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Google is rolling out text messaging (SMS) to AdWords ads in the coming weeks, the company said in a blogpost. Google had first rolled out the feature in June this year in beta, and will now roll out to all developers.

The feature essentially lets developers add a text button to ads with pre populated messages such as “I am interested in a reservation. Please text me back more information.” The icon shows up next to the main ad in Google Search and as a message below the ad such as “Got Questions? Send Us a Text!.”

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Clicks on the message extensions are charged just like regular clicks on the ads. Interestingly, the message extensions can also be scheduled for certain time of the day or on certain dates, such as when the business is closed. Developers can also use autoresponders to automate text messaging. The extensions can also be shared across an ad group or an ad campaign. Businesses will require their own phone number to receive and send text messages.

Google mentions that the AdWords feature is already used by agencies such as Travelpass group, AnyVan, Auto General and Global Industrial. Google has been adopting its ads formats more optimally for mobile devices for a while. In May, the search giant had introduced shopping ads on its image search where they could be clicked to buy.

Revenues from advertising:

Google’s advertising revenues stood at $18.02 billion for the quarter ended March 31, 2016 (Q1 2016), increasing 16.18% from $15.51 billion in the same period last year. Alphabet Inc, the holding company of Google, posted net profit of $4.2 billion Q1 2016, a rise of 19.68% from $3.52 billion in the same quarter last year. The company also reported revenues of $20.26 billion, an increase of 17.38% from $17.26 billion in the same period last year.

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Image Credit: Chris Wetherell under CC BY 2.0