Google is going to introduce local display ads for spotlighting in-store products and sales. Different from other Google ads, which highlight services and products that can be ordered online, local display ads promote and advertise goods that can be obtained at brick and mortar locations.
Local display ads are aimed at driving more foot traffic rather than driving online traffic. If you want to run local display ads, you must have a local inventory feed set up for shopping ads.
From there, you will have to ask your Google account team to participate in the pilot program. Alternatively, you can wait till the ad unit is rolled out more widely.
Other New Local Ad Updates
When it comes to local inventory feeds, Google is also planning to launch another new feature to get more customers in stores.
Local inventory is coming to Google Assistant, meaning users can ask questions like “Ok Google, where can I purchase nearby? And, they will get you a list of local stores carrying the product.
If you want your business to be added to Google Assistant’s local inventory search results, you need to have a local product inventory feed.
To capture data on how Google ads influence store visits, you will soon get a measurement for impression-based store visits in the coming months. This will track when seeing a display store as led to a store visit. Impression-based store visit measurement is based on aggregated and anonymised data from users who choose activate Location History.
Besides impression-based store visits, Google will also introduce reporting for the below insights:
- Time lag report: how much time a user takes to visit a store after clicking an ad
- Fresh vs returning customers: how many store visits came from repeat customers
- Demographic report: add store visit insights to existing demographic reports