Bridging Your Omnichannel Experience with Google Local Inventory Ads

Introduction

• Google Local Inventory Ads (LIAs) help brick-and-mortar advertisers find new local customers.
• LIAs allow showcasing products available at nearby stores to online shoppers.
• Key benefits:
  • Finding new local customers: 60% of consumers browse online before in-store purchases.
  • Automating & scaling advertising: 65% of consumers click ads when ready to buy.
  • Offering omnichannel experiences: 30% higher ROI from omnichannel shoppers.

What are Local Inventory Ads?

• Functionality: Combines Google Shopping ads with geographical targeting.
• Users see ads for products available within a defined radius.
• Available in multiple countries including the US, UK, France, and more.
• Benefits:
  • Promote in-store inventory.
  • Target specific locations with popular inventory.
  • Seamless integration with Google Ads for consistency.
  • Highlights click-and-collect options.
  • Measures marketing performance.

Local and Merchant-Hosted Storefronts

• Google Local Storefronts: A Google-hosted page with product details, directions, reviews, etc.
  • Highlights:
    • Opening hours, in-store inventory, current promotions.
• Merchant-Hosted Storefronts: Redirects to the merchant’s website, maintaining traffic and data.
  • Offers omnichannel or store-specific landing pages.

Multichannel Ads

• Enables promotion of products available both online and in-store.
• Ads are shown based on user proximity to a physical store.

Comparing Google Ad Types

• Shopping Ads: Directs to online product listings.
• Local Inventory Ads: Directs to a local storefront within a set radius.
• Multichannel Product Ads: Combines features of Shopping and LIAs.

Getting Started with Local Inventory Ads

• Account Setup:
  • Google Ads, Google Merchant Center, and Google My Business accounts needed.
• Enabling LIAs:
  • Set up in Google Merchant Center.
  • Submit About page for EU compliance (Austria, Germany, Switzerland).
• Feed Preparation:
  • Product feed and local inventory feed required.
  • Need attributes like product_id, title, description, etc.

Feed Guide

• Product Feed: Lists all products sold in-store.
• Local Products Inventory Feed: Details inventory and purchase information.
• Update Frequency: At least once a day for both feeds.

Google LIA Feed Cheat Sheet

• Product Feed: Contains product details.
• Local Products Inventory Feed: Contains dynamic purchase info.
• Update Frequency: At least daily.

Tracking ROI on Local Inventory Ads

• Tools available for tracking LIA conversions.
• Segment reports in Google Ads for detailed insights.
• Use Google Analytics for in-store traffic analysis.

Tips for Maximizing Shopping Campaigns with Google LIAs

• Activate LIAs in existing campaigns.
• Adjust bids during peak shopping hours.
• Segment products for targeted bidding.

Google Local Inventory Ads and Productsup

• Productsup helps in structuring Google-ready product feeds.
• Offers AI features for optimizing product data at scale.

These notes provide a structured overview of the key points discussed in the document regarding Google Local Inventory Ads, their functionality, setup, and strategies to maximize their effectiveness.