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Use a Shopping campaign to promote local inventory

By default, Shopping campaigns show ads for products sold from your online website. If you enable local inventory ads in your Shopping campaign, you can promote products you sell online, locally, or in both channels.

This article describes how to enable local inventory ads for your Shopping campaign and monitor the performance of your local inventory.

Before you begin

To set up your campaign to promote local inventory, you'll need to complete local inventory ads implementation. If you haven't done this yet, learn more about Local Inventory Ads to get started.

Enable local products in your Shopping campaign

  1. Click the Settings tab of the campaign you want to edit.
  2. Under Shopping settings (advanced), check the box to enable local inventory ads.
  3. Click Save.

Subdivide by product groups

Now that you've enabled local products in your Shopping campaign, you can set up a campaign filter or subdivide your inventory into product groups by channel and channel exclusivity.

  • "Channel" segments products by online or local availability
  • "Channel exclusivity" segments products by availability in one of the channels or both
  • If you set up a product filter for "Channel": "Local" and "Channel Exclusivity": "single-channel," your campaign will include products sold exclusively in local stores, not online.

Example

You can subdivide your product inventory and choose different bids for channel and channel exclusivity. Here, products that are available in multiple channels (multi-channel) have a $2.50 bid. Separate bids have been set for products that appear in a single channel only. Products sold in local stores only have a $1.25 bid, while products sold online only use a $1.50 bid.

Learn more about organizing your campaign with product groups.

Display your local inventory

Your products may appear in ads in a few different ways based on the type of inventory you submit to Google. You can specify which ad format you want to use for eligible inventory in your Shopping campaign:

Ad Type of inventory Clicks lead to Displays on
Local inventory ad local-only and multichannel Local storefront desktop and mobile
Shopping ad online your website desktop and mobile
Multichannel multichannel Local storefront for clicks on the local link in the ad; your website for any other part of the ad desktop

Monitor local channel performance

If you promote products sold in physical store locations a local products feed, you can view campaign or ad group level performance reports for your local shopping channel when you segment your reports by click type, channel, or channel exclusivity.

Segment by click type

When you segment your report by click type, we’ll show you data for the 4 different click types, defined here:

Name of click type What it means
Shopping ad Click on an ad where an online product was shown
Shopping ad - Local Click on an ad where a local product was shown
Shopping ad - Multichannel Local Click on the local portion of an ad with 4 links -- one to the local product and one to the online product
Shopping ad - Multichannel Online Click on the online portion of an ad with 4 links -- one to the local product and one to the online product

 

Here’s how to view your performance data:

  1. Go to the Campaigns tab in AdWords.
  2. From the campaign or ad group you’re interested in, click the Segment drop-down menu, then select Click type. See how to segment your data

Segment by channel and channel exclusivity

Here’s how to segment your report by channel or channel exclusivity:

  1. Go to the Campaigns tab in AdWords.
  2. From the campaign or ad group you’re interested in, click the Dimensions tab.
  3. Click the View drop-down menu and select Shopping > Channel or Shopping > Channel exclusivity. See how to segment your data
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