Google has recently announced that it is planning to introduce local display ads for highlighting in-store products and sales.
All these years, Google or Adwords ads were typically used to spotlight products and services that could be ordered online. However, with the introduction of this feature, sellers will be able to use local display ads to promote goods that can be acquired at brick and mortar locations.
The focus of these ads will be targeted to drive more footfall to physical stores instead of driving online traffic.
The prerequisite to run local display ads is that you must first have a local inventory feed set up for shopping ads.
From there, you’ll have to reach out to your Google account team to participate in the pilot program. Alternatively, you can wait until the ad unit is rolled out more widely.
Other New Local Ad Updates
Google is also launching a feature to get more customers in stores.
Local inventory is coming to Google Assistant, which means users can ask questions like “Ok Google, where can I buy _____ nearby?” and they’ll get a list of local stores carrying the product.
In the coming months measurement for impression-based store visits will be available to capture more data on how Google ads influence store visits.
In addition to the above, Google will also be introducing reporting for the following insights:
- Time lag report: the time a user takes to visit a store after clicking an ad
- New vs returning customers: the number of store visits that will come from repeat customers
- Demographic report: add store visits insights to existing demographic reports
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