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LOCAL INVENTORY ADS
Improve your Web-to-Store Strategy
WHAT ARE GOOGLE LOCAL INVENTORY ADS?
“Local Inventory Ads” (LIA) are a multichannel advertising format that allows adverti...
LOCAL INVENTORY ADS FEATURES
Indicates whether a
nearby store stocks the
item that has been
searched for
Ads gather result...
HOW IS IT USEFUL FOR CUSTOMERS?
GOOGLE LOCAL INVENTORY ADS ARE DESIGNED TO FACILITATE THE BUYING PROCESS
FOR CUSTOMERS
Wit...
WHAT ARE THE BENEFITS FOR RETAILERS?
2. Offer flexibility to customers
during their purchase (if they’d
prefer not to pay ...
AM I ELIGIBLE?
LOCAL INVENTORY ADS ARE CURRENTLY AVAILABLE IN THESE COUNTRIES :
The prerequisites for using Google LIA:
1....
HOW TO SET UP LIA
1. Contact Google via this request form
2. Create your Google accounts (Merchant Center, Google My Busin...
- GOOGLE ‘MY BUSINESS’ ADDRESS FEEDS : Addresses of your physical stores
- ONLINE PRODUCT FEEDS : Your online inventory
- ...
HOW TO SET UP A NEW FEED
Follow Google’s standard procedure, then select the
appropriate type of feed (Local products/In-s...
REQUIRED ATTRIBUTES TO SUBMIT A FEED
Attribute Necessity
Mandatory
information
• Store code
• Product ID
• Quantity
• Pric...
MAPPING DATA BETWEEN DIFFERENT FEEDS
‘My Business’ addresses feed
In-store inventory feed
Local product feed
Online produc...
IN SUMMARY
The first source of
data...
... is connected to
the second source of
data...
... via attributes ... ... in orde...
Feed Recommended amount of updates
Local product feed At least once a week
In-store inventory feed
At least once a day, bu...
HOW DOES LENGOW WORK WITH GOOGLE LIA ?
Lengow saves time and increases
the visibility of your products by
optimising the d...
In order to set up your in-store product feed within Lengow, you just have to create
2 additional feeds:
- The product inv...
PERFORMANCE ANALYSIS WITH ADWORDS
CONTROL AND UPDATE YOUR LIA
CAMPAIGNS WITH ADWORDS:
- Increase your bids on mobile ads t...
OUR ADVICE & RECOMMENDATIONS
THINK MOBILE:
Optimise your Local Inventory Ads for mobile:
A majority of consumers now use t...
TO FIND OUT MORE ABOUT LOCAL INVENTORY ADS
CHECK OUT OUR DEDICATED GUIDE
TO LOCAL INVENTORY ADS:
➢ ALL OF OUR ADVICE AND T...
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Google Local Inventory Ads and Web-to-Store strategy

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Discover how to improve your Web-to-Store strategy by using Local Inventory Ads. Retrieve the different steps to complete before implementing a LIA campaign and maintain your data feeds up-to-date with Lengow.

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Google Local Inventory Ads and Web-to-Store strategy

  1. 1. LOCAL INVENTORY ADS Improve your Web-to-Store Strategy
  2. 2. WHAT ARE GOOGLE LOCAL INVENTORY ADS? “Local Inventory Ads” (LIA) are a multichannel advertising format that allows advertisers, via Google Shopping ads, to display their product catalogue in search results, including products that are available in physical stores. For instance, this microwave is available in 3 stores nearby
  3. 3. LOCAL INVENTORY ADS FEATURES Indicates whether a nearby store stocks the item that has been searched for Ads gather results from stores within a 48 km radius It’s always the nearest store that shows up first 48 km
  4. 4. HOW IS IT USEFUL FOR CUSTOMERS? GOOGLE LOCAL INVENTORY ADS ARE DESIGNED TO FACILITATE THE BUYING PROCESS FOR CUSTOMERS With LIA, you can find out: • The availability and the price of a product in the closest possible physical store • The opening hours of the store • Directions on how to get there
  5. 5. WHAT ARE THE BENEFITS FOR RETAILERS? 2. Offer flexibility to customers during their purchase (if they’d prefer not to pay delivery cost, or if products are out of stock online) and therefore improve customer experience. 3. Develop a network of physical stores Create a digital display for physical stores to ensure a continual link between online and offline presence. 1. Optimise visibility in Google search results (particularly on mobile) and thus increase turnover. 4. Measure performance: Track the results of your LIA through your physical store traffic.
  6. 6. AM I ELIGIBLE? LOCAL INVENTORY ADS ARE CURRENTLY AVAILABLE IN THESE COUNTRIES : The prerequisites for using Google LIA: 1. Must have at least one physical store in the target country 2. Must sell physical goods that can be purchased at no additional cost (eg membership fees) 3. The company must protect clients’ personal information FranceUSA Germany JapanUnited Kingdom Australia
  7. 7. HOW TO SET UP LIA 1. Contact Google via this request form 2. Create your Google accounts (Merchant Center, Google My Business Locations and AdWords) 3. Create and submit the different required feeds (Online product feed, store inventory feed) 4. Activate “Local Inventory Ads” in your shopping ad settings in the AdWords interface
  8. 8. - GOOGLE ‘MY BUSINESS’ ADDRESS FEEDS : Addresses of your physical stores - ONLINE PRODUCT FEEDS : Your online inventory - IN-STORE INVENTORY FEED : Submit your stock level, the price, and the availability in each store - LOCAL PRODUCTS FEED : Availability / Quantity / Price and Store If you already sell products through Google Shopping and want to set up Local Inventory Ads, here are the different feeds Google requires: HOW TO SET UP LIA
  9. 9. HOW TO SET UP A NEW FEED Follow Google’s standard procedure, then select the appropriate type of feed (Local products/In-store) NOTE : - Supported file formats for exporting your feeds differ between the types of feed - Products may take up to 2 days to appear
  10. 10. REQUIRED ATTRIBUTES TO SUBMIT A FEED Attribute Necessity Mandatory information • Store code • Product ID • Quantity • Price Required for all products Optional information • Selling price • Selling price on actual date • Availability • Restock date Recommended for every product feed, to give more information about the price, quantity, and the availability of products. Store information (Optional) • Collection method • SLA pickup Recommended for all products that can be picked up in store Note: If a mandatory attribute is missed out, the item in questions risks not being included in results. Furthermore, missing out a recommended attribute can have repercussions on the ad performance.
  11. 11. MAPPING DATA BETWEEN DIFFERENT FEEDS ‘My Business’ addresses feed In-store inventory feed Local product feed Online product feed For a better understanding of how the different feeds are connected:
  12. 12. IN SUMMARY The first source of data... ... is connected to the second source of data... ... via attributes ... ... in order to ... Online product feed* *If you have one Local product feed itemid, webitemid, or unique product identifiers (eg GTIN, Brand, MPN) Bring together your essential information about a product being sold online (image, description, etc) Local product feed In-store inventory feed itemid, a unique identifier for each of your products that you use through each feed to identify the same product. Identify available products in every physical store In-store inventory feed Address feed Store_code, a unique identifier for each store whose address is entered in your Google My Business account. Show information about the shop where the product is available (eg opening times, address)
  13. 13. Feed Recommended amount of updates Local product feed At least once a week In-store inventory feed At least once a day, but can be sent several times a day to update certain segments of your inventory Online product feed At least once a month UPDATE FEEDS Remember to regularly re-import your feed to keep your data up-to-date!
  14. 14. HOW DOES LENGOW WORK WITH GOOGLE LIA ? Lengow saves time and increases the visibility of your products by optimising the different feeds, which are then correctly set up for export. You can manage your feeds directly from the Lengow solution, which will also allow you to monitor your performance statistics.
  15. 15. In order to set up your in-store product feed within Lengow, you just have to create 2 additional feeds: - The product inventory feed (to give stock information for your store) - In-store product feed and then match it with your Google Shopping feed You can choose to separate your "Shopping" and "In-Store" ads or connect them to get hybrid ads. If you are a chain of stores with the same products in stock and at the same price, it is possible to use a simplified feed. HOW DOES LENGOW WORK WITH LIA?
  16. 16. PERFORMANCE ANALYSIS WITH ADWORDS CONTROL AND UPDATE YOUR LIA CAMPAIGNS WITH ADWORDS: - Increase your bids on mobile ads to ensure that you drive customers to your store when searching via mobile - Determine the physical stores with highest potential ("Dimensions" tab and then "View"="Store_ID") and adjust your bids based on profitability - Define automatic bids on your ad campaigns: find out which hours are likely to see the most customers visiting your store
  17. 17. OUR ADVICE & RECOMMENDATIONS THINK MOBILE: Optimise your Local Inventory Ads for mobile: A majority of consumers now use their smartphone or tablet to do their research before making a purchase. The mobile sector now accounts for almost 50% of e-commerce sales! Do not neglect it! USE LIA FOR EXPECTED STORE OPENINGS: Launch a Local Inventory Ads campaign in parallel with a store opening! This will allow your brand to immediately benefit from an important visibility in its local area, the perfect way to start off business for your shop!
  18. 18. TO FIND OUT MORE ABOUT LOCAL INVENTORY ADS CHECK OUT OUR DEDICATED GUIDE TO LOCAL INVENTORY ADS: ➢ ALL OF OUR ADVICE AND TIPS FOR SUCCESS IN ONE HANDY GUIDE! Download the guide

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