Google Gets Hyper-Localized With Web & Mobile Shopping
Google recently released two new features that will likely send shockwaves through the e-commerce and digital marketing communities.
The first e-commerce game changer is the upcoming global availability of Product Listing Ads for local businesses. When users search for a product on Google, for example, they will now see these Product Listing Ads, and should the user click on the ad, they will arrive at a "local storefront" where it is possible to browse the merchant's store inventory. (See images below.)
Local availability of PLAs and the local storefront feature, according to Google, are based on local product feed available through the Google Merchant Center. From within their Merchant Center account, retailers can provide item-level price and availability information.
The more localized PLAs are news enough but it's the local storefront feature that is going to change how many enterprises promote their products and services - perhaps as soon as the coming months.