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.

 

The new Google Ads experience is now the exclusive way for most users to manage their accounts. Note, automatic targeting is only available in the new Google Ads experience.

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.

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:

  Online only inventory Multichannel inventory Local only inventory
When the shopper is near your store location Shopping ad Local inventory ad Local inventory ad
When the shopper is not near your store location Shopping ad Shopping ad

 

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 - Product - Online Click on an ad where an online product was shown
Shopping - Product - Local Click on an ad where a local product was shown
Shopping - Product - Multichannel Local* Click on the local portion of an ad with two links - one to the local product and one to the online product
Shopping - Product - Multichannel Online* Click on the online portion of an ad with two links - one to the local product and one to the online product

*This click type is no longer displayed. However, you'll see it in your historical reporting.

 

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.

About filters for channel and channel exclusivity


Now that you've enabled local products in your Shopping campaign, you can set up filters or subdivide your inventory 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 an inventory filter for "Channel": "Local" and "Channel Exclusivity": "Single channel," your campaign will include products sold exclusively in local stores, not online.

Tip

You can subdivide your product inventory and choose different bids for channel and channel exclusivity. For example, you can subdivide your product groups into products that are available across multiple channels (multi-channel) with an assigned bid. You can then assign separate bids for products that appear in a single channel only. Learn more about organizing your campaign with product groups

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.

 

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