Google’s updates to help retailers reach in-market consumers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 27, 2019, 4:06 AM UTC

Asset reporting will let marketers assess the performance of ad elements.

Google has announced updates for retailers allowing them to reach consumers that are “on the lookout for deals year-round.” Through Local Campaigns, advertisers now will be able to create location groups or subsets of their locations. These can be tailored to fit budgets and messaging based on in-store promotions and sale schedules.

Additionally, bringing promotions to local inventory ads (LIAs) will allow retailers to highlight promotions and special offers. The feature will be made available in US and Australia to start with.  

Google has also introduced more in-market segments in the beauty, sports, education categories, including 30 new retail categories. Another new feature, asset reporting, will let marketers evaluate the performance of elements such as ad headlines, descriptions and images. Insights from this may not be granular and have ranking labels such as “Best” and “Good”.  

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