Google appears to be testing Purchases on Google ads on iOS devices.
Purchases on Google ads enable consumers to buy products shown in Google Shopping ads right from Google-hosted landing pages when users have payments set up through their Google accounts. The product launched in pilot on Android devices in 2015 and opened up in beta to US advertisers this spring.
Below are a couple of examples of the Purchases on Google ads we spotted this morning on iOS. Each is slugged with “Easy checkout.”
It’s not clear how long these ads have been available on iOS. With the initial pilot launch in 2015, Google said Purchases on Google would come to iOS in the “coming months,” but it appears to have taken much longer than that, perhaps closer to the beta opening up. We’ve asked Google for comment and will update here if and when we get a response. Update: We received confirmation that these ads have been available on iOS for several months. They’ve clearly been flying under the radar, though.
The “Easy checkout” messaging and icon is a change from the previous iteration that showed a blue “Buy on Google” at the top of the ad. We’ll certainly continue to see messaging tests here.
The impression volume for these ads continues to be quite limited on all devices. Additionally, with the advent of so many variations of Shopping ad formats now available — Showcase ads and ads in knowledge panels, for example — it’s not easy to find Purchases on Google ads.
The product is can be seen as part of Google’s broader mission to improve mobile web experiences and conversion rates, including a current test to send mobile search ads to AMP-enabled landing pages.
The “Quick view” links at the bottom of the ads shown above is part of a mobile shopping update that Google announced ahead of Black Friday this year. Clicking “Quick view” on any of the product ads brings up a preview showing a bigger image, product description, reviews and seller ratings. Here’s an example from Google showing how it works:
The “Quick view” links also seem to be fairly limited and are not showing with most product listing ad results we’re seeing.