Google begins testing ‘buy’ buttons on mobile advertisments – the new feature allows users to buy directly from search results

In an attempt to make it easier for consumers to buy products on their mobile devices, Google will begin testing „buy” buttons on mobile advertisements that lets smartphone users click on selected search ads to go to a product page where they can complete a purchase. Called „Purchases on Google”, the new feature will be tested on mobile devices with a select group of merchants this week, the company said in a blog post.

Consumers will see a „buy” button along with some paid-for search results, and if they click on the button they will then be taken to a page where they can buy the advertised product using payment credentials already on file at the search giant.

Although Google will offer the buy buttons on their search results, the retailers will still be the ones to sell and ship their products to consumers.
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.

„Purchases on Google” is expected to increase Google’s competition with Amazon.com and eBay, and Google told retailers that the buy buttons will increase chances that shoppers will make purchases on their smaller mobile screens.