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Google Extends Nearby In-Store Product Listing Ads to Desktops

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Retailers with products that are only available in stores are now able to promote those goods to desktop users with Google's local Product Listing Ads. That's according to VentureBeat.

Previously, retailers had the ability to promote those in-store-only items solely on mobile devices, reports say. In other words, Google is now allowing retailers to promote in-store products across all devices, regardless of whether the products are available online as well.

In October, Google announced local availability for Product Listing Ads on desktop and smartphones, saying consumers searching for products would be able to see Product Listing Ads for local stores and local storefronts where they could browse inventory.

According to VentureBeat, a Google spokesperson said, "Based on positive feedback, we're now enabling retailers to show store-exclusive products on desktop - a feature so far limited to mobile. In addition, we're also expanding local inventory ads internationally, beginning with [the] U.K., France, Germany, Japan, and Australia."

A Google rep did not respond to a request for further comment from SEW.

According to the blog post that initially announced the local features, local availability for Product Listing Ads and the local storefront are based on a local product feed managed through the Google Merchant Center, which "allows retailers to provide users with up-to-date, item-level price and availability information for each physical store."

Google said retailers pay for clicks on the Product Listing Ad to the local storefront on a cost-per-click basis, while clicks and interactions on the local storefront are free. Retailers can also see separate local click performance, Google added.

"These local features help retailers leverage the scale of Google Shopping to market items sold in their physical stores," Google said.

The Product Listing Ads extension was first reported by Bloomberg in an interview with Sridhar Ramaswamy, Google's senior vice president of ads and commerce.

Image credit: Inside AdWords.

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