If you’re inviting a friend to dinner or asking them about the best hotels in Lekki, it’s most probable that you’re doing it via mobile messaging. Nearly two out of every three smartphone owners use messaging more than five times a day to communicate with others.1 And people aren’t limiting their use of messaging to social communications alone – 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.2
… these are major reasons why the new Google Adwords Click-to-message ads
In the coming weeks, Google AdWords will be introducing click-to-message ads to bring the efficiency and effectiveness of messaging to search ads; this was promised by Amit Agarwal, the Senior Product Manager of Google Mobile Search Ads. By setting up a message extension, you’ll give users an easy way to text you to start a conversation and continue it whenever it is most convenient for them. This will give you a nearly unbreakable connection between
Tapping on the texting option launches the user’s SMS app with a pre-written message tailored to the product or service they’re interested in. For example, if you own a travel agency and someone messages you after searching for hotels in Lekki, Lagos , they can send or edit your pre-written message text, “I’m interested in a reservation. Please text me back with more information.”
More than 70% of Nigerians who shop or require other services online use their mobile phones to research these products or services before deciding to buy; this is a crucial stage in every buyer’s journey on picking what’s best for them. Click-to-message ads do not only make it easier for your ads to reach potential customers on mobile but also provides the fastest way for them to interact with you and do business with you with ease.
Since you’ll be chatting with your leads via mobile messaging, it increases their level of trust, helps you communicate with them on a personal level and makes it easier to make requests couldn’t make via other Advertising channels. When customers connect with you on this level, the only reason they’ll not buy from you is if you do not have what they need; even at that, they’ll save your number to buy from you when they need what you have.
Talking about numbers, click-to-message ads can help increase your SMS marketing conversion rates, if you add your potential customers to your recipient list. This doesn’t only remind them about your brand, but helps make sure they’d rather buy from you than from your competitors.
Due to its effectiveness in making conversions, 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 increase conversion rates.
Read these reviews to see how much this advertising channel has helped brands increase their conversion rate:
“Click-to-message ads have proven to be a great way to help prequalified customers start the hotel reservation process in a way that is convenient and easy for them. They can text an agent to get questions answered, continue the conversation on their own timetable, and trade booking information before completing the final checkout over the phone or on our website. It’s a seamless and streamlined process that helps increase brand trust. The conversion rate on message extensions is 41% higher compared to other ad extensions. Paired with customer support software, they’ve also allowed our agents to respond to requests in a more efficient and cost-effective way. ” – Gabe Thayn, Director of Search Marketing, TravelPASS Group
“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
“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
“We started testing click-to-message as soon as we heard about it. Text messaging is a popular medium of communication among young professionals and the opportunity to engage them through SMS is very exciting. We sell industrial equipment and supplies, which can be very technical. Sometimes customers don’t have time to talk over a web chat or phone conversation, but still need more information. Messaging helps simplify these exchanges and the customer response has been very positive since they can post a question and follow up in their own time.”
– Ashar Mairaj, VP of Marketing, Global Industrial
Mobile users have more flexibility than ever to choose how they want to connect with businesses. Through messaging, you can initiate valuable conversations with them by tapping into one of their most preferred modes of communication.
Citations posted by Amit Agarwal, Senior Product Manager, Mobile Search Ads
1. Google Consumer Surveys, US, Canada, UK, Australia, October 2016, Base: Respondents who own a smartphone and use it to access the Internet (n = 1,262 in US, n = 1,222 in UK, n = 567 in Canada, n = 563 in Australia)
2. Google Consumer Surveys, US, Canada, UK, Australia, October 2016, Base: Respondents who own a smartphone and use it to access the Internet (n = 1,036 in US, n = 1,032 in UK, n = 489 in Canada, n = 485 in Australia)
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