Google installs buy button in mobile ads

Google is looking to make it easier for people to shop while using its website, launching a trial run of a feature allowing smartphone users make online purchases from their search results. The introduction of 'Purchases on Google' comes as Facebook, and Pinterest also try to make it easier for people to shop while using their sites, putting themselves in position to profit from transactions or related advertising.

"Although we're still in early experiments with a limited number of retailers, we see 'Purchases on Google' as a big step towards helping retailers drive more mobile conversions and win more customers," Google shopping product management vice president Jonathan Alferness said.

When people make shopping-related searches using Google, results may include ads featuring 'Buy on Google' buttons that can be clicked to jump to pages where they can check-out using payment credentials stored in Google accounts. 

Google also rolled out enhancements to shopping ads on mobile devices, including expanded information regarding topics such as product ratings and whether items are available at nearby stores.