How Google is Helping Searchers Looking for Local Items

How Google is Helping Searchers Looking for Local Items

Summary:

As the world continues to navigate a ‘new normal’, consumers are actively researching retailers before they even attempt to make a purchase. Here’s why.

When it comes to having convenience at your fingertips, consumers are leveraging a host of Google search tools to locate the products and services they need close to them. As the world continues to navigate a ‘new normal’, consumers, now more than ever, are actively researching retailers before they even attempt to make a purchase. Why? Because with many retailers closing their doors, altering their hours, or otherwise restricting operations due to the pandemic, consumers need to be sure they can get what they need, when they need it, as safely as possible.

Usher in the Curbside Pickup Craze

In an effort to adhere to local regulations and still provide a level of service to consumers, many retailers have shifted to a curbside model. That’s where the power of Google’s most used tool right now: Google Local Inventory Ads can be the best go-to option for retailers looking to advertise to this new ‘coronavirus’ conscious consumer.

Google Local Inventory Ads

These ads enable businesses to showcase their products and store information to nearby shoppers searching with Google. For example, when a shopper clicks on your Google ad, they will be instantly redirected to a Google-hosted webpage, called the “local storefront”. Here they will be able to see in-store inventory levels, get accurate store hours, find directions, contact the store directly, and much more.

If you’re considering investing in ad spend to increase your retail foot traffic, here are three benefits of using Google Local Inventory Ads.

Easily Promote Your In-Store Inventory

Since the ads are only displayed to consumers that are actively searching for the products or services that you offer, you’ll be well-positioned to get the sale. With the inventory feature, consumers will quickly be able to find out what stores have what they need, when they need it.

Give Your Retail Location an Online Presence

Since the local storefront is a Google-hosted webpage, this is a quick and highly effective way to get a steady flow of in-store retail foot traffic without spending money on building a website or having to create an entire e-commerce channel.

Get Access to Performance Data

With Google’s expansive host of analytics tools, local businesses will be able to track the impact their digital ads have on retail foot traffic and make adjustments to their ads in real-time. For many retail locations, especially during the pandemic, Google Local Inventory Ads are a great way to get a whole new marketing arm that is cost-effective and agile.

Plus, with greater visibility to ready-to-buy consumers, local businesses can make it clear what convenient purchase and pick-up options they offer without the consumer having to search or guess. This alone can dramatically lower the barrier for consumers and ensure that local retailers are able to quickly and efficiently maximize their sales.

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