Through a partnership between dbaPlatform and Locally, retailers can make their in-store product selection discoverable to shoppers across Google, through what Google refers to as "Surfaces Across Google."
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All about Surfaces Across Google
Hundreds of millions of consumers initiate shopping-related searches on Google every day. The Surfaces Across Google program allows searchers to see in-store products on product listings across Google Search, Google Images, Google Shopping, Google Maps, Google My Business, and Google Lens. Here are examples of how listings would appear on each Google surface:
1. Google Shopping
Retailers’ products can be displayed in unpaid listings on the Google Shopping tab by opting their products in to Surfaces Across Google. This allows shoppers to see more products from more stores. Product attributes such as price, availability, and ratings are eligible to show in unpaid, organically-ranked listings.
2. Google Search
When searchers use Google Search to shop for products, they require results that are more visual than a typical listing. Therefore, Google will show listings that include images, titles, brands, ratings, and more product information. Consumers can explore products offered by several brands and retailers, with links directly to their web store where they can make a purchase.
3. Google Maps
When a search is performed near a local store for a product that’s available in-store, the location listing will appear in Google Search as a Google Maps result. The listing will include store rating, address, hours, phone number, in-store availability, as well as approximate distance from the searcher.
4. Google Images
When searchers look for products and brands on Google Images, they will see images labeled with the “Product” annotation. This tells them that the product displayed is available for purchase. Product details including price, availability, ratings, and brand, can display directly on the image as well as in the expanded view of the image.
5. Google My Business
Lastly, you can attach your products to your Google My Business store profile to enable shoppers to browse and search your in-stock inventory from directly within Google. They will also see your store's Locally store reviews.
How to add your inventory to Google with Locally
Who is dbaPlatform and what do they do?
To make this happen, we've partnered with dbaPlatform. dbaPlatform is a group of local search experts and Google specialists who, like Locally, are committed to helping retailers turn online traffic into in-store customers. They are your navigators during the setup and verification process with Google and provide ongoing support as it relates to Google.
How does Locally send a feed to Google?
Locally's role in this is sending your store’s inventory feed and the associated catalog content (product names, images, etc.) to Google.Your feed is transmitted daily. Any product you carry by our partner brands will appear in Google. You can designate a safety stock threshold (for example: only show products with a quantity of 2 or greater on Google) or send all products.
What does this cost?
Locally charges $49/mo for the first location and $39/mo for each additional location to enable your feed to Google.
I'd like to do this. What are my next steps?
- Schedule a kick-off meeting with dba at this link.
- Once dba finalizes your Google information, Locally will start sending product/inventory feed to Google (the $49/mo for the first location and $39/mo for each additional location charge starts here)
- Prior to your products appearing on Google, you must complete a verification process with Google. dbaPlatform helps you to facilitate this.
Allot 2-4 weeks for on-boarding. Please note that if there are issues with your Google accounts that dba needs to work through with you, on-boarding may exceed the typically 2-4 week timeframe.
What to know for on-boarding
What do I need to bring to my dbaPlatform on-boarding meeting?
Please make sure you have admin access to your Google My Business profiles, Google Adwords, and Google Merchant Center. If you don't have a Google Merchant Center, dba can help you set one up for a small fee.
What is Google’s verification process?
Google requires that each store verify the information in their feed. Prior to going live, Google will give your stores a list of products that are being shown as in-stock, and your team completes a survey to verify the validity of the inventory data.
How long will on-boarding take?
Once dba has access to Google My Business, Google Adwords and Google Merchant Center, it takes about 30 days to fully setup, configure and verify with Google to go live on all your locations.