This year has been significant in terms of the changes made to Google’s AdWords platform. With device specific bidding option live again, it is great to target users on smart phones, especially as the number of users on smart phones are the number is steadily increasing.

Across all industries, we find the number of users on smart phones have increased tremendously in the last 2 years. Another new feature which has been added this year is the ‘Click to message’ Ads which will enhance the users on smartphones.

Mobiles have definitely changed the way we react and act in life. According to study conducted by Pew Research Centre, smart phones are mostly used for instant messages more than anything else across various demographics.


In another study collected from Google Surveys, on average the text messages are opened within 3 minutes, with a 90% overall open rate.

Additionally, 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, which is quite interesting.

Because of this, Google has found a way to integrate this feature in AdWords – ‘Click to message’ extension. The below work flow clearly explains the process.


This will help advertisers and users massively in terms of giving them the chance to ask questions, review products, talk pricing or any details not found on the advertiser’s website. This will be more of a dialogue rather than a monologue.

The ultimate goal would be to convert the user via text message, which will help advertisers to populate lists with various mobile numbers to re-market to them with other products/service offers.

This will be a great feature to book appointments, and it would be brilliant for both advertisers and users.

Implementation – Know How to do it?

The ‘Click to message’ is a mobile-only ad extension that works very similar to the other extensions such as ‘Click to call’ etc. Obviously, you will need a phone number that a user can send an SMS to.

If that’s not possible, then integrating into a chat system that you might use is a feasible alternative, however, it needs to be checked with your provider to ensure they are SMS capable and to give you a number. The Extension text is specific to the extension and will serve when the “text” option appears.


Handy Tip:

Ensure to have a very specific line to capture the user’s attention. Message Text is the pre-populated message that the user will see when clicking on the extension. Your business name will appear ahead of it in [brackets].The reporting is the same as other extensions, so you will be able to segment by click type.

At Digital Next, we are committed to introduce these features to our clients as soon this is available, but even if you’re not a client of ours, and you’d like to know more about how you could maximise the benefits of this new feature.

So why not get in touch with us today to find out more.

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