Local Inventory Ads

Category : Knowledge Share

Local Inventory Ads allow you to showcase your products and store information to nearby shoppers searching with Google. When shoppers click an ad that shows your local product they arrive on your local storefront. Shoppers use the local storefront to view in-store inventory, get store hours, get directions to your stores, and more.

Pay only when a user clicks on your local inventory ad, just like the way standard Shopping ads are charged. This means that you’re only charged when a user expresses interest in your product. Let’s look at a list of benefits to local inventory ads!

Promote your in-store inventory
Let local shoppers know that your store has the products they’re looking for, as they search on Google.
Bring your local store online
Use the Google-hosted local storefront or your own website with the merchant-hosted local storefront feature as a robust, digital local storefront experience.
Highlight your store pickup options directly on your local inventory ads
Use the pickup today feature to showcase which of your products can be reserved or bought online and picked up in store within the same day or the next day.
Use the pickup later for local inventory ads feature to advertise products which are currently not available in your stores.
Measure performance
Monitor the impact your digital ads have on online and in-store performance goals.
Upload Customer Data
Improve Shopping Ad Bids

Some requirements it is worth noting for using local inventory ads include that a business must have local brick and mortar business locations. The business must be fully open to the public meaning that there are not club or membership restrictions to entering the physical store or viewing any products for sale. Lastly, the business ad cannot violate Google’s Shopping Ad Content Policies such as adult-only content.

Tutorials for using Local Inventory Ads:
Google Guide
Google Video

Google Ads Campaign Types: Display Campaigns

Category : Knowledge Share

Today we’ll go over the different kinds of ad campaigns available on Google Ads. Once we’ve run through the many types, we’ll concentrate on Display Campaigns and the benefits or drawbacks of using Standard Creative and Rich Media Creative for ads in a Display Campaign.

Search Campaigns are text ads that are displayed among search results on a Google results page. These appear at the stop of the results screen to relevant searches.
App Campaigns promote a mobile application through an ad displayed on Google Search Network, YouTube, Google Play, etc.
Local Campaigns promote businesses and attractions based on your physical location across Google applications or services.
Shopping Campaigns show off a business’ online and local inventory for their stores. This allows purchase links to display directly to a user.
Video Campaigns display video ads in the YouTube search results or before, during, and after videos on YouTube and the Google Display Network.
Discover Campaigns are highly visual, inspiring personalized ad experiences to people who are ready to discover and engage with a business’ brand.
Display Campaigns are visual ads, typically image-based which are shown on web pages within the Google Display Network. These appear as banners or images on websites.

Now with Display Campaigns, let’s take a closer look at Standard Creative and Rich Media Creative within Display Campaign options. In basic terms, Standard Creative are visual ads, typically image-based which are shown on web pages within the Google Display Network. They can be static or animated but are not video. This is the type of Display ad that PIC uses. Comparatively, Rich Media Creative is an ad that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content.

With Rich Media Creative, an ad can expand, float, etc. You can access aggregated metrics on your audience’s behavior, including number of expansions, multiple exits, and video completions to get granular data on the success of your campaign.

At this time, creating Rich Media requires platform partnership that has a high buy-in. Unfortunately, PIC’s volume of ads may not be consistently high enough to invest in that platform partnership at this time. However, if we cant find creative ways to leverage Rich Media Ads, the return on investment may make Rich Media Ads a plausible future reach for PIC.

See below for a quick guide chart on the different features of Standard Creative and Rich Media Creative as well as a more specific list of how Rich Media Creative is used in Display Campaigns.

Phone Call Tracking with Google My Business

Category : Knowledge Share

Google My Business recently added a new option to track calls from your GMB profile if their phone number shows to viewers. You can see recent, missed calls, and more!

This GMB function uses a call forwarding number. When the business receives a call from this system, they will hear the message “Call from Google” to identify when the call is via their profile or other source.

You need to turn on this tracking. From the main page for the company profile in Google My Business Dashboard, click “Calls” at the left navigation pane. Next, select “Turn on”.

The GMB phone call tracking will begin from that moment forward!


Instagram Reels Ads: Boosting Strategy

Category : Knowledge Share

Reels are short, engaging, fun videos hosted on Instagram that are used in a similar way as TikTok. Like TikTok, one of the biggest appeals to users and creators alike, is the ability to be constantly reaching a new audience.

Recently, Facebook announced that advertisers will be able to incllude Instagram Reels as a placement for Facebook and Instagram campaigns. Our client, Apartment Store, has been actively posting Reels on all their IG accounts. Mostly, the videos are about their properties and other tips for people moving off-campus.

We are going to “boost” these posts as part of our awareness campaign strategy. We’ll be able to use the same targeting options since we are running these through Facebook Ads Manager.

Since Reels need to be a video and be 1080×1920, we’ll have to start a new campaign that runs along side the existing awareness campaign. This new campaign will only have placements on Instagram Reels (and possibly Facebook and Instagram stories).


Google Analytics Filters that Should be Added at Launch

Category : Knowledge Share

Here are some basic filters to add to every website at launch!

  1. Crawler / Bot Spam Filter
  2. Browser Size
  3. Language
  4. Hostname
  5. Internal Traffic

Let’s look at each a little closer.

Crawler / Bot Spam Filter
Add a filter name and select custom filter type. Filter Field = Campaign Source. Add Filter Patterns = (traffic|bot|website)-?(bot|traffic|website|4free)​.

Browser Size
Add a filter name and select custom filter type. Filter Field = Browser Size. Add Filter Patterns = ^$
The Filter Pattern will exclude any Browser size that is (Not Set). It can be used for any field that also may be getting spam traffic that is not set.

Add a filter name and select custom filter type. Filter Field = Language Settings. Add Filter Patterns = \s[^\s]*\s|.{15,}|\.|,|^c$
This Filter Pattern will exclude any language settings that does not come in the proper format (such as… es-ES, en-US, fr-FR)

Audience > Technology > Network > Hostname. Use https://carloseo.com/hostname-report-google-analytics/ to build a hostname expression.
Custom > Include > Add Hostname Expression

Internal Traffic
Add filter name. Select predefined filter type. Exclude and add the IP.