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Texting 101

5 ways to add your business texting number to ad campaigns to increase engagement

Fatima Puri
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Advertisements are a pricey expenditure but rewarding when done correctly. The average small-to-midsize company will spend $9,000 to $10,000 per month on Google Ads. But click-through rates (CTRs) are low, despite the high spend on ads. The average CTR on Google Ads is only two percent. One way to drive an ad’s impact is to encourage prospective customers to take action through business texting. 

A company can use business texting in their ads to acquire new prospects and learn more about them, too, since texting is the most preferred communication channel. Ninety percent of leads say they prefer to text a company instead of calling; texting also works as another avenue to acquire new customers other than a traditional form fill. To better understand how to add texting to your existing ads, here are some suggestions on the different types of ads you can add your business texting number to. 

Five ways to add business texting to your existing ad campaigns

Here are five ways your company can add business texting to your existing ad campaigns on various platforms, with visual examples. 

Google Ads

Google Ads is a powerful advertising tool for businesses who want to leverage search engine marketing (SEM) to their advantage. Google Ads alone reach a network of more than two million websites and applications, according to a 2020 PPC statistic

Google ads are what pop-up when you search for specific keywords, and with Google Ad message extensions, businesses can include a direct link to text their business as a CTA. Message extensions are useful because Google Ads are limited to 90 characters per description, so now you don’t have to worry about wasting precious character space when adding your business texting number.

Using a business text message in a Google ad
Textline customer 1-800-GOT-JUNK? advertises their texting number on their Google ads.
Textline customer 1-800-GOT-JUNK? advertises their texting number on their Google ads.

Advertisement images and videos

One of the most common forms of advertising is through visuals like graphics or videos. Most people advertise an image with text to grasp prospective customers’ attention — and people see an average of 4,000 to 10,000 ads per day, so you want to do your best to catch their gaze. You can include your business texting number in these ads by merely adding it to your graphic copy. 

One way to ensure that your number is memorable is to make your number simple or use a catchy phrase (like 1-800-GOT-JUNK?) to make it easy for customers to remember your ad. Since customers can’t copy and paste your texting number from your ad images, making your number distinctive is essential. You can use your texting number in these ads to ask people to enter giveaways, contests, reserve seating, or learn more about your product or service.

Using a texting phone number in a graphic advertisement
A sneaker company advertises a text-to-enter giveaway.

Social media

If your company has an active social media following, it’s time to consider adding texting to your social media ads. People spend an average of three hours a day on social media and messaging apps. To interact with those people, you can add your texting number directly to your social media ad copy, i.e., in your post captions for Facebook and Instagram or tweets on Twitter. Are you advertising a product or service? Ask people to text you to buy or for more information.

One of the reasons having a texting number in social ads works well is that most people use their cell phones to access social media. Because both apps and texting live in cellphones, switching from social media to text is less friction, making more people likely to do it. While social media can initially engage customers, texting is where companies can create deeper relationships with their followers. It’s also easier to sort through multiple inquiries in text than to handle various social media accounts.

Using a business texting phone number in a Facebook ad campaign
Textline advertises their business texting number to encourage free trial sign-ups.

Call-to-action buttons

Any effective advertisement ends with a call to action (CTA) — and some have automated buttons that guide people to take action. For example, some social media platforms, like Instagram, allow verified users, or business accounts with 10k+ followers, to swipe up on a call-to-action button on stories to text a company. YouTube offers a similar add-on experience for its users, and CTAs on videos get 380 percent more clicks than CTAs in a sidebar. 

You can use these CTAs to direct people to their native text screens, with your company’s number fully loaded in the sender information. In some instances, companies can preload text into the message, too. Because this action requires minimal lift on the customer’s part, they’re more likely to take action. Again, the best way to get people to interact with your ads is to make it as easy as possible for them to do so. 

Using a texting phone number in an Instagram CTA
A bra and underwear company asks customers to text them to talk to a stylist for help.

Native or sponsored content

Did you know? Branded content is 22x more engaging than display ads. When you invest money in sponsored content, though, you want to make sure you get the most bang for your buck. To ensure you make your money’s worth, you want to guide readers back to your site, product, or service somehow. Including your business texting number in your ad copy’s header or footer lets customers know how to get in touch with your company.

The bottom line

Make the most of an ad by driving prospective customers to text your company. You can use business texting in various ads to target them for multiple reasons, like answering questions or asking people to make a purchase. Because texting is quick, convenient, and already used by many people, it’s a great way to engage new customers.

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