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Adapting to a new format launch on Google AdWords is always a tricky task to approach. At first, you are suspicious: do I have to use this new format to see a better ROI? Or am I better off sticking with what I know? The risk of setting up a non-functional or irrelevant format often deters advertisers from trying new formats in the first place. As well, getting new AdWords formats to run is often a time-consuming process that involves intelligence!

Now a format has come along that is terrific for advertisers with real physical stores as well as e-commerce channels and we recommend, if you fit into this category of advertiser, to try it out.

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What is LIA?

The LIA, short for Local Inventory Ads, is a set of sponsored links that are delivered on search engine result pages. They show an image of a product and have product sale descriptions attached. When clicked, this link takes you to the product page in a Google environment, rather than your website, which indicates the nearest store, how to get there along with a link to the product’s website.

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Why LIA?

Utilising the Local Inventory Ads of Google Adwords is simply one of the best advertising tools because it redirects users to participate in in-store shopping. It has an advantage over conventional advertising because the image of a product is attached with actionable directions that allow for the customer to access information about in-store shopping in a clear and concise way. Google performed a study that showed that CTR increased 81% from a PC and 99% from mobile LIA when an ad is shown using LIA instead of a classic Shopping Ad. In addition, as is often the case with the arrival of a new format, the LIA presents great opportunities in terms of price with low CPC.

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Is LIA the shopping of the future?

With the development of mobile and location-based research, the LIA is an innovative format that bridges the gap between your online acquisition strategies and the arrival of in-store up-to-date inventory. Google created this format to better serve consumers and its importance will gradually increase, because:

  • The LIA will be automatically be promoted on smartphones.
  • The LIA ads are favoured on local searches like “…near me…”.
  • Geolocation detection was added to these ads for more visibility.

Local Ads Inventory offers consumers and advertisers alike a richer online product searching experience. Offering the consumer a tangible and actionable shopping solution allows them to feel less inhibited by the absence of information they may be seeking in order to commit to a purchase. Setting up an LIA campaign well requires you to take account of many metrics and data sources.

Interested in creating a Local Ads Inventory campaign? Send us an email to contact_uk@esvdigital.com.