Google pilots its buy button

Pilot with a dozen retailers

The service will guide customers to a website where they can make the purchase, meaning that Google will only take care of bringing the customer there, whereas the advertiser will still handle everything else. The purchase page will be hosted by Google, but with branding for the advertiser. Customers can even look for other products on that particular page.

Google said it will pilot this service with a dozen or so American retail partners in the upcoming weeks. At the turn of the year, the service should be expanded to a wider base in the United States.

The company also launched several other novelties for mobile advertising: consumers can now swipe to enlarge an ad, which gives them more information about the product. Ads containing information about local store supplies will also feature more prominently from now on.