How do you optimize the conversion of LIA ads?

Advertisers are constantly looking for innovative ways to maximize their return on advertising investment. Among the most powerful tools at their disposal are Google Local Inventory Ads.

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These ads, designed for capture the attention of consumers by offering them available products in nearby stores, offer unparalleled conversion potential for e-retailers.

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However, despite their potential, taking full advantage of Google Local Inventory Ads requires a thorough understanding of their functioning as well as a well-honed conversion strategy.

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Herein lies the challenge for media procurement managers at large companies: how do you optimize these ads to ensure exceptional results?

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In this article, we'll dive into theGoogle Local Inventory Ads universe, exploring best practices and proven strategies to maximize conversion.

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From practical tips to in-depth analyses, we'll reveal the secrets to turning your advertising campaigns into growth drivers for your business.

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What is Local Inventory Ads or LIA

Today, consumer behavior is largely influenced by digital technology.

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What is LIA? 🤔

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Local Inventory Ads (LIAs) were invented precisely for Bridging the gap between internet research and in-store commerce, LIA for close friends — In-store ads for French speakers.

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This format has become a cornerstone for e-retailers looking to bridging the gap between online browsing and in-store shopping.

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Les Local Inventory Ads are a dynamic feature provided by Google that allows businesses to promote their products in-store on Google Search and Maps, connecting the physical and digital shopping experience.

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To use Google Local Inventory Ads, several conditions must be met.

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First, it is necessary to have an account on Google Merchant Center as well as an account on Google Ads.

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In addition, in order to launch a local Google ad, you must own a physical business located in one of the countries where this type of ad is available. Complying with Google's specific guidelines for these ads is also critical.

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In addition, it is essential to provide Google with detailed information about your business, retail locations, and products.

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To do this, you need to create and submit three data flow categories at the Google Merchant Center:

• a main data stream
• a local data flow
• a flow for stores

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Finally, you have to activate the products you want to promote in your Shopping campaign via Google Ads.

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Think of Local Inventory Ads as a digital billboard for products in your store.

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They tell people browsing online that, yes, you have what they need, and that's just around the corner. For businesses that sell things both in physical stores and online, LIAs are a strong marketing opportunity.

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They combine the best of both worlds, connect the convenience of online shopping with the timeliness and tangibility of in-store shopping, making shopping easy for customers.

Benefits of Local Inventory Ads (LIA) ad optimization

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E-retailers are rushing to be featured on Google Local Inventory Ads. Here are some of the many reasons why LIA is so appealing.

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First of all, it impacts a increase in store traffic, web-to-store in English.

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The LIAs show your in-store inventory in real time to nearby researchers, directly influencing their decision to visit your physical store.

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This is especially effective for customers who prefer to inspect products in person before buying.

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Then, the LIA develops improved online visibility.

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By appearing in relevant search queries, LIAs increase the online presence of your physical stores, making it easier for customers to discover your products and store information.

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Google's shopping tool allows for higher conversion rates.

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Shoppers who research products online and then visit a store to make a purchase tend to have higher intentions. This leads to higher conversion rates compared to traditional online shopping.

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In addition, the information presented improves the customer experience

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LIAs provide customers with information about product availability in nearby stores, saving them time and improving their shopping experience.

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Finally, well mastered, Google LIA offers a competitive advantage

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The use of LIAs allows businesses to compete more effectively with online-only retailers by highlighting the immediate availability of products in local stores.

How to optimize LIA ads to meet consumer demand

Innovative technologies are available to refine your AI strategies.

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You can integrate Local Inventory Ads with a robust local marketing strategy to significantly amplify their effectiveness.

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A platform like Partoo, designed to optimize the online visibility of local businesses, can be a game changer in this context.

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By optimizing your Google My Business listing, improving the efficiency of your LIAs by providing comprehensive store information, including hours, location, and available services, this ensures that your business information is accurate, consistent, and optimized across all online platforms. Partoo improves your visibility and attractiveness in local searches.

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With LIA, you can put accurate inventory data online.

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Keep your inventory data up to date to ensure that your LIAs reflect the actual stock levels in each store, reducing customer frustration and lost sales.

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In addition, AI makes it easy for you to create targeted campaigns..

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Use location targeting to reach customers near your stores, and personalize your ads based on local trends and preferences to increase relevance and effectiveness.

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We know the importance of product information in the buying decision process. With Google LIA, you can offer high quality product information.

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Feel free to include high-quality images and detailed product descriptions in your LIAs to help customers make informed decisions and improve the overall appeal of your ads.

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In 2023, nearly 75% of the traffic of the largest French e-commerce sites is done on the mobile. Optimizing UX for mobile is simply no longer an option.

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Since a significant portion of local searches come from mobile devices, make sure your ads and landing pages are optimized for mobile browsing, providing a seamless experience for shoppers on the go.

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Finally, Google's shopping tool helps you monitor and analyze performance.

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Analysis tools to track the performance of your LIAs, identifying which products and strategies are driving store visits and sales, and adjust your campaigns accordingly.

Take your LIA strategy to the next level - Advanced tactics with the Post Click Experience

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If you think our recommendations may be a bit too basic, we have good news.

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Optimizing the effectiveness of Local Inventory Ads (LIA) will now beyond the simple presentation of inventory in online stores. It's about creating a seamless connection between the ad and the subsequent customer journey.

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It doesn't end with a click on your ad, it's just the start.

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Once a potential customer interacts with a Google Local Ads, the quality and relevance of the experience that he encounters can significantly influence his probability of visiting the store and making a purchase.

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This process is considerably improved by focusing on the post-click experience, a concept where technologies like Dataïads lead the way.

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E-retailers can personalize the post-click experience using first and third party data to ensure that potential customers land on pages that are highly relevant, personalized, and conducive to purchase.

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Depending on each marketing context: interaction with inventory, promotional offers or each product category, visitor behavior.

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If a customer clicks on an ad for a specific product, in addition to simplified product details, the landing page will also suggest similar and complementary items available in the same store, present current promotions, like a real customer advisor. In addition, the consumer can also reserve or buy the item in store with Click & Collect or Drive.

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Everything is done to have a fast, relevant and pleasant online shopping experience from the very beginning.

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It's like Roll out a red carpet for your customer as soon as they arrive at the store that points them to their desired product while crossing the shelves that may be of interest to them, digitally.

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This level of personalization makes the more engaging and tailored shopping experience, thus increasing web-to-store traffic.

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This approach significantly maximizes e-commerce conversion rates, via in-store drive or pick-up options and therefore improves the efficiency of your Google Shopping advertising spend.

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Echoing what we mentioned earlier, integrating real-time inventory data into the post-click experience to ensure that the information presented is accurate and up to date, is critical to maintaining customer trust and satisfaction.

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Dataïads allows merchants to dynamically update their landing pages based on current stock levels in the product feed, thus avoiding customer frustration when the item offered and the items recommended online are not available in stores.

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Another key aspect for improving the effectiveness of the AIs mentioned earlier is mobile optimization. Ensuring that the post-click experience is mobile-friendly is crucial, as a lot of local searches are done on mobile devices.

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That means fast-loading pages, easy navigation, and optimized calls to action that are easily accessible on smaller screens. Through several use cases, Dataiads has demonstrated its ability to create smart landing pages that are fast, lightweight, and pixel-perfect.

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By focusing on these tips, online retailers can ensure that every euro spent on AI will be even more profitable, attracting more engaged traffic and converting more ad clicks into customers.

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Incorporating these tips and innovations into your LIA strategy not only improves the effectiveness of your campaigns but also provides a more consistent and satisfying customer journey, bridging the gap between online interest and in-store purchases.

How to measure the effectiveness of LIA campaigns

To monitor and evaluate the performance of your ads, it is recommended that you use the analytics tools offered by Google.

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🎯 Measuring the effectiveness of campaigns with Google Ads

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‍Follow the marketing performance key performance indicators such as clicks, impressions, click through rate (CTR), cost per click (CPC), cost per acquisition (CPA), return on ad spend (ROAS), as well as conversions resulting from your local inventory ads.

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It also offers the possibility of compare the performance of these ads with that of other Google Shopping ad formats or your Performance Max campaigns.

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🎯 Measuring effectiveness on Google Analytics‍

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Indispensable for analyze visitor traffic, behavior, and retention on your local store site or page after clicking on your ads. It allows you to track the bounce rate, the average duration of sessions, the number of pages viewed per session, and the conversion rate.

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🎯 Measuring the effectiveness of campaigns with Google Store Visits‍

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This specific tool gives you a estimate of the number of visitors who have accessed your physical point of sale after interacting with your local inventory listings.

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Based on aggregated and anonymized mobile location data, however, this indicator is not available to all advertisers.

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By using these tools, you can judge the effectiveness of your LIA campaigns and calculate the ROAS. At Dataïads, we use our customers' measurement tools with strict and solid measurement protocols, approved and validated by the best teams on the market (As in the case of Darty).

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Thanks to these, we are able to measure the impacts of post-click experiences on LIA and non-LIA campaigns, in order to deliver the best performance reading.

The power to be everywhere

Selling today means being where your customers are, both in the digital world and in the real world.

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Local Inventory Ads are a smart way to Connecting the dots between online browsing and in-store shopping.

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By fine-tuning how these ads work for your business and ensuring that every click leads to a great online experience, you're not just spending on ads.

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You invest for offer the choice to buy at home, on your e-commerce site and/or in your stores, the best choice.

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To conclude, Google Local Inventory Ads or LIA ads offer e-retailers a valuable opportunity to link the digital and physical world, thus increasing store traffic and improving the customer experience.

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By following optimization best practices, using accurate inventory data, and ensuring a smooth, mobile-friendly post-click experience, you can maximize the return on investment of your LIA campaigns.

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Ultimately, integrating Google Ads LIAs into your overall marketing strategy will allow you to better meet consumer expectations and strengthen your market position.

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