NEW AdWords Click-to-Text Message Extensions

This week Google released a great new mobile ad extension, click-to-text message extension.

According to Google, nearly two thirds of smartphone owners use messaging more than five times a day to communicate with others. And people aren’t limiting their use of messaging to social communications – 65% of consumers say they’d consider using messaging to connect with a business to get information about a product or service, or to schedule an in-person appointment.

Mobile ads are extremely important as more users are researching and making purchases through their phones. By setting up message extensions, you’ll give users an easy way to connect with your business and start a conversion and continue it whenever it’s most convenient to them.

How AdWords Click-to-Text Message Works

The click-to-text message extension is similar to the call extension which gives users another option to connect with your business.

Above: Click-to-message ad (example)

Above: Click-to-message ad (example)

In the example provided by Google above, you’ll notice the call and message extensions are below the main ad. For message extensions, this new format allows advertisers to include a call to action in the extension text.

For example, “Text for Free Quote!”. Once the user clicks on the message extension a pre-populated message will appear.

E.g. If you are local handyman and someone messages you seeking a quote, you could use the pre-populated text “I’m interested in receiving a quote. Please text me back.” Users can send or edit that message before sending, but it’s an opportunity for advertisers to help users save time by anticipating what they’re likely to be interested in. 

Clicks on message extensions are charged just like a regular click on a headline or extension. Message extensions can be set at the campaign and ad group levels, and they can be scheduled to appear during certain periods of the day. 

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