Before you can set up the LIAs for your retail business, they’re a few requirements that you must satisfy first.

1.) Your business has a traditional store setup accessible by walk-in customers.

2.) The goods on sale don’t require additional purchases, e.g., a membership to the store.

3.) Your business is in a country that allows LIAs to run, such as the US, the UK, Australia, France, Denmark, and Canada.

4.) You abide by Google shopping ad policies, especially those related to technical quality standards, restricted content, and prohibited content and practices.

Pros and Cons of LIAs

There are both upsides and downsides to using LIAs. Marketers who can successfully set up google local marketing ads while minimizing the downsides can look forward to generating promising results. They’ll also find that these ads can significantly impact the store’s advertising strategy.

Pros

Drive foot traffic to your store: Showcasing store locations and product availability is an excellent way to entice local consumers, which is why advertisers love them.

Merge online with offline shopping: LIAs enable you to close the gap between physical and online shopping. Displaying them can influence whether a user chooses to shop at your store or over at your competition.

Decidedly relevant shopping knowledge: LIAs have become relevant as they work by targeting customers who are actively looking to shop in a certain geographic area. It means they can reach users with a high intent, thus boosting the probability of in-store purchases.

Cons

Complex set-up: You need to integrate and update product information regularly when setting up LIAs. This can prove challenging for store owners who have large inventories or whose stock is ever-changing.

Inventory management: Store owners need to have an active local inventory advert management system to manage their local inventory efficiently. This helps in ensuring that the product availability data is always up-to-date and accurate.

Understanding the upsides and downsides of Google local advertising, in particular, the downsides is crucial for store owners looking to leverage LIAs. It enables you to take measures to help in mitigating them to ensure the LIAs add value to your online advertising efforts.