• by Laurie Sullivan  @lauriesullivan, May 17, 2015

Google reportedly will roll out a Buy button on search product ads that will take consumers to a landing page that allows them to complete the transaction. Last year at the MediaPost Search Insider Summit, brands spoke about exploring the possibility. Some said Google had approached them with the idea.

The Buy button will serve up under the sponsored or paid advertisement, according to one report. The button turns the search giant into a marketplace, allowing consumers not only to search and compare products, but choose colors and sizes at retailers like Macy's, which reportedly is among those in talks with Google about using the feature. Sears Hometown and Outlet Stores also had past conversations with Google about the button.

The button puts Google on par with sites like Amazon, eBay, and Etsy, as well as international sites like Bagedoib.com.sa, which launched earlier this year in Saudi Arabia. Bagedoib lets business create a Web page tied to a central marketplace where consumers can search and buy products.