Google Business Messages

  • Messaging

Introduction

Google Business Messaging allows brands to leverage Google’s dominant 92% market share for online searches and empowers consumers to seamlessly initiate a conversation via a rich, secure messaging experience on a platform native to Android users. Additionally, both iOS and Android users can initiate conversations via location search in the Google Maps application. Consumers can use GBM to inquire about in-store stock, schedule appointments, make reservations, and receive excellent customer service.

Benefits of Google Business Messages

Market reach

The above statistics represent a tremendous opportunity for brands to offer a messaging experience to consumers on their mobile phone.

Easy to use

  • GBM makes it easy for consumers to start messaging conversations from entry points that are natively embedded in their phone, allows them to take the conversation on the go, and respond on their own time.

Rich experience

  • Google Business Messages powers a beautiful conversational commerce experience that supports a display of images, interactive buttons, and product selection.

Transition to convert conversations to digital

  • Google’s seamless blending of organic search results and a messaging interface is an impactful way to move consumers to messaging.

No Google Fees

  • Google does not charge any fees for using the service.

Reduce Customer Service and Customer Acquisition Costs

  • Intercept phone calls to your expensive call center before they even reach the IVR
  • Answer consumer’s questions about pricing, inventory, delivery, and more without wasting your branch’s employees time, allowing them to dedicate their time to customers who are in the store

Secure

  • Google validates a brand during the onboarding process to ensure consumer confidence that they are communicating with an authentic brand
  • All communications between LivePerson and Google are HTTPS encrypted

How conversations start

Entry Points

Users start conversations with Business Messages agents through entry points, each of which has a unique location, look, and feel. 

You can track the entry point where a user started a conversation, and some of them provide additional context. 

Categories

Within each of the 3 entry point groups, you can create multiple entry points for an GBM agent to drive more conversations.

Location based Entry Points

These entry points rely on locations, allowing conversations to occur when:

Location Search via Google Maps Access Google’s 1 Billion monthly active users any time they search for your business and offer them an efficient, centralised messaging experience that takes pressure off of in-store employees who can focus on helping the person in front of them.

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  • Overall setup effort: Low
  • Dependencies: Consumers need Google Maps application (both iOS and Android). Android users must have version 6.0 at least.
  • Set up: Complete and Submit Registration Form, determine preferred entry points and define consumer experience (bot flow, etc.).
  • Note: Brands can launch as soon as 3 business days, at the brand’s discretion.

Placesheet enables conversations with locations associated with your GBM agent when a user finds the location in Search.

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  • Overall setup effort: Low
  • Dependencies: Consumers need Google Maps application (both iOS and Android). Android users must have version 6.0 at least.
  • Set up: Complete and Submit Registration Form, determine preferred entry points and define consumer experience (bot flow, etc.).
  • Note: Brands can launch as soon as 3 business days, at the brand’s discretion.

Non-local Entry Points

These entry points don’t rely on locations. As examples, users can start conversations at the following non-local entry points:

Organic Search - Two options to deflect calls 92% of global searches happen on Google. Now you can offer messaging when customers search for your business.

  • Sitelinks: Offer a messaging option when Google knows that a customer is searching for a brand, deflecting contacts that might go into other, less efficient channels
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    • Overall setup effort: Low
    • Dependencies: Android users only (at least version 6.0). 
    • Set up: Complete and Submit Registration Form, determine preferred entry points and define consumer experience (bot flow, etc.).
    • Note: Initial setup takes 3 business days, Google enables features every 2 weeks.
  • Featured snippets: Featured snippets enables conversations with your agent when a user finds contact details through Search.
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    • Overall setup effort: Low
    • Dependencies: Android users only (at least version 6.0). 
    • Set up: Complete and Submit Registration Form, determine preferred entry points and define consumer experience (bot flow, etc.).
    • Note: Initial setup takes 3 business days, Google enables features every 2 weeks.

Dialer entry point: Offer a messaging option within Google Dialer.

  • Overall setup effort: Low
  • Dependencies: Android users only (at least version 6.0). 
  • Set up: Complete and Submit Registration Form, determine preferred entry points and define consumer experience (bot flow, etc.).
  • Note: Initial setup takes 3 business days, Google enables features every 2 weeks.

Brand-managed Entry Points

These entry points appear on properties that brand manages or owns. For example, they enable conversations from:

  • URLs in messages, links, or websites
  • Widgets that you integrate with a website

Website button Brands can now funnel website visitors to GBM conversations by adding a button widget to their website. Android users will be able to easily initiate a conversation.

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  • Overall setup effort: Medium
  • Dependencies: Android users only (at least version 6.0). 
  • Setup: Complete and Submit Registration Form, determine preferred entry points and define consumer experience (bot flow, etc.).

Rich functionalities

Push Notifications: Consumers that leave the app can effortlessly rejoin the conversation whether they receive a push notification inviting them to respond to an agent or they revisit the docked conversation on the homescreen.

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Conversation Starter Chips: When users initiate a conversation they are greeted by a rich experience including the brand’s name and logo, conversation starter message and quick reply chips.

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Secure Forms: Users can safely and securely provide personal and payment information via secure forms.

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Rich Cards and Carousels: Brands can leverage rich cards and carousels which provide users with an interactive search feature designed to intrigue them with visually appealing and relevant search results.

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Agent Nickname and Avatar: On the consumer side, agent messages are shown next to the agent's avatar and nickname. In addition to that, consumers know if they are messaging with a bot or a human agent. Note that for the agent avatar to be visible the image must be 1024x1024px and have a maximum files size of 50 KB.

Setting up Google Business Messages

  1. Brand completes & submits registration form
  2. LivePerson creates brand’s GBM Agent (logo, hours of operation, bot/human experience, etc.)
  3. LivePerson sends test URL to brand
  4. Brand decides launch date
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