Google Ads New Conversation Started Column for Message Assets
Google Ads has introduced an exciting new feature aimed at improving advertisers’ ability to track user interactions through messaging platforms. The new “Conversation Started” column for message assets is designed to give advertisers valuable insights into how well their ads generate direct conversations with potential customers, particularly through WhatsApp. By tracking the number of conversations initiated through WhatsApp buttons integrated into ads, this feature enhances the measurement of campaign success.
The Google Ads conversation tracking feature is an essential tool for advertisers, allowing them to measure how many users begin a conversation after interacting with an ad’s message extension. This new column provides more clarity for campaigns aiming to foster direct communication between businesses and customers. When users click on the WhatsApp button integrated into an ad, it starts a conversation, and this is recorded as a conversation started in Google Ads reports. This gives advertisers a clear picture of how well their messaging assets are performing in engaging users.
Key Features of the Conversation Started Column
Purpose:
The Conversation Started column records the exact number of times a user clicks on the message extension in an ad, which leads to a conversation initiated on WhatsApp. By tracking these interactions, Google Ads gives advertisers valuable data on how effectively their ads are driving direct communication with potential customers. This provides insight into how well message assets contribute to generating leads through WhatsApp.
Confirmation from Google:
Ginny Marvin, the Google Ads Liaison, confirmed that clicking the message extension initiates a message sent on WhatsApp, which then triggers the conversation started metric. This reinforces the importance of tracking interactions beyond traditional metrics like clicks and impressions, helping advertisers assess how well their campaigns facilitate real-time customer communication.
Usage Context:
This new feature is especially useful for advertisers running lead generation campaigns. If your goal is to drive conversations that could lead to conversions, this column provides important data on how many conversations are initiated from your ads. Whether it’s for answering customer inquiries or nurturing leads, knowing how your messaging assets are performing in terms of starting conversations can significantly impact your ad optimization strategy.
Implementation
To make use of the new Conversation Started column, advertisers need to ensure their WhatsApp for Business account is properly configured. Once set up, advertisers can create campaigns that incorporate message assets with WhatsApp buttons. The new column will appear in Google Ads reports when these message assets are used. By regularly monitoring this data, businesses can fine-tune their campaigns to better engage with users and improve lead generation through direct conversations.
Google Ads continues to enhance its platform by integrating features like conversation tracking, making it easier for advertisers to evaluate how their ads facilitate meaningful interactions with potential customers. With real-time tracking of messaging interactions, advertisers are better equipped to adjust their strategies and increase their ROI.
Summary
The introduction of the Conversation Started column in Google Ads adds a valuable layer of insight into how well your messaging assets are driving user engagement. If you’re looking to take full advantage of these new tools, Digilogy’s team of experts is here to help. We specialize in optimizing Google Ads campaigns to help businesses achieve their marketing goals and drive better results.
Contact Digilogy today to learn how we can help you leverage Google Ads features like conversation tracking to improve your campaigns and boost customer engagement.
