‘Tis the season to be jolly, fa la la la la, la la la la!
It’s also the season for holiday sales, and lots of them. Between Black Friday, Cyber Monday and the general festive season, thousands of businesses are ramping up to serve the Christmas rush. And in the modern world, people don’t turn to catalogues for the latest, biggest and best gift ideas – they turn to Google. So if you want to capture some of that market, you need to stay in front of your potential customers as they start their shopping journey. Luckily this is something Google knows you want to do, so they’ve unveiled 3 new local ad tools to help you showcase your business, and give holiday shoppers a more convenient way to buy.
Google Maps Listings
Yes, we know that Google Maps listings have been around for ages. Don’t worry – we’re not going mad! This new feature is called local campaigns, and works within Maps itself. The idea is to help local businesses become more visible at the right moments – specifically, the moments when customers are searching online (especially on a mobile device) for somewhere to eat or shop. There are a couple of different ways Google helps you do this, including promoted pins (and brand logos), in-store promotions, customisable business pages and a local inventory search. By using these new tools, you can ensure your business is popping up in searches for a highly engaged and warm audience. Google said they wanted to make it as easy as possible for customers to buy. “In just a few taps, they can add you as a convenient stop along their route to grab lunch, stop in for shopping, and more.” Not all of these features have hit the market yet, but those that have are already showing some great results.
Catalogue-like Display Network Ads
Shopping ads are always a popular option among retailers, and often outperform other forms of advertising on Google. In years gone by Google would be the only platform for their catalogue-like shopping ads, showing a variety of image-based shopping options from various retailers to searchers. However Google has now decided to open this up to the entirety of its Display Network, meaning you could push your successful shopping ads out to a much wider audience. By showcasing your products with a mini-website like feed, Google’s Display Network expands your opportunity to connect with your audiences, pick up lost sales and generally boost awareness – and sales.
Click-and-Collect Shopping Campaigns
Click-and-collect has been a popular option for shoppers, and it’s great for impulse purchases and seasonal shopping. The ability to see what a shop has in stock, choose it and pay for it there and then and collect later has a great appeal – but up until now it only really worked for businesses with a website that supported it. Which is often expensive. But now Google is offering businesses a way of doing it themselves with local inventory ads. You can upload your products, descriptions and stock quantities directly into the ad, and these will update as purchases are made. So when a customer searches for you, or your product, they can make a purchase within a couple of clicks – removing all the friction from the buying process – and pick it up from you later. Currently there are 2 options:
- Pick-up today – Show which products are available for immediate store pickup, with the option of paying online first.
- Pick-up later – Promote products that may not be available in-store now, but can be quickly shipped to a nearby store within a few days
This is a fantastic addition to the shopping suite, because now no matter the type or size of your business, you will be up there with all the other retailers as shoppers look for nearby stores with the most compelling offers.
At Ad-Extra, we want to make sure you get the most out of the holiday season. And even though December is officially upon us, it’s not too late for you to get on board and make a real difference to your sales before the year’s out. If you want to get started, we can help you out by setting up and managing your Ads campaigns from beginning to end, using some of these neat new tricks in the process! To find out more, just get in touch with us today.