New Google Changes to Help Push In-Store Purchases – The Buyer’s Journey 76

New Google changes are adding some great features for advertisers on ad platforms. We discuss what those changes are and how significant they’ll be in today’s episode.

Options, Options, Options

Seasonality adjustments. During a sale, promotion, or anytime you anticipate a jump in conversions, you can give Google a heads up. Using seasonality adjustments will tell Google’s Smart Bidding system to prepare for an increase and adjust faster.

More in-market audience segments. Google expanded its in-market segments to include categories such as beauty, sports, education and real estate, and 30 new retail categories. Marvin reports that “in-market audiences for search are grouped based on purchase intent signaled by users’ search and browsing behavior.”

Make It Local

There are some new Google changes that are specific to local campaigns and local ads.

Calls for Local campaigns. Advertisers running local campaigns can now use them to drive calls to their business locations.

Group locations for Local campaign messaging. Businesses with multiple locations, listen up. Google is allowing advertisers to set up location groups of their locations to curate budgets and messaging to those locations based on sales schedules, in-store promotions, regional differences, etc. Search Engine Land reports that, “Google says ‘on sale near me’ searches have increased by 250% since 2017. (It’s never quite clear how much of the ‘near me’ increases are fueled by auto-suggestions.)”

Asset reporting for Local campaigns. Google is also rolling out asset reporting for Local campaigns so you can see how your creative elements — ad headlines, descriptions and images — are performing. Don’t expect granular detail here, though. The asset report ranks elements with labels such as “Best” and “Good”.

Promotions in LIAs. Local inventory ads (LIA) are also getting an update with new promotion options. LIAs are ads that feature products in-stock in stores near the searcher. These new promotional options can help businesses highlight different deals or, aptly, promotions. This new feature is coming to the US and Australia first, with eventual global roll out. If you’re interested in taking advantage of this new feature, fill out this form.

Check out our next episode where we’ll discuss a news article covering the Retention stage of The Buyer’s Journey.

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