The search engine giant is constantly staying ahead of the curve and trying to predict what users want from their product. With mobile search taking over the field, Google is deciding whether or not another level of C2B is necessary.
Early last week users found that Google’s AdWords tested a new extension similar to a click-to-call ad extension. However, this time it gives us the option to send the business owner a text message to inquire more information. The SMS button can be found in the top right corner of the ad extension and, when clicked on, immediately opens your messaging app.
The user’s phone automatically pulls in the contact information such as business name and phone number. According to an anonymous source who tipped off Search Engine Land, there is a pre-written SMS message the user can send to the advertiser.
As always, when asked to comment about the trial ad appearance, Google replied “We’re always experimenting with new ways to connect our advertisers to customers but don’t have further details to share at this time.”
After the latest mobile friendly algorithm update, it should be clear to businesses that users are more often on their phones. For certain industries such as an auto repair shop or real estate, customers may soon have the chance to gather more information about what the company does before deciding to make the purchase.
The next step would be to determine how this might affect conversion rates, or how businesses will even be able to measure this conversion rate — as a text message doesn’t necessarily mean a sale.