Local Inventory Ads

Setting up LIAs is easy, but they need to be regularly updated – ideally through a third-party feed management tool. This ensures that the ads always show accurate, up-to-date information.

Product feeds

Creating and managing local inventory feeds is an important step in getting your local product ads up and running. These are a great way to connect online shoppers with real-time inventory data in your physical stores, driving traffic and sales.

LIAs can be found on Google search results pages (SERPs) and shopping tabs, as well as within image searches. They are a powerful way to promote your products to people searching on Google for the things they want in your local stores.

Shoppers can click on your ad to see if your store has the items they are looking for in stock. They can also get additional information about your products, including price and availability, before making a purchase. This is called Buy online, pick up in-store (BOPIS).

In addition to a local product feed, you can use a location extension bid modifier to increase your bids for shoppers who are close to your stores. This is a great way to boost your chances of converting a click into an in-store sale, especially during peak hours when you have more people in the store.

Adding and updating a local inventory feed can be complex, particularly for retailers with large and constantly changing inventory. Third-party tools can help to automate this process and synchronize data between inventory management systems and advertising platforms.

Inventory verification

Local inventory ads show online shoppers your in-store product availability, including price and store hours, at the moment they search on Google. They are a great way to turn online searches into in-store foot traffic and sales. However, these ads can be complex to set up and maintain, which can be difficult for retailers without the resources or technology to manage them.

A local inventory ad requires an up-to-date product feed that is submitted to the Merchant Center. The feed should contain the ad’s image, description, and price for each item in your store locations. It must also include the location of each store, as well as its address and phone number. You can create a feed manually or use a third-party tool to streamline the process and optimize your data.

Once the product feed is uploaded, it must be verified by Google to ensure accuracy. Google will send a representative to your store to compare the items in the ad against those on hand. They will also check for any non-stock items, and take pictures of products with their prices and labels visible.

Optimizing your advertisements is essential to the success of local inventory ads. This includes creating compelling ads, optimizing campaigns and ad groups, and tracking campaign performance through analytics and reporting. You should also avoid using personally identifiable information (PII) in your advertisements, such as names, addresses, email addresses, phone numbers, credit card numbers, loyalty cards, or any other data that can be used to identify an individual.

Campaign setup and optimization

A key component of a successful Local Inventory Ads campaign is maintaining accurate data. This includes ensuring that local product availability is updated regularly and that the products featured in your ads match what is available at each of your stores. To make this process easy, you can automate the updates through a third-party tool like SaveMyLeads. The service facilitates seamless integration between your inventory management system and Meta, ensuring that all information is always accurate and up-to-date without the need for manual intervention.

To set up local inventory ads, you need to create a campaign and ad group. Depending on the option you choose, you may also need to supply Google with an example product page. This is because Google uses these pages to assess whether your inventory information meets their requirements.

You can use local inventory ads to promote the products that are in your physical store, encouraging footfall to your business. This can boost your sales and help you reach your target audience at the perfect time in their purchase journey.

To get the most out of local inventory ads, you need to ensure that your ad creative is attractive and conveys your message. For example, you should highlight your store opening hours, and include a price guarantee if applicable. This way, you can encourage consumers to visit your store and buy products on the spot.

Performance monitoring and measurement

Local inventory ads (LIA) show potential customers the availability of your products in nearby physical stores. This integration bridges the gap between online searches and offline purchases, driving traffic to your store and improving customer experience.

The LIA setup process is relatively easy and fast, but ensuring the accuracy of your product data is key to delivering results. To avoid costly mistakes, consider using a solution that offers seamless integration and automation of data transfers, like SaveMyLeads. This will ensure that your data is always up-to-date, and improve your ad performance.

Once you have set up your local inventory ad campaign, it’s important to monitor and measure its performance. To do this, you’ll need to use conversion tracking, which entails monitoring consumer behavior when they click on your ads. This data will help you identify which products are selling well, and where to focus your efforts.

Another important aspect of local inventory ads is determining when to maximize bids. For example, if your business offers Buy Online, Pick Up in Store, or BOPIS, you can increase bids during store hours to attract shoppers who want to get their hands on your products quickly. This strategy will also enhance the visibility of your ads, increasing click-through and conversion rates. For best results, it’s advisable to minimize bids outside of your store hours.