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Google AdWords: “Why Call, When You Can Just Text”?

White Shark Media

8 years ago



In this world, there are two kinds of people – texters and callers.

Personally, I find text messaging to be a more efficient, less intrusive way of communicating. And I’m not alone.

Call Versus Text

A study by the Pew Internet and American Life Project says that, among people who use Short Message Services, 31 percent would rather receive a text message than a voice call.

As you’d expect, the survey also found that young adults are the heaviest users of text messaging. Those between 18-24 send an average of 109.5 messages on a normal day, which is around 3,200 messages a month.

Knowing this, wouldn’t it be cool to give prospects the option to text you for more information? Well, Google is now testing click to text ads that let you!

What Does This Mean for Searchers and Advertisers?

Similar to call buttons, Google AdWords is testing a new extension that allows searchers to text the advertiser for more information through the ad. 

Search Engine Land has provided a screenshot showing the message icon in the AdWords ad unit:

adwords click to text ads 1

When you click the icon (in the red box), it opens your text messaging app and prefills the text message with the advertiser’s information. In the case above, it read “[Zipwhip] I’m interested to learn more about Zipwhip.”

The following another screenshot that demonstrates how Zipwhip’s ad stands out from the competition by giving searchers more options, with a call and text button in the ad unit:

adwords click to text ads 2

If your business model appeals to a demographic that prefers texting, this is tailor-made for you.

As you can see, Google is always paying close attention to consumer trends and giving advertisers new ways to connect with them. What will they roll out next?!