Google made big news and announced tons of new changes and AdWords features last month at their annual Google Marketing Next Event in San Francisco. And while we’ve all been lost in the hype over Life Events targeting and the secrets hidden within the new AdWords interface, Google secretly rolled another exciting innovation into their roadmap – the ability to purchase products directly on the SERP!
Image via SearchEngineLand
This innovation enables advertisers to highlight their shopping ads with a blue “Buy on Google” notation shown to mobile searchers on Android devices. If a user clicks on the ad, they’ll have the option to purchase the product directly on the SERP by using their linked Google Wallet, cutting out the extra step of sending a searcher to a mobile landing page (and hopefully increasing mobile conversion rates).
You can manage the checkout process for purchasing on Google via your merchant center:
Advertisers with a good memory may remember that Google had originally announced Purchases on Google in 2015, but hadn’t opened the feature up to many advertisers since. The format and management of the ads has changed some over the past two years, but the experience should be the same as promised.
Some Important Limitations:
- The option to buy on Google will only show to Android users with a Google Wallet. As popular as Android has become, the Google Wallet isn’t quite as universally used – only 14% of the US used Google Wallet in 2016.
- Both Google Wallet and Purchases on Google are restricted to the United States.
The Purchases on Google feature is currently in an open beta to Merchant Center advertisers in the United States. If you’re interested in getting started with early access, you can submit your interest directly to Google here.
About the author:
Mark is a Senior Data Scientist at WordStream with a background in SEM, SEO, and Statistical Modeling. He was named the 14th Most Influential PPC Expert of 2016 by PPC Hero. You can follow him on Twitter, LinkedIn, and Google +.