Search engine giant, Google, is preparing to launch special buy buttons alongside some of its search ads in the coming weeks. Google’s controversial step is intended to push it as a mere web link provider, rivaling those run by its competitors such as Amazon.com and eBay.com.
Initially, the buy buttons will be displayed on mobile devices, when people start searching for desired products. The button feature won’t be displayed on the desktop, but will appear on Google page alongside its some paid search ads, and not on organic results. The buy buttons will accompany with sponsored or paid search results, often under a shop on Google page. It won’t be displayed with non-sponsored result that is driven by Google’s basic search algorithm.
A journal anonymous source explained the mechanism of how buy button works. It explained that when people make a search for products on Google’s buy button, at first, they should click on buy button by which they’ll get traversed to a special Google page. Now, on this page, it provides all the purchase options that can be picked by shoppers including product’s color, size, shipping options, and etc. After making purchase, customers will pay directly to Google that will be further passed along with the order details to retailers.
Shoppers’ online products will be provided and sold by retailers - and not by Google. A source reported that retailers including Macy’s Inc are linked with Google’s ad program.
Google won’t display buy button, when shoppers search on single window (desktop), and the company is initiating its program with a small percentage of search traffic it is handling right now. Many retailers asserted that Google’s controversial move will make it an online transactional business, rather than just a provider of links. They added that their concern is their Google will eventually prove to be riskier to their offline/online businesses, and they’ll remain a back-end source (order takers), weakening relationships with their customers.
At present, retailers are sending Google data feeds on the product, which they wish to sell, and pay to Google accordingly, when a customer clicks on retailers’ website.
A Google’s spokesperson commented that in order to mollify retailers’ concerns, Google will allow shoppers to opt for same marketing programs, and it’s buy buttons will increase the chances, which will allow shoppers to make an online purchase from their website. This tactic will benefit retailers, as they’ll receive customers’ address information and their relevant email addresses, to carry out future marketing programs.
Additionally, Google will allow customers with different mode of payments such as, one time entering their credit-card number, Google will store this detail in for carrying out future marketing programs. Along with this, it will offer various modes of payment methods such as digital means or other modes of transaction. As soon as Google receives amount from shopper, it will give that amount to retailers. Depending on the type of payment made by customers, Google or retailers will show up on the customer billing statements.
Google will still get paid by retailers, not by cutting sales amount paid by shoppers, but with its traditional advertising method - when a shopper clicks on the product, link, or page, Google will receive the amount emitted from paid ad searches.