At the SMX East, Google Ads’ has announced a series of enhancements to its advertising solutions just ahead of the upcoming holiday season.
In the announcement, Google said that soon marketers will be getting the ability to better manage messages generated by click-to-message ads.
Additionally, message reporting will now include message conversions.
In the coming weeks, the following improvements are coming to click-to-message ads:
This feature will allow sending text messages to an inbox, so advertisers would not need to give a phone number to use message extensions. Responding to the email will automatically send a text reply back to the customer.
With this ability, advertisers will be able to set up a “preset” message to send back to the customer as soon as the message. As an example, an advertiser can automatically reply with, “Thanks for your message. We’ll get back to you within the hour.”
Here is an image of Automatic reply:
In addition to improvements to messaging ads, Google Ads will also be expanding the way to measure the success of messaging ads.
Message reporting will now include message conversions. Marketers will be able to define the number of user-initiated exchange needed to qualify to count as a conversion.
For example, “if it typically takes two or more exchanges before a customer orders a service, that can be set as the conversion threshold,” explained Google.
Some more improvements that aim to help businesses with measuring the impact of digital advertising on both online and offline storefront were announced as well.
To help with taking action on store visit measurement data, those Google insights are begin brought in to the data-driven attribution and Smart Bidding.
Data-driven attribution, which uses machine learning (ML) helps marketers in understanding keywords, ads, ad groups, and campaigns that have the biggest effect on their business goals.
This information can be used to drive more conversions using Smart Bidding.
Lastly, Google says it will also make it easier to measure the value of marketing with Store Visits coming to Google Analytics.
In the coming weeks, all eligible advertisers will be able to connect store visits to other marketing efforts that bring customers to their website and then to their offline stores.