Changes to Google Business Profile: Impact and Recommendations for Advertisers
As of July 31, 2024, the chat and call history functions in Google Business Profile will no longer be available. This change means that businesses will no longer be able to interact directly with customers via chat or view call logs through their Business Profile. For advertisers and agencies like RevAdWise, this has significant implications for how they measure and manage customer interactions and engagement.
What is changing
- Chat Feature Discontinued: As of July 15, 2024, new chat conversations cannot be started. Existing chat users will be notified about the discontinuation. On July 31, the chat feature will be completely removed.
- Call History Discontinued: Similarly, the ability to view call histories in Google Business Profile will no longer be available as of July 31.
Customers can still find and contact your business via Google Search and Maps. Information such as website links, business descriptions, and photos remain visible and can be used to inform customers.
Impact on Advertisers and Agencies
- Changed Communication Channels
Without the chat feature, businesses must establish alternative communication channels. This might mean placing more emphasis on social media platforms, direct email communication, or integrated chat tools on their own website. - Adapting Tracking Methods
With the discontinuation of call history, advertisers need to find new ways to track customer calls and inquiries. This may necessitate the use of external call tracking software that provides detailed reports and analyses of incoming calls.
Recommendations for Advertisers
Using Alternative Communication Channels
- Social Media and Email: Actively promote the use of social media channels and email for customer communication.
- Website Chatbots: Implement chatbots or live chat tools on your website to enable direct and immediate communication.
Implementing Call Tracking Software
- External Call Tracking Solutions: Invest in call tracking software that allows you to analyze and track incoming calls in detail. This helps measure the effectiveness of advertising campaigns and improve customer communication.
Securing and Analyzing Data
- Download Data: Use Google Takeout to download your previous chat and call data. This data is available until August 30, 2024.
- Alternative Analysis Tools: Use other analysis tools to continue gaining insights into customer behavior and interactions.
Informing Customers
- Transparent Communication: Inform your customers about the changes and the new contact options. Ensure that this information is easily accessible and understandable.
Conclusion
The discontinuation of the chat and call history functions in Google Business Profile represents a significant change that requires adjustments in the communication and tracking strategy of businesses. By using alternative communication channels, implementing call tracking software, and proactively communicating with customers, advertisers and agencies can ensure that they continue to interact effectively and efficiently with their customers and obtain the necessary data to optimize their campaigns.
For more detailed information and tailored solutions, contact us at RevAdWise. We are happy to help you successfully navigate these changes and adjust your marketing strategy.