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In this help center, you can find content for both Merchant Center Next and the classic Merchant Center experience. Look for the logo at the top of each article to make sure you're using the article for the Merchant Center version that applies to you. 

Local inventory onboarding guide

Enable local products in your campaigns

A custom icon for Merchant Center Classic and Merchant Center Next.

Step 8 of showing your local products on Google is setting up Google Ads for local inventory ads This is step 9b of the local inventory onboarding guide.

 

This article details how to set up and optimize a Performance Max campaign or Shopping campaign to run your local inventory ads and monitor the performance of your local inventory.

There are a number of ways to customize your local inventory ads setup and improve your performance. Learn more about local inventory ads optimization features

Before you begin

  • You need to have an active Performance Max or Shopping campaign in your Google Ads account to run your local inventory ads. If you don’t have one, create one in your Google Ads account.
  • 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.
  • Link your Google Ads account to Merchant Center account to run local inventory ads. Learn more about how to Link a Google Ads account to Merchant Center.

Instructions

Enable local inventory ads in your campaigns

Log in to your Google Ads account and choose one of the following options:

Option 1: Performance Max campaign

  1. Click on the name of your existing Performance Max campaign, or create a new Performance Max campaign if you don't already have one. Learn more about creating Performance Max campaign
  2. If you have a Merchant Center feed linked to the Google Ads account, then select the Merchant Center account and the country for your Performance Max campaign and click Save. If a local inventory feed is set up within the Merchant Center account, local inventory ads will serve by default.

Option 2: Shopping campaign

  1. Click on the name of your existing Shopping campaign, or create a new Shopping campaign if you don't already have one.
  2. Navigate to Settings > Shopping campaign settings > Additional settings > Local products, check the "Enable ads for products sold in local stores" box and 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 campaign.

Choose your ad format

  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 and 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 2 different click types

Click types

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

Here’s how to view your performance data in Shopping campaigns:

  1. In Google Ads, select the campaign you’re interested in.
  2. From either the campaign or ad group view, click the Segment icon Segment.
  3. From the drop-down menu, select Click Type.

You may also download a report reflecting one or several segment options after you have added them to your campaign. To do this:

  1. Click Download on the top right of your screen.
  2. Select More options.
  3. Under Segments, type the names of the segments you’re interested in.
  4. Check the boxes to include Titles and range and Summary rows.
  5. Click Download.

For Performance Max campaigns, use the Report Editor to build custom reports, including the “channel” column, or add the “channel” column to your listing group reporting at the asset group level.

For both Shopping and Performance Max campaigns, you can also use the “Reports” tab to build a custom report. Learn more about building custom reports

Set up 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 stores" 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

Here’s how to segment your report by channel or channel exclusivity in Report Editor.

  1. In Google Ads, from either the account, or campaign, go to “Report Editor” under “Insights & Reports”.
  2. Click Predefined reports (formerly Dimensions). Click Predefined reports.
  3. From the Shopping menu, select a predefined report and add the “Channel” column.

Or, you can use the “Reports” tab to build a custom report. Learn more about building custom reports

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