How to List Product for Local Inventory Ads at Google
- How to List Product for Local Inventory Ads at Google
- Google My Business Locations
- You will need to build three separate feeds:-
- If that’s not possible, other matching attributes include:-
- Similar to the traditional store verification process-
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Now let’s get to the part where you learn how to list your products.
While Google provides you with detailed instructions in their Help Center, but we’ve highlighted some of the important aspects below:-
Fill out the Interest Form
The first step is to let Google know you are interested via the interest form.
Once Google has reviewed your form, they will contact you.
Configure your accounts
In order to run local inventory ads, you must have the following accounts set up:-
If you already are advertising through product listing ads, your merchant center account should already be set up.
If not, then you’ll need to create an account.
Also, you need to upload your business logo to the Merchant Center account.
Google My Business Locations
Create a Google My Business Locations account where you will supply information about your stores.
With Google My Business locations, you submit a unique identifier for each store known as a store code.
Be sure to know your store code when you go to create your local feed.
Again, if you are already using product listing ads you probably have your Adwords account created, configured, and linked to your Merchant Center account.
If not, do so.
Build and Submit your Feeds
It’s time to start building those local feeds.
This is where it gets a bit technically dense.
You must take care and be very precise in entering all information exactly as required.
You will need to build three separate feeds:-
1.Local Product Feed
This feed should contain all products that you sell in your physical store.
The Local Product feed will require entries for all of the following attributes:-
2.Local Inventory Feed
The Local Inventory Feed will require entries for all of these attributes:-
3.Google My Business Feed
Here is where you identify your store’s physical and web addresses so you can be matched with local searches. Required attributes here include:-
If you need to match items across your product feed and local product feed, Google recommends using the same value for ID in your product feed as item id in your local products feed.
If that’s not possible, other matching attributes include:-
webitemid value in your local feed and ID in your product feed
- GTIN of the item
- MPN of the item
- Brand of the item
For those selling apparel products, your feed may require additional attributes, which can be found in the feed specs.
Once your feeds are built, you must register and upload the feeds to Google.
Complete Google Inventory Verification Checks
In order to implement your ads, you must request that a Google representative complete an inventory verification visit to a small number of your store locations.
A Google representative works with the inventory verification contact listed in your Merchant Center account settings to schedule visits.
They generally aim to minimize any impact on store operations and try to avoid visiting during peak selling days and hours.
During an initial visit:-
- There will be 1-3 Google representatives working independently throughout the day, after introducing themselves and going over the list of products they seek to verify.
- They will review with the store manager any items that were found to be out of stock.
- The team doesn’t take pictures of your products, remove products from their locations, or interrupt normal store operations.
- Typically, the team doesn’t need access to your backroom or storage areas, unless it’s required to get price and availability information for your products.
Where a store visit is not possible, Google may request to conduct the initial inventory verification over the phone.
They work with you to schedule phone calls that are convenient for your store representatives.
A call typically takes 1.5 hours per store.
Similar to the traditional store verification process-
The Google representative asks about a list of items and ensures that the product, price, and availability information matches the data you submitted in your data feeds.
Ongoing inventory verification
Once your local inventory ads are live, Google conducts ongoing inventory verifications via briefer phone and store visits.
These checks help ensure that product, price, and availability information continues to be accurate.
Enable ‘Local’ in shopping campaign
Within AdWords, select the shopping campaign that you want to use for your local inventory ads.
Then, go to Settings > Shopping settings (advanced) and check the enable local inventory ads box.
Once you complete this final step, you’re done.