Here at Pointy, one of our top priorities is to come up with better ways for you to reach and engage customers across every channel. Today we’re excited to announce that we’re launching a powerful new feature in partnership with Google that we think will make a huge difference to the way you acquire more customers.
This new feature is called “Local Inventory Ads”. Up until recently, it was only easily accessible to large big box retailers like Walmart & Best Buy. Now, thanks to our partnership with Google, Pointy stores can also take advantage of this powerful tool in just a few clicks. “Local Inventory Ads” is a huge upgrade compared to Google’s text based ads and as early adopters of the tool, Pointy retailers have a unique opportunity to outsmart the competition and win back local customers.
Before we go into the details, here’s a little bit of context:
Text Based Google Ads
Last year we launched Pointy ProductAds, a tool that enables your store to automatically create effective text based ads on Google for each of your products.
This tool was the first step toward levelling the online ad playing field and helping brick & mortar stores leverage their proximity advantage over online and big box retailers.
Taking It One Step Further
“Local Inventory Ads” takes this to the next level, by visually featuring your products and store information to nearby shoppers searching with Google. When shoppers click your ad, they arrive on a Google-hosted page for your store, called the local storefront. Shoppers use the local storefront to view in-store inventory, get store hours, find directions, and more.
Imagine a guitarist who’s getting ready to play a show, and during one last practice, one of his guitar strings breaks. He needs to buy new strings – fast. So he takes out his smartphone to see what’s available in nearby stores. In that moment, Google’s Local Inventory Ads allow brick & mortar retailers to showcase their products and provide the customer with information about what’s available nearby. This is a perfect moment to win against e-commerce retailers.
Talbot’s Toyland, who was one of Pointy’s first users, has had early access to “Local Inventory Ads”. General manager Keith Schumacker says he’s found it to be very effective “The number of phone calls of people telling us they saw our products on Google is incredible…Local Inventory Ads have helped increase our store’s foot traffic. As a retailer, you might have the coolest thing at the best possible price, but if no one knows you have it, you lose the sale. With LIA, you can get the word out effortlessly and extremely quick.”
Keith’s ads have been seen 2.8 million times, all by local customers searching for products he stocked. He says this exposure has helped to bring in people who had never been in the store before. That’s impressive for a store that’s been in business since 1953 and is well known in the area!
Local Inventory Ads Versus Text Ads – What’s The Difference?
Local Inventory Ads are an improvement on Text Ads across every metric and provide retailers with a better return on investment.
“Local Inventory Ads” are much more visual, while older ad formats are text-based. With visual ads there is a much greater scope for both brand building and sales.
In addition to the visual improvements, “Local Inventory Ads” also have extremely good keyword targeting compared to a typical text ads, meaning that your store is much more likely to show up even when the search terms are slightly obscure.
A final key advantage of “Local Inventory Ads” is that they are very cost effective to run. We have been trialling these new ads for some time, and from our experience “Local Inventory Ads” are about 4x more cost effective the typical text ads. They are also better targeted, meaning that the people who click are more likely to buy. Combine these two factors, and the return on investment is as much as 10x better than older ad formats.
Get Started With Local Inventory Ads
With the holidays just around the corner, now is the perfect time to boost your store’s online visibility. Shoppers with jam-packed schedules will be searching in a hurry to find the perfect gifts and “Local Inventory Ads” can help them find what they’re looking for in your store.
If you’re not already on Pointy, you can get Pointy for your store. It’s very easy to get started.
Most brick-and-mortar retailers that have tried to advertise on Google usually fail due to how difficult and time-consuming it is to get the details right. Our partnership with Google solves this problem by providing independent retailers with a simple and affordable way to run “Local Inventory Ads” across their product range. For the first time, independent brick & mortar stores have the ability to advertise like the big box stores without the huge budget.
Need More Information?
Pointy and Google will be co-hosting a Local Inventory Ads live webinar on Tuesday November 6th at 2pm PT/ 5pm ET. We’ll be giving a complete overview of the feature followed by a Q&A.