Recap: Buy Button in Google SERP, AdWords Editor 11.1 and Bing Mobile-Friendly Algorithm

It’s time for our weekly news recap. In the last week, we have heard rumours about a buy button in the Google SERP, news about a new Adwords editor update, a mobile friendly tag and algorithm from Bing, plus we heard about European mobile operators plans to start blocking mobile advertisements. Read on to find out all the details.

Will Google Introduce a Buy Button to Their Search Engine Results Page?

Last Friday, Wall Street Journal published a report about Google introducing a buy button to their paid mobile search results. The button is said to appear below Google Shopping results. When clicking on the button, the user will be forwarded to a Google product page where he can specify size and colour, and complete his order. Retailers will still provide and ship the order, receiving the full payment for it.

If this rumour turns out to be true, it’s going to be massive. While Google is a major traffic source for online shops these days, the introduction of a buy button would change the game. Most of the traffic would stay on Google as users wouldn’t have to leave the site to shop their goods. Google would instantly become a bigger competitor to marketplaces like Amazon or eBay while online retailers would loose a great amount of clicks and be downgraded to serve as a logistician.

New AdWords Editor 11.1 Supports Labels, Upgraded URLs and More

Last Thursday, Google announced its new AdWords Editor version on Inside AdWords. The new version 11.1 now supports Labels, which are used to organise objects in your AdWords account. These Labels can now be created, edited or deleted within the Editor.

Labels AdWords Editor 11.1

As to Upgraded URLs, which become obligatory from July 1st, the new update enables users to edit and adapt the links to the new system and, after having done so, managing them. Furthermore, 11.1 lets you create and managed Call-Only Ads as well as active ads for mobile apps.

Bing Changes its Algorithm to Become Mobile-Friendly

Not long ago, Google changed its algorithm to rank mobile-friendly websites and tag them in the SERPs. According to Search Engine Land, Microsoft’s Bing now also started to implement a mobile-friendly tag as well as change it algorithm.

Bing Mobile-friendly tag

As factors determining mobile friendliness, Bing names the following:

  • Navigation
  • Readability
  • Scrolling
  • Compatibility

Bing has not yet named a date for the rollout, but they said they want to take their time in order to prevent another „Mobilegeddon“.

European Mobile Operators on the Verge of Blocking Mobile Ads

According to the Financial Times, some big European mobile operators plan on using their own ad blocking software, which is being developed by Israeli start-up Shine, to ban ads by Google, AOL or Yahoo from websites and apps. Thereby, they not only want to offer its users ad-free (but not cost-free) access to the mobile web, reducing bandwidth usage, but also want to stand up against search giants like Google. The blocking of ads might not affect in-feed ads like on Facebook or Twitter. According to the FT, one unnamed European carrier has already installed the blocking software on its network and plans to activate it by the end of the year. In the course of these news, it might be interesting to know that US mobile operator Verizon Wireless will buy AOL, including its brand new platform One, for $4.4 billion.


Maximilian Hainlein

I'm working for crealytics as Social Media and Marketing Manager since 2011. My motto: "It's better to be the needle than the haystack."

  • Tim

    What does this mean for PPC account managers? Well, if Google keeps a customer from experiencing a poor mobile landing page on an ecommerce site, then perhaps account managers will see a greater lift in mobile search ad conversion. This assumes google will optimize the experience for mobile – which perhaps is a big reason why they’re doing this.

    • Maximilian Hainlein

      Thanks for your comment, Tim. Do you think Google introduces the buy button to keep users from experiencing a poor mobile landing page? This would mean the buy button could only appear on websites that are not mobile-friendly, vice versa the new algorithm would have impact on paid search, which they denied…we’ll probably have to wait and see.