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Help local customers reconnect with your store

-Reena Nadkarni, Group Product Manager, Local AdsPublished Sep 23, 2020, https://blog.google/products/ads-commerce/engage-nearby-customers/

Since the start of the pandemic, people have built new habits and ways of managing their “new normal.” People and businesses have leaned into the digital world; in the last six months, we’ve experienced 10 years’ worth of change. With these changes, we are more committed than ever to helping businesses reopen and recover.

As some communities begin to open up and businesses prepare for the holidays, it’s critical to help consumers know what to expect before they go in-store—whether it’s offering opening hours, sharing what’s in stock, or noting if curbside pickup or takeout is available. Here are the new product innovations we unveiled today at DMEXCO that will help you connect with shoppers to grow your local sales.

Bring the best of your business online

People are researching their visits to local stores and restaurants online before they go. For example, searches for “curbside pick up” have grown globally by more than 3,000 percent year over year1 and searches for “takeout restaurants” have grown globally by over 5,000 percent over the same time.2 

Google My Business is a great way to keep customers up to date with the most accurate business information, especially since that information often varies by location. You can add service attributes about your business, like “In-store pickup” and “No-contact delivery”—which appear on Google and the Business Profile page—so customers know how you’re operating when planning their visit. 

We’re making more of this type of information available for Local campaigns, to help you connect with nearby customers when they’re searching or browsing Google Maps, Google Search, YouTube, and the Google Display Network. You can now highlight dining service attributes like “Dine-in” and “Takeout.” Soon you’ll be able to feature retail service attributes, like “In-store shopping” and “Curbside pickup.” 

This article has been written by Reena Nadkarni, Group Product manager at Google Local Ads. 

Read here: https://blog.google/products/ads-commerce/engage-nearby-customers/

Consumers are also looking for real-time information when it comes to the products they need. Searches containing “available near me” have grown by more than 2X across regions and categories.3 We recently rolled out “Curbside pickup” for local inventory ads to help you connect local shoppers with the products they need and promote safer fulfillment options. Today, we’re expanding this capability with the introduction of “Pickup later” for local inventory ads. This gives you the option to promote products that may not be available in-store now but can be available for pickup within a few days. Reach out to your Google team to learn more.

Adjusting to shifting consumer behavior in real-time

We know it’s more critical than ever to make the most of your marketing investment. Your campaigns need to be able to react in real-time to shifts in consumer behavior—whether your customers are purchasing online or at a physical location. Smart Bidding for store visits automatically accounts for fluctuations in online conversions and store visits and adjusts your bids for each and every ad auction.

Retail and restaurant advertisers will soon be able to use Smart Bidding for store sales to optimize for in-store transactions, not just visits. For example, advertisers can upload their first-party, privacy-safe transaction data to inform ongoing optimization—all with the goal of driving additional sales at the store level. Reach out to your Google team to learn more.