[vc_row][vc_column width=”3/4″][vc_raw_html]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[/vc_raw_html][text_output]Last week Google’s Chief Business Officer – Omid Kordestani – announced at a conference that Google would be bringing a buy button to mobile shopping ads ‘imminently’. This comes as part of a wave of recent shopping developments; recent months have seen Trusted Stores, Seller Reviews, Merchant Promotions and Local Inventory Ads all gain traction with leading online retailers.
This announcement is likely to cause a lot of excitement for retailers and PPCers alike. Improved mobile conversion rates is something that everyone is striving for; especially with mobile traffic hitting the 50% mark at Christmas – albeit a spike in an ever growing trend. By adding a buy button to Google Shopping ads on mobile devices Google can help reduce the click path from a user finding what they want to actually buying it.
The announcement also ties into another announcement back in April when Google trumpeted their continued roll out of Google Wallet. Although it appears to have had less press on this side of the pond, Google Wallet has slowly started to integrate itself into Gmail (you can now send money as an attachment to cover the bill you split with friends). In the U.S Google has negotiated pre-installed Wallet software on Android devices with T-Mobile, Verizon and AT&T and have also announced partnerships with leading food stores such as Papa Johns and Dunkin’ Donuts.
Users will be able to search for products and buy almost instantly on their phones – happy user, happy retailer, happy Google. Win, win, win!
Or is it?
As this was an announcement at a conference, official details are very slim on the ground. However, what does need to be addressed more clearly is what happens to all the data that the retailer might not see now because Google stepped in to take over? During a sale, key data is captured and used for analysis and other marketing activities – names, addresses, phone numbers, email addresses and in some instances even customer loyalty numbers like from Tesco’s Clubcards are logged. Which begs the question- will that data be captured and passed to the retailer along with the order values?
Finally, it’s difficult to quantify the impact this could have on a customer’s relationship with brands. We’re moving from people engaging with a website and becoming part of the CRM system, to a user being able to say “Oh, I bought this on Google” in much the same way customers tend not to recognise who they are buying from on Amazon. What system Google puts in place and how brands work around this potential hurdle could make for a very interesting challenge.
Watch this space
For now it is something to be excited about. Enabling shoppers to buy the products they want from you – even if it does go via Google first – will help improve mobile conversion rates and help drive more revenue for retailers. It’s also worth bearing in mind that this was an announcement at a conference after the Wall Street Journal appeared to break the story earlier in the month – specific details at this time are very thin on the ground so there is no reason to be alarmed.[/text_output][/vc_column][vc_column width=”1/4″][visibility type=”hidden-desktop”][gap size=”20px”][/visibility][vc_widget_sidebar sidebar_id=”ups-sidebar-2″][/vc_column][/vc_row]