Jul 17, 2015 113 reads by Ritu Sharma

Google has introduced much-anticipated buy button ‘Purchases on Google’ in Google search ads making it easier for people to shop. This is a trial run of a feature allowing users make online purchases from the search results from their smartphones.

The messaging will appear in eligible product listing ads on iOS as well as Android smartphones. This is a very limited pilot with select retailers.

 ‘Purchases on Google’ Button Added to Mobile Search Ads

This is in line with the attempts of Facebook and Pinterest to make it easier for people to shop while socializing, thus enabling themselves to profit from transactions or related advertising.

Google believes that ‘Purchases on Google’ will help retailers drive more mobile conversion and win more customers though it is still in early experimental phase with a limited number of retailers.

As statistics show, smartphones are increasingly used before or during shopping trips in the United States, contributing to nearly a trillion dollars in in-store sales last year.

Results will now include ads featuring ‘Buy on Google’ buttons when users make shopping-related searches using Google. Clicking the button, they may move on pages where they can check-out using payment credentials stored in Google accounts. This will simplify the process of customers, enabling them to search for items on Google and then complete shopping.

Google search will also provide expanded information on topics such as product ratings and whether items are available at nearby stores. These developments are sure to reduce mobile friction and boost user experience. As mobile phone is becoming the primary device for the users, it has become imperative for companies to device ways to enhance the users’ experience in online shopping.

 ‘Purchases on Google’ Button Added to Mobile Search Ads

Google has announced several other updates on mobile PLAs as well one of them new mobile shopping ad formats for voice search. Consumers using voice search to find products may find new ad formats that include rankings and ratings. Google says click-through rates have witnessed increase up to 11 percent for retailers on these types of voice search product queries.

The refurbished product review cards and product attribute cards may demonstrate product ratings and snippets from the most useful reviews online.

For users who want to see more in the PLAs on the smartphones, the ads will be stretched to show the full product title and expansions such as product ratings and availability at nearby locations.

Performance of Google Local Inventory Ads has been impressive and many more will begin showing up in mobile phone search results. Moreover, when a user is close to a store, a Google Now in-store card may appear, displaying sales, closing hours, loyalty card information and more. It will contain a link to ‘Search store inventory’ taking users to Google hosted and retailer-branded local storefront. A price drop card has also been incorporated on Google Now showcasing a sharp price decrease on a product already browsed by the user.

 ‘Purchases on Google’ Button Added to Mobile Search Ads

Google is also running a pilot test with a selected few global retailers to deep link their product listing ads to product pages in their apps rather than the websites. These retailers include eBay, Flipkart and Zalando and more are being added. The ability to measure conversion activity from clicks on display ads across apps and the web has also been added.

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Ritu Sharma
Ritu from PageTraffic is a qualified Google Adwords Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently oversees Content Marketing operations of PageTraffic in India.
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