Google Ads Introduces Local Customer Optimization and Store Sales in Data Manager
Google Ads has introduced two new features for multi-location retailers: Local Customer Optimization and Store Sales in Data Manager. The updates aim to simplify the process of driving and measuring in-store sales, especially during peak periods like the holiday rush.
The first feature, Local Customer Optimization, allows advertisers to prioritize their budget towards reaching consumers who are actively in-market nearby on Google Maps, Waze, and local Search. This can be enabled at the campaign level through a toggle in Performance Max for store goals campaigns.
Store Sales in Data Manager is another new feature that simplifies the process of sharing in-store sales data to the Google Ads account. Advertisers can now link their CRM or Google Sheets directly from within Google Data Manager, enabling them to measure and optimize towards their highest potential walk-in customers.
Ginny Marvin, the Google Ads Liaison, explained that these updates are designed to combine real-time navigation signals with seamless offline revenue measurement, making it easier for advertisers to drive in-store sales.