Google adds SMS function to boost brand-consumer interaction
Google has introduced a click-to-message function for ads to enable consumers to send pre-written SMS texts to advertisers. Conversion rates were 80% higher compared to similar channels, according to advertiser Auto General, which has been using the feature. With 25% of the UK's 12 billion calls to businesses resulting in a sale or booking, the click-to-SMS feature offered "a real opportunity" said Anna Forbes, MD of mobile ad performance platform, Marchex. However, she also warned that businesses needed to assess whether the particular type of enquiry was too large or complex for SMS to avoid losing sales. 

Rachael Power writes for TechForge Media, writing about marketing tech, connected cars and virtual reality. She has written for a number of online and print titles including the Irish Times, Irish Examiner, accountingWEB and BusinessZone. Rachael has a passion for digital marketing, journalism, gaming and fitness, and is on Twitter at: @rachpower10.

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Customers can now click on search ads to text message brands thanks to a new feature from the tech giant.

Google introduced click-to-message ads this week to make it easier for brands and customers to interact via SMS.

This must be switched on by setting up a messaging extension and will be available in the ‘coming weeks’.

As always, the new Google feature is backed up by stats: 65% of consumers said they would considering using text messaging as a way to get information about a brand or book an appointment.

Now, they can click on the ‘texting’ option within a Google Ad to launch their SMS app which will include a pre-written message. The pre-written text will be focused around what they are interested in, for example: “I would like to book a hotel reservation”.

Advertisers have already been using this feature, including Auto General, which said they had an 80% higher conversion rate when compared to similar channels.

Google has also launched a best practice guide to help brands learn how to use this new functionality.

Complex consumer journey

The introduction of such a function is testimony to the increasingly complex customer journey, according to the UK managing director of mobile advertising performance platform Marchex, Anna Forbes.

“Introducing SMS in search ads, therefore, is simply another way for businesses to be more responsive to consumer needs. It’ll be a real asset when it comes to quickly responding to basic consumer queries, but businesses should be cautious and use data and analytics to pinpoint when a query is becoming too complex for SMS, suggesting a call at this point instead.

Forbes also warns that brands should take care when using messaging to reach a customer.

“Generally, messaging a potential customer actually increases the likelihood of a successful phone call, but there is a potential to lose sales if customers aren’t getting sufficient answers to their questions. This is truer than ever when it comes to complex or expensive purchases such as holidays or insurance, which is when we often find consumers tend to want to discuss their purchase over the phone.

“Our research indicates that UK consumers will make 12 billionn calls to businesses this year, with over a quarter of them resulting in a sale or booking, so linking this behavior together with click-to-SMS is a real opportunity for businesses,” she adds.