It has been a while now since Google started experimenting with click-to-message ads, and it seems like the Internet giant is gearing up for a wider rollout of this new feature. In the coming weeks, Google is set to introduce click-to-message ads which will bring the efficiency and effectiveness of messaging to search ads.
This new click-to-message ads feature is essentially a new way to allow you to text a company or any business to communicate. How does this new feature work? Well, if you search for a business on Google Search, and an ad for a business appears on the top, there will be an SMS icon, which will allow you to tap on it and message that particular business. For example, if you are looking to make a reservation at a hotel, all you have to do is search up the hotel and select the SMS button and ask the hotel whether it has any rooms available. The same goes for other businesses, where you will be able to tap on the SMS icon and your default SMS app will open up, with a pre-written message tailored to the product or service you are interested in. The business will have to be using Google's AdWords for this new feature to work. Facebook currently has a similar feature on its Messenger platform, in the form of chatbots.
However, wouldn't calling be so much easier since you will get an instant reply? Well, the answer is, people simply prefer texting over calling. According to Google, 65% of consumers would rather consider using text messaging to connect with a business to get information about their product or service, or to schedule an in-person appointment. Certainly the ability to SMS a business is more convenient as it eliminates the hassle of going through multiple options when calling certain businesses. Also, a SMS contains everything you would like to convey to the business which saves time, though you might not get an instant reply. It is also easier to keep track of all information you have received as it is written in the SMS, unlike in phone calls where it is hard to note down information. If you own a business and want to set up this new extension, it shouldn't be too hard if you are already using AdWords. If you do use AdWords, all you have to do is enter some additional information, and consumers will be able to see the SMS icon and text you.