Google’s buy button is finally here – only it isn’t actually a buy button at all. The new feature is called Purchases On Google.
The update is available on both android and IOS devices and if the Product listing ads are eligible then “Buy on Google” messaging will appear. When purchase on Google is enabled and a consumer clicks the ad they will be taken to another Google hosted page, where they can make purchases using the payment information they have already stored with Google.
Google’s aim is to make it easier for users to complete transactions whilst using smart phones. The idea is people will use Google as a tool to discover products & purchase via mobile. Google also gain from this as advertisers would logically bid more if ads that have Purchases on Google enabled convert at a higher rate.
From the advertisers point of view they do not have to be a Google Trusted Store to have the “purchase” button displayed in their PLA’s – but it will speed up the integration/verification process.
Currently Google are using a small pool of companies to pilot Purchases on Google – these companies are spread across many different retail sectors however the number should increase in due course.