Google Expands Local Campaign Inventory, BOPIS Shopping Campaign Deals

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New Local Inventory includes Promoted Pins on Google Maps and Catalog Style Ads on the Display Network.

Earlier this year, Google released several updates to local campaigns. New features, including the new Google Maps inventory for local campaigns, will be released in the coming weeks. Shopping campaigns are also receiving updates to high street stores regarding promotions and optimization.

Why should Restaurant, Coffe Shop, Takeout/Takeaway and other F&B Owners care

F&B business happens offline, even if your customers order online directly or through an ordering app, the food will be delivered offline. From store visits and in-store purchase analysis to Local Ads to fully automated local campaigns, Google has focused on developing advertising features for both traditional and hybrid retailers on their properties. The updates announced on Tuesday are a continuation of these efforts.

More Goals for your Business

When automated local campaigns were launched, they were only intended to drive traffic to stores, and store visits were the only conversion mechanism to be optimized. Local campaigns now support other goals such as phone calls or directions request that don’t require store visit analytics to be enabled.

Display Campaign Product Catalogs

Local campaign advertisers will soon be able to upload a local commerce product feed and select a set of products to run on ads that can appear on the Google Display Network. The ads, shown in the example below, show store hours, a banner image, and specific items available nearby.

Local campaigns extend to the Display Network with local feed items
Local campaigns extend to the Display Network with local feed items

Local Campaign Promoted Pins in Google Maps Directions

Using an example of a Waze ads page (owned by Google), local campaign advertisers may have their locations shown when users are receiving directions on Google Maps, in the coming weeks. The gif below shows an example of a pin from an American store (Dunkin) along a route. Users can tap the pin to show the full promotion and click “Add Stop” to make a stop there during their route.

Local business ads may appear in Google Maps directions.
Local business ads may appear in Google Maps directions.

Visits with bids for Smart Shopping

In September, Google allowed advertisers to use store visits as a conversion metric for smart bid optimization in Search campaigns. In the coming weeks, advertisers running Shopping or Smart Shopping campaigns may add visits to their smart bidding strategies to optimize in-store traffic.

Professor M

Professor M

Professor & Specialist of Local Marketing for Local Business

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