How can running a Local Inventory ad increase your return on investment (ROI)?
Correct Answer
By bringing online shoppers into your brick-and-mortar store.
Key takeaways
Local inventory ads turn online searches into physical store visits.
They monetise stock you already hold in-store.
Store visit conversions are how the resulting return is measured, where available.
Why is this the correct answer?
Local inventory ads improve return by converting online searches into store visits. A shopper searching for a product nearby sees that you have it in stock, and comes in to buy it — so advertising spend produces revenue that would otherwise have been invisible to the campaign, or lost to a competitor with better local visibility. It also makes use of stock you already own and are already paying to hold, which is why the return can be better than an equivalent online-only click.
Why are the other options wrong?
By advertising your store’s address and its offerings on the radio.
Radio is offline media bought elsewhere and has nothing to do with a local inventory ad.
By sending a follow-up survey via e-mail after a new customer leaves your brick-and-mortar store.
A post-visit email survey gathers feedback after the fact. It does not drive the visit that produces the return.
By A/B testing potential new logos and tracking which is most effective.
Logo testing is a branding exercise, unrelated to local inventory or to bringing shoppers into a store.
Frequently asked questions about this topic
How do I attribute in-store sales back to the ad?
Store visit conversions give a modelled measure of people who saw an ad and later visited, and some retailers go further by importing offline sales data to tie transactions back to clicks. Both are approximations, so use them to compare campaigns rather than to reconcile to the penny.
Topics in this question
About the Shopping Ads Certification
The Shopping Ads Certification checks that you can run retail campaigns end to end: product data in Merchant Center, linking it to Google Ads, and choosing between Standard Shopping and Performance Max to drive sales and value.
Exam guide and all 407 Google Ads Shopping questions →Related Google Ads Shopping questions
- 1Lance has been running Local Inventory ads to promote his antique toy shop. He’s considering running additional ad campaigns with Google. What’s an easy next step Lance can take to expand his brand’s reach?
- 2Ben sells homemade artisan soaps at a mall kiosk called Fresh Soaps. He’s considering running a Local Inventory ad with Google. What unique type of information would Ben’s Local Inventory ad show?
- 3A single branch of Simpson Shoes has been operating since 1917. As they consider moving into online marketing, the owner, Bert Simpson, wants to focus on a specific, potential customer type. Which potential customer would benefit from Simpson Shoes running a Local Inventory ad?
- 4Rhonda sells homemade artisan soaps. She just opened her first brick-and-mortar shop, Soaps by Rhonda, and she’s considering running a Local Inventory ad with Google. What does Rhonda need to run a successful Local Inventory ad?
- 5Anne sells homemade artisan soaps. She just brought her brick-and-mortar store online, and she’s considering running a Local Inventory ad with Google. How could a Local Inventory ad help Anne expand her business?
- 6Jonah’s Surf Shop has been running Google ads for years, and now they’re interested in introducing a new type of online ad. Which potential customer could Jonah reach by running Local Inventory ads?