With Google Shopping local inventory ads, you can show your physical store inventory to potential customers nearby who are searching for your products. Ads are displayed on mobile and desktop devices. The hardware store HORNBACH went online in February and introduced new LIA functions for Google Shopping, such as “pick up today”/”pick up later”. The result is positive: for every euro invested, the conversion value is three times that of “normal” shopping ads.
HORNBACH has approximately 120,000 different articles in a wide variety. Diana Heijkoop, online store manager of HORNBACH Netherlands, said that both HORNBACH Netherlands and HORNBACH Sweden use Google search and shopping ads in this area. “With the help of automated software, we can easily create marketing campaigns for each category type in these two countries. In this way, they remain clear and we can easily determine the budget for each category group. We can also automatically exclude Keywords for shopping campaigns.”
HORNBACH started to establish LIA in December 2020. Heijkoop: ”Especially because we want to pay more attention to our connected retail strategy. This means that we are always “on”. We have a wide range online and in our branches. But we also want our services to be able to Use it offline and online anytime, anywhere. Whether you’re browsing product collections on your phone or through a store, customers should be able to use the same service anytime, anywhere.
During the Corona pandemic, Google added more features to the standard “local inventory advertising” principle “in-store”, namely:
You must activate LIA first, and then you can also use “Pickup Today”, “Pickup Later” or “Pickup on the Road”.
If you want to do odd jobs, you have to make sure that you have all the products in your home, and you are not dependent on delivery time or delivery time. Therefore, HORNBACH uses both the standard LIA function and Pickup Today. The label in the ad will clearly indicate at the right time the inventory of the product in the “physical store” (default LIA) or whether it can be picked up today (Pickup Today). You must specifically request the last feature from Google. “
HORNBACH Netherlands will display two labels: “In Winkel” and “Pickup Today”.
In addition to regular free product listings, you can also activate free local product listings in Merchant Center. The image on the right shows an example of a free LIA list from HORNBACH, which is displayed in shopping, search, and images.
Why is the result structure different every time I see it?
Google will determine which labels to display based on the user. This can be several. The content displayed in the SERP (Search Engine Results Page) also does not have a fixed structure/structure, because Google will continue to develop it.
For example, on Google’s home screen, you will see a combination of shopping results, “Google My Business” listings, organic search results, and text ads. If you click shopping, you will see, for example, shopping ads, free product listings, filtering options (such as “available in store”) and text ads. By displaying a list of free products, Shopping has become a fairer comparison tool.
Feed management: expert support from Adchieve
Before you start using local inventory ads, you need to take a few steps. First, you must have Google Ads, Google Merchant Center, and Google My Business accounts, and you must link them. Then upload 2 data sources in Google Merchant Center: your local inventory and physical inventory.
HORNBACH itself uses 3 feeds: 1 feed containing only in-store products, 1 shopping feed containing online products that are sometimes available offline, and 1 store inventory feed containing store codes.