What is Google LIA?
LIA (Local Inventory Ads) is the web-to-store solution from Google.
The user is geolocated and can access your ad if he is located near your store.
He then lands on a "showcase" page hosted by Google on which he can consult your physical stocks, the store's hours and how to get there, for example.
Read more in Google's documentation about LIA
Google LIA in Lengow
Adding a Google LIA channel in Lengow
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Add the Google channel in Lengow.
The Google LIA feeds are identical for all countries. In Lengow, you have to select the country France, UK or Germany to add a Google LIA channel, but these feeds may be used whenever LIA is made available by Google: Australia, Austria, Belgium, Brazil, Canada, Czech Republic, Denmark, France, Germany, India, Ireland, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Poland, Romania, Spain, Sweden, Switzerland, the UK, and the US.
- Select the "Google Shopping - Local Inventory Ads" option:
You can then add a "Local Products" feed or a "Local Product Inventory" feed (read below).
Several Google feeds are necessary
Two required feeds are available in Lengow for setting up product ads in stores:
- The Local Products feed: will allow you to create and complete the product sheets for your LIA ads.
- The Local Products Inventory feed: will allow you to send your store inventory data.
Note: remember to retrieve the store code (store ID) given by Google so that the stock information is correctly relayed on the "showcase" page.
If you have an inventory feed per shop (which is often the case), Lengow suggests a reprocessing of your inventory catalogues to provide Google with a single Local Product Inventory feed.
Contact your Lengow account manager for more information.
In addition, another required feed has to be managed outside Lengow:
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Google My Business Locations
More information in Google's documentation
Finally, an optional feed can be managed in Lengow if the products are also available on your website (if the products are not available on the website, this feed is not necessary):
How are these feeds linked to one another?
Common IDs in each LIA feed enable the connection between feeds.
Click to enlarge the image
If you are using GMC Next
To use LIA with Google Merchant Center Next, go to "Add-ons" in your GMC Next and activate the following add-ons:
- Local inventory ads
- Advanced data source management
