Google Targets Texters with New ‘Click to Message’ Feature in Search Ads Posted by Michael Bunn | 6.9.16 6:24pm

Google has added yet another way for online users to connect with businesses that advertise in search engines—texting. The search engine has recently launched beta testing of its Click to Message extension, which allows online users to send a text message to a business just by clicking on its ad in the search results.

According to Google, this texting feature provides another convenient way for people to quickly get in touch with businesses while they’re on the go—or just when they don’t feel like jumping on a phone call. It also gives businesses the opportunity to engage with potential customers right in their moment of interest or need.

Here’s how Google’s Click to Message feature currently works:

Businesses that want collect more information can use a form that asks the potential customer to choose from different options explaining why they are texting.

So What’s the Big Deal About Texting?

According to data from the Pew Research Center (“U.S. Smartphone Use in 2015”), 97% of smartphone owners use texting, which makes it the most frequently used phone “app.” In addition to that, text messages have an overall open rate of 90% and are opened in 3 minutes on average.

Studies have shown that texting has become the communication method of choice for Millennials. According to a 2014 Gallup Poll study, 68% Americans aged 18-29 said they had sent or read a text message “a lot” the previous day, compared to 47% aged 30-49 and 26% aged 50-64.

Making Your Business More Relevant to the Texting Generation

If you want to make your business appealing to potential customers, get ready to meet them right where they’re at. Provide a path for them to connect with you the way they feel most comfortable, and that includes through texting. As Google continues developing on this new feature, you may want to start thinking about how your business or organization could potentially benefit!

Want to learn about other important AdWords changes that Google recently announced? Check out our recent post.


About the Author
Michael L. Bunn is the VP of Strategic Marketing at Scorpion. In his role, he works hand-in-hand with Scorpion’s SEO (search engine optimization) and SEM (search engine marketing) teams, and he remains up-to-date on the constant changes occurring within the Internet marketing industry. These include changes that affect Internet marketing within Google, Google My Business, Bing, and Yahoo.

Michael’s contributions to the SEO and SEM teams have played a crucial part in helping Scorpion become a Google AdWords Premier SMB Partner. Prior to joining Scorpion, Michael had a background in business management, sales, and consulting. He is an avid golfer who enjoys business consulting.