WhatsApp in Google Ads: Everything you need to know about Message Assets in 3 minutes

Welcome to this week’s edition of the weekly Search Engine Land series: Everything you need to know about Google Ads in less than 3 minutes.

Every Wednesday, I’m highlighting a different Google Ads feature, and what you need to know to get the best results from it – all in a quick 3-minute read.

Today, we’re discussing message assets. And no, this is not the same thing as the deprecated message extensions.

Assets, previously called extensions, are optional pieces of information you can add to your Google Ads campaigns. There are more than a dozen assets to choose from, and WhatsApp message assets are the newest.

I will cover:

• What is a message asset in Google Ads?
• Why use message assets in Google Ads?
• Requirements to use message assets in Google Ads
• How to set up message assets in your Google Ads account
• Important considerations for using message assets

What is a message asset in Google Ads?

A message asset allows potential customers to initiate a WhatsApp conversation with potential customers directly from your Google Ads.

If lead generation is a top priority for your business, and you’re equipped to handle messages alongside traditional phone calls or lead form submissions, you should definitely test out message assets.

Why use message assets in Google Ads?

Picture this:

Someone is searching for a product or service you offer. Your ad pops up alongside ads from your competitors.

With a message asset, that user can instantly send you a WhatsApp message to inquire or learn more. This opens up a direct line of communication, allowing you to connect with potential customers in real time and provide immediate support.

Requirements to use message assets in Google Ads

There are a few things you need to know in order to set up message assets in Google Ads:

• You’ll need a WhatsApp Business account for your phone number to work with message assets.
• Message assets are only compatible with Search or Performance Max campaigns (at least right now).
• Message assets are still in beta. If you don’t see them as an option in your account, make sure you’ve completed advertiser verification, and that you’re not operating in a restricted industry. Even still, it’s possible that, for whatever reason, they haven’t rolled out to your account yet.

How to set up message assets in your Google Ads account

You can create a message asset from the Assets tab, whether you’re in a campaign or looking at your account-level view.

1. Tap the + button, and choose message asset.
2. Select whether you want to create the asset at the account, campaign or ad group level.
3. Enter the required details: phone number, starter message, call-to-action and call-to-action description.

That’s it! You’re all set to start receiving WhatsApp messages from your Google Ads.

Once it starts serving, you’ll see the standard performance metrics to track the performance of your message assets.

Important considerations for using message assets

Here are a few things to keep in mind if you decide to test out message assets:

• Conversion actions. If driving messages is a key goal, include the “conversation started” conversion action in your account or campaign-specific goals.
• Beta feature. Keep in mind that message assets are still in beta, so they may not be available in all accounts just yet, and could change/go away at any time.
• Eligibility. Certain restricted industries or unverified accounts may not have access to this message assets.
• Device and country compatibility. Message assets can serve on both Android and iOS devices; countries are more limited on the iOS side.

I’m bullish on message assets, and excited to have a small business owner-friendly way to gather leads from your Google Ads.

If you’re looking to boost your lead generation efforts, give them a try and see how they work for your business.