Local Inventory Ads: What Are They and Why Should Retailers Use Them?
Jun 17, 2021

Local Inventory Ads: What Are They and Why Should Retailers Use Them?

In the past few years, online product searches and Google Shopping have increased massively. Mobile searches for “online shopping” have grown 180% in the 2 past years and 59% of shoppers use Google to research products they plan to buy in-store or online. 74% of in-store shoppers search online for in-store-related information before visiting in person.

Local Inventory Ads are great to grab the attention of local customers online and one of the most effective ways to drive in-store traffic.

This article outlines what the Local Inventory Ads feature is, the benefits and how retailers can use it to reach more customers and boost their sales.

What are Local Inventory Ads?

The Local inventory ads feature allows merchants to showcase their products and store information to local shoppers on Google.

When users search for products on Google, they can click on ads and free listings that show the availability of the required products nearby. By clicking on a listing, they land on the Google Local Storefront, a page that describes important information about that specific store such as opening hours, address and directions and in-store inventory.

As a retailer, you need to ensure that your most relevant information is available online and viewable on your Local Storefront. This is crucial because when potential customers struggle to find important in-store or product information, they are likely to find somewhere else to buy their desired product.

3 reasons why retailers should use Local Inventory Ads

1. They promote your in-store inventory

With the Local Inventory Ads feature, you can promote your available stock to let local shoppers and those researching online know what you sell.

2. They help you build your online identity

The Google local storefront feature is your strongest strategy to build your online presence. With more consumers diving into google search before purchase, this is your chance as a retailer to ensure that your online storefront has all the information that a potential shopper needs before they click further and buy.

In addition to your key store information, ensure you provide high-resolution images that will best describe your available stock.

3. You can easily measure your ad performance

You can track the performance of your ads and local listings to see how much impact they have on your online and in-store sales.

How to set up Local Inventory Ads

o Step 1 – Set up your account

To show your local products in ads and free local listings, you’ll need a Google Merchant Centre account as well as Google My Business (GMB) Locations. For local inventory ads, a Google ads account will also be required. Link your Google My Business Locations and Google Ads accounts to your Merchant Center account to connect information across these sources.

o Step 2 - Enable local inventory ads or free local product listings

Enable local inventory ads or free local product listings in the Merchant Center to make your local products visible on Google.

o Step 3 – Add your business information

This is a crucial step of the process as this is your chance to provide detailed information about your business that will help a potential customer choose your store or your products. For example, highlight that you’re sustainable, that you sell vegan-friendly products or that you offer locally and ethically sourced produces.

o Step 4: Link your Google My Business Account

As simple as that. Link your Google My Business account to your Merchant Centre account to show your products on Google.

o Step 5: Create, register, and submit feeds

This step has 3 important stages to carry out carefully.

  • First, you should submit a primary feed list of all the products that you sell with attributes that describe them. Note that some attributes are recommended for some products, other attributes are required by Google.

  • Then proceed to create the local products inventory feed, a list of the products you sell.

  • Finally, register your feeds. To ensure that your product inventory is always accurate and up to date, we recommend uploading your product feeds frequently.

o Step 6: Verify your About page

Unless you’re in Germany, Austria and Switzerland, this step isn’t required and you can skip it.

o Step 7: Request inventory verification

Google checks that the submitted inventory information is correct and that it all matches the availability in your store. You can request verification once you’ve submitted all product feeds data.

o Step 8: Set up Google Ads for local inventory ads

Local inventory ads need you to link your Merchant Center and Google Ads accounts. You can then introduce local products into your shopping campaigns.

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Header Image Credit: blog.google


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