{"id":11768,"date":"2026-04-07T12:18:06","date_gmt":"2026-04-07T10:18:06","guid":{"rendered":"https:\/\/highstreet.io\/?p=11768"},"modified":"2026-04-07T14:02:45","modified_gmt":"2026-04-07T12:02:45","slug":"local-inventory-ads-what-they-are-how-they-work-how-setup-on-google","status":"publish","type":"post","link":"https:\/\/highstreet.io\/en\/local-inventory-ads-cosa-sono-come-funzionano-come-configurarle-su-google\/","title":{"rendered":"Local Inventory Ads: what they are, how they work and how to set them up on Google"},"content":{"rendered":"<span data-contrast=\"auto\">Ogni giorno milioni di consumatori cercano su Google prodotti che possono acquistare vicino a loro. Frasi come &#8220;scarpe running vicino a me&#8221; o &#8220;lavatrice disponibile oggi in negozio&#8221; sono sempre pi\u00f9 frequenti, e dietro molte di queste ricerche c&#8217;\u00e8 un&#8217;intenzione precisa: entrare in un punto vendita fisico entro poche ore. Secondo Google, il 28% delle ricerche locali genera una visita in negozio entro 24 ore.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<span data-contrast=\"auto\">In\u00a0questo\u00a0scenario, la\u00a0sfida\u00a0per\u00a0i\u00a0retailer con\u00a0punti\u00a0vendita\u00a0fisici\u00a0\u00e8\u00a0chiara: come\u00a0farsi\u00a0trovare\u00a0nel\u00a0momento\u00a0esatto\u00a0in cui un\u00a0potenziale\u00a0cliente\u00a0sta\u00a0cercando\u00a0un\u00a0prodotto\u00a0che\u00a0hai\u00a0in\u00a0magazzino?<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<span data-contrast=\"auto\">La risposta si chiama Local Inventory Ads (LIA): un formato pubblicitario di Google progettato per connettere chi cerca online con chi vende offline. In questa guida vedremo cosa sono, perch\u00e9 possono fare la differenza per un business con negozi fisici, e come configurarle passo dopo passo su Google Merchant Center e Google Ads.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<h2><span class=\"TextRun MacChromeBold SCXW117634417 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW117634417 BCX0\" data-ccp-parastyle=\"heading 20\">1. Cosa\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW117634417 BCX0\" data-ccp-parastyle=\"heading 20\">sono<\/span><span class=\"NormalTextRun SCXW117634417 BCX0\" data-ccp-parastyle=\"heading 20\">\u00a0le Local Inventory Ads?<\/span><\/span><span class=\"EOP SCXW117634417 BCX0\" data-ccp-props=\"{&quot;335559738&quot;:400,&quot;335559739&quot;:180,&quot;335572079&quot;:4,&quot;335572080&quot;:4,&quot;335572081&quot;:11957550,&quot;469789806&quot;:&quot;single&quot;}\">\u00a0<\/span><\/h2>\n<span data-contrast=\"auto\">Le Local Inventory Ads sono annunci Shopping che Google mostra agli utenti nelle vicinanze di un negozio fisico quando cercano prodotti disponibili in quel punto vendita. A differenza degli annunci Shopping standard \u2014 pensati per generare vendite online \u2014 le LIA sono progettate per generare traffico in negozio, o per promuovere il ritiro in store di un acquisto effettuato online (modello BOPIS: Buy Online, Pick Up In Store).<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<span data-contrast=\"auto\">Visivamente, le LIA\u00a0si\u00a0riconoscono\u00a0per\u00a0alcune\u00a0etichette\u00a0caratteristiche\u00a0che\u00a0compaiono\u00a0accanto\u00a0al\u00a0prodotto:<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">&#8220;Disponibile\u00a0in\u00a0negozio&#8221;<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">&#8220;Ritiro\u00a0oggi&#8221;<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">&#8220;Ritiro\u00a0nelle\u00a0vicinanze&#8221;<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<span data-contrast=\"auto\">Cliccando sull&#8217;annuncio, l&#8217;utente viene portato su una pagina \u2014 chiamata storefront \u2014 che mostra le informazioni del negozio: disponibilit\u00e0 del prodotto, prezzo, orari di apertura, indirizzo e indicazioni stradali.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<h3><span class=\"TextRun MacChromeBold SCXW116633565 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun CommentStart CommentHighlightPipeRest CommentHighlightRest SCXW116633565 BCX0\" data-ccp-parastyle=\"heading 30\">Dove\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed CommentHighlightRest SCXW116633565 BCX0\" data-ccp-parastyle=\"heading 30\">appaiono<\/span><span class=\"NormalTextRun CommentHighlightRest SCXW116633565 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0le Local Inventory Ad<\/span><span class=\"NormalTextRun CommentHighlightRest SCXW116633565 BCX0\" data-ccp-parastyle=\"heading 30\">s<\/span><\/span><\/h3>\n<span data-contrast=\"auto\">Le LIA\u00a0possono\u00a0comparire\u00a0in\u00a0diversi\u00a0punti\u00a0dell&#8217;ecosistema\u00a0Google:<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Risultati\u00a0di\u00a0ricerca\u00a0Google\u00a0\u2014\u00a0nella\u00a0scheda\u00a0Shopping in\u00a0evidenza\u00a0o\u00a0nella\u00a0colonna\u00a0dedicata<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"5\" data-aria-level=\"1\"><span data-contrast=\"auto\">Google Shopping \u2014 la\u00a0sezione\u00a0specifica\u00a0per\u00a0gli\u00a0annunci\u00a0prodotto<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"6\" data-aria-level=\"1\"><span data-contrast=\"auto\">Google Maps \u2014\u00a0quando\u00a0un\u00a0utente\u00a0cerca\u00a0un\u00a0prodotto\u00a0nella\u00a0mappa<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"7\" data-aria-level=\"1\"><span data-contrast=\"auto\">Risultati\u00a0di\u00a0ricerca\u00a0immagini\u00a0di Google<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<span data-contrast=\"auto\">La geolocalizzazione \u00e8 al centro del meccanismo: Google mostra le LIA agli utenti che si trovano fisicamente in prossimit\u00e0 del negozio, o che hanno mostrato un interesse rilevante per quella zona geografica.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<h3><span class=\"TextRun MacChromeBold SCXW240781749 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW240781749 BCX0\" data-ccp-parastyle=\"heading 30\">Local Inventory Ads vs Google Shopping standard: le\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW240781749 BCX0\" data-ccp-parastyle=\"heading 30\">differenze<\/span><span class=\"NormalTextRun SCXW240781749 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW240781749 BCX0\" data-ccp-parastyle=\"heading 30\">chiave<\/span><\/span><\/h3>\n<span class=\"TextRun SCXW177516641 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW177516641 BCX0\">Le due\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW177516641 BCX0\">tipologie<\/span><span class=\"NormalTextRun SCXW177516641 BCX0\">\u00a0di\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW177516641 BCX0\">annunci<\/span><span class=\"NormalTextRun SCXW177516641 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW177516641 BCX0\">spesso<\/span><span class=\"NormalTextRun SCXW177516641 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW177516641 BCX0\">coesistono<\/span><span class=\"NormalTextRun SCXW177516641 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW177516641 BCX0\">nelle<\/span><span class=\"NormalTextRun SCXW177516641 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW177516641 BCX0\">campagne<\/span><span class=\"NormalTextRun SCXW177516641 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW177516641 BCX0\">dei<\/span><span class=\"NormalTextRun SCXW177516641 BCX0\">\u00a0retailer, ma\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW177516641 BCX0\">hanno<\/span><span class=\"NormalTextRun SCXW177516641 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW177516641 BCX0\">obiettivi<\/span><span class=\"NormalTextRun SCXW177516641 BCX0\">\u00a0e\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW177516641 BCX0\">meccanismi<\/span><span class=\"NormalTextRun SCXW177516641 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW177516641 BCX0\">distinti<\/span><span class=\"NormalTextRun SCXW177516641 BCX0\">. Ecco un\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW177516641 BCX0\">confronto<\/span><span class=\"NormalTextRun SCXW177516641 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW177516641 BCX0\">diretto:<\/span><\/span>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Obiettivo:<\/span><\/b><span data-contrast=\"auto\"> le Shopping Ads standard puntano a generare vendite online, mentre le Local Inventory Ads sono progettate specificamente per portare clienti fisici in negozio<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Targeting:<\/span><\/b><span data-contrast=\"auto\"> le\u00a0campagne\u00a0tradizionali\u00a0si\u00a0basano\u00a0su\u00a0keyword e audience, le LIA\u00a0invece\u00a0sfruttano\u00a0la\u00a0vicinanza\u00a0geografica\u00a0dell&#8217;utente\u00a0al punto\u00a0vendita,\u00a0rendendo\u00a0gli\u00a0annunci\u00a0rilevanti\u00a0solo per chi\u00a0si\u00a0trova\u00a0realmente\u00a0nelle\u00a0vicinanze<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Landing page:<\/span><\/b><span data-contrast=\"auto\"> dopo il clic, le Shopping Ads standard rimandano alla pagina prodotto sull&#8217;eCommerce, mentre le LIA portano l&#8217;utente alla Google Storefront o a una pagina locale del merchant, con informazioni specifiche sul negozio<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Etichette:<\/span><\/b><span data-contrast=\"auto\"> le Local Inventory\u00a0Ads\u00a0mostrano badge esclusivi come &#8220;Disponibile in negozio&#8221; e &#8220;Ritiro oggi&#8221;, del tutto assenti nelle campagne Shopping tradizionali<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"5\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Feed richiesti:<\/span><\/b><span data-contrast=\"auto\"> le LIA necessitano di un feed aggiuntivo rispetto al solo\u00a0Primary\u00a0product feed, ovvero il Local Product Inventory Feed, che certifica la disponibilit\u00e0 reale dei prodotti in ogni punto vendita<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"6\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Verifica Google:<\/span><\/b><span data-contrast=\"auto\"> a differenza delle Shopping\u00a0Ads\u00a0standard, le LIA richiedono una verifica dell&#8217;inventario fisico da parte di Google prima di poter andare live<\/span><\/li>\n<\/ul>\n<span data-contrast=\"auto\">In sintesi, le Local Inventory Ads sono lo strumento ideale per i retailer con punti vendita fisici che vogliono connettere il canale digitale con quello fisico, mentre le Shopping Ads tradizionali restano la soluzione di riferimento per gli eCommerce puri o per strategie prettamente online.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\n<h3><span class=\"TextRun Highlight MacChromeBold SCXW268384078 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SpellingErrorV2Themed SpellingErrorHighlight SCXW268384078 BCX0\">Raggiungere<\/span><span class=\"NormalTextRun SCXW268384078 BCX0\">\u00a0il\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW268384078 BCX0\">pubblico<\/span><span class=\"NormalTextRun SCXW268384078 BCX0\"> giusto<\/span><\/span><\/h3>\n<span data-contrast=\"auto\">Uno degli aspetti pi\u00f9 potenti delle Local Inventory\u00a0Ads\u00a0\u00e8 la capacit\u00e0 di intercettare utenti con un&#8217;intenzione d&#8217;acquisto immediata e locale. Chi cerca un prodotto con query come &#8220;vicino a me&#8221; o &#8220;disponibile oggi&#8221; non sta semplicemente navigando: sta per comprare. Le LIA sono progettate esattamente per questo momento.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\n<p>&nbsp;<\/p>\n<span data-contrast=\"auto\">Per sfruttare al massimo questa caratteristica, \u00e8 fondamentale lavorare su due livelli. <\/span><span data-contrast=\"auto\">Il primo \u00e8 il targeting geografico: impostare i parametri di localizzazione in modo che gli annunci vengano mostrati solo nelle aree presidiate dai punti vendita fisici, modulando le offerte in base alla distanza dell&#8217;utente dallo store. Il secondo livello riguarda la segmentazione del pubblico: affinare la platea in base a dati demografici, interessi e comportamenti d&#8217;acquisto permette di aumentare la rilevanza dell&#8217;annuncio e, di conseguenza, le probabilit\u00e0 di conversione.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\n<p>&nbsp;<\/p>\n<span data-contrast=\"auto\">Un altro fattore spesso sottovalutato \u00e8 il timing. Identificare le fasce orarie e i giorni con maggiore traffico in negozio \u2014 e aumentare le offerte in quei momenti \u2014 consente di concentrare il budget quando gli utenti sono pi\u00f9 propensi ad agire. Allo stesso modo, allocare budget maggiori sui prodotti pi\u00f9 redditizi o a pi\u00f9 alta rotazione permette di massimizzare il ritorno sulla spesa pubblicitaria, lasciando i prodotti a bassa marginalit\u00e0 su strategie pi\u00f9 conservative.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\n<h2><span class=\"TextRun MacChromeBold SCXW227061023 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW227061023 BCX0\" data-ccp-parastyle=\"heading 20\">2.\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW227061023 BCX0\" data-ccp-parastyle=\"heading 20\">Perch\u00e9<\/span><span class=\"NormalTextRun SCXW227061023 BCX0\" data-ccp-parastyle=\"heading 20\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW227061023 BCX0\" data-ccp-parastyle=\"heading 20\">usare<\/span><span class=\"NormalTextRun SCXW227061023 BCX0\" data-ccp-parastyle=\"heading 20\">\u00a0le Local Inventory Ads:\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW227061023 BCX0\" data-ccp-parastyle=\"heading 20\">vantaggi<\/span><span class=\"NormalTextRun SCXW227061023 BCX0\" data-ccp-parastyle=\"heading 20\">\u00a0e\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW227061023 BCX0\" data-ccp-parastyle=\"heading 20\">casi<\/span><span class=\"NormalTextRun SCXW227061023 BCX0\" data-ccp-parastyle=\"heading 20\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW227061023 BCX0\" data-ccp-parastyle=\"heading 20\">d&#8217;uso<\/span><\/span><\/h2>\n<span data-contrast=\"auto\">Secondo Google, oltre il 50% degli acquirenti ricerca un prodotto online prima di recarsi in un negozio fisico. Le Local Inventory Ads intercettano esattamente questo momento: quello in cui l&#8217;utente sta ancora decidendo dove comprare, e la disponibilit\u00e0 locale pu\u00f2 fare la differenza tra una vendita fisica conquistata e una persa a favore di un marketplace online.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<span data-contrast=\"auto\">Per un retailer con\u00a0punti\u00a0vendita\u00a0fisici,\u00a0i\u00a0vantaggi\u00a0sono\u00a0concreti:<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"8\" data-aria-level=\"1\"><span data-contrast=\"auto\">Intercettare\u00a0l&#8217;utente\u00a0nella\u00a0fase\u00a0di\u00a0ricerca\u00a0locale,\u00a0quando\u00a0l&#8217;intenzione\u00a0d&#8217;acquisto\u00a0\u00e8\u00a0alta\u00a0e la\u00a0vicinanza\u00a0geografica\u00a0diventa\u00a0un\u00a0fattore\u00a0determinante\u00a0nella\u00a0scelta<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"9\" data-aria-level=\"1\"><span data-contrast=\"auto\">Competere\u00a0con\u00a0i\u00a0grandi\u00a0marketplace\u00a0su\u00a0un\u00a0terreno\u00a0dove\u00a0questi\u00a0hanno\u00a0poco\u00a0vantaggio: la\u00a0disponibilit\u00e0\u00a0immediata\u00a0e la\u00a0prossimit\u00e0\u00a0fisica\u00a0al\u00a0cliente<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"10\" data-aria-level=\"1\"><span data-contrast=\"auto\">Valorizzare\u00a0lo stock\u00a0presente\u00a0in\u00a0negozio,\u00a0contribuendo\u00a0a\u00a0ridurre\u00a0le\u00a0giacenze\u00a0e\u00a0massimizzare\u00a0il sell-through rate<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"11\" data-aria-level=\"1\"><span data-contrast=\"auto\">Offrire\u00a0un&#8217;esperienza\u00a0omnicanale\u00a0coerente, in cui il\u00a0canale\u00a0digitale\u00a0e\u00a0quello\u00a0fisico\u00a0si\u00a0integrano\u00a0anzich\u00e9\u00a0competere<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"12\" data-aria-level=\"1\"><span data-contrast=\"auto\">Supportare\u00a0il\u00a0modello\u00a0BOPIS (Buy Online, Pick Up\u00a0In\u00a0Store), sempre\u00a0pi\u00f9\u00a0richiesto\u00a0dai\u00a0consumatori\u00a0per\u00a0comodit\u00e0\u00a0e\u00a0velocit\u00e0\u00a0di\u00a0disponibilit\u00e0<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"13\" data-aria-level=\"1\">Migliorare\u00a0il ROAS\u00a0complessivo<span data-contrast=\"auto\">: le campagne LIA generano in media un ROAS omnicanale maggiore rispetto alle sole Shopping Ads standard, grazie alla combinazione di traffico online e conversioni fisiche<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"14\" data-aria-level=\"1\">Aumentare la\u00a0visibilit\u00e0\u00a0nelle\u00a0SERP<span data-contrast=\"auto\">, posizionandosi in modo prominente non solo nelle ricerche di prodotto tradizionali, ma anche nelle query locali &#8220;vicino a me&#8221; e su Google Maps, dove l&#8217;intento d&#8217;acquisto immediato \u00e8 massimo<\/span><\/li>\n<\/ul>\n<h3><span class=\"NormalTextRun SCXW209745323 BCX0\" data-ccp-parastyle=\"heading 30\">I\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW209745323 BCX0\" data-ccp-parastyle=\"heading 30\">risultati<\/span><span class=\"NormalTextRun SCXW209745323 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0in numeri<\/span><\/h3>\n<p><b><span data-contrast=\"auto\">Retail ottico e\u00a0luxury\u00a0eyewear \u2014 Integrazione omnicanale su scala globale<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<span data-contrast=\"auto\">Un grande retailer nel settore dell&#8217;occhialeria di lusso si trovava di fronte a una sfida comune ma tutt&#8217;altro che semplice: massimizzare il ritorno sull&#8217;investimento pubblicitario collegando efficacemente la presenza online con quella fisica dei propri negozi. Grazie a\u00a0<a href=\"https:\/\/highstreet.io\/\">Highstreet.io<\/a>, il\u00a0brand\u00a0ha integrato le Local Inventory\u00a0Ads\u00a0con le campagne Google Shopping esistenti, introducendo anche funzionalit\u00e0 avanzate come il badge &#8220;ritiro differito&#8221; per i prodotti non immediatamente disponibili in store \u2014 permettendo cos\u00ec di promuovere l&#8217;intero catalogo senza limitazioni. I risultati hanno confermato la bont\u00e0 della strategia: +15% di traffico online, +70% di ordini click-and-collect\u00a0e un incremento del +124% anno su anno sulle spedizioni con ritiro in punto vendita.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\n<p>&nbsp;<\/p>\n<p><b><span data-contrast=\"auto\">Fashion\u00a0luxury\u00a0\u2014 Drive-to-store per un\u00a0brand\u00a0di alta moda<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<span data-contrast=\"auto\">Un\u00a0brand\u00a0internazionale di moda di lusso voleva trasformare la propria presenza digitale in traffico reale verso i negozi fisici, sfruttando il servizio click-and-collect\u00a0gi\u00e0 attivo sul sito.\u00a0<a href=\"https:\/\/highstreet.io\/\">Highstreet.io<\/a>\u00a0ha reso possibile l&#8217;integrazione della funzionalit\u00e0 BOPIS \u2014 acquista online, ritira in negozio \u2014 direttamente all&#8217;interno delle campagne Shopping, alimentata da un feed automatico con disponibilit\u00e0 dei prodotti in tempo reale. Il confronto con le campagne Shopping tradizionali ha parlato chiaro: il tasso di visite in negozio \u00e8 raddoppiato, con un costo per clic inferiore del 10% rispetto alle attivit\u00e0 senza Local Inventory\u00a0Ads.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\n<h2><span class=\"TextRun MacChromeBold SCXW122742678 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW122742678 BCX0\" data-ccp-parastyle=\"heading 20\">3.\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SpellingErrorHighlight SCXW122742678 BCX0\" data-ccp-parastyle=\"heading 20\">Requisiti<\/span><span class=\"NormalTextRun SCXW122742678 BCX0\" data-ccp-parastyle=\"heading 20\">\u00a0per\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW122742678 BCX0\" data-ccp-parastyle=\"heading 20\">attivare<\/span><span class=\"NormalTextRun SCXW122742678 BCX0\" data-ccp-parastyle=\"heading 20\">\u00a0le Local Inventory Ads<\/span><\/span><\/h2>\n<span class=\"TextRun SCXW151784281 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW151784281 BCX0\">Prima di\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW151784281 BCX0\">avviare<\/span><span class=\"NormalTextRun SCXW151784281 BCX0\">\u00a0il setup, \u00e8\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW151784281 BCX0\">importante<\/span><span class=\"NormalTextRun SCXW151784281 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW151784281 BCX0\">verificare<\/span><span class=\"NormalTextRun SCXW151784281 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW151784281 BCX0\">che<\/span><span class=\"NormalTextRun SCXW151784281 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW151784281 BCX0\">l&#8217;attivit\u00e0<\/span><span class=\"NormalTextRun SCXW151784281 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW151784281 BCX0\">soddisfi<\/span><span class=\"NormalTextRun SCXW151784281 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW151784281 BCX0\">i<\/span><span class=\"NormalTextRun SCXW151784281 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW151784281 BCX0\">requisiti<\/span><span class=\"NormalTextRun SCXW151784281 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW151784281 BCX0\">richiesti<\/span><span class=\"NormalTextRun SCXW151784281 BCX0\">\u00a0da Google per\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW151784281 BCX0\">poter<\/span><span class=\"NormalTextRun SCXW151784281 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW151784281 BCX0\">utilizzare<\/span><span class=\"NormalTextRun SCXW151784281 BCX0\"> le LIA.<\/span><\/span>\n<h3><span class=\"TextRun MacChromeBold SCXW113584414 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SpellingErrorV2Themed SCXW113584414 BCX0\" data-ccp-parastyle=\"heading 30\">Requisiti<\/span><span class=\"NormalTextRun SCXW113584414 BCX0\" data-ccp-parastyle=\"heading 30\"> lato business<\/span><\/span><\/h3>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"15\" data-aria-level=\"1\"><span data-contrast=\"auto\">Avere\u00a0almeno\u00a0un\u00a0negozio\u00a0fisico\u00a0aperto\u00a0al\u00a0pubblico\u00a0e\u00a0accessibile\u00a0senza\u00a0obbligo\u00a0di\u00a0acquisto\u00a0aggiuntivo<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"16\" data-aria-level=\"1\"><span data-contrast=\"auto\">Operare in uno dei paesi in cui le LIA sono disponibili: tra questi Italia, Francia, Germania, Spagna, Regno Unito, Stati Uniti, Canada, Australia e Giappone. La lista aggiornata \u00e8 consultabile nella documentazione ufficiale di Google Merchant Center<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"17\" data-aria-level=\"1\"><span data-contrast=\"auto\">Rispettare\u00a0le policy di Google Shopping per\u00a0quanto\u00a0riguarda\u00a0prodotti,\u00a0prezzi\u00a0e\u00a0informazioni\u00a0sull&#8217;attivit\u00e0<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"18\" data-aria-level=\"1\"><span data-contrast=\"auto\">Non includere nei feed dati personali dei clienti (PII): nomi, indirizzi email, numeri di telefono, codici fedelt\u00e0 o qualsiasi altra informazione riconducibile a un singolo individuo non devono mai essere trasmessi a Google nell&#8217;ambito delle LIA.<\/span><\/li>\n<\/ul>\n<h3><span class=\"TextRun MacChromeBold SCXW209315303 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW209315303 BCX0\" data-ccp-parastyle=\"heading 30\">Account e\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW209315303 BCX0\" data-ccp-parastyle=\"heading 30\">strumenti<\/span><span class=\"NormalTextRun SCXW209315303 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW209315303 BCX0\" data-ccp-parastyle=\"heading 30\">necessari<\/span><\/span><\/h3>\n<span data-contrast=\"auto\">Per far\u00a0funzionare\u00a0le Local Inventory Ads\u00a0servono\u00a0tre\u00a0account Google, tutti\u00a0collegati\u00a0tra\u00a0loro.\u00a0Ognuno\u00a0svolge\u00a0un\u00a0ruolo\u00a0preciso:<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span><span data-ccp-props=\"{&quot;335559738&quot;:60,&quot;335559739&quot;:0}\">\u00a0<\/span>\n<ol>\n<li><b><span data-contrast=\"auto\"> Google Merchant Center<\/span><\/b>: il &#8220;magazzino&#8221; da cui Google\u00a0preleva\u00a0le\u00a0informazioni\u00a0sui\u00a0prodotti\u00a0e\u00a0sull&#8217;inventario\u00a0locale. Deve\u00a0avere\u00a0abilitata\u00a0la\u00a0funzionalit\u00e0\u00a0Local Inventory.<span style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, 'Noto Sans', sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji';\" data-ccp-props=\"{&quot;335559685&quot;:360,&quot;335559738&quot;:0,&quot;335559739&quot;:110}\">\u00a0<\/span><\/li>\n<\/ol>\n<ol start=\"2\">\n<li><b><span data-contrast=\"auto\"> Google Business Profile<\/span><\/b>: contiene le informazioni sul negozio fisico: indirizzo, orari di apertura, contatti. Deve essere verificato e collegato al Merchant Center. \u00c8 fondamentale che i dati siano accurati e aggiornati.<span style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, 'Noto Sans', sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji';\" data-ccp-props=\"{&quot;335559685&quot;:360,&quot;335559738&quot;:0,&quot;335559739&quot;:110}\">\u00a0<\/span><\/li>\n<\/ol>\n<ol start=\"3\">\n<li><b><span data-contrast=\"auto\"> Google Ads<\/span><\/b>: la piattaforma da cui vengono gestite le campagne e i budget. Le LIA vengono attivate all&#8217;interno delle campagne Shopping o Performance Max.<span style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, 'Noto Sans', sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji';\" data-ccp-props=\"{&quot;335559685&quot;:360,&quot;335559738&quot;:0,&quot;335559739&quot;:110}\">\u00a0<\/span><\/li>\n<\/ol>\n<span data-ccp-props=\"{&quot;335559738&quot;:60,&quot;335559739&quot;:0}\">\u00a0<\/span><span data-contrast=\"auto\">Se uno\u00a0dei\u00a0tre\u00a0account non \u00e8\u00a0ancora\u00a0attivo\u00a0o non \u00e8\u00a0collegato, \u00e8\u00a0necessario\u00a0completare\u00a0questa\u00a0fase\u00a0prima di\u00a0procedere\u00a0con il setup delle LIA.<\/span>\n<h2><span class=\"TextRun MacChromeBold SCXW62926296 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW62926296 BCX0\" data-ccp-parastyle=\"heading 20\">4. Come\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW62926296 BCX0\" data-ccp-parastyle=\"heading 20\">configurare<\/span><span class=\"NormalTextRun SCXW62926296 BCX0\" data-ccp-parastyle=\"heading 20\">\u00a0le Local Inventory Ads:\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW62926296 BCX0\" data-ccp-parastyle=\"heading 20\">guida<\/span><span class=\"NormalTextRun SCXW62926296 BCX0\" data-ccp-parastyle=\"heading 20\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW62926296 BCX0\" data-ccp-parastyle=\"heading 20\">passo<\/span><span class=\"NormalTextRun SCXW62926296 BCX0\" data-ccp-parastyle=\"heading 20\">\u00a0dopo\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW62926296 BCX0\" data-ccp-parastyle=\"heading 20\">passo<\/span><\/span><\/h2>\n<h3><span class=\"TextRun MacChromeBold SCXW236186064 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW236186064 BCX0\" data-ccp-parastyle=\"heading 30\">Step 1 \u2014\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW236186064 BCX0\" data-ccp-parastyle=\"heading 30\">Collega<\/span><span class=\"NormalTextRun SCXW236186064 BCX0\" data-ccp-parastyle=\"heading 30\"> Google Business Profile, Merchant Center e Google Ads<\/span><\/span><\/h3>\n<span data-contrast=\"auto\">Il primo\u00a0passo\u00a0\u00e8\u00a0assicurarsi\u00a0che\u00a0i\u00a0tre\u00a0account\u00a0siano\u00a0collegati\u00a0tra\u00a0loro. Dal\u00a0pannello\u00a0di Google Merchant Center:<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"19\" data-aria-level=\"1\"><span data-contrast=\"auto\">Vai\u00a0su\u00a0Impostazioni\u00a0\u2192 Account\u00a0collegati<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"20\" data-aria-level=\"1\"><span data-contrast=\"auto\">Collega\u00a0il Google Business Profile\u00a0selezionando\u00a0la\u00a0sede\u00a0o le\u00a0sedi\u00a0che\u00a0parteciperanno\u00a0alle LIA<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"21\" data-aria-level=\"1\"><span data-contrast=\"auto\">Collega\u00a0l&#8217;account\u00a0Google Ads\u00a0tramite\u00a0ID\u00a0cliente<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<span data-contrast=\"auto\">Se gestisci pi\u00f9 sedi, assicurati che ciascuna sia presente e verificata nel Business Profile con indirizzo, orari e informazioni complete e aggiornate.<\/span>\n<h3><span class=\"TextRun MacChromeBold SCXW148073671 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW148073671 BCX0\" data-ccp-parastyle=\"heading 30\">Step 2 \u2014\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW148073671 BCX0\" data-ccp-parastyle=\"heading 30\">Abilita<\/span><span class=\"NormalTextRun SCXW148073671 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0le Local Inventory Ads\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW148073671 BCX0\" data-ccp-parastyle=\"heading 30\">su<\/span><span class=\"NormalTextRun SCXW148073671 BCX0\" data-ccp-parastyle=\"heading 30\"> Google Merchant Center<\/span><\/span><\/h3>\n<span data-contrast=\"auto\">Una volta\u00a0collegati\u00a0gli\u00a0account:<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"22\" data-aria-level=\"1\"><span data-contrast=\"auto\">Vai\u00a0su\u00a0Crescita\u00a0\u2192\u00a0Gestisci\u00a0programmi\u00a0nel\u00a0pannello\u00a0di Merchant Center<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"23\" data-aria-level=\"1\"><span data-contrast=\"auto\">Seleziona\u00a0&#8220;Annunci\u00a0di\u00a0inventario\u00a0locale&#8221; e\u00a0clicca\u00a0su\u00a0Inizia<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"24\" data-aria-level=\"1\"><span data-contrast=\"auto\">Inserisci\u00a0le\u00a0informazioni\u00a0richieste:\u00a0nome\u00a0del\u00a0negozio,\u00a0indirizzo,\u00a0dettagli\u00a0di\u00a0contatto<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"25\" data-aria-level=\"1\"><span data-contrast=\"auto\">Seleziona il paese in cui si trovano i tuoi punti vendita<\/span><\/li>\n<\/ul>\n<h3><span class=\"TextRun MacChromeBold SCXW115705021 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW115705021 BCX0\" data-ccp-parastyle=\"heading 30\">Step 3 \u2014\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW115705021 BCX0\" data-ccp-parastyle=\"heading 30\">Scegli<\/span><span class=\"NormalTextRun SCXW115705021 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0il\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW115705021 BCX0\" data-ccp-parastyle=\"heading 30\">tipo<\/span><span class=\"NormalTextRun SCXW115705021 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0di\u00a0<\/span><span class=\"NormalTextRun SCXW115705021 BCX0\" data-ccp-parastyle=\"heading 30\">landing page<\/span><\/span><\/h3>\n<span data-contrast=\"auto\">Uno dei passaggi pi\u00f9 importanti \u2014 e spesso sottovalutati \u2014 \u00e8 la scelta della pagina di destinazione. Google offre tre opzioni, <\/span><span data-contrast=\"auto\">con\u00a0livelli\u00a0crescenti\u00a0di\u00a0complessit\u00e0\u00a0e\u00a0controllo:<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span><span data-ccp-props=\"{&quot;335559738&quot;:80,&quot;335559739&quot;:0}\">\u00a0<\/span>\n<ul>\n<li><b><span data-contrast=\"auto\">Google-Hosted Local Storefront (GHLS) <\/span><\/b><span data-contrast=\"auto\">\u2014 la soluzione pi\u00f9 semplice<\/span><span data-ccp-props=\"{&quot;335559685&quot;:360,&quot;335559738&quot;:0,&quot;335559739&quot;:110}\">\u00a0<\/span><\/li>\n<\/ul>\n<span data-contrast=\"auto\">Google crea e ospita la pagina prodotto per conto del merchant. Ideale per chi non ha pagine di disponibilit\u00e0 per negozio sul proprio sito. Lo svantaggio \u00e8 che l&#8217;utente rimane nell&#8217;ecosistema Google anzich\u00e9 atterrare sul sito del merchant.<\/span><span data-ccp-props=\"{&quot;335559685&quot;:360,&quot;335559738&quot;:0,&quot;335559739&quot;:110}\">\u00a0<\/span>\n<ul>\n<li><b><span data-contrast=\"auto\">Merchant-Managed Basic <\/span><\/b><span data-contrast=\"auto\">\u2014 controllo intermedio<\/span><span data-ccp-props=\"{&quot;335559685&quot;:360,&quot;335559738&quot;:0,&quot;335559739&quot;:110}\">\u00a0<\/span><\/li>\n<\/ul>\n<span data-contrast=\"auto\">Il merchant gestisce la landing page, che mostra la disponibilit\u00e0 del prodotto per negozio. Richiede sviluppo lato sito, ma permette una maggiore coerenza con l&#8217;esperienza sul proprio eCommerce.<\/span><span data-ccp-props=\"{&quot;335559685&quot;:360,&quot;335559738&quot;:0,&quot;335559739&quot;:110}\">\u00a0<\/span>\n<ul>\n<li><b><span data-contrast=\"auto\">Merchant-Managed Full <\/span><\/b><span data-contrast=\"auto\">\u2014 soluzione avanzata<\/span><span data-ccp-props=\"{&quot;335559685&quot;:360,&quot;335559738&quot;:0,&quot;335559739&quot;:110}\">\u00a0<\/span><\/li>\n<\/ul>\n<span data-contrast=\"auto\">La\u00a0versione\u00a0pi\u00f9\u00a0completa:\u00a0prezzi\u00a0e\u00a0disponibilit\u00e0\u00a0specifici\u00a0per ogni\u00a0singolo\u00a0punto\u00a0vendita.\u00a0Adatta\u00a0a\u00a0catene\u00a0con\u00a0pi\u00f9\u00a0sedi\u00a0e\u00a0politiche\u00a0di\u00a0prezzo\u00a0differenziate.<\/span><span data-ccp-props=\"{&quot;335559685&quot;:360,&quot;335559738&quot;:0,&quot;335559739&quot;:110}\">\u00a0<\/span>\n<span data-contrast=\"auto\">Per la maggior parte dei retailer che si avvicinano alle LIA per la prima volta, il Google-Hosted Local Storefront \u00e8 il punto di partenza raccomandato. \u00c8 possibile migrare verso le opzioni merchant-managed in una fase successiva, una volta verificata la performance della campagna.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<p>&nbsp;<\/p>\n<p><b><span data-contrast=\"auto\">Landing Page personalizzata con Highstreet.io<\/span><\/b> \u2014 la soluzione esclusiva<\/p>\n<span data-contrast=\"auto\">Esiste un quarto livello, riservato a chi lavora con <a href=\"https:\/\/highstreet.io\/\">Highstreet.io<\/a>: la creazione di landing page completamente personalizzate, ospitate sul dominio del merchant e progettate per massimizzare l&#8217;engagement locale. Highstreet.io sviluppa esperienze su misura con layout ottimizzati per la conversione, funzionalit\u00e0 avanzate come opzioni di ritiro, prenotazione di appuntamenti e scheduled pickup, oltre a CTA flessibili configurabili in base alle esigenze specifiche del retailer.<\/span>\n<span data-contrast=\"auto\">Il risultato \u00e8 un&#8217;esperienza di acquisto locale coerente con il brand, che aumenta la visibilit\u00e0 in SERP, migliora l&#8217;engagement degli utenti locali e contribuisce direttamente a incrementare le vendite in negozio \u2014 riducendo al contempo i costi logistici legati alle spedizioni a lunga distanza. Una capacit\u00e0 che non si trova facilmente altrove e che rappresenta uno dei vantaggi pi\u00f9 distintivi della piattaforma.<\/span>\n<h3><span class=\"TextRun MacChromeBold SCXW107467736 BCX0\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW107467736 BCX0\" data-ccp-parastyle=\"heading 30\">Step 4 \u2014 Carica il Primary Product Feed<\/span><\/span><\/h3>\n<span data-contrast=\"auto\">Il Primary Product Feed \u00e8 il feed gi\u00e0 utilizzato per le campagne Shopping <\/span><span data-contrast=\"auto\">standard: contiene le informazioni generali sui prodotti (ID, titolo, descrizione, prezzo, immagini, URL). Se hai gi\u00e0 un feed Shopping attivo, in molti casi non \u00e8 necessario crearne uno nuovo \u2014 \u00e8 sufficiente verificare la presenza degli attributi chiave:<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"26\" data-aria-level=\"1\"><span data-contrast=\"auto\">id \u2014\u00a0identificativo\u00a0univoco\u00a0del\u00a0prodotto<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"27\" data-aria-level=\"1\"><span data-contrast=\"auto\">title \u2014\u00a0titolo\u00a0chiaro\u00a0e\u00a0descrittivo<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"28\" data-aria-level=\"1\"><span data-contrast=\"auto\">price \u2014\u00a0prezzo\u00a0di\u00a0vendita<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"29\" data-aria-level=\"1\"><span data-contrast=\"auto\">availability \u2014\u00a0disponibilit\u00e0\u00a0generale del\u00a0prodotto\u00a0(non locale:\u00a0quella\u00a0va\u00a0nel\u00a0feed\u00a0separato)<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"30\" data-aria-level=\"1\"><span data-contrast=\"auto\">link \u2014 URL della\u00a0pagina\u00a0prodotto<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"31\" data-aria-level=\"1\"><span data-contrast=\"auto\">image_link \u2014 URL dell&#8217;immagine principale<\/span><\/li>\n<\/ul>\n<h3><span class=\"TextRun MacChromeBold SCXW257217880 BCX0\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW257217880 BCX0\" data-ccp-parastyle=\"heading 30\">Step 5 \u2014 Crea e carica il Local Product Inventory Feed<\/span><\/span><\/h3>\n<span data-contrast=\"auto\">Questo \u00e8 il feed specifico delle LIA e il punto tecnico pi\u00f9 critico dell&#8217;intero setup. Il Local Product Inventory Feed contiene le informazioni di disponibilit\u00e0 e prezzo per ogni prodotto in ogni singolo negozio. A differenza del Primary Feed, deve essere aggiornato con frequenza elevata per rispecchiare le reali giacenze di magazzino.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<span data-contrast=\"auto\">Attributi\u00a0obbligatori:<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"32\" data-aria-level=\"1\"><span data-contrast=\"auto\">store_code\u00a0\u2014 il\u00a0codice\u00a0del\u00a0negozio\u00a0fisico\u00a0(deve\u00a0corrispondere\u00a0esattamente\u00a0al\u00a0codice\u00a0presente\u00a0nel\u00a0Business Profile)<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"33\" data-aria-level=\"1\"><span data-contrast=\"auto\">id \u2014\u00a0l&#8217;ID\u00a0del\u00a0prodotto\u00a0(deve\u00a0coincidere\u00a0con\u00a0l&#8217;ID\u00a0nel\u00a0Primary Product Feed)<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"34\" data-aria-level=\"1\"><span data-contrast=\"auto\">quantity \u2014 la\u00a0quantit\u00e0\u00a0disponibile\u00a0in\u00a0negozio<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"35\" data-aria-level=\"1\"><span data-contrast=\"auto\">availability \u2014\u00a0disponibilit\u00e0\u00a0(valori\u00a0ammessi: in stock, out of stock, limited availability, on display to order)<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"36\" data-aria-level=\"1\"><span data-contrast=\"auto\">price \u2014\u00a0prezzo\u00a0del\u00a0prodotto\u00a0in\u00a0quel\u00a0negozio<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<span data-contrast=\"auto\">Attributi\u00a0facoltativi\u00a0ma\u00a0consigliati:<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"37\" data-aria-level=\"1\"><span data-contrast=\"auto\">sale_price\u00a0\u2014\u00a0prezzo\u00a0promozionale<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"38\" data-aria-level=\"1\"><span data-contrast=\"auto\">sale_price_effective_date\u00a0\u2014\u00a0periodo\u00a0di\u00a0validit\u00e0\u00a0della\u00a0promozione<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"39\" data-aria-level=\"1\"><span data-contrast=\"auto\">pickup_method\u00a0\u2014\u00a0modalit\u00e0\u00a0di\u00a0ritiro\u00a0(buy, reserve, ship to store, not supported)<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"40\" data-aria-level=\"1\"><span data-contrast=\"auto\">pickup_sla\u00a0\u2014 tempo\u00a0stimato\u00a0per il\u00a0ritiro\u00a0(same day, next day, 2-day,\u00a0ecc.)<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<span data-contrast=\"auto\">Il feed pu\u00f2 essere caricato in formato TSV\/CSV o XML, tramite upload manuale, URL schedulato o API. La frequenza di aggiornamento raccomandata \u00e8 almeno giornaliera \u2014 per negozi con inventario ad alta rotazione \u00e8 preferibile un aggiornamento pi\u00f9 frequente o in tempo reale.<\/span>\n<h3><span class=\"TextRun MacChromeBold SCXW163355714 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW163355714 BCX0\" data-ccp-parastyle=\"heading 30\">Step 6 \u2014\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW163355714 BCX0\" data-ccp-parastyle=\"heading 30\">Verifica<\/span><span class=\"NormalTextRun SCXW163355714 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW163355714 BCX0\" data-ccp-parastyle=\"heading 30\">dell&#8217;inventario<\/span><span class=\"NormalTextRun SCXW163355714 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0da\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW163355714 BCX0\" data-ccp-parastyle=\"heading 30\">parte<\/span><span class=\"NormalTextRun SCXW163355714 BCX0\" data-ccp-parastyle=\"heading 30\"> di Google<\/span><\/span><\/h3>\n<span data-contrast=\"auto\">Prima\u00a0che\u00a0le LIA\u00a0possano\u00a0andare\u00a0live, Google\u00a0richiede\u00a0una\u00a0verifica\u00a0fisica\u00a0dell&#8217;inventario\u00a0dichiarato\u00a0nel\u00a0feed. Il\u00a0processo\u00a0si\u00a0svolge\u00a0in\u00a0questo\u00a0modo:<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"41\" data-aria-level=\"1\"><span data-contrast=\"auto\">Google\u00a0invia\u00a0un\u00a0verificatore\u00a0presso\u00a0il\u00a0negozio\u00a0fisico<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"42\" data-aria-level=\"1\"><span data-contrast=\"auto\">Vengono\u00a0controllati\u00a0circa 100\u00a0prodotti\u00a0a\u00a0campione,\u00a0confrontando\u00a0la\u00a0disponibilit\u00e0\u00a0nel\u00a0feed con\u00a0quella\u00a0reale\u00a0in store<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"43\" data-aria-level=\"1\"><span data-contrast=\"auto\">Se la\u00a0corrispondenza\u00a0supera\u00a0la\u00a0soglia\u00a0di\u00a0accuratezza\u00a0richiesta, la\u00a0verifica\u00a0\u00e8\u00a0superata\u00a0e le LIA\u00a0possono\u00a0essere\u00a0attivate<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<span data-contrast=\"auto\">Per prepararsi, \u00e8 fondamentale che il feed sia aggiornato e accurato nel momento in cui arriva il verificatore. I tempi variano, ma il processo si completa generalmente entro 2\u20134 settimane dalla richiesta.<\/span>\n<h3><span class=\"TextRun MacChromeBold SCXW232554922 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW232554922 BCX0\" data-ccp-parastyle=\"heading 30\">Step 7 \u2014\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW232554922 BCX0\" data-ccp-parastyle=\"heading 30\">Attiva<\/span><span class=\"NormalTextRun SCXW232554922 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0le LIA\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW232554922 BCX0\" data-ccp-parastyle=\"heading 30\">nelle<\/span><span class=\"NormalTextRun SCXW232554922 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW232554922 BCX0\" data-ccp-parastyle=\"heading 30\">campagne<\/span><span class=\"NormalTextRun SCXW232554922 BCX0\" data-ccp-parastyle=\"heading 30\"> Google Ads<\/span><\/span><\/h3>\n<span data-contrast=\"auto\">L&#8217;ultimo\u00a0passaggio:\u00a0abilitare\u00a0gli\u00a0annunci\u00a0di\u00a0inventario\u00a0locale\u00a0direttamente\u00a0in Google Ads.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<p>Per le\u00a0campagne\u00a0Shopping\u00a0tradizionali:\u00a0<span data-contrast=\"auto\">accedi alla campagna esistente (o creane una nuova), vai su Impostazioni della campagna e attiva il toggle &#8220;Abilita annunci per prodotti venduti in negozi locali&#8221;.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span><\/p>\n<p>Per le\u00a0campagne\u00a0Performance Max:\u00a0se stai usando Performance Max con un obiettivo di vendita omnicanale, le LIA vengono incluse automaticamente quando gli obiettivi includono le visite in negozio. \u00c8 la modalit\u00e0 attualmente raccomandata da Google per chi vuole gestire in modo integrato le conversioni online e il traffico offline.<\/p>\n<h2><span class=\"TextRun MacChromeBold SCXW95484175 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW95484175 BCX0\" data-ccp-parastyle=\"heading 20\">5.\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW95484175 BCX0\" data-ccp-parastyle=\"heading 20\">Ottimizzare<\/span><span class=\"NormalTextRun SCXW95484175 BCX0\" data-ccp-parastyle=\"heading 20\"> le Local Inventory Ads: best practice<\/span><\/span><\/h2>\n<h3><span class=\"TextRun MacChromeBold SCXW235477248 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SpellingErrorV2Themed SpellingErrorHighlight SCXW235477248 BCX0\" data-ccp-parastyle=\"heading 30\">Gestisci<\/span><span class=\"NormalTextRun SCXW235477248 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0le\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW235477248 BCX0\" data-ccp-parastyle=\"heading 30\">offerte<\/span><span class=\"NormalTextRun SCXW235477248 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0in\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW235477248 BCX0\" data-ccp-parastyle=\"heading 30\">funzione<\/span><span class=\"NormalTextRun SCXW235477248 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0della\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW235477248 BCX0\" data-ccp-parastyle=\"heading 30\">distanza<\/span><span class=\"NormalTextRun SCXW235477248 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0e degli\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW235477248 BCX0\" data-ccp-parastyle=\"heading 30\">orari<\/span><\/span><\/h3>\n<span data-contrast=\"auto\">Le LIA\u00a0performano\u00a0meglio\u00a0quando\u00a0le\u00a0offerte\u00a0tengono\u00a0conto\u00a0del\u00a0contesto\u00a0geografico\u00a0e\u00a0temporale. Due\u00a0strategie\u00a0semplici\u00a0ed\u00a0efficaci:<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"44\" data-aria-level=\"1\"><span data-contrast=\"auto\">Aumenta\u00a0le\u00a0offerte\u00a0per\u00a0gli\u00a0utenti\u00a0che\u00a0si\u00a0trovano\u00a0entro\u00a025\u201335 km dal\u00a0negozio: la\u00a0probabilit\u00e0\u00a0di visita \u00e8\u00a0significativamente\u00a0pi\u00f9\u00a0alta\u00a0rispetto a\u00a0utenti\u00a0pi\u00f9\u00a0lontani<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"45\" data-aria-level=\"1\"><span data-contrast=\"auto\">Aumenta\u00a0le\u00a0offerte\u00a0durante\u00a0gli\u00a0orari\u00a0di apertura del\u00a0negozio,\u00a0quando\u00a0una\u00a0visita\u00a0fisica\u00a0\u00e8\u00a0effettivamente\u00a0realizzabile<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<span data-contrast=\"auto\">Entrambe le modifiche si applicano tramite le rettifiche di offerta per posizione e per pianificazione degli annunci in Google Ads.<\/span>\n<h3><span class=\"TextRun Highlight MacChromeBold SCXW117410218 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SpellingErrorV2Themed SCXW117410218 BCX0\">Ottimizza<\/span><span class=\"NormalTextRun SCXW117410218 BCX0\">\u00a0il\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW117410218 BCX0\">tuo<\/span><span class=\"NormalTextRun SCXW117410218 BCX0\"> Google Business Profile<\/span><\/span><\/h3>\n<span data-contrast=\"auto\">Spesso sottovalutato, il Google Business Profile \u00e8 uno degli asset pi\u00f9 importanti per il successo delle Local Inventory Ads. Mantenere le informazioni aggiornate e il profilo curato migliora la visibilit\u00e0 nelle ricerche locali e garantisce che i potenziali clienti abbiano tutto il necessario per raggiungere il negozio nel momento giusto. Gli elementi fondamentali da tenere sempre sotto controllo sono:<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Dati\u00a0anagrafici:<\/span><\/b><span data-contrast=\"auto\"> indirizzo,\u00a0numero\u00a0di\u00a0telefono\u00a0e\u00a0orari\u00a0di apertura,\u00a0incluse\u00a0variazioni\u00a0stagionali\u00a0o\u00a0straordinarie<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Contenuti\u00a0visivi:<\/span><\/b><span data-contrast=\"auto\"> foto\u00a0aggiornate\u00a0di\u00a0vetrina,\u00a0interni\u00a0e\u00a0prodotti\u00a0in\u00a0evidenza, per\u00a0costruire\u00a0fiducia prima\u00a0ancora\u00a0che\u00a0il\u00a0cliente\u00a0entri\u00a0in\u00a0negozio<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Recensioni:<\/span><\/b><span data-contrast=\"auto\"> incoraggiare\u00a0i\u00a0clienti\u00a0soddisfatti\u00a0a\u00a0lasciare\u00a0feedback e\u00a0rispondere\u00a0con cura a tutte le\u00a0segnalazioni\u00a0ricevute, positive\u00a0o\u00a0negative<\/span><\/li>\n<\/ul>\n<span data-contrast=\"auto\">Un profilo con informazioni errate o trascurato pu\u00f2 vanificare l&#8217;intero investimento pubblicitario: portare un utente davanti a un negozio chiuso o all&#8217;indirizzo sbagliato \u00e8 un&#8217;esperienza difficile da recuperare. Curare il Google Business Profile non \u00e8 un&#8217;attivit\u00e0 una tantum, ma una pratica continuativa che rappresenta la base su cui costruire qualsiasi strategia LIA efficace.<\/span>\n<h3><span class=\"TextRun MacChromeBold SCXW32266098 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SpellingErrorV2Themed SCXW32266098 BCX0\" data-ccp-parastyle=\"heading 30\">Mantieni<\/span><span class=\"NormalTextRun SCXW32266098 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW32266098 BCX0\" data-ccp-parastyle=\"heading 30\">i<\/span><span class=\"NormalTextRun SCXW32266098 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0feed\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW32266098 BCX0\" data-ccp-parastyle=\"heading 30\">aggiornati<\/span><span class=\"NormalTextRun SCXW32266098 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0con la\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW32266098 BCX0\" data-ccp-parastyle=\"heading 30\">massima<\/span><span class=\"NormalTextRun SCXW32266098 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW32266098 BCX0\" data-ccp-parastyle=\"heading 30\">precisione<\/span><\/span><\/h3>\n<span data-contrast=\"auto\">La qualit\u00e0 del feed \u00e8 il fattore pi\u00f9 critico per le LIA. Dati imprecisi \u2014 prodotti indicati come disponibili quando non lo sono, prezzi errati, store code <\/span><span data-contrast=\"auto\">non corrispondenti \u2014 danneggiano sia la performance degli annunci che l&#8217;esperienza del cliente, che potrebbe recarsi in negozio per trovare il prodotto assente.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<span data-contrast=\"auto\">Best practice operative:<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"46\" data-aria-level=\"1\"><span data-contrast=\"auto\">Automatizza\u00a0l&#8217;aggiornamento\u00a0del feed\u00a0collegandolo\u00a0direttamente\u00a0al\u00a0gestionale\u00a0o\u00a0all&#8217;ERP<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"47\" data-aria-level=\"1\"><span data-contrast=\"auto\">Imposta\u00a0aggiornamenti\u00a0almeno\u00a0giornalieri,\u00a0pi\u00f9\u00a0frequenti\u00a0per\u00a0categorie\u00a0ad\u00a0alta\u00a0rotazione<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"48\" data-aria-level=\"1\"><span data-contrast=\"auto\">Monitora regolarmente gli errori e le segnalazioni nella sezione Diagnostica di Google Merchant Center<\/span><\/li>\n<\/ul>\n<h3><span class=\"TextRun MacChromeBold SCXW120313443 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SpellingErrorV2Themed SCXW120313443 BCX0\" data-ccp-parastyle=\"heading 30\">Sfrutta<\/span><span class=\"NormalTextRun SCXW120313443 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0le\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW120313443 BCX0\" data-ccp-parastyle=\"heading 30\">etichette<\/span><span class=\"NormalTextRun SCXW120313443 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0&#8220;<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW120313443 BCX0\" data-ccp-parastyle=\"heading 30\">Ritiro<\/span><span class=\"NormalTextRun SCXW120313443 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW120313443 BCX0\" data-ccp-parastyle=\"heading 30\">oggi<\/span><span class=\"NormalTextRun SCXW120313443 BCX0\" data-ccp-parastyle=\"heading 30\">&#8221; e &#8220;In-store pickup&#8221;<\/span><\/span><\/h3>\n<span data-contrast=\"auto\">Le\u00a0etichette\u00a0di\u00a0ritiro\u00a0sono\u00a0uno degli\u00a0elementi\u00a0che\u00a0aumentano\u00a0maggiormente\u00a0il CTR delle LIA,\u00a0perch\u00e9\u00a0comunicano\u00a0immediatamente\u00a0disponibilit\u00e0\u00a0e\u00a0convenienza. Per\u00a0attivarle,\u00a0nel\u00a0Local Product Inventory Feed\u00a0imposta:<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"49\" data-aria-level=\"1\"><span data-contrast=\"auto\">pickup_method\u00a0su\u00a0&#8220;buy&#8221; o &#8220;reserve&#8221;<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"50\" data-aria-level=\"1\"><span data-contrast=\"auto\">pickup_sla\u00a0su\u00a0&#8220;same day&#8221; o &#8220;next day&#8221; per\u00a0ottenere\u00a0le\u00a0etichette\u00a0pi\u00f9\u00a0visibili\u00a0e\u00a0attrattive<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<span data-contrast=\"auto\">Queste informazioni vengono mostrate direttamente nell&#8217;annuncio e nello storefront, riducendo l&#8217;attrito tra il momento della ricerca e la visita in negozio.<\/span>\n<h3><span class=\"TextRun MacChromeBold SCXW39856445 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SpellingErrorV2Themed SCXW39856445 BCX0\" data-ccp-parastyle=\"heading 30\">Monitora<\/span><span class=\"NormalTextRun SCXW39856445 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0le performance\u00a0<\/span><span class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW39856445 BCX0\" data-ccp-parastyle=\"heading 30\">con<\/span><span class=\"NormalTextRun SCXW39856445 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0la\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW39856445 BCX0\" data-ccp-parastyle=\"heading 30\">segmentazione<\/span><span class=\"NormalTextRun SCXW39856445 BCX0\" data-ccp-parastyle=\"heading 30\">\u00a0per\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW39856445 BCX0\" data-ccp-parastyle=\"heading 30\">tipo<\/span><span class=\"NormalTextRun SCXW39856445 BCX0\" data-ccp-parastyle=\"heading 30\"> di click<\/span><\/span><\/h3>\n<span data-contrast=\"auto\">In Google Ads le LIA\u00a0generano\u00a0diversi\u00a0tipi di click,\u00a0ognuno\u00a0con un\u00a0significato\u00a0diverso\u00a0in termini di\u00a0intento\u00a0dell&#8217;utente:<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"51\" data-aria-level=\"1\"><span data-contrast=\"auto\">Click\u00a0su\u00a0&#8220;indicazioni\u00a0stradali&#8221; \u2014\u00a0alta\u00a0intenzione\u00a0di visita\u00a0fisica<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"52\" data-aria-level=\"1\"><span data-contrast=\"auto\">Click\u00a0su\u00a0&#8220;chiama\u00a0il\u00a0negozio&#8221; \u2014 interesse\u00a0immediato,\u00a0utente\u00a0nella\u00a0fase\u00a0di\u00a0decisione<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"53\" data-aria-level=\"1\"><span data-contrast=\"auto\">Click\u00a0su\u00a0&#8220;sito\u00a0web del\u00a0negozio&#8221; \u2014 interesse\u00a0pi\u00f9\u00a0esplorativo<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"54\" data-aria-level=\"1\"><span data-contrast=\"auto\">Click\u00a0sul\u00a0prodotto\u00a0verso lo storefront \u2014 interesse\u00a0specifico\u00a0sul\u00a0prodotto<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:80}\">\u00a0<\/span><\/li>\n<\/ul>\n<span data-contrast=\"auto\">Per attivare la segmentazione: Colonne \u2192 Segmenta \u2192 Tipo di click. Incrociando questi dati con le conversioni offline (store visits), \u00e8 possibile misurare il ritorno reale delle campagne sull&#8217;attivit\u00e0 fisica del negozio.<\/span>\n<h3><span class=\"TextRun Highlight MacChromeBold SCXW27746509 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SpellingErrorV2Themed SCXW27746509 BCX0\">Calcola<\/span><span class=\"NormalTextRun SCXW27746509 BCX0\">\u00a0il ROI\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW27746509 BCX0\">omnicanale<\/span><span class=\"NormalTextRun SCXW27746509 BCX0\">\u00a0con\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW27746509 BCX0\">i<\/span><span class=\"NormalTextRun SCXW27746509 BCX0\"> Store Visit Reports<\/span><\/span><\/h3>\n<p><span data-contrast=\"auto\">La\u00a0segmentazione\u00a0per\u00a0tipo\u00a0di click \u00e8 il punto di\u00a0partenza, ma per\u00a0avere\u00a0una\u00a0visione\u00a0completa del\u00a0ritorno\u00a0sull&#8217;investimento\u00a0\u00e8\u00a0necessario\u00a0collegare\u00a0i\u00a0dati\u00a0di campagna alle\u00a0conversioni\u00a0fisiche. Google\u00a0mette\u00a0a\u00a0disposizione\u00a0i\u00a0<\/span>Store Visit Reports,\u00a0che\u00a0mostrano\u00a0quali\u00a0campagne, keyword e\u00a0dispositivi\u00a0stanno\u00a0effettivamente\u00a0generando\u00a0visite\u00a0in\u00a0negozio\u00a0\u2014 e non solo click. Per\u00a0calcolare\u00a0il ROI in modo\u00a0strutturato, la formula di\u00a0riferimento\u00a0\u00e8:\u00a0(Ricavi \u2013 Costo del venduto \u2013 Spesa pubblicitaria) \/ (Costo del venduto + Spesa pubblicitaria). Assegnare un valore monetario stimato a ogni visita in negozio \u2014 sulla base del valore medio dello scontrino e del tasso di conversione fisico \u2014 permette di confrontare il rendimento delle LIA con quello delle altre attivit\u00e0 di marketing su un piano comune.<\/p>\n<span data-contrast=\"auto\">Vale la pena sapere che i dati sulle store visit sono aggregati e anonimi: Google non associa le visite a singoli utenti, ma li stima su base statistica attraverso segnali di localizzazione. Questo significa che i numeri vanno letti come indicatori di tendenza piuttosto che come dati esatti, e che l&#8217;accesso a questo tipo di report richiede un volume minimo di click e visite \u2014 non tutti gli account ne sono immediatamente idonei.<\/span>\n<h3><span class=\"TextRun Highlight MacChromeBold SCXW255738610 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SpellingErrorV2Themed SCXW255738610 BCX0\">Strumenti<\/span><span class=\"NormalTextRun SCXW255738610 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW255738610 BCX0\">avanzati<\/span><span class=\"NormalTextRun SCXW255738610 BCX0\">\u00a0per feed di\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW255738610 BCX0\">qualit\u00e0<\/span><\/span><\/h3>\n<span data-contrast=\"auto\">Gestire correttamente i feed per le LIA non si esaurisce nell&#8217;aggiornamento periodico dei dati: richiede precisione, automazione e contenuti ottimizzati su ogni dimensione.\u00a0Highstreet.io\u00a0integra nella propria piattaforma tre funzionalit\u00e0 specifiche che rispondono esattamente a queste esigenze.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\n<p>&nbsp;<\/p>\n<span data-contrast=\"auto\">La prima\u00a0riguarda\u00a0la\u00a0gestione\u00a0dinamica\u00a0dell&#8217;inventario. Con la\u00a0soluzione\u00a0<\/span><a href=\"https:\/\/highstreet.io\/soluzioni\/marketplace-integration\/active-inventory\/\"><b><span data-contrast=\"auto\">Active Inventory<\/span><\/b><\/a><span data-contrast=\"auto\">, le disponibilit\u00e0 vengono sincronizzate in tempo reale su tutti i canali non appena viene registrato un ordine, eliminando il rischio che le LIA continuino a promuovere prodotti non pi\u00f9 disponibili in negozio. Per i retailer con alta rotazione o presenza multicanale, questo significa annunci sempre accurati e un&#8217;esperienza cliente coerente tra ci\u00f2 che viene mostrato online e ci\u00f2 che si trova fisicamente in store.<\/span>\n<p>&nbsp;<\/p>\n<span data-contrast=\"auto\">La\u00a0seconda\u00a0riguarda\u00a0le\u00a0immagini.\u00a0L&#8217;<\/span><a href=\"https:\/\/highstreet.io\/soluzioni\/marketplace-integration\/image-manager-image-hosting\/\"><b><span data-contrast=\"auto\">Image\u00a0Manager<\/span><\/b><\/a><span data-contrast=\"auto\"> integrato nella piattaforma gestisce, trasforma e distribuisce automaticamente le immagini in formati ottimizzati per ogni canale, adattandosi agli standard di Google e degli altri marketplace attivi. File compressi, dimensioni corrette e sfondi conformi riducono il rischio di disapprovazioni e contribuiscono a migliorare il CTR degli annunci locali. Qualsiasi aggiornamento si propaga in tempo reale su tutti i feed attivi.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\n<p>&nbsp;<\/p>\n<span data-contrast=\"auto\">La terza riguarda la qualit\u00e0 dei contenuti testuali. La funzionalit\u00e0 di\u00a0<\/span><a href=\"https:\/\/highstreet.io\/soluzioni\/local-inventory-campaign\/ai-enrichment\/\"><b><span data-contrast=\"auto\">AI\u00a0Enrichment<\/span><\/b><\/a><span data-contrast=\"auto\"> genera titoli, descrizioni e attributi pi\u00f9 rilevanti per le ricerche locali, includendo i termini realmente utilizzati dagli utenti e adattando il testo agli standard editoriali di ogni canale. Nel contesto delle LIA \u2014 dove l&#8217;utente decide in pochi secondi se un annuncio risponde alla sua ricerca nelle vicinanze \u2014 avere contenuti pi\u00f9 precisi e contestualizzati si traduce direttamente in una maggiore visibilit\u00e0 e in un tasso di conversione pi\u00f9 alto.<\/span>\n<h2><span class=\"TextRun MacChromeBold SCXW202402010 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW202402010 BCX0\" data-ccp-parastyle=\"heading 20\">6.\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SpellingErrorHighlight SCXW202402010 BCX0\" data-ccp-parastyle=\"heading 20\">Domande<\/span><span class=\"NormalTextRun SCXW202402010 BCX0\" data-ccp-parastyle=\"heading 20\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW202402010 BCX0\" data-ccp-parastyle=\"heading 20\">frequenti<\/span><\/span><\/h2>\n<h4>Le Local Inventory Ads\u00a0funzionano\u00a0anche\u00a0per\u00a0i\u00a0piccoli\u00a0negozi?<span data-ccp-props=\"{&quot;335559738&quot;:160,&quot;335559739&quot;:80}\">\u00a0<\/span><\/h4>\n<span data-contrast=\"auto\">S\u00ec. Non esiste una soglia minima di dimensioni o fatturato per attivare le LIA. Anzi, per i negozi locali indipendenti rappresentano spesso un vantaggio competitivo rispetto ai grandi retailer: permettono di competere sulla rilevanza geografica e sulla prossimit\u00e0 fisica, due elementi su cui Amazon e i grandi marketplace hanno poco da offrire.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<p>&nbsp;<\/p>\n<h4>Qual \u00e8 la\u00a0differenza\u00a0tra\u00a0Local Inventory Ads\u00a0e\u00a0Local Campaign?<\/h4>\n<span data-contrast=\"auto\">Le Local Campaign (oggi integrate in Performance Max) erano campagne pensate per aumentare le visite in negozio attraverso diversi formati: annunci di testo, display, YouTube, Google Maps. Le Local Inventory Ads sono invece un formato specifico di annunci Shopping con disponibilit\u00e0 locale. I due strumenti non si escludono: le LIA portano visibilit\u00e0 sul prodotto specifico, mentre Performance Max amplia la copertura su pi\u00f9 touchpoint lungo il percorso d&#8217;acquisto.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<p>&nbsp;<\/p>\n<h4>Quanto\u00a0costano\u00a0le Local Inventory Ads?<\/h4>\n<span data-contrast=\"auto\">Le LIA funzionano con il modello CPC (costo per click), esattamente come gli annunci Shopping standard. Il costo dipende dalle offerte impostate, dalla concorrenza nella categoria prodotto e dalla qualit\u00e0 del feed. Non \u00e8 previsto un costo fisso aggiuntivo rispetto alle campagne Shopping tradizionali.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<p>&nbsp;<\/p>\n<h4>Devo avere un eCommerce per attivare le Local Inventory Ads?<\/h4>\n<span data-contrast=\"auto\">No. Le LIA sono progettate proprio per i retailer con negozi fisici, anche in assenza di un sito eCommerce. L&#8217;opzione Google-Hosted Local Storefront permette di attivare gli annunci senza la necessit\u00e0 di avere pagine prodotto dedicate sul proprio sito.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<p>&nbsp;<\/p>\n<h4>In\u00a0quali\u00a0paesi\u00a0sono\u00a0disponibili\u00a0le Local Inventory Ads?<\/h4>\n<span data-contrast=\"auto\">Le LIA sono disponibili in oltre 17 paesi, tra cui Italia, Germania, Francia, Spagna, Regno Unito, Stati Uniti, Canada, Australia e Giappone. La lista aggiornata \u00e8 consultabile nella documentazione ufficiale di Google Merchant Center.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<p>&nbsp;<\/p>\n<h4>Cosa\u00a0comporta\u00a0l&#8217;onboarding\u00a0per le Local Inventory Ads?<\/h4>\n<span data-contrast=\"auto\">Avviare le LIA richiede la configurazione di feed multipli, la verifica dell&#8217;inventario fisico da parte di Google e l&#8217;integrazione con i sistemi aziendali esistenti. \u00c8 un processo che coinvolge pi\u00f9 aree contemporaneamente e che, senza esperienza specifica, pu\u00f2 generare errori difficili da diagnosticare e ritardi nel go-live.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\n<span data-contrast=\"auto\">Highstreet.io accompagna il retailer in ogni fase: dall&#8217;analisi iniziale dei requisiti fino alla configurazione di feed, regole e automazioni, con verifica di ogni output prima della pubblicazione. Dopo il lancio, il team rimane operativo con monitoraggio continuo, correzione degli errori e proposte di ottimizzazione. Un approccio che si distingue nettamente dai tool self-service e che si traduce in tempi di attivazione pi\u00f9 rapidi e campagne pi\u00f9 solide fin dall&#8217;inizio.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\n<h2><span class=\"TextRun MacChromeBold SCXW233593167 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW233593167 BCX0\" data-ccp-parastyle=\"heading 20\">7.\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW233593167 BCX0\" data-ccp-parastyle=\"heading 20\">Conclusioni<\/span><\/span><\/h2>\n<span data-contrast=\"auto\">Le Local Inventory Ads rappresentano uno degli strumenti pi\u00f9 efficaci che Google mette a disposizione dei retailer con punti vendita fisici. In un contesto in cui il confine tra online e offline si fa sempre pi\u00f9 sottile, intercettare il consumatore nel momento della ricerca locale \u2014 e offrirgli visibilit\u00e0 immediata sulla disponibilit\u00e0 del prodotto \u2014 \u00e8 un vantaggio competitivo concreto e misurabile.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<span data-contrast=\"auto\">Il setup richiede un investimento iniziale in termini di configurazione dei feed e collegamento degli account, ma una volta operativo il sistema \u00e8 scalabile, automatizzabile e offre dati precisi sull&#8217;impatto reale sull&#8217;attivit\u00e0 fisica. L&#8217;integrazione con Performance Max e la possibilit\u00e0 di tracciare le visite in negozio come conversioni rendono le LIA un asset centrale in qualsiasi strategia omnicanale.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:0,&quot;335559739&quot;:140}\">\u00a0<\/span>\n<p>&nbsp;<\/p>\n<span class=\"NormalTextRun SpellingErrorV2Themed SCXW187879676 BCX0\">Vuoi<\/span><span class=\"NormalTextRun SCXW187879676 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW187879676 BCX0\">attivare<\/span><span class=\"NormalTextRun SCXW187879676 BCX0\">\u00a0le Local Inventory Ads per\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW187879676 BCX0\">i<\/span><span class=\"NormalTextRun SCXW187879676 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW187879676 BCX0\">tuoi<\/span><span class=\"NormalTextRun SCXW187879676 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW187879676 BCX0\">negozi<\/span><span class=\"NormalTextRun SCXW187879676 BCX0\">? <a href=\"https:\/\/highstreet.io\/soluzioni\/local-inventory-campaign\">Scopri come possiamo aiutarti<\/a>.<\/span>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ogni giorno milioni di consumatori cercano su Google prodotti che possono acquistare vicino a loro. Frasi come &#8220;scarpe running vicino a me&#8221; o &#8220;lavatrice disponibile oggi in negozio&#8221; sono sempre pi\u00f9 frequenti, e dietro molte di queste ricerche c&#8217;\u00e8 un&#8217;intenzione precisa: entrare in un punto vendita fisico entro poche ore. Secondo Google, il 28% delle [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":11793,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[83,81],"tags":[],"class_list":["post-11768","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-guide","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Local Inventory Ads: cosa sono e come configurarle su Google (Guida Completa)<\/title>\n<meta name=\"description\" content=\"Scopri cosa sono le Local Inventory Ads di Google, come funzionano e come configurarle passo dopo passo per portare pi\u00f9 clienti nel tuo negozio fisico.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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