Today’s consumers expect an online purchase experience to be straightforward, the check out process to be easy, and shipping to be fast and convenient on both desktops and mobile devices.
With the goal of shortening this journey, Google recently (and quietly) rolled out the beta version of a feature for mobile Shopping ads called Purchases on Google. Google first announced the feature in 2015 as a solution to compete with retail giants Amazon and eBay.
How Purchases on Google Works
Product listing ads for eligible retailers will display a “Buy on Google” call to action feature within the ad for searchers on mobile devices, and when clicked, shoppers are taken directly to the product page.
The product page is a Google-hosted, gateway landing page that is branded for the merchant, where a shopper can also complete the purchase.
To complete the purchase, buyers can add either add a new payment method or use payment information already associated with a Google Account. The goal is to create a streamlined, hassle-free shopping experience. Once the payment is confirmed, the order is then passed over to the retailer for fulfillment, customer communication and receipt like any other online order.
What Advertisers Need to Know
Retailers who use Purchases on Google have to integrate the ordering system with their product listing ads, including payment integration and multiple data points, which is probably not as straight forward as it sounds.
The objective of Purchases on Google is to make it easier for shoppers to make transactions on smartphones, and to compete head-on with mega retailers, such as Amazon, where a purchase can be completed with minimal clicks.
If an easy to navigate product page format isn’t already on your client’s e-commerce site, I would suggest making the suggestion to them soon as shoppers expect an easy experience.
Once a retailer opts in to Purchase on Google, the product listing auction process doesn’t change; advertisers will continue to be charged per ad click. There is no additional fee is associated with this new feature.
Reporting on the Purchases on Google ads can be found by segmenting by click type at the campaign level, then clicks are broken out by Purchases on Google. The standard impressions, clicks, clickthrough rate and conversion metrics are provided within the report.
Currently only a handful retailers and brands are participating in Purchase on Google, but the closed beta is also now open to U.S. retailers by requesting access through the Merchant Center or by filling out a request form.
Are you interested in Purchases on Google? We’d love to hear your experiences or questions in the comments!