The nature of digital marketing will not stand still, not with Google constantly creating new ripples for marketers all over the world. Here’s a look at what’s in the pipeline:

Purchases On Google

The much-anticipated “buy button” in Google search ads is here but it’s not really a button. Called ‘Purchases On Google’ mobile users will be able to click on search ad results and go directly to the dozen or so retailers currently participating in the test. Response thus far has been enthusiastic and positive.

“Purchases on Google will simplify our customers’ ability to search for items on Google and then buy with Staples.” said Faisal Masud, Executive Vice President of Global E-Commerce, Staples, Inc.

“Customers increasingly want to shop on their own terms. Purchases on Google facilitates that flexibility while maintaining the merchant’s ability to own the customer relationship.” says, Peter Cobb, eBags Marketing EVP and Shop.org Chairman.

By clicking anywhere on the ad the user is taken to a merchant-branded gateway landing page hosted by Google. The consumer can buy the product immediately using his mobile device.

New Mobile Shopping Ad Formats For Voice Search

Google has started to show new ad formats that include rankings and ratings when consumers search using voice. In this example rankings 1 to 3 have been displayed in the search results for the image on the left after making as voice search.

Expanded Product Listing Ads (PLAs) When Viewing The Carousel On Mobile

When users swipe to see more in the PLAs on their smartphones, Google will now expand the ads to show the full product title as well as extensions like product ratings and nearby availability. This functionality will roll out to Chrome for Android this month, and iOS in the coming months.

Google Now In-store Cards

Local Inventory Ads have been performing well so a lot more of them will begin showing up in mobile search results. Also coming online, the Google Now in-store card that appears when a user is near a store. It will show sales, closing hours, loyalty card information and more. Also, look for the Google Now price drop card. It will showcase significant price decreases on products the user has previously browsed.

PLA Deep Linking To Shopping Apps

Google is running a pilot test with a small group of global retailers including eBay, Flipkart and Zalando to deep link their product listing ads to product pages in their apps rather than their websites. More retailers will participate in the test in the coming months.