Above: Google Ads: Messaging businesses

Google is launching a new tool that connects advertisers directly with consumers over SMS through ads in Google Search.

The internet giant has been testing the click-to-message ad message extension for several months already, but it will soon be ready for prime time, with a broader rollout arriving in the coming weeks, according to Amit Agarwal, Google s senior product manager for mobile search ads.

Given that message extensions rely on SMS, they are designed to only show up on devices that are capable of sending text messages — so this is a mobile-only offering.

With that in mind, advertisers wishing to use message extensions must have a phone number that s capable of receiving and sending SMS.

Setting up message extensions is relatively straightforward for those already familiar with AdWords and entails entering a few pieces of additional information under the Ad Extensions tab in AdWords.

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