Local Inventory Ads…
Recently there was an interesting campaign launched with the tag line “Mrs. India Ka Ghar”. The concept was that today’s working woman comes home and gets prepped for the guests’ homecoming at night, she reflects back on memories. This happens while she is taking viewers through all the rooms. This way the entire décor is being showed and the variety offered by Fab Furnish is also established. The objective was to position Fab Furnish as the homemaker for modern working women who has extremely less time at her hand. You can check out the video here.
Say a furnishing brand wants to show different set of products in different countries in Google shopping campaign then that is possible.
Inventory filter is a very novel way of excluding products from a particular shopping campaign.
The by default option is set to “None – Use all products in country of sale (recommended).” Now for creating your own custom filter click on “Create custom filter”. You will have to specify attributes vis-a-vis values for those products which you want to include in the campaign. The highest limit is 7 for putting attribute filters.
Mainly shopping campaigns are done to show products which are sold online. But if you want to sell products that are available in physical store, it is advisable to use local inventory ads. These ads will show your products to a customer who is nearby to the store and is looking for your product. When clicked the ad will show a Google hosted page which has details about product inventory, store timings and directions to the store.
The products will be showed in different ways on the basis of the type of product inventory selected. There are 3 types:
1. Local only
2. Online only
You can select the ad format you want to use for each inventory type. You will have to fill up a form on the following link https://support.google.com/merchants/contact/local_availability to check your eligibility for “Google My Business”.
Now you have to enable your local product listings on shopping campaign. Following link will give you step by step guide on this: https://support.google.com/adwords/answer/6275309
After enabling local inventory ads, you can specify locations which you want to target. Exclusion of locations is also possible. For example say your target location is Thane but you don’t want the ads to be showed in Kalyan then the same needs to be specified under locations.
While selecting networks on which the ads will be showed, you should check the box which says “Include search partners “. This will help you to increase traffic to your products and reach more shoppers.
The next step is to set your bid strategy. By default it will be set to “I’ll manually set my bids for clicks”. If you don’t have the bandwidth to do so then you should look at conversion tracking and enhanced CPC. This will involve creating a flexible bid strategy as well.
Now what’s conversion tracking? Simply put, it means you track conversions. In AdWords you have to put a tag (HTML code) in your website pages. So when a user clicks on your ad, a cookie is placed on users’ browser/mobile. Note when the user reaches a conversion page, say a purchase confirmation or sign up thank you page, AdWords looks for a cookie to identify which ad lead to the conversion and records it. This helps you in understanding – how click on an ad on one device/browser leads to conversion on some other device/browser.
That’s it for today, next time we will see details of Enhanced CPC set up, till then keep being awesome 🙂
(Content and image source: support.google.com/adwords/answer
“Mrs. India KaGhar” image source: Lighthouseinsights.com)