Demystifying Google LIA: Answering the Top 10 Questions

Posted on March 22, 2023 (Last Updated: March 22, 2023)

A World of Possibilities with Google LIA

The digital landscape is ever-expanding, and Google's Local Inventory Ads (LIA) provide a unique way to bridge the physical and digital realms. By connecting online customers to offline businesses, Local Inventory Ads are revolutionising the shopping experience. With so many questions swirling around this innovative advertising tool, I've compiled a list of the top 10 frequent questions on Google LIA to help clarify its benefits and capabilities.


1. What are Google Local Inventory Ads (LIA)?

The Adventure Begins: Unravelling the Google LIA Mystery

Google LIA combines the power of search ads with inventory targeting by showcasing available products from local brick-and-mortar stores. When users search for a product, Google LIA displays specific product description, price, and store location. It encourages online browsers to visit nearby physical stores, promoting local businesses, and in-store purchases.

2. How do Google LIAs function?

The Mechanics of Google LIA: A Well-Oiled Machine

LIAs uses the data from your Google Merchant Center account, specifically, the Local Product Feed for each of your brick-and-mortar stores, and a separate Product Inventory Feed. By combining this information with location data, LIAs tailor search results to display available items at nearby stores. Potential customers can also click on the ad and be directed to a Google-hosted storefront page for additional details.

3. Why should businesses use LIAs?

The Golden Ticket: Seizing the Benefits of Google LIA

LIAs offer three key advantages for businesses: increased foot traffic, improved online visibility, and a seamless shopping experience. By displaying your real-time available inventory and store location directly in search results, potential customers can easily discover your brick-and-mortar store, boosting in-store sales.

4. Who can use Google LIAs?

The (S)heroes of Google LIA: Suiting Up for Success

Businesses with both an online presence and physical locations can excel with Google LIA. However, LIAs are not for online-only or service-based businesses. To use LIAs, your business must meet specific requirements, such as having a unique product identifier for each product and a claimed Google My Business page.

Did You Know?
Businesses using LIA in combination with other Google Ads campaigns experience an average of a 50% increase in click-through rates compared to only using regular Google Shopping ads.

5. How much do LIAs cost?

Deciphering the Price Tag: Understanding the Cost of Google LIA

LIAs operate on a cost-per-click (CPC) basis, similar to other Google advertisements. You set a daily budget and only pay when a user clicks on the ad. Additionally, you can control the expense by adjusting your bid amounts for specific products or locations.

6. Where are LIAs available?

Global Reach: Unfurling Flags of Google LIA Deployment

Currently (mar 2023), Google LIAs are available in multiple countries around the world: Australia, Austria, Brazil, Canada, Denmark, France, Germany, India, Ireland, Italy, Japan, Netherlands, New Zealand, Norway, Poland, Spain, Sweden, Switzerland, the UK and the US.

7. How do I create a Google LIA?

Conjuring a Google LIA: The Recipe for Success

To launch your LIA campaign, start by setting up your Google Merchant Center account and linking it to your Google Ads account. Then, create a separate Local Product Feed and a Product Inventory Feed. Finally, enable local inventory ads in the Merchant Center, and create a Shopping campaign with a product and location extension in Google Ads.
Now, this may sound straightforward - but, there are several areas where setting up Google LIA can become more than a little tricky. 

Pro tip: Spare yourself the headache. The feed experts at WakeupData have tried this multiple times, and dealt with and solved most of the issues you may run into. Feel free to reach out to get started with Google LIA.

8. Can I track the performance of my LIAs?

Seeing Is Believing: Tracking Google LIA Results

Yes, by using Google Ads, you can track your LIAs' performance and review metrics such as clicks, impressions, conversions, and more in Google Analytics. This allows you to fine-tune your campaign for maximum effectiveness.

9. Are there any restrictions on running Google LIAs?

The Fine Print: Navigating Google LIA Regulations

Yes, Google has specific guidelines for which products and businesses can use LIAs. Businesses in certain industries, such as adult content, alcohol, tobacco, and pharmaceutical products, may face restrictions or additional requirements.

10. Can LIA collect customer information?

Safety First: Trusting Google LIA with Customer Data

Google LIA does not directly collect customer data. However, it requires integration with your existing Google Merchant Center and Google Ads account, which may hold customer information as per Google's data privacy policy.

Conclusion: Appreciating the Gift of Google LIA

Embracing Google LIA offers your business the opportunity to harness the potential of local searches by connecting online users with offline shopping experiences. Whether you're a small retailer or a large chain, LIAs can increase your visibility, drive foot traffic, and contribute to sales growth. Demystified and decoded, it's time to empower your business with the transformative abilities of Google LIA. Happy advertising!

Learn more about Google LIA and how to get in touch with one of our experts.


Written by Brian Skov

With a background in developing ecommerce solutions and websites for commercial customers and a few years in the window industry our Senior Marketing Manager is well rounded in the world of web, SEO and ecommerce.

Topics:Google LIAFAQs

About the WakeupData Blog

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