Having challenges converting your customer’s online searches to in-store purchases? Find out how to set-up a Google Local Inventory Products Feed properly. By following these steps you’ll be able to start advertising your local store’s products online in no time.

In this post you will learn how to:

  • Create a Local Products Feed
  • Develop a Local Inventory Feed
  • Where to Register and Submit Local Feeds

Why use Google Local Inventory Ads to drive online traffic to your local store? Merkle’s digital marketing report  from the first quarter of 2018 states:

Google Local Inventory Ads (LIA) click share also continues to rise for those participating in the program. On desktop, LIA generated 7 percent of clicks, up from just 1 percent a year ago. Mobile LIA clicks accounted for 15 percent of clicks, up slightly from 14 percent the previous year.

As more countries become eligible to use Google Local Inventory Ads people searching for products online can more easily find in-stock items near them without wasting time going to the store just to find out the item is out of stock.

The Google Local Inventory Ad (LIA) experience

Search > Find > Purchase> Pick-up

The following examples from the AdWords Google Blog demonstrate 2 different mobile user experiences for shoppers to find the products they’re looking for at a store nearby.

  1. Google Assistant Voice Search – check for availability in your location

Google Product Search

2. Google Local Ad for Display check for availability in your location

Google Local Ad for Display

Is Your Country Eligible to use Google Local Inventory Ads (LIAs)?

Before deciding if Google LIAs are a good advertising option, check if the country you want to advertise in is eligible for Google Local Inventory Ads. If you are a retailer and you see your country in the list below then you can start building your local feed using the steps in this post.

  • Australia
  • Brazil
  • Canada
  • France
  • Germany
  • Japan
  • UK
  • US

For an up-to-date list of countries check their Google Local Inventory Ads Criteria and Policies webpage.

Steps to Create a Google LIA Product Feed

Typically a retailer or their marketing agency will manage the process of setting up your account or accounts and will enable the local inventory ads and verify your About page.

After Step 2 is completed sometimes a feed management company will take over and create, register, submit, verify and enable your local feeds for you.

To do this yourself keep reading.

We’ve included each of the steps from Google’s About Local Inventory Ads Implementation page and we’ll be referencing this process and our experience for Step 3.

Google Local Inventory Ads Implementation Steps

STEP 1: How to Create a Local Products Feed

 

Google describes what a Local Products Feed is in the following manner:

The local products feed is a list of all of the products that you sell in your stores with attributes that describe the products. Some attributes are required for all items, some are required for certain types of items, and others are recommended.
Note: Not providing a required attribute may prevent that particular item from showing up in results, and not providing recommended attributes may impact the ad’s performance.

Feed Format

Highstreet.io follows Google’s best practice by using one of the following file formats to synchronize your local products:

How the Feed Works

Google uses your local products feed as the authoritative source of your in-store product information. Shoppers will see the details of your products in your ad after they’ve done a Google product search. The ad that is served pulls product information from your feed for the store/s in closest proximity to where the online search was made. When they click on the ad the user will land on a Google-hosted page for your local store.

Local Product Feed Attributes

The following feed attributes display in-store product information in your ads. These attributes should be included in the corresponding fields within your feed.

NOTE: If you’re missing one or more of the following product data items you should source the data to create a complete product feed.

General Products: Google Local Inventory Ads Feed Attributes

  • item_id – if already using an online products feed we recommend matching this itemid to the value you use for id
  • attribute
  • title
  • description
  • image_link
  • condition – use “new, used or refurbished” as values
  • gtin
  • brand
  • google_product_category – Use an MPN number and if the GTIN isn’t available MPN + brand is required

Find out more information on feed attributes.

STEP 2: Create a Local Product Inventory Feed

Similar to creating a Local Product Feed, a Product Inventory Feed includes additional attributes that are specific to the stock information of the local store.

Feed Format

The difference between a Local Product Feed and a Product Inventory Feed is that you cannot use an XML feed for your Inventory Feed.

There are only 2 options: a delimited text file), or an API.

Local Product Feed Inventory & Ad Attributes

Highstreet.io has found if you synchronize your product feed with Google frequently, the customer will see the most current inventory, prices and appropriate information from the last update.

Google recommends the following attributes be included in your Local Inventory Feed and we pulled the Google sample feed below to show the difference between required and optional fields you can include.

Recommended Attributes

  • Itemid
  • Store code
  • Quantity
  • Price

Sample Local Product Feed Inventory Attributes

Incremental Feeds

Highstreet.io uses incremental feeds for many of our clients to advertise their products online. We highly recommend you use this process for synchronizing your local store inventory including price and quantity as this information changes quickly.

Local Product Inventory Feed Options
1. Local product inventory – All product data is submitted daily at a scheduled time.
2. Local product inventory update – Product data submitted at various times throughout the day. Only product data that has changed will be updated in the feed.

Contact Highstreet.io to discuss how we create incremental (real-time) product feeds to always keep your information complete and up-to-date.

Feed Registration and Feed Upload

If you are submitting a feed for the first time to Google Merchant Center follow these steps from Google to register your feed or submit your local product inventory through an API. Once you’ve registered your feed, go to Google Merchant Center to upload it.  To find all the steps required to schedule your feed upload go to Google Merchant Center.

Resources

 

For more information on how to develop a Google Local Inventory Feed and a Google Local Products Feed OR if you need a managed service to create, implement and look after your local product feeds, contact Highstreet.io!

Google Shopping Feed Tips You Don't Want To Miss

Avoid getting your campaigns disapproved in the first place and achieve the best performance for your ads by reading our Google Shopping Feed Optimization Guide.

  • Your product listings will show up higher in search results
  • Your customers will spend less per click and less per sale
  • Your will win greater trust, credibility, and referrals

Next Step

To set up a call or get more information about Google Shopping’s shipping changes or how we can help you optimize your product feed, input your contact info in the form below.

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