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Mobile Advert Extensions: Click-to-message Roll-out

In our second Google, mobile-centric focused article this month, we take a look at the roll-out of click-to-message AdWords advert extensions for mobile users. This is similar to click-to-call ones that have been available for a while, but gives Users another way to contact a business from their mobile device, via a text message.

According to Google, ‘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’. As a result, they’ve recently introduced click-to-message extensions to bring the efficiency and effectiveness of messaging to search ads. By setting up a message extension, users are given an easy way to text to start a conversation and continue it whenever is most convenient for them.

Tapping on the texting option launches a user’s SMS app with a pre-written message tailored to the product or service they’re interested in. For example, if someone messages a travel advertiser after searching for ‘Sydney hotels’, they can send or edit that advertiser’s pre-written message text, “I’m interested in a reservation. Please text me back with more information.”

Many advertisers are already using click-to-message ads to take advantage of a new and faster way to connect with consumers on mobile to endeavour to improve conversion rates. Sometimes customers don’t have time to talk over a web chat or phone conversation, but still need more information. So it can be a good medium to get questions answered that aren’t addressed on a website, or to contact a business when it’s closed, allowing the users to follow up in their own time.

As a result of this new development, mobile users now have more flexibility than ever to choose how they want to connect with businesses. Through messaging, it’s possible to initiate valuable conversations with them by tapping into one of their most preferred modes of communication. As such, message extensions can be an efficient, convenient, way to begin and extend conversations with customers to unlock an entirely new segment of users that prefer to use messaging to communicate.

Another mobile advert extension that can be useful is price extensions. These are best used for events, or products and services that have fixed pricing, rather than for e-Commerce businesses with numerous products that change prices frequently due to seasonal discounts.

If you like to know more about how mobile advert extensions can benefit your business, contact us now.