New AdWords newsletter sign-up format NOT new

There are many ways to tempt an Internet user to sign up for a free newsletter but Google has another channel to throw into the mix - AdWords. While generally being touted as a new feature the format has already been in use for a few months.

by Helen Leggatt

According to recent reports Google is currently running a small test of a new ad format. Called "Google Email Subscription Ads" the format allows advertisers to include a box within the ad to allow searchers to instantly sign up to the advertiser's newsletter. If the searcher is signed in to their Google account their email address is automatically entered.

TechCrunch received the following statement from Google:

"We're currently running a small experiment of a new ad format that helps users sign up more easily for email subscriptions or other free newsletters. This new ad format contains a box within the ad that displays a user's Google email address (if logged in). If a user chooses to click 'Subscribe to newsletter' then the email address is sent to the advertiser directly, which is clearly disclosed within the ad itself."

However, according to Barry Schwartz of Search Engine Roundtable the option has been in test for a couple of years and in general use for a few months. Its initial incarnation was a "contact form extension", somewhat more bulky and cumbersome than the current format.

Tags: AdWords, email subscription, Google, newsletter, search ads, search engine, search marketing