{"id":223729,"date":"2020-03-12T21:19:57","date_gmt":"2020-03-12T15:49:57","guid":{"rendered":"https:\/\/www.qcsglobal.com\/marketing\/2019-holiday-checklist-help-shoppers-find-local-stores\/"},"modified":"2020-04-18T17:10:45","modified_gmt":"2020-04-18T11:40:45","slug":"2019-holiday-checklist-help-shoppers-find-local-stores","status":"publish","type":"post","link":"https:\/\/qcsglobal.com\/blogs\/2019-holiday-checklist-help-shoppers-find-local-stores\/","title":{"rendered":"2019 holiday checklist: help shoppers find local stores"},"content":{"rendered":"\n<div class=\"uni-content uni-blog-article-container uni-tombstone\">\n<p><!--article text--><\/p>\n<div class=\"module--text h-c-page\">\n<div class=\"h-c-grid\">\n<div class=\"uni-paragraph h-c-grid__col h-c-grid__col--8 h-c-grid__col-m--6 h-c-grid__col-l--6 h-c-grid__col--offset-2 h-c-grid__col-m--offset-3 h-c-grid__col-l--offset-3\">\n<div class=\"rich-text\">\n<p>The holidays are a critical time of year for your stores, as shoppers stop in to <a href=\"https:\/\/www.thinkwithgoogle.com\/consumer-insights\/online-to-offline-marketing\/\">get an item quickly or see it in person<\/a>. Online research to find local stores continues to surge\u2014search interest in local shops hit a record high last year, and we\u2019re seeing <a href=\"http:\/\/services.google.com\/fh\/files\/misc\/growwithgoogle_infographic_smallbusiness_final2-01.jpg?utm_source=earned&amp;utm_medium=pr&amp;utm_campaign=ITcertbb&amp;utm_content=43741&amp;utm_term\">350 times more search interest<\/a> in &#8220;local&#8221; + &#8220;near me&#8221; than there was 10 years ago.<\/p>\n<p>When holiday shoppers are deciding where to shop\u2013to buy items for multiple people or for last-minute gifts after shipping cutoffs have passed\u2013how can you help them find your store?<\/p>\n<p>&nbsp;<\/p>\n<p>You can do it in two ways:<\/p>\n<ul>\n<li><a href=\"https:\/\/support.google.com\/google-ads\/answer\/9118422\">Local campaigns<\/a> help businesses with physical locations drive more visits to retail stores, restaurants, auto dealerships, and more. They also include new ways to promote your business on Google Maps.<\/li>\n<li>If you\u2019re a retailer, <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2454022\">Shopping campaigns<\/a> help you promote your entire ecommerce and local product inventory to drive sales across both your website and stores. Retailers should use Local campaigns to maximize store traffic and combine them with Shopping campaigns, which help you increase omnichannel reach and sales.<\/li>\n<\/ul>\n<p>See our latest solutions to help advertisers with a physical presence, from big retail chains to small businesses, showcase your stores and give holiday shoppers more convenient ways to buy.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"module--text h-c-page\">\n<div class=\"h-c-grid\">\n<div class=\"uni-paragraph h-c-grid__col h-c-grid__col--8 h-c-grid__col-m--6 h-c-grid__col-l--6 h-c-grid__col--offset-2 h-c-grid__col-m--offset-3 h-c-grid__col-l--offset-3\">\n<div class=\"rich-text\">\n<h3>New ways to promote your locations with Local campaigns<\/h3>\n<p>Local campaigns are specifically designed to help businesses drive visits to your physical locations.\u00a0We\u2019re also making Local campaigns available for smaller businesses by allowing you to optimize for other local actions like calls or directions, even if you don\u2019t have <a href=\"https:\/\/support.google.com\/google-ads\/answer\/6100636\">store visits reporting<\/a>. To help you dial up foot traffic for the holidays, we\u2019re introducing new ways to showcase your locations across Google Maps and other channels.<\/p>\n<p>Whether people want to visit a neighborhood park, museum, local store, or restaurant, Google Maps connects them with the places they\u2019re interested in. In fact, people tap on location pins in Maps hundreds of millions of times per week to explore and get information about the physical world around them. In the coming weeks, you\u2019ll be able to feature your locations as users get directions to a destination. 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.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"article-module h-c-page\">\n<div class=\"h-c-grid\">\n<figure class=\"article-image--medium h-c-grid__col h-c-grid__col--4 h-c-grid__col--offset-4 \"><img decoding=\"async\" src=\"https:\/\/storage.googleapis.com\/gweb-uniblog-publish-prod\/original_images\/Direction_planning_ad_Maps.gif\" alt=\"Direction planning ad (Maps).gif\" \/><\/figure>\n<\/div>\n<\/div>\n<div class=\"module--text h-c-page\">\n<div class=\"h-c-grid\">\n<div class=\"uni-paragraph h-c-grid__col h-c-grid__col--8 h-c-grid__col-m--6 h-c-grid__col-l--6 h-c-grid__col--offset-2 h-c-grid__col-m--offset-3 h-c-grid__col-l--offset-3\">\n<div class=\"rich-text\">\n<p>You can also promote your locations as shoppers browse content across over 3 million websites and apps in our Display network. They can now <a href=\"https:\/\/support.google.com\/google-ads\/answer\/9580085\">explore a curated selection of the products your store carries<\/a> in a visual, catalog-like experience.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"article-module h-c-page\">\n<div class=\"h-c-grid\">\n<figure class=\"article-image--medium h-c-grid__col h-c-grid__col--4 h-c-grid__col--offset-4 \"><img decoding=\"async\" src=\"https:\/\/storage.googleapis.com\/gweb-uniblog-publish-prod\/original_images\/Local_catalog_ad_on_Display_Local_campaigns.gif\" alt=\"Local catalog ad on Display (Local campaigns).gif\" \/><figcaption class=\"article-image__caption \">\n<div class=\"rich-text\">\n<p>&nbsp;<\/p>\n<\/div>\n<\/figcaption><\/figure>\n<\/div>\n<\/div>\n<div class=\"article-module h-c-page\">\n<div class=\"h-c-grid uni-paragraph-wrap\">\n<div class=\"uni-paragraph h-c-grid__col h-c-grid__col--8 h-c-grid__col-m--6 h-c-grid__col-l--6 h-c-grid__col--offset-2 h-c-grid__col-m--offset-3 h-c-grid__col-l--offset-3\">\n<figure class=\"article-image--wrap-small \"><img decoding=\"async\" src=\"https:\/\/storage.googleapis.com\/gweb-uniblog-publish-prod\/images\/100_Saks.max-1000x1000.jpg\" alt=\"Saks Fifth Avenue logo.jpg\" \/><figcaption class=\"article-image__caption \">\n<div class=\"rich-text\">\n<p>&nbsp;<\/p>\n<\/div>\n<\/figcaption><\/figure>\n<div class=\"rich-text\">\n<p>Saks Fifth Avenue is a luxury retailer increasingly using digital to achieve its in-store performance goals. The brand has successfully leveraged other Google solutions like local inventory ads to drive foot traffic. As a result, it was eager to become an early adopter of Local campaigns last holiday season to focus specifically on store visits. Using a randomized controlled geo-experiment, Saks Fifth Avenue saw a statistically significant, incremental lift in store sales and an incremental offline return-on-ad-spend of 7.7x. It\u2019s now expanding Local campaigns to promote more of its store locations.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"article-module h-c-page\">\n<div class=\"h-c-grid uni-paragraph-wrap\">\n<div class=\"uni-paragraph h-c-grid__col h-c-grid__col--8 h-c-grid__col-m--6 h-c-grid__col-l--6 h-c-grid__col--offset-2 h-c-grid__col-m--offset-3 h-c-grid__col-l--offset-3\">\n<figure class=\"article-image--wrap-small \"><img decoding=\"async\" src=\"https:\/\/storage.googleapis.com\/gweb-uniblog-publish-prod\/images\/100_Fun_55yxrSS.max-1000x1000.png\" alt=\"Fun toy retailer logo.png\" \/><\/figure>\n<div class=\"rich-text\">\n<p>Fun, a toy retailer in Belgium, also relied on Local campaigns last holiday season to bring more shoppers into its 29 locations. Local campaigns drove 24,000 additional store visits on top of its existing Google Ads campaigns at a strong 19x ROI. This helped lift total store sales and completely reversed a year-to-date decline.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"article-module h-c-page\">\n<div class=\"h-c-grid uni-paragraph-wrap\">\n<div class=\"uni-paragraph h-c-grid__col h-c-grid__col--8 h-c-grid__col-m--6 h-c-grid__col-l--6 h-c-grid__col--offset-2 h-c-grid__col-m--offset-3 h-c-grid__col-l--offset-3\">\n<figure class=\"article-image--wrap-small \"><img decoding=\"async\" src=\"https:\/\/storage.googleapis.com\/gweb-uniblog-publish-prod\/images\/100_Sephora.max-1000x1000.png\" alt=\"Sephora logo.png\" \/><\/figure>\n<div class=\"rich-text\">\n<p>Sephora, a multinational retail chain, knows that customers who browse and buy in-store are more valuable. With a randomized controlled geo-experiment, the brand found that Local campaigns helped drive a statistically significant, incremental lift in store sales. For every dollar invested, Sephora generated a positive incremental return-on-ad-spend.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"module--text h-c-page\">\n<div class=\"h-c-grid\">\n<div class=\"uni-paragraph h-c-grid__col h-c-grid__col--8 h-c-grid__col-m--6 h-c-grid__col-l--6 h-c-grid__col--offset-2 h-c-grid__col-m--offset-3 h-c-grid__col-l--offset-3\">\n<div class=\"rich-text\">\n<h3>More flexible ways to buy and pick up purchases with Shopping campaigns<\/h3>\n<p>Shopping campaigns\u2013which include both Shopping ads and local inventory ads\u2013help you increase sales both online and offline, and highlight details about all of your product inventory. Through <a href=\"https:\/\/support.google.com\/merchants\/answer\/3540291\">local inventory ads<\/a>, we have over 2 billion offers mapped to physical stores across 12 countries. We\u2019ve recently expanded to Sweden, Norway and Denmark to help more shoppers see which products are in stock at nearby locations.<\/p>\n<p>&nbsp;<\/p>\n<p>Now, we\u2019re also giving consumers more flexible ways to collect the products they find through local inventory ads. 45 percent of global shoppers have used \u201cbuy online, pick up in store\u201d to get their items from a local store. To make this process easier, we\u2019re expanding <a href=\"https:\/\/support.google.com\/merchants\/answer\/7029574\">store pickup<\/a> on Google and showing consumers what fulfillment options you offer from your ad:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><b>Pick up today: <\/b>show which products are available for immediate store pickup, with the option of paying online first.<\/li>\n<\/ul>\n<ul>\n<li><b>Pick up later:<\/b> promote products that may not be available in store now, but can be quickly shipped to a nearby store within a few days. Reach out to your account team if you\u2019d like to join the beta.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"article-module h-c-page\">\n<div class=\"h-c-grid\">\n<figure class=\"article-image--medium h-c-grid__col h-c-grid__col--4 h-c-grid__col--offset-4 \"><img decoding=\"async\" src=\"https:\/\/storage.googleapis.com\/gweb-uniblog-publish-prod\/images\/BOPIS_ad_mock.max-1000x1000.png\" alt=\"BOPIS ad mock.png\" \/><figcaption class=\"article-image__caption \">\n<div class=\"rich-text\">\n<p>Local inventory ad in the U.S. highlighting the \u201cPick up today\u201d option<\/p>\n<\/div>\n<\/figcaption><\/figure>\n<\/div>\n<\/div>\n<div class=\"module--text h-c-page\">\n<div class=\"h-c-grid\">\n<div class=\"uni-paragraph h-c-grid__col h-c-grid__col--8 h-c-grid__col-m--6 h-c-grid__col-l--6 h-c-grid__col--offset-2 h-c-grid__col-m--offset-3 h-c-grid__col-l--offset-3\">\n<div class=\"rich-text\">\n<p>We have other stocking stuffers for retailers. In the coming weeks, you\u2019ll be able to pick the Shopping campaigns where you\u2019d like to include store visits as a conversion goal alongside online sales. If you have products that are especially effective at driving consumers to stores\u2014such as high-consideration products like furniture or luggage\u2014you can add store visits bidding to your <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2454022\">Standard<\/a> or <a href=\"https:\/\/support.google.com\/google-ads\/answer\/7674739\">Smart Shopping campaign<\/a>s. Store visits in Smart Bidding is also <a href=\"https:\/\/support.google.com\/google-ads\/answer\/9497556\">fully available for Search campaigns<\/a> to help you maximize conversion value across your website and stores.<\/p>\n<p>Whether you\u2019re a <a href=\"https:\/\/blog.google\/outreach-initiatives\/small-business\/small-business-support\/\">small business<\/a> or a major retail chain, holiday shoppers will be looking for nearby stores with the most compelling offers and products. We look forward to helping you capture the local holiday spirit to drive success during the biggest shopping season of the year.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"related-articles \">\n<div class=\"module glue-pagination h-c-carousel h-c-carousel--simple h-c-carousel--dark\" data-glue-pagination-config=\"{center: false, cyclical: true}\">\n<div class=\"h-c-carousel__navigation\">\n<div class=\"glue-pagination-page-list\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n<p><a href=\"https:\/\/www.blog.google\/products\/ads\/local-ads\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The holidays are a critical time of year for your stores, as shoppers stop in to get an item quickly or see it in person. Online research to find local stores continues to surge\u2014search interest in local shops hit a record high last year, and we\u2019re seeing 350 times more search interest in &#8220;local&#8221; + [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":223730,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[16,10],"tags":[],"_links":{"self":[{"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/posts\/223729"}],"collection":[{"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/comments?post=223729"}],"version-history":[{"count":1,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/posts\/223729\/revisions"}],"predecessor-version":[{"id":223732,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/posts\/223729\/revisions\/223732"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/media\/223730"}],"wp:attachment":[{"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/media?parent=223729"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/categories?post=223729"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/tags?post=223729"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}