Google’s experiment of click-to-message option in AdWords search ads is finally ready for a rollout. Messaging between users and companies can be an effective tool to generate leads and increase sales as more and more consumers prefer to communicate with brands due to increased awareness. The new feature by Google essentially enables you to text chat with companies, with just a single click. The importance of text chats has become more relevant these days as more millennials prefer to talk about the written word than on calls, due to the increased dependence on a plethora of messaging apps. There is also a written documentation of the information, which is useful both for the user and the company. Amit Agarwal, Senior Product Manager, Mobile Search Ads said, “Mobile users have more flexibility than ever to choose how they want to connect with businesses. Through messaging, you can initiate valuable conversations with them by tapping into one of their most preferred modes of communication.”
If a company is already present on the advertisement platform of Google called as AdWords, just putting a few more details will let the company chat with users through an SMS icon on Google search. The best part is that the users will get a pre-written text in a generalised form when they click on the icon, and that will save a lot of time. Facebook will also reportedly announce a similar feature on its platform while working on the Messenger as a customer service platform. With chatbots gaining popularity among Facebook and WhatsApp, Google has also jumped in the flow and launched the SMS medium of communication, which is bound to remain popular for quite some time. Companies like TravelPASS Group, AnyVan, Auto & General and Global Industrial have been part of the experiments by Google.
In order to make click-to-message ads work companies will need to set up message extensions for their ads, so that consumers can contact the company directly to receive details. This really helps in tasks like making reservations in hotels etc. When the user clicks on the SMS button app, it will direct towards a text created by the company, which can be continued as a form of conversation. Interestingly, as the extensions as based on SMS, the ads will be shown on their mobile devices. Both the user’s and the company’s device should be able to send and receive texts.
If you are a business owner, in order to set up the message extension, you will have to sign into an AdWords account. Then click on the Campaigns or Ad group tab. Then click the Ad extensions tab. Then click the View menu, and select “Message extensions”. After that click the Campaign or Ad group tab, and choose the campaigns or ad groups you want to add the message extension to, and then click on ‘Done’. Then go to the bottom of the table and click on New Message. After this, you will be needed to enter a few details regarding your business like name and phone number and also the text which goes along with the advertisement. You will also have to type the automatic text which the user will get when they click on the SMS button on the ad. Then click on Advanced button, if you want this to feature during certain times. Then click ‘Save’, and you are good to go.