Messaging can be a very effective tool for generating leads and turning them into sales as more and more people choose this method to communicate with brands. Not one to miss on a trend, Google is rolling out a new click-to-message option in AdWords search ads.
The new feature works through an ad extension that advertisers can enable within their AdSense accounts and relies solely on SMS — as opposed to popular platforms like WhatsApp, Facebook Messenger or Google’s own Allo. Tapping on the texting option in an ad launches a user’s SMS app with a pre-written message tailored to the product or service they’re interested in. For example, if you’re a travel advertiser and someone messages you after searching for New York City hotels, they can send or edit your pre-written message text, “I’m interested in a reservation. Please text me back with more information.”
Google says 65% of consumers would consider using messaging to connect with a business to get information about a product or service.
Facebook is also ramping up its own Messenger client as a customer service platform and is known to be working on a similar click-to-message ad product. Meanwhile, WhatsApp, which is also owned by Facebook and has over a billion monthly active users, has confirmed it will begin to integrate businesses services into its app before the end of this year.
The new option gives advertisers a faster way to connect with consumers on mobile and increase conversion rates. It’s also good for who’d rather avoid being put on hold, listening to a list of menu options and waiting to get transferred to a human being.