Google Local Inventory Ads (LIA)

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Google Local Inventory Ads (LIA)d-tags
06 March 2024
Learn about the functionality of Google Local Inventory Ads (LIA) and encourage users to visit stationary stores!
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4min.

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What are Local Inventory Ads?

Local Inventory Ads (eng. LIA – Local Inventory Ads) are a type of product campaign that allows merchants to showcase products and detailed information about their store to people in the area who are searching for and planning to purchase a certain product using Google Search. They can be displayed above search results, among product ads, as well as in locations such as Google Maps, GDN or Google Images. 

There are 2 types of LIA campaign implementations:

Full – the user sees the exact distance to the store, e.g. 4 km, where a specific product can be purchased. You can find more information here.

Full implementation of LIA

source: https://searchengineland.com

Basic – users will see a special notice, e.g. “pick up today“, “pick up Sat.“, which informs them that the product can be purchased at a store near their location. For more information click here.

Basic implementation of LIA

source: Google Search

What are the Requirements to Advertise a Local Assortment?

In order to be able to advertise a local inventory, several requirements will need to be met:

  • The company must have a stationary store, and it is necessary to link the Google Ads account to the Google Business Profile and the Google Merchant Center.
  • The company must sell physical products, not services.
  • The products that are sold must not require additional purchases, such as the purchase of a paid membership.
  • The store must be located in a country where LIA can run, namely: Australia, Austria, Belgium, Brazil, Czech Republic, Denmark, France, Germany, Ireland, Italy, Japan, Canada, Mexico, Netherlands, Norway, New Zealand, Poland, Romania, United States, Sweden, Switzerland and United Kingdom.
  • Ads must comply with Google Shopping’s policies regarding prohibited and restricted content.
  • Local Inventory Ads must be enabled in Google Merchant Center. More information at this link.

In addition, you must also set up a product file specifically for this type of campaign, which must contain the following data:

Product data: 

  • product_id
  • title
  • description
  • image link
  • condition
  • gtin (global trade item number) – used to uniquely identify products worldwide
  • brand
  • gpc (global product classification) – product categories such as groceries, chemicals, electronics, apparel, etc.

Price data:

  • price
  • sales price

Inventory data:

  • product_id 
  • store code 
  • quantity 

Pickup data:

  • pickup method
  • pickup SLA (available in some configurations) – the expected date when the order will be available for pickup, relative to the date the order was placed

Differences Between Shopping Ads and Local Inventory Ads

Although Local Inventory Ads at first glance can be identified with classic Shopping Ads, there are differences between them.

The main goal of Local Inventory Ads is to attract traffic to a company’s stationary store, while Shopping Ads on Google Shopping focus primarily on increasing sales within an online store’s website. However, it should be kept in mind that Local Inventory Ads can also support online sales – in case a customers finds that a stationary store is not within their reach, they may choose to buy online.

Local Inventory Ads are distinguished by their content – they include signage in the form of labels informing customers of details relevant to their intention to make a stationary purchase, such as “pick up today.” Google’s standard Shopping Ads, on the other hand, focus on promoting online shopping and may include information about available shipping options and current promotions.

Local Inventory Ads examples

source: Google Search

Advantages of Local Inventory Ads and the Challenges

LIA undoubtedly have numerous advantages that make their use potentially very valuable for stores that include the offline channel in their sales channels.

  • Product advertising from the stationary store – this advertising, thanks to its connection with the actual inventory, will display a specific product to users who are looking for it and are in the proximity of a given stationary store, which can contribute to a visit to the store.
  • Promoting the stationary store online – this format allows you to create a smaller version of the online store, which serves the function of informing and making potential customers aware of its offerings.
  • Highlighting pickup options – with a variety of pickup features, it is possible to pre-book or buy a product online and then pick it up at a physical location.
  • Measure effectiveness – it is possible to measure the impact of digital advertising on the number of customers visiting the point of sale and the effectiveness of sales in local and online stores.
  • Standing out from the competition – provide potential customers with the information they need to make quick purchasing decisions. By using Local Inventory Ads, you can effectively increase the visibility of your products in search engines and encourage customers to visit your store or location. 

Turning to the more negative aspects, it may not so much be a drawback but a challenge to properly configure and maintain ads with local assortment. In the case of a chain store with multiple outlets, it may be that each will require a separate product file within Google Merchant Center.

Tips for Local Inventory Ads

There are several valuable practices that can make running ads for your local assortment even more effective:

  • Take care to provide customers with the necessary information in the Google Business Profile:
    • Present correct store opening hours

      Store opening hours in LIA

      source: Google Search

    • create entries in the Google Business Profile 
    • update the service information by entering/editing the attributes “In-store pickup”, “Outdoor pickup” and “Delivery”

      Additional informations in LIA

      source: Google Search

  • In the product campaign settings, click the option “enable ads for products sold in local stores”
  • Include “store visit” conversions at the account level or at the campaign level
  • Highlight your presence in stationary stores with additional GDN and video ads
  • If you prefer to control your budget for each location, set up one campaign per location

Summary

There is no doubt that properly managed Local Inventory Ads has the potential to become an important part of the promotional strategy of stationary stores. Taking into account the specific needs of the modern consumer, it makes sense to include omni-channel solutions in your advertising efforts. Searching for product information online and then obtaining it in a physical location, even on the same day, is a solution that is valued and appreciated in many ways.

Author
Karolina Pyznar Delante
Author
Karolina Pyznar

SEM Specialist

A Management and Economics graduate. She started her adventure at Delante with an SEM internship in December 2021. She currently holds the position of SEM Specialist. Her special interest from the professional angle is Internet marketing, and she is no stranger to Google market changes. Privately, she enjoys traveling, sport, especially gym.

Author
Michał Szydlowski
Author
Michał Szydłowski

Junior SEM Specialist

Author
Karolina Pyznar Delante
Author
Karolina Pyznar

SEM Specialist

A Management and Economics graduate. She started her adventure at Delante with an SEM internship in December 2021. She currently holds the position of SEM Specialist. Her special interest from the professional angle is Internet marketing, and she is no stranger to Google market changes. Privately, she enjoys traveling, sport, especially gym.

Author
Michał Szydlowski
Author
Michał Szydłowski

Junior SEM Specialist

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Awards

Award - Deloitte 2021 Award - European eCommerce Awards 2022 Award - European Search Awards 2022 Award - Global Agency Awards 2022 Award - IPMA Award - US Search Awards 2021