In Google AdWords Tips

The extensions offered by Google Ads have rapidly grown and improved over recent years, with its recent development being the form lead extension, implemented to increase mobile conversion rates without the need for users to leave the SERPs.

However, it’s not all good news when it comes to the extensions, two years on from when Google got rid of the review extension they have announced that the message extension will be the next to go. 

Say Goodbye To The Google Ads Message Extension

Google’s message extension lets potential customers send you a text message straight from your ad. With one tap on your ad, users on mobile devices could contact your business to book an appointment, get a quote, enquire about your services and more without the need to leave the SERPS. 

Message extensions were implemented to help businesses grow their engagement giving consumers another simple and convenient way to contact you as they had previously found that users liked the call extension. 

However, on the 19th December 2019, Google Announced that the message extension will no longer be available as of the 27th January 2020. 

What will happen after the 27th Of January 2020? 

After this date, message extensions will no longer be available in Google Ads, API’s and Ad Scripts. 

After the end of January existing message extensions will no longer serve and you will no longer be able to create new message extensions or update any existing ones. If after January you try and create a message extension you simply will receive an error message and your message extension will not appear live

However, up until the end of 2020 you will still be able to retrieve your performance data from ads that were running message extensions in the past.

How To Prepare Your Google Ads Account Before The Message Extension Is Deleted?

While the 27th January 2020 is the last day that your message extensions will work we advise that you do not leave it until the last moment to update your account and suggest that you do this in good time.

Accounts that relied heavily on this extension will be the most affected and will need to adjust their marketing strategies and find new ways to convert mobile searches. 

  • Google Ads Call Extension 

In order to prepare your Google Ads account for this change, we suggest you remove the message extension and instead, if you aren’t already doing so, use the call extension. Call extensions work in a similar way to the message extension as it allows users to see your business phone number directly from your search ad. Users simply need to tap to call on their mobile. 

  • Google Ads Form Lead Extension 

If you don’t think the call extension is the best option for your business, then why not try the new form lead extension?

The Google lead extension will appear beneath your search ad on mobiles, tablets and most handheld devices connected to the internet. They allow users to provide contact information directly through your advert in the SERPs, eliminating the need for users to visit your mobile site to convert. If the user is signed into their Google account then the form will already be pre-populated with their contact information and all they need to do is simply submit the form.  

If you need help managing your Google Ads account contact a member of our team today!

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