Google has begun testing a buy button that lets smartphone users click on selected search ads to go to a product page where they can complete a purchase.
The new feature, called Purchases on Google, is being trialled by a small number of firms, meaning that when a shopper searches on mobile for a product they may see an ad with 'Buy on Google' text.
After clicking the ad, the customer is taken to a retailer-branded product page hosted by Google where they can check out using payment credentials already on file at the search giant.
Google says that the service means improved mobile conversions for retailers thanks to a simplified checkout process. Participating merchants only pay for clicks on the shopping ads to the product page, and while Google hosts that page and provides purchase protection for users, retailers own the customer communication.
"Customers increasingly want to shop on their own terms. Purchases on Google facilitates that flexibility while maintaining the merchant’s ability to own the customer relationship.” says, Peter Cobb, eBags Marketing EVP and Shop.org chairman.