• Search Engine Land
  • Sections
    • SEO
    • SEM
    • Mobile
    • Local
    • Retail
    • Google
    • Bing
    • Social
    • Home
  • Follow Us
    • Follow
  • Search Engine Land
  • SEO
  • SEM
  • Mobile
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • More
  • Events
    • Follow
  • SUBSCRIBE

Search Engine Land

Search Engine Land

"Medic" update recovery

How one site did it

Shopping Ads 2019

What's in store for SMBs?

Events

Join us at SMX Advanced!

  • SEO
  • SEM
  • Mobile
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Newsletters
  • Home
SEM

Sign up for our daily recaps of the ever-changing search marketing landscape.

Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy.


Local Google Shopping PLAs And Local Storefronts Roll Out To Limited Set Of Retailers

Ginny Marvin on October 7, 2013 at 3:01 pm
  • More

Today, Google is making public what several speakers at SMX East alluded to last week: local availability for Product Listing Ads. The latest iteration of Google’s wildly successful Product Listing Ads, which will be referred to simply “Local PLAs” in this article, are currently available to a select set of US based retailers such as REI and Sephora.

When users click on a Local PLA, they are taken to a local storefront — yet another new feature — which includes product detail and availability, related items available in that location, store hours and directions and other typical Google Places for business functionality.

Google Local PLAs and Local Storefronts SmartphonesLocal PLAs can display on both smartphone and desktop/tablet devices. For now, it seems easier to spot Local PLAs via smartphone, but here’s a look at a Local PLA and local storefront for REI on a laptop:

Google local storefront product listing adsBoth local PLAs and local storefronts are powered by a local product feed uploaded to Google Merchant Center. The local feed reflects the product availability and other details for each of a retailer’s physical locations. Merchants can have both online and local product feeds. Because of that, depending on the query, offers from both feeds can serve at the same time.

So, will Local PLAs compete with Online PLAs? It depends. Google says currently on desktop, Local PLAs are served as annotations on online offers, so there isn’t direct competition between the two. On smartphones, however, there is competition as local offers may be served in a given position instead of the online offer. Advertisers can use the proximity bidding feature in AdWords to improve the position of local offers when a user is near their store. A Google spokesperson also notes that quality score is a significant component of ad position in Local PLAs just as any other AdWords ad.

As with regular online PLAs, clicks from local PLAs to the local storefront are charged on a cost-per-click basis. All actions, including calls, made from the local storefront are free. Google will provide click performance reporting by location.

US-based merchants can fill out the form here to express interest in the program when it opens further. It’s not clear how widely accessible Local PLAs will be to merchants ahead of the holiday season. Google simply says the features will be “more widely available in the coming months”. In preparation, here’s a link to the feed requirements for participation in local shopping.



About The Author

Ginny Marvin
Ginny Marvin is Third Door Media's Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Popular Stories

How to test (and perfect) nearly everything in PPC
Yahoo-Bing Reach New Search Deal; Yahoo Gains Right To Serve Search Ads On The PC
How To Remove Your Personal Information From Google
A site migration SEO checklist: Don’t lose traffic

Related Topics

Channel: SEMGoogleGoogle: AdWordsGoogle: AdWords: Product Listing AdsSearch Ads: Product AdsSearch Engines: Shopping Search EnginesSearch Marketing: Shopping Search Marketing

Sign up for our daily recaps of the ever-changing search marketing landscape.

Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy.


We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Attend Our Conferences

April 2-3, 2019: SMX Munich

May 21-22, 2019: SMX London

June 3-5, 2019: SMX Advanced

June 12-13, 2019: SMX Paris

Sept 30 - Oct 1, 2019: SMX Advanced Europe

November 13-14, 2019: SMX East

×

Attend SMX - Click Here


Learn More About Our SMX Events

Gain new strategies and insights at the intersection of marketing, technology, and management. Our next conference will be held:

April 3-5, 2019: San Jose

September 16-18, 2019: Boston

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • The Ultimate Guide to Site Search User Experience
  • The Marketing Analytics Buyer’s Guide 2019
  • Mission Possible: Quality Content Marketing
  • 2019 Marketing Trends: Nine factors reshaping marketing and how you can stay ahead of them
  • The Dummies Guide to Enterprise Customer Data Platforms
See More Whitepapers

Webinars

  • 2019 Martech Trends You Need To Know
  • How to Prepare for a Successful Marketing Analytics Implementation
  • Get More From Your Customer Data With Open Marketing Cloud: A Demo of Mautic’s Marketing Automation Platform
See More Webinars

Research Reports

  • B2B Marketing Automation Platforms
  • Account-Based Marketing Tools
  • Enterprise SEO Platforms
  • Call Analytics Platforms
  • Paid Media Campaign Management Platforms
  • Local Marketing Automation Tools
See More Research
Sign up for our daily newsletter.
Search Engine Land
Download the Search Engine Land app on iTunes Download the Search Engine Land App on Google Play

Follow Us

© 2019 Third Door Media, Inc. All rights reserved.