Google roundup as new features launch

Posted by Rebecca Appleton on 30 Oct, 2017
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Developments include Pay with Google and a Book Online button for local businesses available now, and parallel tracking to roll out later in the year.

It’s been a busy month for Google with several new features and innovations breaking cover, and tests taking place. Here, we round up the latest developments.

Parallel tracking

One of the latest additions for AdWords advertisers is the roll-out of parallel tracking later this year. Confirmed by Google last week, parallel tracking will see visitors clicking on an advert sent immediately to the landing page, leaving the browser to process URL tracking requests in the background.

According to the State of Online Retail Performance report, a one second delay in a mobile page loading can see conversion dive by as much as 20%. When ads feature a traditional URL tracker, a delay can see the visitor stalled for hundreds of milliseconds. Google admits that this may seem like an inconsequential period of time but it can impact on campaign performance. Parallel tracking means users on slower networks can reach the desired landing page several seconds quicker. The quicker delivery means that more visitors can reach and engage with the landing page quicker, leading to increased conversions and a drop in wasted ad spend.

Google says that parallel tracking will roll out later this year and finish rolling out to all AdWords advertiser accounts in early 2018. Read the full post including what to do if you use a third-party provider on the AdWords blog.

Pay with Google goes live

Google has launched a new way to pay from mobile devices which allows shoppers to pay with any card they have on file, including those linked to an existing Google account via products such as YouTube, Chrome, Google Play and Android Pay.

Pay with Google allows users to complete the checkout process quickly, without filling in multiple forms. The shopper simply clicks to pay, leaving the search engine to pass the payment information and shipping address to the merchant using the details stored on the Google account.

Book online button available to local businesses

Local businesses with a Google Maps or Google Search function will now be able to request a ‘book online’ button be added to their listing.

Booking buttons were rolled out in the summer to US-based fitness, health and beauty businesses, allowing customers to click a button to make an appointment. Now, Google says that other businesses will be able to sign up with a scheduling partner from within the Google My Business interface and add a booking button.

Feedback from businesses already using the button has been positive, with some saying it’s easier to manage their time and others that customers liked being able to see availability easily.

Business who work with a Google-supported scheduling partner, such as Bookatable, Booksy and Full Slate will find a booking button has been added automatically to their local listings. Others need to log into their Google My Business account and click on the button inviting sign-up with a supported provider.

Find out more on how to request a book now button in Google’s official post.

More Google developments

If you missed it, Google has also confirmed it will extend its Attribution beta test to more advertisers and has announced new omni-channel features to support marketers ahead of the busy holiday shopping season. 

Stay up to date with developments via the Wordtracker newsletter and blog.

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