Google wants to shorten the process of going from search results to buying. Smart move. To accomplish this idea, it means a Google Buy Button is imminent to start appearing on Google’s paid product listing ads, and from the sound of it, it seems to be really targeted more towards capitalizing on Mobile Ads.
Anybody who has ever looked at their analytics has eventually learned that every time you make a potential customer click before the purchase is completed you loose a large percentage of visitors. Shortening the path between search and buying should increase conversion rates and sales.
How do you do it?
It sounds like the buy button that appears in your ad will take you to a page on Google, where you can complete the transaction.
OK, but is that really shortening the process?
I’m not really sure that it is. If I do a search tonight, PC or mobile device, and see Google product listings for that item, clicking the listing takes me directly to the product page on the stores website with the buy button. I’m not sure I see the benefit to clicking a buy button and going to a Google page with another buy button. Perhaps we don’t understand all the details yet, but if that is the case, it really is not that big of a deal.
Really, the only benefit from a Buy button in Google product listings is if clicking the Buy button actually puts the item into a shopping cart ready to checkout. Now that streamlines the process, and maybe that’s what it will be. We will have to wait and see.
On another interesting note from the same event Omid Kordestani mentioned that the number of Google queries that included proximity, where a user tries to find something close to them, like a restaurant, gas station, store, product, etc, well, that number has doubled in the last year.
If your a local business owner and your not taking advantage of Google Mobile search ads, you could be missing out on a lot of potential sales, now, and in the future. Having an experienced account manager set that account up correctly and manage it properly is key to success. Contact Burke Internet Marketing today to find out how we can help your local business take advantage of increased mobile exposure on local search.