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Google Lead Form Extensions Vs. LinkedIn Lead Ads

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google lead form extensions vs linkedin lead ads

Lead generation advertisers face many challenges including balancing quality leads vs. quantity of leads, abandoned lead forms, and optimizing campaigns to find quality leads. When it comes to PPC, there are multiple types of lead form ads that you can utilize in lead generation campaigns to help with these challenges.
Today, I’m going to compare just two of those: Google Lead Form extensions and LinkedIn Lead Gen Forms.

Google Lead Ad Extensions

Google lead extensions help solve the previously mentioned lead gen challenges by enabling seamless, intent-based connections between the marketer and the prospective customers. Lead form extensions enable businesses to connect with high-intent users that are searching for their company, product or services offered. Google lead ad extensions also help reduce abandoned forms by leveraging pre-filled user information instead of relying on website or mobile forms.

Getting started with lead form extensions is easy. You create the extension as you would any other in the Google UI and set up to receive the leads. You can either download leads in a CSV or add a webhook URL for CRM integration. You also have the choice to use Zapier or Leadbridge to upload leads directly to the CRM. Once you have that setup, you can customize your lead form. You are able to choose from multiple calls-to-action and can include compelling and relevant extension text to engage the user.

Google Ad Form Extension Screenshot

Once the extension is created, you will personalize the user-facing lead form. You are allowed a headline (30 characters), description (200 characters), and will submit your business name and a background image. You get to choose what information will be submitted by the user from their name, phone number, email, and zip code.

Google Ad Form Lead Form Categories

Lastly, you will create a personalized submission message once the form has been submitted. You can set a headline (25 characters), description, and choose from 3 pre-set calls-to-action.

Since this is an ad extension of your current search campaigns, you are able to define your specific demographics, audiences, and any other detailed targeting options you would normally have within a search campaign.

LinkedIn Lead Gen Forms

Per LinkedIn, Lead Gen Forms are “a solution that helps you drive even more high-quality leads from your Sponsored Content campaigns by removing the main barrier to mobile conversion: making someone complete a clunky contact form on a smartphone.” Lead Gen Forms are pre-filled with the users’ LinkedIn profile data, such as their name, contact info, company name, seniority, job title, and location, which provides more accurate work contact information.

To get started, you would create the personalized Lead Gen Form under your Account Assets. You can customize the form details with a headline (60 characters) and offer details or a description (160 characters). Next, you choose what detailed information you would like to collect from your user and add any custom questions to the form.

LinkedIn Lead Gen Form Lead Details and Custom Questions

Lastly, you will create your confirmation message (300 characters) and choose from 4 pre-set calls-to-action. You are able to download your leads directly from Campaign Manager or pass your leads to the CRM or marketing automation platform of your choice.

You are able to use these types of forms with both Sponsored content and Message Ad campaigns as long as the objective is Lead generation. You will have the same targeting options as with any other sponsored content or message ad.

The Differences Between Google Lead Ad Extensions And LinkedIn Lead Gen Forms

The two types of forms above help engage high-intent users for your business, services, or products. As similar as each form is, they do have their differences.

Overall, the Google Lead Form Extensions are more limited in terms of collecting data. Google Lead Form Extensions can be placed on any Google Search campaign you have created in your account. However, if you have multiple ad extensions within one Search campaign, you are not able to choose which ad extension shows.
In addition to that limitation, the amount of customization on the form itself is standard with the information you can normally collect from the user (name, phone, email, zip).

In turn, the amount of customization on the LinkedIn Lead Gen forms is much more robust.  You have the following categories to choose what information you would like to receive from the user:

  • Contact
  • Work
  • Company
  • Education
  • Demographic

Within each of those categories, you are able to get even more granular in the user info that’s submitted. For example, the name, size, or industry of the company or the degree, field of study, University/School, start date, or graduation date of someone’s education. You are also able to submit custom questions for the user to answer on the form itself. Since these types of forms are able to be used on both Sponsored and Message ads you are able to have a separate message before the user even engages with the form. This allows you to provide even more relevant information to the user to engage them.

Conclusion

In conclusion, both of these forms eliminate common lead generation challenges like website and mobile form abandonment. Both forms also leverage users’ pre-filled demographic information.
That being said, in my experience with both types of lead gen forms, LinkedIn lead gen forms were more successful because of their ability to capture more user data.

LinkedIn can leverage an array of professional data that’s mostly up-to-date.  The upkeep of the profile by most members ensures that the lead data captured is accurate (much less likely to be fake), creating better informed, easier-to-convert sales opportunities. LinkedIn lead form ads’ robust targeting and customization allows you to pinpoint your exact target audience. Also, the form is visible each time your ad is shown to a user, which provides a higher completion percentage. This is not the case for Google’s lead form ad extensions.

Regardless of which form you choose to test, I would always recommend checking the quality of the leads you receive before determining the success of your test.

Additional Resources

Google Ads: Lead Form Extensions

LinkedIn Lead Gen Forms: An easy way to collect quality leads for your business

LinkedIn Lead Gen Forms

PPChero.com

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Exploring the Evolution of Language Translation: A Comparative Analysis of AI Chatbots and Google Translate

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A Comparative Analysis of AI Chatbots and Google Translate

According to an article on PCMag, while Google Translate makes translating sentences into over 100 languages easy, regular users acknowledge that there’s still room for improvement.

In theory, large language models (LLMs) such as ChatGPT are expected to bring about a new era in language translation. These models consume vast amounts of text-based training data and real-time feedback from users worldwide, enabling them to quickly learn to generate coherent, human-like sentences in a wide range of languages.

However, despite the anticipation that ChatGPT would revolutionize translation, previous experiences have shown that such expectations are often inaccurate, posing challenges for translation accuracy. To put these claims to the test, PCMag conducted a blind test, asking fluent speakers of eight non-English languages to evaluate the translation results from various AI services.

The test compared ChatGPT (both the free and paid versions) to Google Translate, as well as to other competing chatbots such as Microsoft Copilot and Google Gemini. The evaluation involved comparing the translation quality for two test paragraphs across different languages, including Polish, French, Korean, Spanish, Arabic, Tagalog, and Amharic.

In the first test conducted in June 2023, participants consistently favored AI chatbots over Google Translate. ChatGPT, Google Bard (now Gemini), and Microsoft Bing outperformed Google Translate, with ChatGPT receiving the highest praise. ChatGPT demonstrated superior performance in converting colloquialisms, while Google Translate often provided literal translations that lacked cultural nuance.

For instance, ChatGPT accurately translated colloquial expressions like “blow off steam,” whereas Google Translate produced more literal translations that failed to resonate across cultures. Participants appreciated ChatGPT’s ability to maintain consistent levels of formality and its consideration of gender options in translations.

The success of AI chatbots like ChatGPT can be attributed to reinforcement learning with human feedback (RLHF), which allows these models to learn from human preferences and produce culturally appropriate translations, particularly for non-native speakers. However, it’s essential to note that while AI chatbots outperformed Google Translate, they still had limitations and occasional inaccuracies.

In a subsequent test, PCMag evaluated different versions of ChatGPT, including the free and paid versions, as well as language-specific AI agents from OpenAI’s GPTStore. The paid version of ChatGPT, known as ChatGPT Plus, consistently delivered the best translations across various languages. However, Google Translate also showed improvement, performing surprisingly well compared to previous tests.

Overall, while ChatGPT Plus emerged as the preferred choice for translation, Google Translate demonstrated notable improvement, challenging the notion that AI chatbots are always superior to traditional translation tools.


Source: https://www.pcmag.com/articles/google-translate-vs-chatgpt-which-is-the-best-language-translator

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Google Implements Stricter Guidelines for Mass Email Senders to Gmail Users

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Beginning in April, Gmail senders bombarding users with unwanted mass emails will encounter a surge in message rejections unless they comply with the freshly minted Gmail email sender protocols, Google cautions.

Fresh Guidelines for Dispatching Mass Emails to Gmail Inboxes In an elucidative piece featured on Forbes, it was highlighted that novel regulations are being ushered in to shield Gmail users from the deluge of unsolicited mass emails. Initially, there were reports surfacing about certain marketers receiving error notifications pertaining to messages dispatched to Gmail accounts. Nonetheless, a Google representative clarified that these specific errors, denoted as 550-5.7.56, weren’t novel but rather stemmed from existing authentication prerequisites.

Moreover, Google has verified that commencing from April, they will initiate “the rejection of a portion of non-compliant email traffic, progressively escalating the rejection rate over time.” Google elaborates that, for instance, if 75% of the traffic adheres to the new email sender authentication criteria, then a portion of the remaining non-conforming 25% will face rejection. The exact proportion remains undisclosed. Google does assert that the implementation of the new regulations will be executed in a “step-by-step fashion.”

This cautious and methodical strategy seems to have already kicked off, with transient errors affecting a “fraction of their non-compliant email traffic” coming into play this month. Additionally, Google stipulates that bulk senders will be granted until June 1 to integrate “one-click unsubscribe” in all commercial or promotional correspondence.

Exclusively Personal Gmail Accounts Subject to Rejection These alterations exclusively affect bulk emails dispatched to personal Gmail accounts. Entities sending out mass emails, specifically those transmitting a minimum of 5,000 messages daily to Gmail accounts, will be mandated to authenticate outgoing emails and “refrain from dispatching unsolicited emails.” The 5,000 message threshold is tabulated based on emails transmitted from the same principal domain, irrespective of the employment of subdomains. Once the threshold is met, the domain is categorized as a permanent bulk sender.

These guidelines do not extend to communications directed at Google Workspace accounts, although all senders, including those utilizing Google Workspace, are required to adhere to the updated criteria.

Augmented Security and Enhanced Oversight for Gmail Users A Google spokesperson emphasized that these requisites are being rolled out to “fortify sender-side security and augment user control over inbox contents even further.” For the recipient, this translates to heightened trust in the authenticity of the email sender, thus mitigating the risk of falling prey to phishing attempts, a tactic frequently exploited by malevolent entities capitalizing on authentication vulnerabilities. “If anything,” the spokesperson concludes, “meeting these stipulations should facilitate senders in reaching their intended recipients more efficiently, with reduced risks of spoofing and hijacking by malicious actors.”

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Google’s Next-Gen AI Chatbot, Gemini, Faces Delays: What to Expect When It Finally Launches

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Google AI Chatbot Gemini

In an unexpected turn of events, Google has chosen to postpone the much-anticipated debut of its revolutionary generative AI model, Gemini. Initially poised to make waves this week, the unveiling has now been rescheduled for early next year, specifically in January.

Gemini is set to redefine the landscape of conversational AI, representing Google’s most potent endeavor in this domain to date. Positioned as a multimodal AI chatbot, Gemini boasts the capability to process diverse data types. This includes a unique proficiency in comprehending and generating text, images, and various content formats, even going so far as to create an entire website based on a combination of sketches and written descriptions.

Originally, Google had planned an elaborate series of launch events spanning California, New York, and Washington. Regrettably, these events have been canceled due to concerns about Gemini’s responsiveness to non-English prompts. According to anonymous sources cited by The Information, Google’s Chief Executive, Sundar Pichai, personally decided to postpone the launch, acknowledging the importance of global support as a key feature of Gemini’s capabilities.

Gemini is expected to surpass the renowned ChatGPT, powered by OpenAI’s GPT-4 model, and preliminary private tests have shown promising results. Fueled by significantly enhanced computing power, Gemini has outperformed GPT-4, particularly in FLOPS (Floating Point Operations Per Second), owing to its access to a multitude of high-end AI accelerators through the Google Cloud platform.

SemiAnalysis, a research firm affiliated with Substack Inc., expressed in an August blog post that Gemini appears poised to “blow OpenAI’s model out of the water.” The extensive compute power at Google’s disposal has evidently contributed to Gemini’s superior performance.

Google’s Vice President and Manager of Bard and Google Assistant, Sissie Hsiao, offered insights into Gemini’s capabilities, citing examples like generating novel images in response to specific requests, such as illustrating the steps to ice a three-layer cake.

While Google’s current generative AI offering, Bard, has showcased noteworthy accomplishments, it has struggled to achieve the same level of consumer awareness as ChatGPT. Gemini, with its unparalleled capabilities, is expected to be a game-changer, demonstrating impressive multimodal functionalities never seen before.

During the initial announcement at Google’s I/O developer conference in May, the company emphasized Gemini’s multimodal prowess and its developer-friendly nature. An application programming interface (API) is under development, allowing developers to seamlessly integrate Gemini into third-party applications.

As the world awaits the delayed unveiling of Gemini, the stakes are high, with Google aiming to revolutionize the AI landscape and solidify its position as a leader in generative artificial intelligence. The postponed launch only adds to the anticipation surrounding Gemini’s eventual debut in the coming year.

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