Google has started testing product filter buttons for product listing ads in the search results, including a special “In Store” filter for Local Inventory Ads.
Merkle RKG spotted the test, saying the filter buttons appear to show up when superlatives like “best” or “top” or other qualifying adjectives are not used in the query.
The screen shot the Merkle RKG team captured below for “keurig coffee makers” features filter buttons for In Store, Top Rated and Up to $130. After clicking on a filter, the resulting Shopping page features products that meet the filter requirements. The buttons have the potential to draw more visitors to Google Shopping pages, giving more advertisers an opportunity to be found.
The In Store filter is particularly interesting as a way for consumers to be able to quickly see stores nearby that carry the product. The Best Buy ad in the screen shot above is an example of a Local Inventory Ad, showing the product is available for pickup in a Best Buy store located 7.3 miles from the user) in one place. These are becoming increasingly important for brick-and-mortar retailers.
Merkle RKG has seen mobile conversions for ads with in-store pickup selected rising significantly since mid-May. One advertiser has seen in-store pickup orders triple in the past month.
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