With over 50% of all Google searches taking place on mobile devices, it’s critical that the products of online retailers (e-tailers) can be easily found via smartphones and tablets. Meanwhile, most online purchase are still made on desktop computers. The difficulty of purchasing on a phone forces users to abandon the checkout process. Shoppers often search and research on their phones but then switch to a computer to finish the transaction. E-tailers who can bridge the gap between mobile searching and easy checkout should be able to increase conversion rates and get many new shoppers.
If you have been looking for an easier way for e-commerce customers to check out on a mobile device, Google may have answered your prayers with Purchases On Google.
If you are already using Google Product Listing Ads (PLAs) to advertise products on Google searches, you will soon be only a few steps away from using Purchases On Google.
How ‘Purchases on Google’ Works
- When a user is searching for products on Google Shopping they will start to see a “purchase” button on some of the products
- Users can then click on “purchase” and complete via their credit card information that is stored in their Google account
- Google then sends the order to the online retailer for processing
- Once the transaction in complete Google’s part is done – all shipping, tracking and customer communication is done through the retailer
Why Buy Buttons Could be a Game Changer for E-commerce
- Amazon has proven with its mobile app that users want a quick and easy way to purchase directly from their phones
- Mobile search will most likely continue to outpace desktop search
- Retailers who can deliver a great shopping experience with fast, easy, secure checkout for mobile device users will most likely win the race
What Retailers Need to Know
- Retailers must integrate their systems with Google Purchase in order have the “purchase” button show up in search results
- Retailers will most likely need to send more data to Google in order for the transaction to be completed on Google’s system
- Retailers will have branded landing page hosted by Google
- Merchants will have access and to their purchaser data for communication and marketing
- Google Shopping Ads will still work the same as before with “Purchase” button ads showing up alongside regular product ads
- Cost per click (CPC) prices will be the same for products with or without the “Purchase” button
- The current rollout (mid-2015) is with a select group of retailers. The system will be ready for the rest of us in late 2015 to early 2016
Resources:
- Google Piloting Buy Button In Mobile Search Ads With “Purchases On Google” http://marketingland.com/google-pilot-buy-button-mobile-search-ads-purchases-on-google-135017
- Google Announces “Purchases On Google” For Buying Straight From PLAs And Other Mobile Shopping Updates http://searchengineland.com/google-announces-purchases-on-google-for-buying-straight-from-plas-and-other-mobile-shopping-updates-225291
- Google Unveils “Purchases On Google,” Which Are Basically Buy Buttons In Mobile Ads http://techcrunch.com/2015/07/15/purchases-on-google/#.yaxdgb:Sov1
- Winning the shopping micro-moments http://adwords.blogspot.com/2015/07/winning-shopping-micro-moments.html
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