Google Announces New Shopping Features for Brick-and-Mortar Retailers - The Search Marketing Shop

The holiday season is just around the corner and Google has already announced some new relevant shopping features especially keeping in mind brick-and-mortar retailers. Retailers will now be able to generate more store visits and measure them from Google and its different assets.

Focus on Mobile

Mobile now plays a pivotal role in the customer journey. Mobile ads have been found to generate over 160% increase in store visits against desktop ads. Local inventory ads have been found to help generate almost 80% more store visits.

Two major new features are therefore mostly focused on mobile, including:

  • Local Inventory Linked to Google Assistant: Google is now linking local inventory data with Google Assistant search results (Google Assistant supports voice search). Retailers will have to upload local inventory feeds into Google Merchant Centre to have their listings included in relevant local inventory search. So whenever someone searches for your products using voice search, it increases the chances of your business appearing in the list of local inventory results.
  • Local Inventory Display Ads: There is a new local inventory display ad format that will feature your local products and promotions. You will have to set up display campaigns and upload images and feed.

Measurement Updates

In addition to the local inventory display ad format and local inventory tied to Google Assistant, the search giant has also added advanced reporting feature for impression-based store visits.

It will now be able to measure your store visits without the need for having ad clicks. There are several new AdWords reports that address this aspect.

‘Time lag report’ displays the time it takes from ad click to a visit. The ‘demographic report’ allows adding store visits to current demographic reports. Another new report shows visits by repeat customers.

Google has also released added filtering options for mobile shopping results keeping in mind apparel retailers. The listings are larger in size and have brand logos.

Emphasis on Showcase Ads

According to Google, Showcase Ads (which was released in AdWords Editor some time ago) has been driving more brand searches and conversions against standard Shopping ads. The ‘shop with me’ video feature that offered in-store tours has also seen significant increase in the past two years.

With Halloween just around the corner, the shopping season is almost here. This is the right time to start your online campaigns to make the most of the shopping spree. Visit for more information and to get help from experienced online marketing professionals.