Throughout the COVID-19 pandemic, Google has been rapidly releasing new tools to assist shoppers looking for contactless pick-up options, delivery, and keep consumers up-to-date on frequently changing business hours or closings and openings.
Now, the company has released a way for retailers to easily signal that they provide curbside pickup for products appearing in Local Inventory Ads.
Delivery Is Overwhelmed, Consumers Shift To Pickup Options
With many stores across the country closed, many shoppers quickly turned to online retailers like Amazon to find their necessities and enjoyment during quarantine. Unfortunately, this led to shipping being massively overwhelmed, creating delays of up to a month for any product deemed “non-essential.”
Google says this situation directly contributed to a 70% global increase of searches for “in-stock” products within just one week from March 28 to April 4 and has continued to be an important search query for shoppers.
While the company doesn’t provide specific data, it also suggests that searches for “curbside pickup” have been elevated since late March.
How To Add Curbside Pickup To Local Inventory Ads
To help advertisers alert customers to alternative pickup or delivery options, Google has implemented a new label for products shown in Local Inventory Ads available with curbside delivery.
The label is a small but significant badge for many shoppers, even as businesses reopen across the country.
Although technically still in beta, Google announced it was opening the badge to all advertisers running Local Inventory Ads who have completed the process of onboarding for store pickup.
Because it is still in beta, accessing the feature also requires a few unique steps. Specifically, advertisers must contact a Google Ads rep or fill out this form.
The new tag is available to all eligible advertisers anywhere Local Inventory Ads have been launched, including Australia, Austria, Brazil, Canada, Denmark, France, Germany, Japan, Netherlands, Norway, Sweden, Switzerland, the UK, and the U.S.
If you do not fit the criteria for this feature or are not utilizing Local Inventory Ads, the company notes that you can still use your Google My Business profile to notify shoppers to curbside pickup or delivery options by adding these attributes to your listing.