Never as in this period is it essential that support for small local businesses comes from all over. Google also contributes , providing local businesses with a series of new digital solutions that respond to the increasingly evolving needs of consumers.
As is well known, the COVID-19 pandemic continues to damage commercial and production activities, and companies operating in limited territorial areas are particularly vulnerable . In this sense, the tools that Google offers to connect physical stores with their digital version could prove to be a commendable help for those who work on a local scale.
First of all, Google has recently introduced the possibility of implementing the scope and accuracy of its My Business service by entering information relating to the characteristics of the service of shops and restaurants: by doing so, local businesses will be able to communicate easily and discriminating pluses at this time . , such as contactless delivery or collection at the point of sale .
These features are also available for Local Campaigns , which before the “Coronavirus case” were essentially aimed at bringing consumers to physical stores .
Also with regard to the in-store collection service , Google has different label activities : collection on the street , same -day collection for Local Inventory Ads on Google Shopping, and collection later . This last feature is particularly useful for those who order products at the point of sale but cannot find them immediately available, as it allows the business to communicate that they will be soon .
As for actual sales , the big G now focuses on Smart Bidding to optimize the bid in auction automatically , based on actual sales within the point of sale and not only on mere human traffic.
The optimization process can be activated directly by advertisers , who will only have to upload proprietary data relating to real in-store transactions : in this way, Smart Bidding will operate taking into account the fluctuations between online conversions and physical sales and will adapt the auction bid. Consequently.
It seems like a minor change, but it’s not : as the current situation forces consumers to quickly change their shopping habits , it is imperative that digital campaigns react and behave accordingly. Come and talk to Naxa experts about how to optimize your local business on digital channels and better absorb the crisis of this period.
