Google has commenced roll-out of the buy button feature in search ads, though users will find that the button is not an actual button after all. The feature, known as Purchases On Google, was announced along with a number of other updates to mobile Product Listing Ads (PLAs). With Purchases On Google, the search engine giant is intent on helping merchants boost online conversion rates.

With the Purchases On Google feature, eligible PLAs will include “Buy on Google” messaging. If users click on Purchases On Google-enabled ads, the screen will be redirected to a page hosted by Google where purchases can be made using registered payment options. The relevant retailer is then sent the order for fulfilment.

Purchases on Google is being rolled out on a limited pilot basis with a number of retailers. The feature is available on smartphones using both the iOS and Android platforms.

The buy button feature has been one Google project that has been widely anticipated. The Wall Street Journal ran an article on 15th May suggesting that the feature was weeks away from a roll-out and stating that Google’s intention in doing so was to rival the likes of Amazon and eBay in the online marketplace sector.

Google has also started to roll out new ad formats for voice search, incorporating ranking and ratings. Google has published figures showing an 11% increase in click-through rates for retailers in respect of these types of voice search product queries. Separately, Google has moved to expand PLAs for users viewing Google Carousel on a mobile device. The expanded PLAs include full product title and extensions, such as availability nearby and product ratings. The new feature will be available on Chrome for Android this month and will arrive on iOS in the months ahead.

Google has said that it will start to show more Local Inventory Ads in mobile search results, having expressed its contentment with how these ads have been performing. In addition, the company has commenced using a feature wherein a user close to a particular bricks-and-mortar store may find a Google Now in-store card on the screen of their device, showing such content as sales, opening hours and loyalty card information.