Is AdWords New “Click to Text” Message Ad Extension the Next Big Thing?

 

click to text ad extension

AdWords recently debuted “Click to Text” or “Click to SMS” Message Extension, a new ad extension to help advertisers reach their mobile audience. For many advertisers, making the move to mobile PPC can allow them tap into a larger audience (over half of all search traffic comes from mobile devices) and create more focused campaigns. Mobile PPC campaigns can also be significantly more affordable than their desktop advertising counterparts. It should be no surprise that advertisers are hungry for new AdWords features that help them maximize their mobile PPC results.

We have written in the past about how call-only campaigns and “Click to Call” campaigns have huge potential to transform your PPC strategy. But will the new Message Extension have the same impact? Read on to learn more about “Click to Text” Message Extension and how you can leverage this new ad extension to give your mobile campaigns a boost.

Gain Full Engagement of Your Mobile Audience

Targeting your mobile audience effectively is a key part of running successful mobile search campaigns. Working with the device constraints and preferences of your audience can drastically improve lead generation and conversion rates. 30% of all online purchases happen on mobile phones. Additionally, up to 70% of mobile searchers have used “Click to Call” to reach out to companies with which they are interested in making a purchase.

But while mobile users devices account for a large percentage of web traffic and online purchases, they still have relatively high shopping cart abandonment rates — up to 84% of shopping carts are abandoned by mobile device users. This is in part because online buyer flows are oftentimes designed for desktop users, rather than catering to the unique constraints of the mobile experience, such as smaller screen sizes. Using mobile-specific ad extensions can help you create a more engaging purchasing experience for your mobile audience.

If you are not running mobile ad campaigns — and leveraging ad extensions to get the most out of those campaigns — your AdWords strategy is not working as hard as it could be. Leveraging the new messaging ad extension can help you add one more (significant) way for your audience to get in touch with you. This addition to your mobile PPC campaigns can help you ensure that your campaigns are reaching their fullest potential audience and that no potential customers fall through the cracks.

Provide a Lower Friction Way to Get in Touch with Your Business

Text messaging has become the lingua franca of smartphones. Studies and polls have shown that many consumers now prefer texting to making phone calls. By serving ads on mobile devices and providing a call to action that caters to user preferences, advertisers can meet their prospective buyers in a format that they are most likely to prefer and respond to.

Many prospective customers may be looking for low-commitment ways to ask questions and start a conversation with your business. Using “Click to Text” ad extensions can enable prospects to ask quick questions to see if your services mesh with their needs. This low-stress option can make them more likely to reach out and engage, even if they are not ready to make a purchase.  

Advantages of Breaking Away from the Phone Call CTAs

As with call-focused ads, using the new Messaging Extension gives people a way to get in touch directly with your business. But text messaging poses some unique advantages that may make it even more lucrative than call-only campaigns. For example, fielding SMS messages can be easier for you or your employees to manage answers. Because they do not require sustained one-on-one conversations, you can engage with multiple people at the same time.

Additionally, while you still need to answer text messages in a timely manner, you do not need to watch the phone quite as closely or risk missing calls. This flexibility can help you provide a better, more seamless experience for prospects who contact you.

Using AdWords Messaging Ad Extension

Getting started with AdWords Message Extension is simple. It can be found on Ad Extensions tab under “Message Extensions,” and can be set up at the campaign or ad group level. As with the “Click to Call” ad extension, you will want to take into consideration a few key factors. These include what phone number your leads will come into contact with, as well as what hours you will be available to respond to messages. Be sure to review our tips for improving call rates for call-only campaigns — they can also be applied to optimizing your message extension campaigns.  

Getting More Out of Your Mobile Campaigns with Webrageous

Webrageous’ team has been managing and optimizing mobile campaigns since AdWords introduced them. We have assisted many of our clients find success with mobile PPC, whether their goals are campaign optimization or expanding their overall brand reach. We can help you get the most value for your ad spend and take full advantage of mobile-focused AdWords features like “Click to Call” and “Click to Text” ad extensions.

To learn more about the value Webrageous can bring to your PPC campaigns, contact us today for a risk-free consultation. 

Image Source: Pixabay

AdWords new feature: message extensions

adwords-click-to-message

Google is releasing a new ad extension: message extension.

What are message extensions?

Message extensions allow users to connect with your business through messaging.

How do message extensions work?

When users tap the texting icon in your ad from their mobiles, their messaging apps will be launched, allowing them to send messages to your business.

When someone tap the texting icon, you are charged for a click (just as if the user tapped on your ad to go to your website).

What are the message extensions’ requirements?

  • Message extensions are only shown to people on phones capable of sending and receiving messages, so they are only available on mobiles.
  • Your business has to have a phone number that is able to receive and send text messages (message extensions won’t work with your landline).

How to set up message extensions?

Google is rolling out the feature, so message extensions might not be able in all AdWords accounts yet but they will be soon.

Just as other ad extensions, message extensions are easily set up in AdWords.

They can be set at campaign or ad group level.

You will find them in the ad extensions tab, under “Message extensions” in the drop-down menu.

google-adwords-message-extension

To create a message extension you will need to add:

  • Business Name (up to 25 characters).
  • Text phone number (the number that people will send messages to).
  • Extension text (up to 35 characters – this text will appear alongside your ad, you could use a message such as “Text us” or “Message us”).
  • Message text (up to 100 characters – that’s where you can include a pre-written message to make it easier for mobile users in a hurry to contact you).
  • Don’t forget to schedule your message extensions in the advanced options so that they only show up when your team is able to respond. If you can’t reply to messages straight away or at weekends, consider using an auto responder stating you will reply later.

What are the benefits of message extensions?

  • Mobile messaging is part of our daily life. In a recent survey performed by Google, 65% of consumers said they would consider using messaging to connect with a business to get information about a service or product.
  • In today’s mobile world it gives users an easy way to text your business and start a conversation when it is more convenient for them.
  • They can help you grow your business by giving potential customers another option to reach you.
  • They give you more exposure with no extra AdWords cost.
  • They are easily set up.
  • Just like any other ad extension, message extensions can improve your click-through-rate, ad’s relevancy and quality score.

 

Images’ source: Pixabay

Price extensions for mobile ads: AdWords new feature

price-extensions

Google has just released new ad extensions: price extensions.

What are price extensions?

They are new extensions that advertisers can use in their AdWords mobile ads. It allows them to easily and quickly show prices for different services or products.

What are the price extensions’ requirements?

  • They are only available on mobile ads for now (so you need to have a mobile friendly website).
  • You need to set up a minimum of 3 price extensions and a maximum of 8.
  • Your mobile ad needs to appear in the top ad position (otherwise it won’t be eligible for this new extension).
  • They are only available in English at the moment.

How to set up price extensions?

Just as other ad extensions, price extensions are easily set up in AdWords.

They can be set at account, campaign or ad group level.

You will find them in the ad extensions tab, under “Price extensions” in the drop-down menu.

Price extensions set up

To create a price extension you will need to add:

  • A header (clickable title, up to 25 characters).
  • A description (up to 25 characters).
  • The actual price.
  • A final URL (the landing page related to the extension – the same landing page can be used for a set of ad extensions).

What are the benefits of price extensions?

  • They give extra information to potential customers with minimal work. You don’t need to include your price in your ad anymore and you can use that extra space to focus on other unique selling points in your ads.
  • They are one click away to conversions: when users click on your price extension, they are redirected to your website straight away.
  • They are easily set up, updated and can be used for special offers.
  • They are flexible and customizable.

 

Images source: Pixabay

Google Adwords Campaign Settings: What You Need to Know

 

adwords campaign settings

Just getting started with your AdWords campaigns? AdWords offers its users a wide array of settings to adjust, giving them a large amount of control over their campaigns. Campaign settings can feel overwhelming at first, but they are an important part of running successful PPC campaigns. Here are a few tips on getting campaign settings right from the beginning so you can start seeing results from your AdWords campaigns more quickly.

Adjusting Network Settings

Start with “Search Only”

AdWords can serve ads on the Google Search Network as well as the Display Network. While your first instinct might be to serve ads as many places as possible, the Display Network will deplete budget your campaign budget quickly. If you do not have experience with AdWords already, stick with “Search Only” until you’re more familiar with running campaigns.

It’s important to note that Google’s “Search Partner Network” is also included in the default “Search Only” settings. Unless you have a heavily restricted budget, it’s worth leaving this setting on, as the Search Partner Network can bring an additional 20-60% of clicks to your campaigns.

Reaching Your Audience

Check Your Location Settings

Reaching as many people as possible may seem like the best way to boost your business. In some cases, such as for eCommerce websites who can serve a geographically diverse customer base, this might be true. But for many businesses, including those the legal industry and other service-based industries, you’ll want to focus your PPC strategy on reaching viewers who are in the specific area you serve, whether that’s a city, state or region.

To adjust the location of your AdWords audience, expand the “Location Settings” tab to see options for targeting more specific audiences. There are both inclusive and exclusive options for location settings. In addition to focusing your ads only on people in specific locations, you also might want to exclude people in locations that are irrelevant to your needs. As with negative keywords, this excluding specific locations can be an effective way to whittle your audience down to the best fits for your business and avoid wasting ad spend.

Adjust Language Settings for Your Audience

The U.S. has over 40 million native Spanish speakers, and countless other non-English speakers. If your audience is likely to make searches in languages other than English, the appropriate AdWords can help you reach them more effectively. A key thing to remember here is that Google serves ads based on the user’s interface language settings — not the language your ads are in. 

By adjusting your target language settings to include browsers whose language settings are in the language you want to target, you’ll have a better chance of reaching them. Even if your ads are all in English, this can be used as a tactic for reaching bilingual audiences, who may have their browsers set to another language. Another thing to note: Google recommends setting up different campaigns for each language to help keep your campaigns organized and focused.

Optimizing Your Ads

Enable “All Features”

Adwords Ad Extensions are some of the most useful tools that AdWords advertisers have at their disposal. When used effectively, they have the potential to significantly increase the profitability of their campaigns. Extensions make ads more visually appealing and can even improve your ad rank. To get the most out of Ad Extensions and other AdWords features, make sure you enable “All Features.” Ad Scheduling, Dynamic Search ads and other features also fall under this category. These features can give you more powerful advertising bang for your buck.

Optimize Ad Rotations to Collect Data

You have several options for how your ads cycle. The default setting is “Optimize for clicks: show ads expected to provide more clicks.” However, since clicks aren’t always the best metric for campaign success, you may not want to leave this setting untouched when you launch your campaign.

When you first start running ads, using “rotate indefinitely” over other settings can help you collect valuable data about what messaging gets the most clicks, conversions, and other interactions. Over time, you may opt to switch to another setting, such as “Optimize for conversions” (if you use AdWords conversion tracking) or “Rotate evenly” (if you plan to manually track and tweak your ads based on performance).

Improving Your Campaigns: Always Be Testing

One of the biggest mistakes you can make with AdWords is to create your ads, set your keywords, adjust your campaign settings once — and never touch them again. The “perfect” combination of AdWords campaign settings may vary from company to company. As a result, building successful AdWords campaigns requires continuous experimentation and tweaking. Including a healthy amount of A/B testing in your regular campaign management can help you find the right messaging, audience and campaign settings to optimize your results.

Jumpstarting Your AdWords Campaigns with Webrageous

Working with an experienced PPC management firm like Webrageous is one of the best ways to develop more successful PPC campaigns. Our team of PPC managers has years of experience running campaigns, and we can share our expertise with you to help you create campaigns that convert more effectively, whether you’re making your first foray into PPC marketing, or if you’re looking to give your AdWords campaigns a boost. Contact Webrageous today to learn more about our services for optimizing and managing successful AdWords campaigns.

Image Source: Pixabay

How To Use Adwords Ad Extensions To Increase Profitability

Why Are Adwords Ad Extensions So Important?

We know that the more Adwords ad extensions we use with our campaigns the higher or even cheaper an ad’s position can be. If you weren’t aware of this yet, in October of 2013 Adwords adjusted its method of calculating ad rank by adding in ad extensions as a factor. Prior to this change it worked so that ad rank was calculated by max. cost/click times quality score. Now it is calculated by max cpc. times quality score times the quality and usage of ad extensions.

For more info on this. http://adwords.blogspot.com/2013/10/improving-ad-rank.html

Adwords ad extensions are important for reasons other than just getting a better CPC or higher ad rank. Ad extensions increase the real estate you contain the above the fold. The more real estate you hold the higher your chances of getting your ad seen, clicked on and converted through.

What Adwords Ad Extensions Are Available & How To Use Them

Location Extensions:
If you are a local business, location extensions are going to be a critical factor to your campaigns by showing your potential customers that you are in their area and not just a national company trying to get their business. This Adwords ad extension tells people how close you are to them and give them a chance to learn more about your business.

To add Location Extensions, you must have a Google Places account setup under the same email that you use to access your Adwords account. From there just go into the Ad Extensions tab, choose Location Extensions from the dropdown box and click +Location Extension and connect to your Google Places account.
Adwords Ad Extensions Location Extensions

When you have location extensions setup in your campaigns/adgroups, you can go into the dimensions tab, select Distance from the dropdown menu and see how far away from your location your ads are being seen, clicked on or converted from. With this insight you can optimize your ads to show within the distance that works best for your business by increasing/lowering your radius around your location that ads are being targeted to.

Sitelink Extensions
Sitelink extensions give more information to the potential customer about your business and website. If you have multiple categories that are associated to different adgroups or campaigns it is best practice to setup sitelinks that are specific to those adgroups and/or campaigns. This increases your relevance of the adgroup and/or campaign and helps the potential customer understand what variations or choices within that category you have available to them.

Using sitelink descriptions isn’t a bad idea either. This can increase the real estate of your ad above the fold if shown which is always great. These are not always shown and it is dependent on whether Google’s algorithm displays them or not, but it doesn’t ever hurt to have them just in case.
Adwords Ad Extensions Sitelink Extensions

Call Extensions
If phone calls are important to your business then setting up call extensions are a must. This gives a person a chance, if they are on a device able to make calls to click the number or call button and call you right away rather than visit the website and dial the number from there.
Adwords Ad Extensions Call Extensions

With call extensions setup it is important to setup conversion tracking for click to calls from ads so you can see which call conversions came in on specific campaigns, adgroups and keywords. Also with call extensions setup you can go into the dimensions tab and select call details. This will give you insight into where the call came from by area code, the time of the phone call and what day/time the call came in. With this information you can better optimize your advertising by day of the week, time and location to increase your calls and lower your costs per conversion.

App Extensions
If you business has an app in the Google Play store why not market this alongside your other search marketing efforts. You first must connect your Google Play Store Console account with your Adwords account which you can do by clicking on the gear icon in the top right hand corner and then click Linked Accounts. From there just link Google Play. Similar to location extensions, your Google Developer Console (where your app is held) must be the same login as your Google Adwords account.

Adwords Ad Extensions App Extensions
By marketing an app along with your search ads you can increase engagement with customers or potential customers and build a credibility with your audience. Soon you will see them searching for your brand and not just your products/services which results in a lower cost/click and potentially higher conversion rates.

Review Extensions
Review extensions are great to have but not always able to be used by the regular joe. These extensions are only available to you if there is a third party review of your business or services on a different website. If you have a third party review, it is a good place to use this extension and let your potential customers know how reputable your business is.
Adwords Ad Extensions Review Extensions

Call Out Extensions
These are some of the best extensions to have. You must use a minimum of 2 in your campaigns/adgroups. It allows you to extend the length of your ad copy and highlight important areas of your business. Use call out extensions to say more about your business, services and/or products. Use callouts like you would sitelinks and setup individual sets of call out extensions per ad group and campaign if you can. This will help increase the relevance of your ads. With an increase in relevance comes an increase in quality score and in turn a decrease in cost/click for a specific position you are targeting.
Adwords ad Extensions Callout Extensions

Structured Snippets
This is the newest addition to the ad extension family. Structured Snippets are similar to Callout Extensions but there is a key difference. Adwords tells us that Callout Extensions are used to highlight what makes your business, services, products unique. Structured Snippets are used to highlight a specific aspect of the products/services your offer.
Adwords Ad Extensions Structured Snippets
With Structured Snippets you can only choose from the following categories:

  • Amenities
  • Brands
  • Degrees
  • Destinations
  • Course Programs
  • Featured Hotels
  • Insurance
  • Neighborhoods
  • Service Catalogs
  • Shows
  • Styles
  • Types

For an example let’s use an Atlanta based realtor that has an Adwords account and wants to expand his ads for a campaign that focuses on high end real estate. This realtor would set his structured snippets to neighborhoods and for value 1 use Buckhead, value 2 use Ansley, value 3 use Druid Hills. These Structured Snippets can also show at the same time as the Callout Extensions thereby increasing your ad real estate and highlighting key information a person searching for your business’ products/services would want to know more about.

In Conclusion
We can see that using ad extensions correctly not only increases our ad real estate but increases the relevance of our ads to the searches done that show it. This helps us get more conversions by displaying the more in-depth information needed for the question (search query) at hand. When we use these ad extensions in combination with each other we see a lower cost/click to obtain our given position, a possible lower cost/conversion and in turn higher profits for the business.