Google has added two new features to its product listing ads to
localize users’ shopping experiences. Google announced Monday that Google
Shopping now offers storefronts for local stores and provides local product availability
information. Users searching local product listing ads will now be directed to
local storefronts providing both detailed business information as well as
product availability.
These new features present the opportunity for further growth in the
rapidly expanding paid search market. With the new local product listing ads, advertisers
are charged for each user click that connects to a local storefront. Product availability
information is driven by Google Merchant Center. Retailers hope that the new
features will enhance the omni-channel experience by enabling shoppers to
browse products available in local stores and ideally drive foot traffic.
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