Google Shopping Ads Add Local Store Location Labels
▼ Summary
– Google is testing a new feature that adds a merchant’s city or town label directly above the product title in select Shopping ads using local inventory feeds.
– This location label aims to make ads feel more local and trustworthy, potentially increasing click-through rates and driving in-store visits from nearby shoppers.
– The feature provides a competitive edge to merchants with local inventory by highlighting proximity without requiring new ad formats or additional setup.
– The label focuses purely on the store’s location and appears within existing Shopping ad formats, distinct from fulfillment options like in-store pickup.
– Google has not officially announced this feature, so details on its rollout, eligibility, and technical requirements are currently unknown.
A recent test by Google is introducing a subtle yet powerful change to its Shopping ads, adding local store location labels directly within the ad creative. This feature, currently in a limited trial, displays a merchant’s city or town name just above the product title. For shoppers, this provides immediate geographical context, signaling whether a retailer is nearby or farther away. This move directly taps into the growing consumer preference for supporting local businesses and the demand for transparency in online shopping journeys.
The strategic value of this update is significant for advertisers. These new location labels make Shopping ads feel more local and trustworthy, offering a distinct advantage to brick-and-mortar retailers competing in a digital marketplace. By clearly indicating proximity, these ads can capture the attention of users specifically looking to buy from or visit nearby stores. The potential to increase click-through rates and drive more in-store visits is a major benefit, as it connects online ad engagement with offline foot traffic and sales.
For merchants, the implementation is streamlined. The label automatically appears within Shopping ads that are already powered by local inventory feeds, requiring no new ad formats or additional setup from the advertiser. It functions alongside existing badges that denote fulfillment options like ‘In-store pickup’ or ‘Curbside pickup’. However, this label serves a different purpose; it focuses purely on informing the customer of the store’s physical location, rather than its delivery or pickup methods.
It is important to note that Google has not made an official announcement regarding this feature. As a result, specific details concerning a broad rollout, merchant eligibility, and any technical requirements remain unclear. The discovery was initially made by industry observers monitoring changes within the ad platform.
The underlying implication is that retailers who utilize local inventory feeds could see a meaningful boost in ad visibility, particularly if their stores are situated in well-known or highly-trusted areas. For the consumer, this update serves as another prompt to consider purchasing from a local retailer, potentially steering them away from large online marketplaces or distant sellers. This subtle nudge reinforces the connection between digital discovery and local commerce, making search results more relevant and actionable for users based on their location.
(Source: Search Engine Land)
