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For years customers and businesses have been connected from Google search to phone call.

Now Google is announcing a feature that gives customers the option to send a text message to the advertiser.

From G:

In the coming weeks, we’re introducing click-to-message ads to bring the efficiency and effectiveness of messaging to search ads. By setting up a message extension, you’ll give users an easy way to text you to start a conversation and continue it whenever is most convenient for them.

Tapping on the texting option launches a user’s SMS app with a pre-written message tailored to the product or service they’re interested in. For example, if you’re a travel advertiser and someone messages you after searching for New York City hotels, they can send or edit your pre-written message text, “I’m interested in a reservation. Please text me back with more information.”

Source: Inside AdWords: Click-to-message ads bring a new and easy way to talk to customers