I’ve noticed something exciting: Google is testing an innovative feature that enhances the local feel of Shopping ads. Some ads that utilize local inventory feeds now showcase the merchant’s city or town just above the product title. Imagine seeing ‘London’ or ‘Tonbridge’ alongside your favorite product, giving you an instant connection to where the store is located.
Why this matters to me. The addition of these location labels makes Shopping ads significantly more personable and trustworthy. For retailers in my vicinity, this could be a game-changer, as it helps them stand out against a sea of competitors. By clearly indicating a store’s location, there’s a greater likelihood of increased click-through rates and more in-store visits from shoppers, just like myself, who prefer supporting local businesses.
This feature also offers merchants using local inventory feeds a competitive advantage by promoting their proximity without the need for new ad formats or extra configuration.
How it operates. These labels are integrated into Shopping ads that already incorporate local inventory data. This addition complements existing tags like:
- In-store
- Pickup later
- Curbside pickup
What’s unique about this label is its exclusive focus on the store’s location, as opposed to fulfillment options.
The drawback. Google hasn’t officially announced this feature, and details about its rollout, eligibility, and technical requirements are still under wraps.
Reading between the lines. For merchants operating in renowned or high-trust locations, this could significantly boost visibility. As a customer, I’m nudged to prefer nearby retailers over expansive marketplaces or distant sellers, which is a win for local communities.
Spotted first. This update was originally reported by Hana Kobzová, founder of PPC News Feed. Her keen eye on these developments certainly keeps us informed.
Inspired by this post on Search Engine Land.
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