Tons of search related to shopping are happening everyday on Google. Statistics show that 46% of all searches on Google are seeking local information and 76% of local mobile searches for local businesses result in store visits in 24 hours. Therefore it is crucial for local businesses to utilize these “micro moments” when people are constantly looking for products like yours with See What’s In Store (SWIS). When shopping for an item that’s on our minds, it all starts with any other search – on Google. It’s actually more common for us to research about that product and check with other sites before buying it. Window shopping may seem like a regular guilty pleasure, but more often than not, it’s what can eventually get your customers out the door and into your store. That’s where Google’s Local Inventory comes in; it’s a key feature to Google shopping ads that can boost the visibility of your store all at that initial search.
As a business owner, retailer, or a company looking to showcase products in addition to their services, we know how important it is to gain traffic not only online, but offline. That’s why we partnered with Local View to bring your store selection right where customers will be looking first.
Customers will be redirected to the Local Storefront of a merchant whose added to their Local Inventory, after clicking on an item.
Recently this year, Google made it possible for merchants to showcase their products for free on the Google Shopping tab amidst paid ads in search results relevant to them. It used to be harder for both buyers to find what they liked and for sellers to show what they offered since paid listings limited the selection and outbid smaller businesses for these spots. Now, while competing with big eCommerce marketplaces like Amazon or eBay, Google has made it possible for eligible retailers with smaller budgets to benefit as paid shopping ads from bigger campaigns would have.
Google Shopping is part of the Surfaces across Google program, which also includes Google Search, Google Maps, Google Images, and Google Lens. Here’s how the rest of your Local Inventory will be shown on each other Surface:
Google Search: A broad product Google search for a product can be information overload if a customer doesn’t have a particular item of interest. That’s why your Local Inventory can be a good starting point for visual searchers to discover other similar products you also might be carrying. This surface will show the image of your product, ratings, brand, availability, and more. They can click on the item and be directed to the Local storefront or your website for instant checkout information.
Google Maps: A customer can also search for a product available in-store through Google Maps. The results for a laptop accessory, for example, will have the nearest listings appear, relevant to that search. Your local inventory listing will include your overall reviews, address, phone number, hours, and the distance that searcher is from the store.
Google My Business: Searchers are more inclined to look through the first couple of listings when searching for a store that has their product. GMB profiles include in-store photos, name of your business, contact information, and reviews of this specific location. With Local Inventory, it will appear at the bottom of the listing in a search bar with items attached labeled “See What’s In Store.” This feature enables customers to browse through your stock without having to leave the page.
Your GMB Listing will have a ‘See What’s In Store’ feature once a customer scrolls down on your profile. For more on integrating this feature, visit Local View’s SWIS tool.
Google Images: Most shoppers want to know what a product will like and most likely will search directly through Google Images to know exactly what they’re about to buy. For this surface, your item will be displayed and labeled with a “Product” annotation that will link all the information related to make that purchase directly, including its brand, availability, price, and ratings.
Anything from car dealerships, health clinics, and grocery stores, to local shops and fashion merchandisers, can get the most out of using Google’s Local Inventory. This is an effective and user-friendly way to gain exposure for your brick-and-mortar store.
To start utilizing Google Local Inventory for your business, you must check with Google’s merchant centre guidelines to qualify as an eligible merchant. The most essential aspect of using this is your stores’ proximity to customers around the neighborhood – Google search results will display Local listings within driving distance of these customers. Here are several other necessary steps to take advantage of Google Shopping and the rest of the Surfaces across the platform.
For more on implementing Google’s Local Inventory, you can visit their step-by-step guide on everything you need. Since 23e2 has partnered with Local View, they’ve made it even easier to participate in Local Inventory and SWIS for GMB listings. Their job is to help your listings and products get noticed, get clicks, and most importantly, get sales. They help get your business verified, replenish your feed daily, and add in stock and new information to keep customers in the know. Get started with Local View today!