Google Defaults Local Inventory Ads in Shopping Campaigns

Google is changing the default behavior of Local Inventory Ads (LIAs) within Standard Shopping campaigns, effective August 31. Advertisers will find LIAs automatically enabled for Shopping campaigns that are linked to Merchant Center accounts and have the Local Inventory Ads add-on active. This update replaces the existing "Local products" setting, which was located under "Other settings," with a new Inventory filter.

The Inventory filter will now be the primary tool for managing Local Inventory Ads. This filter allows advertisers to configure their campaigns by specifying either "Channel = Local" or "Channel = Online." This consolidation aims to simplify campaign management by centralizing controls and eliminating previously overlapping settings that governed Local Inventory Ads.

Google states that this change is designed to streamline the configuration process and establish Local Inventory Ads as the default experience for eligible Shopping campaigns. The company is removing the legacy "Local products" setting to avoid duplicate controls and make the management of local inventory more straightforward.

Advertisers who utilize Shopping campaigns with the Merchant Center's Local Inventory Ads add-on are advised to review their current campaign configurations before the August 31 deadline. Those who wish to maintain separate budgets for online and in-store inventory must update their Inventory filter settings accordingly, selecting either "Channel = Local" or "Channel = Online" as needed. Failure to update settings could lead to unintended changes in campaign behavior, particularly for advertisers with distinct online and local inventory strategies.

The shift was initially brought to attention by PPC specialist Arpan Banerjee. This move by Google signifies a move towards a more integrated approach to managing both online and local product visibility within its advertising ecosystem.