Google announced this week that they are rolling out a new PLA variant called “Local availability for Product Listing Ads” that will hook up two of the ‘in things’ - Google Shopping and local search with Google Places For Business.
This is the first of what will be a plethora of new features to hit Google shopping. Local availability for Product Listing Ads will be available on desktop and smartphones. It works by showing users a PLA for a local store, and then when the ad is clicked on they are directed to a local store front where they can browse the products online before visiting and checking availability.
The user can then get the phone number or directions for the store, or alternatively buy directly online, which was the case previously.
This was announced on Monday on Inside Adwords, the official AdWords blog, where they went on to say:
“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.”
This is a really exciting step for Google and shows a real push to improve the PLA ad unit and combine them more with the features of enhanced campaigns allowing for more context to be added.
The beta is currently available in the US only, although we can expect to see this coming to the UK in the near future.