AdWords Click-To-Message ads now live for advertisers

For a lot of clients, your typical AdWords campaigns don’t cut it. I learned that during my time at a digital agency. Take an FMCG that wants its customers to enter a competition by calling a number for example.Which happened on more than one occasion. In those cases, we had used the AdWords Click-To-Call campaigns and seen good uptake. Although the downside to that was the lack of conversion tracking for Nigerian numbers.

In a blog post last week, Google officially announced the Click-To-Message extension. Which I’m certain will have so many use applications. According to Google

Nearly two thirds of smartphone owners use messaging more than five times a day to communicate with others. And people aren’t limiting their use of messaging to social communications – 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.

The messaging extension will now be available just like the call, location and callout extensions. Here’s an example of what the extension will look like in your ads


And the best thing about this extension, is that you can enter a default text in the message that’s sent! Clicking on the message CTA opens up the users message app.

Possible use cases in Nigeria


Basic services, like food (Chicken Republic)

Lets take Chicken Republic as an example. The company already has an online sales platform. We’ve seen the company push their express meal for just ₦1,000 right? And they take orders from multiple areas in Lagos. Here’s a simple campaign I could run to test out this functionality


And here I’d include a message extension with the copy “SMS Your Order for delivery”. Which could easily be designed to auto-fill the message “I’d like an express meal. My address is [insert your address]”. This can then trigger a call to confirm the order.

There are a million and one other use cases for this. Only thing that’ll get in your way is your imagination.

And don’t forget, this is a new feature, so you’d want to try it out to see how your customers respond to it. If you do and you get any interesting feedback, let me know in the comment box below