connection to supplier networks

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Demandbase Delivers Account-Based Advertising for Facebook, Instagram, Twitter, YouTube, Adobe, Bing and Google

Demandbase | November 19, 2021

Today Demandbase, the B2B go-to-market leader, breaks ground with new Audience Management Destinations for Demandbase One that bring the power of account intelligence to social advertising. B2B marketers will be able to reach account-based targets on traditionally consumer platforms, including Facebook, Instagram, Twitter, Google, YouTube, Bing, and Adobe, as well as an expanded integration with LinkedIn. This new functionality is yet another way Demandbase enables marketers to personalize the buying experience, recognizing that members of an account-based buying committee are individuals, as well as business professionals. Today's announcement is part of Demandbase's mission to transform how B2B companies go to market, with Demandbase One as the essential orchestration hub. We're constantly learning about how the B2B buyer thinks and acts, and this new account-based social targeting functionality plays a role in reaching buyers more holistically. By viewing the buyer not just as someone within a target account or in a buying committee, we recognize that buyers are individuals, too. This mindset shift — and the corresponding ability to engage with them as such across business and social platforms — gives our customers yet another advantage in today's B2B go-to-market landscape." Jon Miller, chief marketing and product officer at Demandbase. Demandbase's new Destinations will enable customers to use selectors, first-party data, third-party data, intent, technographics, activities and more to define an audience in Demandbase, then specifically target those buyers across the business and social web. The end result is a highly consistent customer experience across social networks and other platforms. Demandbase is the only solution that lets you run people and account-based plays from one system. You can target a precise audience through our segmentation and data orchestration engine, then automatically apply the most effective sales and marketing tactics to advance the account in its journey, across every touchpoint and with the most relevant messages. For example, you will be able to target in-market accounts with paid ads, and automatically add these accounts to an audience in the new people-based Destinations to ensure a consistent message to your target audiences on Facebook, Twitter, Google, or other channels — and all while adhering to privacy guidelines. "With the new integrations, we'll now be able to automatically orchestrate account-based experiences across all networks and platforms," says Oleg A. Solodyankin, CEO at Ignitium. "We're looking forward to helping revenue teams drive more pipeline with Demandbase." About Demandbase Demandbase is transforming the way B2B companies go-to-market. Demandbase One is the most complete suite of B2B go-to-market solutions, connecting the leading account-based experience, advertising, sales intelligence, and B2B data solutions so Marketing and Sales teams at the biggest and fastest-growing companies can collaborate faster, share intelligence, and experience explosive growth.

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