Mobile now plays an integral role in the customer buying journey, building bridges between the online and offline worlds. In this context, Google's Local Inventory Ads open up a variety of new opportunities for online retailers. Available through Google Shopping ads, Local Inventory Ads give advertisers the opportunity to promote both in-store and online products.
The multichannel advertising format responds to evolving customer buying habits, where consumers no longer distinguish between the digital and physical worlds by combining their online and offline product research before making a purchase. According to Google,
more than 80% of online shoppers would be prepared to go in-store if they could check product availabilty online and in advance. Through Google Local Inventory Ads, advertisers can open up the doors of their physical shops to customers who conduct local searches.
Re-read > Google Local Inventory Ads: Advanced Optimisation Techniques
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