What can you do to make sure that you attract in-store and eCommerce shoppers if you have a brick and mortar store? You take the help of Local Inventory Ads.
Local inventory ads help in showcasing products as well as the store’s information to nearby potential shoppers searching on Google. As soon as they click your ad, they land on a Google-hosted page for your store, also known as the Local Storefront.
If these shoppers don’t get to know that the products they are looking for are available in your store or nearby, there’s a high chance that they’ll just turn to any other eCommerce giants like Amazon.
This way the Local Inventory ads help direct this traffic towards your website instead by showing in-store inventory, providing store operating hours, and directions to reach you. Local Inventory ads are currently available in selected countries (listed below) as long as they have a brick-and-mortar store.
- United Kingdom
- United States
How to enable Local Inventory Ads
Once you meet the requirements of having a physical address and brick-and-mortar store in an eligible country and selling physical goods that the customers can also purchase by visiting the store, you can proceed with the ads setup. Also, you should be committed to protecting personally identifiable information (PII) of your customers.
- Set up accounts on Google Merchant Center, Google My Business and Google Ads
- In the Merchant Center, go to Growth >> Manage Programs, on the local inventory ads program card, click “Get started.”
- When you are sure that you meet all the requirements, click “Enable.”
- On next step, click plus (+) button and choose the country where store/stores are located
- Upload your product feed and create local product inventory feed. The product attributes will vary according to product types but it must have an id, price, quantity, and store code attributes.
Once you register and upload your feeds, you will have a store visit from one of Google’s representatives who will verify your store’s inventory. The last step will be to enable Local ads in the shopping campaign.
Benefits of Local Inventory Ads
LIAs are a unique way of advertising for people who own brick-and-mortar shops. Their highlights offer local retail store owners a chance to use their closeness to clients and drive pedestrians to the store.
The idea of buying locally is not just limited to benefitting shoppers as they can save a lot of time but it gives optimal power and opportunity to local shops to compete with online retail giants. As a fact, local inventory ads are an ideal approach to help boost local trade.
LIAs also come to rescue for those shoppers who usually search for products and items online but prefer to step out and visit their local shops to make the final purchases.
Since they can be certain their visit won’t go in vain as the item is available in the store. They can feel or check the desired product in real before purchasing it which they definitely can’t do while shopping online.
Local inventory ads are the perfect solution for retailers to fulfill the demand of consumers who are looking to buy a particular product in a particular area and within a specific period. LIAs help local businesses to have the complete attention of local customers.
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