Google Adwords Advances Beta Testing of PPC Ad Email Inclusion

There’s a new AdWords format that may help advertisers accumulate better-qualified leads. There have been an increasing number of reports that advertisers are able to obtain user email addresses directly from sponsored ads. Though the appearance of the opt-in field accompanying some ads is relatively new, it’s been in the works at Google for some time. There have actually been other formats tested in the past; these were bulky forms that did not survive their test period. While the current change is still in beta, it certainly appears to be more promising that prior attempts.

The ability to acquire a potential customer’s email address has limitless possibilities. There are reports that the form is mostly attached to ads selling higher-priced goods; products and services that generally require a more hands-on sales process. The benefits of collecting contact information for qualified leads are obvious. It allows sellers to email a potential customer and discuss the purchase the customer was looking to make. Because the email address is attached to a specific ad, the seller knows what the customer is shopping for.
There has been some curiosity among bloggers and AdWords users regarding the methodology used to store the email addresses. It would seem that the only way to do so would be with laborious cutting and pasting; though it’s arguably worth it if the lead converts. There are some pretty terrific benefits from a consumer angle as well; people are able to get quotes for specific products or services. They’re also able to get additional information on something that interests them delivered directly to their inboxes; no searching around the SERP or a specific website.
For now, the test period will continue (though there has been some disagreement in the internet marketing industry about whether the feature is still in testing or has been finalized). Advertiser feedback has been positive so there may be an increasing number of ads that include the option before it gets the final vote from Google. Whether Google will give the new feature the official green light or not, remains to be seen.