Is This the Future of Email Lead Generation?
February 20, 2012
Filed under Email Marketing Best Practices
Have you searched Google lately and noticed anything different? As an email marketer, you should be aware of the new addition to Google AdWords – the Communications Extension. What is this Extension? Check out the images below to see how there is now the ability to sign up for newsletters/offers within the AdWords block:
If you haven’t seen or heard about this yet, here’s the rundown: AdWords offers Extensions for ads so that you can include your location, product images and more in your advertisement. These have been around for a while. But there’s a new kid on the block and it’s called the Communications Extension.
This extension allows the advertiser to capture email addresses right there in the SERPS (Search Engine Results Pages) and it’s even auto-filled for users who are already logged in. This feature is not yet enabled for all advertisers so if you’re interested in testing it out, contact your AdWords rep to get set up.
In my latest spin around the blogosphere, I’ve seen many different opinions on what this new extension is all about and how effective it will be. Personally, I think it’s a pretty neat little tool! Although I do see the possibility for this method to collect people unintentionally, which could lead to a lower quality list with higher complaints and unsubscribes, I’m hoping that the benefit of the ease of use will outweigh these negative side effects. I think that it will be particularly effective for very strong, well-known brands.
But this is a new concept and it’s hard to predict how it will or won’t benefit us as marketers. So I decided to turn to the resident email marketing expertise here at Bronto to see how the pros weigh in… here are some thoughts from the other Bronto Marketing Strategists:
Greg Zakowicz: “I am not sure how many email signups this would get. I think most people are visual and unless they see the colors and imagery on the website they will not feel the connection to the brand. It feels cold and disconnected to me.”
Emily Keye: “While social networking continues to rise, email and search are still the most popular online activities, and these new ads take advantage of both. What a great idea! I think that testing and measuring the overall performance of subscribers coming from these sources is critical, but I’m all for adding the sign up right there in the Google Search Results. These ads could be a great search-driven tool for driving email sign-ups. Can’t wait to see how this performs for my clients!”
Kestrel Lemen: “I’m always telling my clients ‘let’s not leave any money on the table.’ Meaning that if there is opportunities to gather new contacts or convert a contact let’s do it! Leave no stone unturned! However I would be cautious of having the sign up in the AdWords section, as it seems contrary to the typical user’s search path. If I’m looking for new shoes, and I was only just starting my search process I would be hesitant to put in my email address. However, if I was farther along, ready to make a purchase and the ad was for the exact shoe I wanted, along with an incentive, I would enter my email. I’m sure the technology will get there eventually, but for now I think it would be more appropriate to have a really well-crafted email sign up with an incentive on the landing page of the AdWords ad. Time will tell. I’m very interested to see how many email addresses are being acquired through this, and the quality of those email addresses.”
Kellie Boggs: “I think the idea of adding the sign-up in the Google Search results is awesome, but I think the real question is the number & quality of the addresses that are collected. I don’t see any harm in testing it out and seeing if this adds a value to your business. I look at this as an opportunity to grow your list and potentially grow your revenue, so I say give it a shot!”
So the jury is still out on this new addition. Does it have the potential to change the way we think about email sign-ups? Yes. Does it represent great potential in the quantity of new sign-ups? Yes. Does it represent the greatest quality sign-ups? Debatable, given it’s contrary to what we’ve believed is sign-up best practice. But as smart marketers, we must keep up with the progress of this Extension. It could be very powerful to help garner new sign-ups of engaged fans. Have you tried using the Extensions yet? If so, I would love to hear how they’re working for you so comment below. For those not using the Extension, what do you think – will it be another great way to gain email subscribers?
Anna Pfeiffer
Marketing Strategist at Bronto
“If You’re Too Busy Running Your Business To Even Think About Marketing — This Is What You’ve Been Waiting For“
Now you can instantly generate all the customers, profits and business you could ever want… with practically no work on your part!
Amazingly Powerful Sales, Advertising, Marketing, Direct Marketing, Customer And Client Attraction and Persuasion Strategies REVEALED…
How Serious Are YOU About Wanting To Get Thousands Of Qualified New Business Leads? In a Few Minutes You Will Learn How To Earn Thousands of $$$ Dollars In Extra Sales Revenue For YOU and Your Company! Guaranteed… Or Your Money Back!
