Google Local Inventory Ads (LIA): 8 Strategies for Success

1. increase bids for nearby customers

Use a location expansion bid modifier to increase bids for customers near your stores.

Local inventory ads are triggered within a 25 to 35 mile radius of your store. The ads are triggered when a potential customer uses their mobile device within that distance.

A particularly useful strategy here is to increase bids for customers who are close to your stores. The closer a customer is, the more likely they are to visit your location and make a purchase.

2. use negative keywords

When using LIA, it is important to use negative keywords to exclude irrelevant queries. Negative keywords are search terms that you select to ensure that your ads are not displayed for certain search queries. By using negative keywords, you can prevent your ads from being displayed for search queries that are not related to your offer.

For example, if you have a business that sells shoes but does not offer athletic shoes, you can add “athletic shoes” as a negative keyword. This ensures that your ads are not displayed for searches for athletic shoes.

It is important to choose negative keywords carefully to ensure that they are relevant and that your ads are only displayed to potential customers who are truly interested in what you have to offer. Another example would be if you have a business that only sells women’s clothing, you can add “men’s clothing” as a negative keyword to make sure your ads don’t show up for searches for men’s clothing.

By using negative keywords, you can lower your ad costs and make your ads more effective by ensuring that they are only displayed for relevant search queries.

3. integrate your inventory into your LIA listing

Seamlessly integrate your inventory into your LIA campaign so your customers can instantly see what products are available. Make sure all availability and pricing information is accurate so potential customers can find the information they are looking for. This gives your customers an unparalleled shopping experience.

By integrating your inventory with your LIA listing, you can ensure that your customers always have the most up-to-date information about your products. This is especially important if you regularly add new products or remove old ones from the range.

Another benefit of integrating your inventory with your LIA listing is that you can provide a better user experience for your customers. When your customers can see what products are available, they can buy faster and easier. This can lead to higher sales and customer satisfaction.

To ensure that your customers find the information they are looking for, you should make sure that all information about availability and prices is correct. Giving your customers the wrong information can lead to frustration and a poor user experience.

When you integrate your inventory with your LIA listing, you can also highlight special offers and promotions. This can help your customers buy more and get excited about your products.

Ultimately, integrating your inventory with your LIA listing can help you attract more customers and generate more revenue. By ensuring that all information is accurate and up-to-date, you can provide an unparalleled shopping experience and delight your customers.

4. improve the customer experience with Google My Business

Use the full potential of Google My Business to get the word out about your LIA campaign. Provide your customers with detailed information about your store, such as opening hours, address, parking information and customer reviews. This can help improve customer confidence in your business and increase your sales.

Google My Business is a free platform that allows businesses to improve their online presence and increase their visibility in Google search and on Google Maps. It offers a variety of features to help you attract and retain customers.

One of the most important features of Google My Business is the ability to provide detailed information about your business. You can provide your opening hours, address and phone number, as well as upload photos and videos to give an insight into your business. Customer reviews are also an important factor that can boost customer confidence in your business.

But Google My Business offers more than just the possibility to provide information. You can also create posts to keep customers up to date with news, offers and events. These posts can also be supplemented with photos and videos to make them more appealing.

In addition, Google My Business also allows you to interact directly with customers. Customers can ask questions and submit reviews, to which you can respond directly. This gives you the opportunity to get customer feedback and respond to issues or concerns.

In summary, Google My Business offers a variety of features that can help improve the customer experience and increase your sales. Use this platform to present your company online and attract customers.

5. use local landing pages

Create a custom landing page for each of your stores. On these pages you can present more information about your products and your company. Make sure your landing pages are optimized to maximize conversions. Use clear CTAs and make sure your customers can access your products quickly and easily.

By using local landing pages, you can better target your customers and cater to their needs. For example, you can promote special offers and promotions for each store and highlight local events and activities.

By using local keywords and phrases in your landing pages, you can also improve your local SEO and increase your visibility in search results. A well-optimized landing page can help potential customers find and visit your store more easily.

To make your landing pages even more effective, you can also include customer reviews and feedback. Show what other customers think about your products and services to build trust and convince potential customers to buy from you.

In summary, local landing pages are a great way to better target your customers, improve your local SEO, and maximize your conversions. Use this opportunity to promote your stores and attract more customers.

6. track and adjust your campaign performance

Keep an eye on your LIA campaign performance and adjust as needed. Analyze your campaigns regularly to identify trends and customer behaviors and derive appropriate actions. Use Google’s statistics to measure your goal achievement and comprehensively evaluate your campaigns.

To optimize your campaign performance, it is important that you regularly review and evaluate your statistics. Here, you should not only pay attention to the number of clicks and impressions, but also to the conversion rate, i.e. how many users actually made a purchase. Use this information to adjust and optimize your campaigns.

In addition, you should also keep an eye on the trends and behaviors of your customers. Analyze which products or categories are in high demand and adjust your campaigns accordingly. Seasonal trends should also be considered to further target your campaigns.

Another important factor is the evaluation of your competition. Analyze what products and offerings your competitors have and how you can stand out. Use this information to optimize your campaigns and stand out from the competition.

In summary, regular analysis and adjustment of your LIA campaigns is essential to the success of your advertising campaigns. Use Google’s statistics to measure your goal achievement and comprehensively evaluate your campaigns. Also consider your customers’ trends and behaviors, as well as your competitors’ activities, to further target your campaigns.

7. use conversion tracking

Use conversion tracking to measure the success of your campaign. There are some great tools and apps on the market that you can use to perform conversion tracking. By using conversion tracking, you can optimize the effectiveness of your LIA campaign and ensure that you get maximum ROI.

Conversion tracking systems allow you to measure the number of conversions generated by your campaign. A conversion can be anything from a purchase to a phone call or email inquiry. By using conversion tracking, you can see exactly which aspects of your campaign are most successful and which areas need to be optimized.

It is important to note that conversion tracking is not only relevant for e-commerce companies. Any business can benefit from using a conversion tracking system, as it helps you measure and optimize the effectiveness of your campaign.

There are several conversion tracking systems on the market, including Google Analytics, Facebook Pixel, and Adobe Analytics. Each system has its own advantages and disadvantages, and it is important to choose the one that best suits your needs.

If you use a conversion tracking system, you should also make sure that your goals are clearly defined. What do you want to achieve with your campaign? Do you want to generate more sales or receive more inquiries? By setting clear goals, you can ensure that your campaign is aligned with those goals and that you’re getting the results you want.

In summary, using a conversion tracking system is essential for any LIA campaign. By measuring and optimizing your conversions, you can ensure you’re getting the most out of your campaign and maximizing ROI.

8. add options for in-store pickup / online purchase and in-store pickup.

A “pick up today” badge on your local inventory ad conveys the message that a customer can get their product in their hands very quickly, which can further increase click-through and conversion rates.

The “buy online, pick up in store” feature has been a great addition to Google Shopping over the past few years, and we expect this feature to continue to be used as many stores adapt to a world where curbside pickup is becoming more prevalent and stores are becoming distribution centers for e-commerce orders.

In order to approve your Local Inventory Ads for in-store pickup, you must meet a number of specific conditions and also meet the appropriate feed requirements.

Summary

With the right strategy, LIA can be a valuable tool for your sales success. Use location-based keywords, negative keywords, integrate your inventory with your LIA listings, improve the customer experience with Google My Business, use local landing pages, track and adjust your campaign performance, and use a conversion tracking system. You can benefit from these seven strategies to succeed with LIA. So go beyond traditional online marketing and bring your customers closer to your products by using LIA.

If you use LIA, it is important that you know and understand your target audience well. This will help you choose the right keywords and target your ads to your customers’ needs. It’s also important to monitor and optimize your ads regularly to ensure they are effective.

Another important strategy for success with LIA is the use of local landing pages. These pages are tailored specifically to the needs of your local customers and include information such as hours of operation, location and contact information. By using local landing pages, you can ensure that your customers find the information they need to buy your products.

Another important factor for success with LIA is the use of Google My Business. This platform allows you to showcase your business on Google Maps and in Google Search. By verifying and updating your business on Google My Business, you can ensure that your customers get the right information about your business and can find your products more easily.

It’s also important to regularly monitor and optimize your LIA campaigns. By using conversion tracking systems, you can determine which ads and keywords are delivering the best results and adjust your campaigns accordingly.

In summary, LIA is a powerful marketing strategy that can help you reach your local customers and increase your sales success. By using location-based keywords, local landing pages, Google My Business, and conversion tracking systems, you can ensure that your ads are effective and that your customers find the information they need to buy your products.