Chatbots are ubiquitous on messenger apps and help answer consumer inquiries, yet they were being used with texting long before they made their entrance on social media. Olga Zakharenkava, Marketing Director at Telmetrics, takes a look at how chatbots can help optimize AdWords’ campaigns with message extensions
It may come as a surprise to you, but consumers don’t really care if they’re texting with a robot or a person, at least for easy and straightforward questions, according to an eMarketer report. There’s just one caveat to it – the right answers need to come quick.
That’s great news for any business that wants to offer texting, but are hesitating, knowing that the volume of incoming texts will be difficult to manage with the number of employees on staff and with the immediate response expected by consumers.
Chatbots Can Answer Inbound Text Leads
And that’s where chatbots come in and save the day, taking a load off businesses. They can understand simple inquiries, respond appropriately, and at their most sophisticated, they learn as they go. One very smart chatbot for tweeting, tofu @tofu_product, can even reflect the personality of its users by reading their tweets and using their words in its answers.
Not just for fun, chatbots are being used for customer service and are currently exploding on messenger apps – more than 11,000 bots have been added to Facebook Messenger and thousands of developers are at work producing more. More than another tech innovation, the explosion in chatbot development reflects a shift in consumer behavior that emphasizes immediacy for quick and easy questions and also an increasing acceptance of automation for certain types of customer service, including product recommendations.
Before messenger apps, sophisticated chatbots were already available for texting, such as Text Engine, a browser that gives users without a data plan access to search information. Yet, most chatbots for texting were developed before AdWords added message extensions to ads, a 2016 update that allows consumers on mobile devices to text directly to a business from an ad using their native app. Now that chatbots are being used to influence consumer purchase behavior, they can also be used to respond to incoming text leads.
Don’t Lose Leads to Slow Response Times
Why would you need to have a chatbot for AdWords’ click-to-message? In short, you will need them to help you handle all your incoming text leads from ads. And if you offer the option to text, consumers will respond.
65% of consumers say they would consider using messaging to contact a business for information about products or services or to schedule an appointment. Yet, consumers who text expect an immediate response. If you aren’t prepared to handle the incoming texts with the level of instantaneous response demanded by consumers, then you may be losing leads to a competitor that offers texting and responds immediately.
See a 40% Reduction in Employee Workload
At Telmetrics, the company I work for, we saw that up to 40% of all incoming queries can be handled quite well by chatbots. If you need 10 employees to respond to texts, a chatbot can reduce that number to 6. That reduces the amount invested in the channel, immediately resulting in a higher ROI on the same ad spend.
Chatbots can be used as the first point of contact with the chat software you are already using for web chat, such as LiveChat, Slack or ContactAtOnce! to name a few. Incoming texts from ads are sent first to the chatbot via a response tracking and analytics platform that captures every interaction. Any unusual or complicated inquiries then route to a live agent at the contact center or on your sales team, using chat software to respond. The chat software allows a large volume of text leads sent to one number to be handled by multiple agents on their device of choice, and opens up click-to-message to businesses of all sizes.
Receive Comprehensive Offline Conversion Tracking with More Than Just Call Analytics
Call analytics has been the go-to for offline tracking of interactions like phone calls, but now there’s response analytics to cover calls, texting and all other possible responses on mobile devices.
Response analytics provides comprehensive lead attribution and conversion tracking that is currently unavailable on the AdWords dashboard for message extensions. Instead of just seeing the click-through rate, you will see which consumers sent a text versus just clicking to open the texting app – the conversion rate, and the source driving those texts.
From this information, you can improve your marketing strategy and decision-making through sound analysis and irrefutable evidence.
Response analytics also allows you to analyze how the texts were handled by live agents and chatbots with text archives, the response time, caller ID, and the time the text was sent. You will know how quickly the chatbot responded to consumers and whether they answered questions appropriately.
A chatbot without data to prove its effectiveness would be like outsourcing sales and not asking for results – you’ll never know what happened to your money and you will have no idea how to improve your handling of incoming texts, much less if you’re getting the right kind of leads.
Getting started is easy.
- Replace a regular textable phone number in the message extensions on AdWords with a call tracking number that is text-enabled from a reputable response analytics company that offers chatbots and chat software on their numbers.
- Choose your preferred chat software for handling sales inquiries by live agents, minimizing the costs and responding to only the unusual and complicated inquiries.