On Monday, Brafton spotted the integration of an email newsletter signup into PPC ads, which places an even greater emphasis on ranking well within paid search campaigns and supported paid search with quality content. The ad allowed users to enter their email address and name into two fields to subscribe.
Logged-in users will see their email address already inserted to the field, which makes it even easier to complete the form.
This is the first instance of Google offering contact options directly from a SERP, whether as part of a paid or organic search rankings. While conversion is often associated with purchases, removing this many steps to allow a company to boost email marketing subscribers will help companies build their contact lists and perhaps ultimately drive conversions. Since many B2Bs in the services sector have no real use for direct ecommerce, boosting conversions in form of email enrollment and other information can help B2B companies, especially, improve online lead generation and drive sales. In the past, Brafton has reported that content marketing campaigns typically associated with SEO strategies can also boost PPC campaigns.
Of course, the email newsletter sign ups will only benefit brands that invest in fresh content for email newsletter subscribers. Moreover, those marketers who want top PPC spots with email signup options need to consider the content they use on landing pages to drive Quality Score.
Google has tinkered with its PPC ads frequently this year. Brafton recently reported that the company added “Ads related to (search query)” to its paid search box to ensure users understood these ads were served because they are relevant to their initial query.