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Calling all marketers that want to increase in-store sales! Have you tried using Local Product Listing ads? PLA otherwise known as Local Inventory Ads (LIAs) helps you to better promote your products online.
Also, it gives you a valuable way to connect with local customers actively seeking your products.

Available across the globe on both Google and Bing platforms, retailers with local stores can advertise specific inventory to customers searching for a product online with the option to buy locally.
In this post, you’ll learn lesser-known optimization techniques to differentiate your Local Product Listing ads (Local Inventory Ad) from your competitors.

Google Local Inventory Ads (LIAs)

Google Local Inventory ads (LIAs) can help you run successful campaigns. If you are already running Google Shopping ads then you are one step closer to setting up LIAs.
In addition to your Google Merchant Center product feed you will need to create three feeds:

  • a Google My Business Store Feed
  • a Local Inventory Feed
  • a Local Product Feed

If you’re not running Google Shopping ads you need to create four product data feeds. Google Local Inventory Ads (LIAs)

With all of this information connected, customers can find in-stock items, pick-up details, and your store’s location, contact information, address, and hours of operation.

5 Lesser-Known Google LIA Optimizations

Now that you’re running LIA campaigns and seeing how they can benefit your in-store sales, now it’s time to differentiate your ads and shopping experience from your competitors.
The following optimizations can help your products stand out and help your customers find what they are looking for faster and easier.

1.  Use the Pick-up Today” option 
Promote items in-stock at your local store with the “Pick-up Today” option. Use the following attribute values in your local products inventory feed:

      • availability: “in stock” ○ pickup_method: “buy”
      • pickup_sla: “same day” or “next day”
      • Add the attribute “pickup_price” in your local inventory feed to specify your distinct pickup prices. If your pickup price is the same as your national price, use the price attribute in the Local Products feed

lia-pick-up-today

2. Use the Pick-up Later” option

For items out of stock or if you don’t know the exact in-store inventory at a local store, use the “Pickup later” option. You can ship them to the local store for a shopper to pick up. Use the following attribute values in your local products inventory feed:

        • availability: “out of stock”

        • pickup_method: “ship to store”

        • pickup_sla: choose one of the following values 1-day, 2-day, 3-day, 4-day, 5-day, 6-day, 7-day, multi-week

lia-pick-up-later

3. Bid higher for shoppers closer to your store

Use the location extension bid modifiers to increase bids for shoppers closest to your stores.

lia-bidding

4. Increase bids when stores are open

Ensure all hours are in blue. Avoid turning off ads outside store hours so shoppers can always find your products.

lia-campaigns

5. Regularly update sale items in your Local Product Feed

Your in-store sales may be different than your eCommerce sales so remember to update your local inventory product feed with current sales.  When the sale is over don’t forget to remove the sale price from your feed!

lia-sale-item

 

Next Steps

An additional way you can differentiate your LIA campaigns is by creating your own landing pages for individual products available in-store.
Most merchants will either use Google’s LIA landing page or the existing product page on their website that has an in-store buying option. These two types of pages don’t provide the user with a rich experience that meets all of their needs.

A third alternative provides a richer online user experience that is directly relevant to both the products and the location of the shopper.
Highstreet.io has designed and implemented dynamically generated landing pages that are directly relevant to both the products and the location of the physical selling points.

Dynamically generated landing pages

 

LIA Customimized Product Page

This enhanced product page displays side by side a product data sheet (one or more products, with a detailed view for a title, a picture, the price, product variants, related products, sale price, and the availability of the product in the displayed store).

Included in this page template, you’ll get a customizable widget with:

  • Name of the store
  • Main address and the contact information such as phone, website, opening hours etc.
  • Google map of where the product is available in-store

Find out more about our LIA product feed management service and what other optimizations we can offer to differentiate your campaigns from competitors.