Online Marketing Today: SearchCap: Google AdWords texting ads, Google health expands & more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

From Search Engine Land:

Google AdWords testing click to SMS ad extension
Jun 17, 2016 by Barry Schwartz
Wouldn’t it be cool to allow prospects to text you for more information? Well, Google is now testing an ad format that lets your prospect message you.
Paging Dr. Google: Google rolls out symptom-related direct answers on mobile
Jun 20, 2016 by Amy Gesenhues
Google says it worked with a team of doctors, experts from Harvard Medical School and the Mayo Clinic to curate information.
The most important question to ask in local SEO
Jun 20, 2016 by Greg Gifford
Achieving outstanding local search results for your clients all comes down to one simple — yet essential — question. Columnist Greg Gifford explains how getting an authentic detailed answer will set you on the path to success.
The voice search explosion and how it will change local search
Jun 20, 2016 by Wesley Young
Voice search usage is seeing unprecedented growth, with personal assistant devices leading the way. Columnist Wesley Young explores why this new medium is taking off, how it differs from keyword searches, and the challenges for local businesses to compete on yet another platform.
Father’s Day Google doodle follows in same footsteps as Mother’s Day doodle
Jun 19, 2016 by Amy Gesenhues
The images used to replace the Google logo for both Mother’s Day and Father’s Day include shoes atop a welcome mat.
In the age of the empowered consumer, you don’t manage the journey, your customers do
Jun 20, 2016 by Digital Marketing Depot
Businesses need to shift their focus to the customer-managed journey as opposed to the static, “mapped” customer journey. By understanding actual customer behavior, businesses will gain what’s really important: customer journey insight, which will help them take action to create conversations that address customer needs in context and in real time. Read “Customer-Managed Journeys: Beyond […]