Conversation Ads¶
Conversation Ads brings more customers into your messaging agent with ads whose click opens a conversation instead of a web page. Advertising.chat runs these click-to-conversation campaigns for you and measures each one past the click: the conversations it started, and the outcomes those conversations produced.
Conversation Ads is a managed service. The Advertising.chat team plans, launches, and operates your campaigns, then reports on them. There is no self-serve console or public API for Conversation Ads yet. To start, request access.
Who it is for¶
Conversation Ads is for performance and growth marketers whose organization runs an agent: a conversational program, AI or scripted, that qualifies leads, takes bookings, answers care questions, or takes orders over RCS, SMS, or webchat. The agent already does valuable work once someone is talking to it. The problem it solves is getting enough of the right people into it at a known cost.
Where the ads run¶
Campaigns start conversations from two kinds of source:
- Google Search. Google sells ads whose click opens a verified RCS for Business thread with the brand, under the names Message Ads and click-to-RCS. The Advertising.chat team buys and manages these campaigns.
- Advertising.chat placements. Ad units in partner chatbots and on web pages that send people to your agent. These are the network placements.
RCS is the first channel. Where RCS is not available on a customer's device, a campaign falls back to SMS or to a web landing page.
What you measure¶
The primary unit of Conversation Ads is a conversation started, not an impression or a page visit. Each campaign reports the following:
| Measure | What it means |
|---|---|
| Clicks and cost | What the ad platform reports for the campaign. |
| Conversations started | Conversations your agent received from the campaign. |
| Linked conversations | The share of conversations linked to a specific ad click, and the method that linked them. |
| Outcomes | What the conversations produced, such as a qualified lead, a booking, or a purchase, as your agent reports them. |
| Cost per conversation | Campaign cost divided by conversations started. |
| Cost per outcome | Campaign cost divided by outcomes. |
| Revenue per conversation | Reported when Offer Manager runs in the same conversations. |
The ad platform can count clicks, and your agent platform can count conversations, but neither can say which click started which conversation. Advertising.chat links the two. See How Conversation Ads measurement works.
How it works with Offer Manager¶
Conversation Ads brings people into your agent, and Offer Manager raises what each of those conversations is worth. Both products use the same measurement, so a customer who runs both reports one number: revenue from conversations, minus the cost of starting them. A higher, measured revenue per conversation justifies a higher bid per conversation.
Get started¶
Request access, and the Advertising.chat team will work with you on the following:
- The agent the campaigns should send people to, and the platform that runs it.
- The outcomes that count as success, such as a qualified lead or a booking.
- How your agent platform reports new conversations and their outcomes to Advertising.chat.
- The budget, audience, and pre-filled first message for each campaign.