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Calling all marketers that want to increase in-store sales! If you’re not using Local Product Listing ads, otherwise known as Local Inventory Ads (LIAs), to promote items online you’re missing out on 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) are a good option for retailers that have the technology and resources available to run a successful campaign. 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 including a Google My Business Store Feed, a Local Inventory Feed and a Local Product Feed. If you’re not running Google Shopping ads you need to create four product data feeds. lia-feeds 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

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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

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3. Bid higher for shoppers closer to your store

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

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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.

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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!

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How Highstreet.io Can Help

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.

What’s a third alternative that 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.

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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 is a customizable widget with the:

  • 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.