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Google tests buy button form mobile ads

15 July 2015  |  6504 views  |  1 Woman shopping for xmas presents

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.

Comments: (1)

Ketharaman Swaminathan
Ketharaman Swaminathan - GTM360 Marketing Solutions - Pune | 16 July, 2015, 15:44

Personally, while I do an increasing number of Google Searches on my smartphone, it's mainly for information and rarely for a product / service I wish to buy - I head over straight to the mobile website or native app of the merchant viz. Amazon for gadgets, Cleartrip for tickets / hotels, FoodPanda for food delivery and Grofers for grocery. Thinking that I might be in the minority, I did a quick straw poll among my colleagues, all of whom are veritable online shoppers. The behavior of 7 out of 10 of them matches mine. Which means that this BUY button will not be seen by a vast majority of mobile online shoppers. But that's going only by the behavior of a tiny sample. Interesting to know how this feature pans out for Google in the overall market. I'll be keeping a close watch on how this feature plays out in the broad market.

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