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. Local SEO helps businesses increase their visibility in location-based search results. 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. These ads appear in Google search results when users search for products nearby. Not only do retailers have the ability to provide their most up-to-date inventory, but LIA 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, creating a seamless omnichannel shopping experience.

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. The local knowledge panel appears in Google search results when users search for a specific business. Essentially, this function lets buyers see whether a particular product is in stock at their local store, improving the customer experience by providing immediate inventory information before visiting the store.

Ads in Local Finder Results

Google recently made changes to the local search network and Google maps to include prompted location listings. These ads appear when users click “More places” below the local three-pack in search results. 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, increasing their visibility in competitive local markets!

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 pins appear prominently on Google Maps, highlighting a business’s location with their logo. 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. These enhancements make business listings more informative and engaging for potential customers.

Cool Fact: Google found that mobile search ad resulted in more in-store visits than online conversions. This highlights the importance of mobile advertising for driving foot traffic to physical store locations.

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. The increasing use of smartphones for local searches has transformed how consumers find and interact with local businesses. 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 Shopping Behavior

Local Inventory Ads (LIA) are revolutionizing the way consumers shop locally. These inventory-focused advertisements 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, demonstrating the direct connection between local search and in-store visits.

Implementing Store Pickup Features in LIAs for Retailer Advantage

The integration of store pickup features in Local Inventory Ads offers multiple benefits for retailers. This omnichannel feature reduces shipping costs and increases the likelihood of additional in-store purchases when customers arrive to collect their items. 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 and improve the overall shopping experience.

Maximizing the Potential of Local Knowledge Panels for Business Visibility

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 and help businesses stand out from competitors in the local marketplace.

Strategies for Optimizing Local Finder Results in Google Search

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 and local relevance. Geo-targeting options can help businesses reach the most relevant local audience based on proximity and search behavior. Effective online advertising campaigns can significantly boost local visibility and drive more store visits by appearing in expanded local search results.

Leveraging Promoted Pins for Increased Map Visibility and Store Traffic

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 through prominent map placement. 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 and driving integrated multichannel engagement with local customers.

The Future of Local Search Marketing in the Canadian Digital Landscape

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 in the local digital marketplace. 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 and maintain visibility when new tools become available.

Mobile-First Strategies for Local Businesses in Search Results

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 to capture on-the-go consumers. Mobile-specific features like click-to-call buttons can significantly improve user experience and drive immediate customer action. Website design that prioritizes mobile users can lead to higher engagement and conversion rates as more consumers rely on smartphones for local business discovery.

Measuring the Success of Local Search Campaigns Through Analytics

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 on map listings. Regular analysis of these metrics can help businesses refine their local search strategies and optimize budget allocation. Digital marketing audits can provide valuable insights into the effectiveness of local search campaigns and identify opportunities for improvement in local visibility.