Click-to-message ads: a new way for customers to engage with your business
AdWords are rolling out click-to-message ads to drive engagement, allowing customers to interact with businesses directly from within ads. This is the latest ad extension from Google which allows users to send a text message to the advertiser after clicking within the ad format itself. Tapping on the extension loads up the SMS screen for the user which can be pre-populated with a tailored message. The message extension can also have customised extension text to provide instructions to the user, such as ‘Got Questions? Send Us a Text!’ in the example from Google.
As with call extensions, a great feature is the ability to schedule start and end dates and custom scheduling by days/hours. This could be a great way to allow users to reach you out of office hours when call extensions are disabled. We hope to see that call and message ad extensions will complement each other whilst also providing the customer with more options to get in touch.
This could be interesting for service-based companies who require some input from customers as to what their requirements are before fulfilling their needs. Users are used to this method of communication and some might say they prefer it to calling or filling out a complicated website form. What will make this new ad extension work for businesses is if they are quick to respond to any questions they receive via text message but also to understand from AdWords which keywords are successful in driving this type of enquiry.
Services: PPC Management