Ahead of the holiday season, Google is introducing more ways to help businesses connect with shoppers in their local area and help them find physical stores.
The ‘Local campaigns’ feature has been expanded to help businesses with physical locations to drive more visits to their stores, restaurants, dealerships etc. by dropping sponsored location pins into Google Maps when users are searching for local directions. Users will be able to tap on those pins and add them as a stop on their journeys. The expansion will rollout ‘in the coming weeks’ and smaller businesses will also be to take advantage of local campaigns.
Locations advertised in Maps can also be promoted as consumers browse content on the websites and apps in Google’s Display Network.
Google is also expanding store pickup to show consumers the fulfilment options a business offers from their ad. Businesses offering ‘buy online, pick up in-store’ can let consumers know exactly what type of pick up option is on the able with ‘pick up today’ and ‘pick up later’ offers.
Pick up today lets businesses show the products they have which are available for immediate store pickup following online payment. Pick up later is to promote products that may not be in store now but can be shipped to a nearby store within a few days. The more granular feature is currently available in beta.
The final development from Google will be to enable retailers to pick shopping campaigns where they’d like to include store visits as a conversion goal alongside online sales, meaning advertisers can add stores visits bidding to their standard or smart shopping campaigns. This ability will also arrive in the coming weeks.