Google expansion of Local Inventory Ad product search now live in Maps and Knowledge Panels

In May, Google announced it would soon give retailers running Local Inventory Ads, another way for searchers to find out if a product is available in their local store. That functionality is now live, with retailers like Ikea, Macy’s and REI participating.

The new “Search items at this store” feature is available both in the Knowledge Panel and Google Maps results for participating retailers. Here’s what a Macy’s store listing looks like in desktop search:

Nicolai Helling spotted the feature on a search for Ikea Waldorf Germany. Here’s what that store’s listing looks like in Maps on mobile. The link text in Maps on both mobile and desktop is black for some reason, making it less obvious that it’s clickable. (This feature was not showing on mobile search for retailers when I looked.)

Clicking on the link takes users to a Google-powered landing page that features all of the inventory slated as available in the advertiser’s Local Inventory product feed that powers Local Inventory Ad campaigns. Here’s what that initial product category page looks like for REI’s Denver store. Users can search for specific products in the search bar or click into one of the categories to see and filter individual products that are available in that specific location (per the product feed).

The page for an individual product is also Google-hosted and continues to have map details. It shows available sizes, review and stock alerts like the one seen below and the ability to search other locations. Clicking to Shop Online takes the user to the retailer’s website. The same capabilities are available from Maps on mobile.

This added feature for Local Inventory Ad participants was among several new announcements aimed at brick-and-mortar advertisers (These are all paid programs), including ads in the Local Finder from the search results and promoted pins in Maps. As backdrop for these moves, Google has said that one-third of mobile searches are now local.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

About The Author

Ginny Marvin

Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.