Changes to Google Canadian Retailers Can Expect
With the rise of importance in local online marketing and Local SEO, Google has integrated various paid local SEM tools to help professionals market their products to local customers. In a nutshell, Local SEO is the implementation of local search strategies for a business to rank higher on the Google search network and Google map pack. If you want learn more about Local SEO, check out our blog on why local SEO is important.
To complement local organic ranking efforts, there are many paid initiatives to support local search engine marketing strategies. Most recently, Google announced 4 tools of interests for retailers:
Promotion of Store Pickup in Local Inventory Ads (LIA)
Local Inventory Ads (LIA) display the inventory of local businesses for online shoppers. Not only do retailers have the ability to provide their most up-to-date inventory, but it also provides a streamlined and effortless channel for buyers to make a purchase. With the recent integration of promoted store pick up, shoppers can now check the inventory of a product, make a purchase online and pick it up in store.
Inventory search from Local Knowledge Panel
Marketers can also add a feature to “search items at this store” in the businesses local knowledge panel for Local Inventory Ads. Essentially, this function lets buyers see whether a particular product is in stock at their local store.
Ads in Local Finder Results
Google recently made changes to the local search network and Google maps to include prompted location listings. This change has opened up a new playing field for retailers who aren’t featured in the local three-pack. With promoted location ads, retailers now have a new way of getting to the top of results!
Promoted Pins in Google Maps
Recently at the Google Performance Summit on May 25th, Google announced the use of branded “promoted pins” or locations. These changes will provide a branded, yet functional experience for users. On top of that, local Google pages will have a fresh look and include new customizations such as various content types, local product inventory, promotions and additional information.
Cool Fact: Google found that mobile search ad resulted in more in-store visits than online conversions.
Unfortunately, some of these tools are not available for Canadian retailers as of yet. Either way, local marketing has become one of the most dynamic and ever-changing industries, especially in our mobile-first world. And it’s exciting to have new ways to reach out to our audience!
Interested in learning more about Google’s recent announcements at the 2016 Google Performance Summit? Check out our coverage of the event.
The Impact of Local Inventory Ads on Consumer Behavior
Local Inventory Ads (LIA) are revolutionizing the way consumers shop locally. These ads provide real-time inventory information, bridging the gap between online browsing and in-store purchases. Online advertising strategies that leverage LIAs can significantly increase foot traffic to physical stores. Studies show that 76% of people who search for something nearby on their smartphone visit a related business within a day.
Implementing Store Pickup Features in LIAs
The integration of store pickup features in Local Inventory Ads offers multiple benefits for retailers. This feature reduces shipping costs and increases the likelihood of additional in-store purchases. Retailers can optimize their LIAs by ensuring accurate inventory data and providing clear pickup instructions. Digital marketing strategies that highlight convenience can attract more local customers.
Maximizing the Potential of Local Knowledge Panels
Local Knowledge Panels are powerful tools for businesses to showcase their information directly in search results. The “search items at this store” feature enhances user experience by providing instant inventory access. Businesses can optimize their Knowledge Panels by regularly updating store information and product availability. Search engine optimization techniques can improve visibility in local search results.
Strategies for Optimizing Local Finder Results
The introduction of ads in Local Finder Results presents new opportunities for businesses. To capitalize on this feature, businesses should focus on creating compelling ad copy that highlights unique selling points. Geo-targeting options can help businesses reach the most relevant local audience. Effective online advertising campaigns can significantly boost local visibility and drive more store visits.
Leveraging Promoted Pins for Increased Visibility
Promoted Pins in Google Maps offer a powerful way to stand out in local searches. These branded pins can increase brand recognition and drive foot traffic to physical stores. Businesses can maximize the impact of Promoted Pins by aligning them with local events or promotions. Social media marketing strategies can complement Promoted Pins by creating buzz around in-store events.
The Future of Local Search Marketing in Canada
While some of these tools are not yet available in Canada, the local search landscape is rapidly evolving. Canadian retailers should stay informed about these developments to remain competitive. Preparing for these changes involves optimizing existing local SEO strategies and building a strong online presence. Comprehensive digital marketing approaches can help businesses adapt to future local search updates.
Mobile-First Strategies for Local Businesses
The importance of mobile optimization in local search cannot be overstated. With more searches occurring on mobile devices, businesses must prioritize mobile-friendly websites and ads. Mobile-specific features like click-to-call buttons can significantly improve user experience. Website design that prioritizes mobile users can lead to higher engagement and conversion rates.
Measuring the Success of Local Search Campaigns
To fully leverage these new local search tools, businesses must effectively measure their impact. Key performance indicators (KPIs) for local search campaigns include store visit rate, local conversion rate, and click-through rate. Regular analysis of these metrics can help businesses refine their local search strategies. Digital marketing audits can provide valuable insights into the effectiveness of local search campaigns.