After Google introduced the Shoppable Image Ads (we reported), the company now offers four useful features for the local shops in the city. The first feature is a local inventory display. If a product is searched for via Google, the offers appear as usual in the shopping ad. However, products can now be decorated with a blue “In stock” label. This means that the respective product can also be bought in the local shop. Directions to the nearest store, opening hours and a phone number are displayed as soon as the labeled ad is clicked. You get to a “local shop window” and not to the website of the provider. If the provider also has an online shop, you can still shop there.
Another innovation is the local catalog display. This is a new ad block that basically shows the local inventory ads on the Google Display Network. Buyers can be better inspired this way. Print ads are displayed digitally and can be optimally evaluated using the target group and measurement function.
There is also an extension for partner locations. Best for manufacturers selling through a network of local retailers and distributors. Manufacturers can see directly which stores are currently selling their products.
The normal user also benefits from the extension. In addition to all relevant information, such as opening times, address and photos, the nearest shops are displayed again.
For example a YouTube video. If advertising is placed there, the nearest shops are displayed below the video. The reach of the brand can thus be further expanded.
You can now also measure the conversions of the store visits. The effect of the online ads in AdWords is measured. Google can say exactly which shop visitor has previously clicked on an ad. This works using mobile location data and machine learning from Google itself.
Google has now managed to enable customers to switch almost seamlessly between an online and offline shopping experience. Now retailers also have optimal solutions to advertise online, even though they are not based in the online space.
