With click-to-call ads, we can call businesses at the click of a mobile search result. But most of us, as consumers, don’t really like to call (or wait on hold). So it’s no surprise that Google has been working on something that fits our “make-it-even-more-convenient” mobile preferences: 

Consumers can now text businesses from search results, thanks to Google AdWords “click-to-message” ad extensions. 

Click-to-message extensions were announced in Google's AdWords blog this morning, but they’ve been in beta for a few months. (Actually, Contact At Once! helped Google beta test message extensions using our own AdWords account and Mobile Text Connect platform!) 

How It Works

Your dealership probably already invests in Google AdWords. With the new message extension, consumers searching for dealerships or service in your area will see a “Text” call to action icon if your Google ad appears in their mobile search results. Tapping the icon connects you (the advertiser) to the consumer using their native messaging app. Sleek and simple!

To get started, you need... 

• A Google AdWords account 
• A text-enabled number (or AdWords-specific numbers if attribution tracking is important to you)
• The right processes in place to manage business-to-consumer texting, so consumers get the excellent, seamless experience they want—and you get the answering, tracking and compliance help you need. (Check out this article for more details.) 

You (or the agency that handles AdWords for you) can then...

• Add your text-enabled number(s) to Google AdWords campaigns as part of your "message extensions." 
• Create the copy that will auto-populate as the consumer’s message to you when they tap to text. (“Tell me your current specials.” “I want to schedule a service appointment.” etc.)
• Watch this how-to video for a quick example...and follow AdWords Help Center as needed!

What Shoppers Get

One of the biggest click-to-message benefits for the mobile shopper is the improved experience. Like I mentioned earlier, texting is often preferred over calling a stranger (even a friend). In fact, more than 80% of auto shopper respondents to a recent Contact At Once! Consumer Survey said they’d prefer to use mobile messaging to communicate with a business about purchases. 

Thanks to Google’s click-to-message ad extensions, such shoppers can get an additional opportunity to text with dealerships if they’re ready. They won’t have to be in a time and place where they can make a phone call. They won’t have to download or set up anything new on their phone. They simply type in a search term (like to find a local dealer location or service hours), text their question and go about their business.

Why Dealers Benefit

Letting people text from Google results is one more way to…

• Connect with even more people when it matters most to them - You’ll always be there, ready to talk with consumers wherever they find you, whenever they’re ready to reach out.
• Increase opportunities (sales AND service) - It’s an easy, natural next step for mobile shoppers searching for a local dealership, so why not make it easy for them to connect? Easy methods can mean more inquiries, which can lead to more appointments and deals.
• Turn a one-time search into a long-term conversation - Handle that initial text conversation correctly, and you could keep it going as you guide the shopper through the entire purchase or fixed ops process. Talk about a customer loyalty booster!

So if, like me, you’re excited about what Google click-to-message ad extensions could mean for your business, keep watching your AdWords account for them. Use this time to ensure you have the processes and people in place to open your messaging doors a little wider, guiding more shoppers inside!