There’s a new featuring coming to Google’s pay-per-click (PPC) network. While AdWords has supported extensions for quite some time, it’s been a while since Google has released a new extension for the platform. But it appears that Google is in fact adding a new extension to AdWords, the click-to-text extension.
So, what is the click-to-text extension and how does it work? If you’re familiar with the click-to-call extension, you probably have a good idea of how it works. Much like the click-to-call extension, this new extension displays a clickable button in advertisers’ ads. When someone searches for the advertiser’s keyword on a mobile device, they will see the click-to-text button. And clicking this button brings up a text message, allowing the user to send a text message to the advertised business.
Perhaps the reason for this new extension is the growing trend surrounding text messaging. Reports indicate that Americans send and receive 500% more text messages than phone calls. It’s easier, faster and often more convenient to send a text message as opposed to calling a business. With so many users preferring text over calling, Google’s new click-to-text extension is sure to be a hit.
“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 you’re a travel advertiser and someone messages you after searching for New York City hotels, they can send or edit your pre-written message text, ‘I’m interested in a reservation. Please text me back with more information‘,” explained Google
Google also cites several case studies in which advertisers have experienced strong gains from using the click-to-text extension. TravelPassGroup, for instance, said their conversion rates are 41% higher when using the click-to-text extension as opposed to other extensions. This has boosted their revenue and ROI, allowing them to respond to customer requests more efficiently. Another advertiser, Auto General, reported an 80% increase in conversions after using the click-to-text extension.
Does this mean you’ll experience the same results after adding the click-to-text extension to your AdWords campaigns? Not necessarily. The fact is that no two businesses are the same, so there’s really no way to tell how the click-to-text extension will affect your PPC campaigns without testing it for yourself. Google has said it plans to roll out the click-to-text extension in the following weeks, offering advertisers the perfect opportunity to optimize their campaigns for the upcoming holiday shopping season.
What do you think of Google’s new click-to-text AdWords extension?
