Google has been beta testing Click To Message ad extensions, and we’ve been a part of that. Several clients have been testing the new feature with great results. The click-to-message ad extensions are exciting because they give users a really quick and convenient new method of getting in touch with you. As Google themselves explain,
“If you’re inviting a friend to dinner or asking them about the best hotels in New York City, you’re probably doing it through mobile messaging. 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.”
It’s the ideal way to start a conversation with your customer when a call might not be convenient for them. You can populate the text with a pre-written message that best suits the sort of enquiry you expect. For instance, if you’re a travel advertiser and someone messages you after searching for ‘New York hotels’ they can use your pre-written message of ‘I’m interested in a reservation, please text me back with more information”. They can always edit the message themselves before sending, of course:
The example also shows how clear it is to use the extension – it isn’t just a simple icon next to the ad copy.
Measuring Click to Message Results
You can see the results through the extensions tab or Click Type segmentation. The true value of the messages, however, can’t be measured and you’ll need to find a way of tracking conversions through click to message. This will help you to calculate the ROI through click to message ad extensions.
Click to Message Feedback from testing
“The results from click-to-message have been phenomenal and we’ve seen a 80% higher conversion rate when compared to other similar channels. We can now tap into an important consumer base that prefers to use SMS to learn more about our insurance products. Besides giving users a new way to get in touch with us, we feel this is by far the fastest and most cost-effective way to connect with them.”
– Gavin Parker, Paid Search Manager, Auto & General
“Click-to-message is a useful tool that allows consumers to engage with our business in a way that’s comfortable and efficient for them. They could be on their commute or in a rush, so they can text us quickly through click-to-message. It’s also a good medium to get questions answered that aren’t addressed on our website, or to reach us during hours when our office is closed. Our main performance objective is to help customers as much as possible – when we take care of their questions and needs in a helpful, relevant way, that leads to better business results.”
– Gavin Chan, Digital Marketing Manager, AnyVan