Overnight the search giant announced a suite of features to make shopping easier than ever once a product is discovered via its search results. Mobile conversions have lagged desktop primarily because of poor mobile navigation and conversion experiences.
This has resulted in smartphones being used to research and compare, before the final purchase is made on laptop/desktop or in-store. The new features enhance the search results by bringing all the tools a user needs to purchase into the search results page. Presumably the move by other competitors (Facebook, Twitter, Pinterest etc.) to launch buy functionalities in recent months has stirred Google into its own Buy version.
When a shopper searches on mobile for a product such as “women’s hoodies”, she may see a shopping ad with ‘Buy on Google’ text. After clicking the ad, she’s taken to a retailer-branded product page hosted by Google. Checkout is seamless, simple, and secure, thanks to saved payment credentials in her Google Account.
Other features include expanding Product Listing Ads, two new shopping cards in Google Now and the ability to directly link to retailers apps from their shopping ads.
All these features will be a boon for retailers who lack the time and resource to overhaul their current mobile landing pages. The added functionality doesn’t appear to cost advertisers any more but will certainly entice them to invest more in mobile search on Google in future.