With the rise of instant messaging platforms, businesses are continuing to find innovative ways to engage with customers directly. One of the latest tools from Google Ads is the Click-to-WhatsApp feature, which enables advertisers to drive leads by allowing users to connect with businesses via WhatsApp. Let’s dive into what this means for your business and how you can implement it to maximise conversions.
What Are Click-to-WhatsApp Messages?
Google Ads now offers the ability to set up message assets that enable users to message your business directly through WhatsApp. This feature is particularly useful for responsive search ads, allowing you to create a seamless connection between your ad and customer interaction.
When users click on the ad, they are directed to WhatsApp to start a conversation with your business. This is a great way to open a direct line of communication and address enquiries quickly, which can help convert leads into customers.
How It Works
PPC expert Greg Kohler, known as PPCGreg on social media, shared his first experience with this feature, mentioning that it appears to be coming out of beta. The notice in Google Ads reads:
“Get leads through click-to-WhatsApp ads: Message assets help you generate leads by letting users chat with your business through WhatsApp directly in your ad. Provide your number and message to get started.”
The feature currently supports Search and Performance Max campaigns and is available in countries like Brazil and India, with signs that it may soon roll out globally. As this tool moves from beta to full availability, more advertisers will be able to harness the power of WhatsApp for lead generation.
Setting Up Click-to-WhatsApp Ads: A Step-by-Step Guide
If you’re interested in using Click-to-WhatsApp ads, here’s a quick guide to help you get started:
1. Prepare Your WhatsApp for Business Account
To use this feature, you need to have a WhatsApp for Business account. This ensures you can provide a verified number that users can message.
2. Configure Message Assets in Google Ads
In Google Ads, navigate to the message asset configuration settings and follow these steps:
- Select your country from the list.
- Enter your WhatsApp Business phone number in the provided field.
- Create a starter message that complies with Google Ads policies. Ensure the message is clear, concise and encourages engagement.
3. Ad Headline Best Practices
Google Ads has specific policies regarding the use of WhatsApp in your headlines. Avoid mentioning WhatsApp directly in your ad’s headline, as it might redirect users to your webpage instead of opening a WhatsApp conversation. Stick to clear, engaging headlines that don’t mention the messaging platform directly.
4. Monitor Performance
Once your ads are live, monitor their performance. Review how many clicks translate into WhatsApp conversations and tweak your messaging as needed to maximise engagement.
WhatsApp Integration in Google Business Profiles
In addition to Click-to-WhatsApp in Google Ads, businesses can also integrate WhatsApp into their Google Business Profiles (formerly known as Google My Business). This integration allows potential customers to contact businesses directly via WhatsApp when searching for them on Google.
When enabled, a “Message” button appears on your Google Business Profile, allowing users to click and start a conversation with your business through WhatsApp. This provides a convenient and efficient way for customers to engage, ask questions, or make inquiries, especially when looking up your business on Google Maps or Search.
To set this up:
- Ensure you have a WhatsApp for Business account linked to a valid phone number.
- Go to your Google Business Profile and navigate to the messaging settings.
- Link your WhatsApp number to enable messaging.
- Once enabled, users will see the WhatsApp option when viewing your business profile.
This integration is especially beneficial for businesses in regions where WhatsApp is widely used, like Brazil, India, and parts of Europe. It offers a direct communication channel to potential customers, which can increase engagement and improve customer service.
Why Click-to-WhatsApp Ads and Business Profile Integration Matter
WhatsApp is one of the most popular messaging platforms worldwide, with over 2 billion users. By integrating WhatsApp into both your Google Ads campaigns and Google Business Profile, you can:
- Reach more customers directly.
- Improve lead generation by offering an instant communication option.
- Build stronger relationships with potential clients through real-time conversation.
For businesses operating in regions like Brazil and India, where WhatsApp use is widespread, this feature can provide a significant boost to customer engagement and conversion rates.
Conclusion
The introduction of Click-to-WhatsApp Assets in Google Ads and its integration with Google Business Profiles are promising developments for advertisers looking to streamline their customer communication process. Whether you’re in Brazil, India, or anticipating the global rollout, now is the time to start planning how you can incorporate WhatsApp into your marketing strategy.
For more detailed instructions on setting up message assets in Google Ads, you can visit the Google Ads Help page.
Stay ahead of the curve and make WhatsApp a part of your advertising toolkit! Contact our expert digital marketing team in Sydney to create your Click-to-WhatsApp Assets in Google Ads strategy today.
