Click-to-message Option to Be Added to Google Ads
A growing number of consumers prefer to message brands with enquiries and Google have responded to this trend by introducing a new click-to-message feature that will allow consumers to send text messages via Google search ads.
For now, message extensions will rely solely on SMS, so the new click-to-message option will only appear on mobile devices. It is Google’s hope that this will open up a new, more personal channel for consumers to connect with companies.
Once the consumer taps the click-to-message ad extension, a pre-written message will appear (presumably relevant to the ad) – such as “I’m interested in a reservation. Please text me back with more information.” Of course, the user will have the option to edit the message to fit the specific nature of their enquiry.
Senior Product Manager for mobile search ads at Google had the following to say about the new feature: “Mobile users have more flexibility than ever to choose how they want to connect with businesses. Through messaging, they can initiate valuable conversations with them by tapping into one of their most preferred modes of communication.”
By adding this more personal, intimate form of communication between brand and consumer, an increase conversion rates is certainly possible. Should this prove successful, we predict that Google will launch a real-time, internet-based messaging app that will allow the user to see when their message has been received and when the recipient is typing a response.