Purchases on Google bringing “buy” buttons to mobile search ads
Advertising industry heavyweight that it is, it’s no surprise to see the extent to which Google’s been focusing lately on efforts to monetize mobile experiences – after all, if a smartphone user who’s running Android is good, one who’s also viewing ads, searching for products, and making phone-based purchases is even better. That’s bringing us things like the new Android Pay right over the horizon, but today Google’s talking about something a little different, as it announces Purchases on Google, a system that will bring buy-buttons to promoted search results.
Google already inserts ads into search results on mobile devices, and Purchases on Google will take that one step further by giving users a streamlined way by which to take advantage of those offers. Hitting one of those buttons will take you directly to a retailer page from which you can make a purchase. We know, that doesn’t sound hugely different from how ad-viewing works now, but for an advertising mega-giant like Google, even little things it can do to make things easier for shoppers can have huge impacts on sales for retail partners.
Purchases on Google will be a US-exclusive for the time being, and will first arrive in the next several weeks as Google works with a handful of initial retailers. More will follow later, as Google gears up for much broader availability as we start getting into 2016.