Google Shopping goes local

With Google Shopping, people can easily research products, compare items, and connect with merchants online to make their purchase. We've been going global to bring a quality online shopping experience to users around the world. But sometimes the most helpful information about a product is whether you can find it at a local store nearby.

Recently, we began rolling out two new local features for Google Shopping. The first is local availability for Product Listing Ads on desktop and smartphones. When someone searches for a product on Google, she may see a Product Listing Ad for a local store. When she clicks on the ad, she’ll arrive at a local storefront where she can browse a large selection of the store’s inventory before she visits in person.

For example, someone searching for a new fragrance may see an ad letting her know it’s available at a nearby store. After clicking the ad, she’ll see product and availability information for that fragrance, along with similar items in stock at the store. She can search other available products, find store hours, and get directions. If she still needs more information, she can call the store or visit the website directly from the local storefront. Below are examples of how these features appear on mobile and desktop devices.

Both local availability for Product Listing Ads and the local storefront are based on a local product feed managed through Google Merchant Center, which allows retailers to provide users with up-to-date, item-level price and availability information for each physical store. Participating retailers pay for clicks on the Product Listing Ad to the local storefront on a cost-per-click (CPC) basis. All clicks and interactions on the local storefront are free. Retailers can also see separate local click performance.

These local features help retailers leverage the scale of Google Shopping to market items sold in their physical stores. They’re currently available to a limited set of US retailers, and we look forward to making them more widely available in the coming months. Please fill out this interest form if you are a US merchant and would like to participate in the future.

Paul Bankhead, Senior Product Manager, Google Shopping

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