Google increases support for messaging services within Ads, extending beyond WhatsApp.
In a significant move, Google has expanded its Message extension functionality in Google Ads to include Facebook Messenger and Zalo as conversation platforms. This enhancement allows advertisers to connect with customers on these popular messaging platforms directly through their Google Ads campaigns.
For businesses to integrate with Facebook Messenger, they must supply URLs formatted as "https://m.me/username", where the username corresponds to their Facebook business page. Similarly, Zalo implementation accepts either official account IDs formatted as "https://zalo.me/OAID" or custom URL names following the pattern "https://zalo.me/customURLname."
The development allows advertisers to consolidate messaging strategies within Google Ads campaign management systems, previously requiring separate campaigns for Facebook Messenger and Zalo. The message asset interface prevents other extension types from serving simultaneously, ensuring a focused messaging approach.
New advertisers may experience temporary impression limitations until positive user interactions demonstrate account reliability. Message assets require advertiser verification program completion alongside positive policy compliance history.
Campaign creation involves selecting "Leads" as the primary objective with "Messages from your ads" designated as the preferred goal achievement method. The system automatically generates a "Leads from Messages" conversion goal once message assets receive approval.
Technical implementation requires advertisers to provide specific platform credentials during configuration. When users click the message button, they initiate conversations through their selected messaging platform rather than being redirected to advertisers' websites.
WhatsApp Business numbers require country selection and active phone number verification. Regional availability varies between platforms, with Android devices supporting message assets globally, while iOS implementation operates in 52 countries.
The expansion reflects Google's commitment to providing comprehensive advertising solutions that adapt to regional and demographic communication preferences. Google's Message assets enable businesses to move beyond one-way advertising toward two-way communication channels that support customer service, sales consultations, and relationship building through preferred messaging platforms.
Advertisers can now connect with customers through Facebook Messenger and Zalo as conversation starters. This enhancement positions Google Ads message extensions as alternatives to platform-specific messaging advertising tools. The new feature is a testament to Google's ongoing efforts to streamline digital marketing strategies for businesses worldwide.
