How to optimize your PPC campaign based on stock and location

In this article, we’ll walk you through the most important points to remember when integrating location and stock data into your PPC strategy.

Optimizing PPC campaigns based on stock availability

Stock availability is a key factor in PPC campaigns because advertising out-of-stock products leads to wasted budget and negative customer experiences. By aligning your campaigns with real-time inventory data, you can ensure your ads are relevant, improve user satisfaction and allocate budget effectively to in-stock items.

Here are our top 3 recommended tactics for integrating stock availability into your PPC campaigns:

1. Dynamic ad pausing and adjustments

Running ads for out-of-stock items is not only inefficient—it damages trust and wastes your budget. The key is automation: integrating your inventory system with your PPC platform allows you to pause your campaigns based on actual stock levels.

How to implement dynamic ad pausing:
Most eCommerce platforms, like Shopify or WooCommerce, enable you to integrate your product feed into Google Ads or Microsoft Advertising. Advanced feed management tools like Channable let you import, organize, and update product inventory data automatically into your product feed, so you avoid advertising out-of-stock products. You can also create automated rules in Channable to pause ads when a product’s inventory hits zero.

2. Real-time inventory updates

Static inventory data quickly becomes outdated, especially during high-traffic seasons like Black Friday. Real-time inventory updates ensure that the products you’re advertising are both relevant and available.

How to implement real-time inventory syncing:
Use a feed management tool to connect and sync your inventory feed with your ad platforms. Once synced, enable dynamic remarketing campaigns in Google Ads to pull live stock data directly from your Google Merchant Center feed, so you only advertise products that are in stock. To optimize further, apply inventory rules to prioritize promoting high-stock items while suppressing ads for low-stock products.

3. Stock-specific campaigns

Stock-specific campaigns help you target your advertising efforts based on your current inventory levels, so your campaigns prioritize high-stock items.

How to create stock-specific campaigns:
Segment your inventory into categories like high-stock, low-stock, and clearance items. Use a feed management tool like Channable to automatically assign these categories to corresponding ad groups or campaigns.

For high-stock items, you might create ads with messaging like “In Stock Now.” For low-stock items, emphasize urgency with phrases like “Only a Few Left” or “Limited Availability.”

Why these strategies work

These strategies keep your PPC campaigns efficient, relevant and customer-focused. Dynamic ad pausing prevents wasted budget on out-of-stock items and avoids frustrating users with unavailable products.

Real-time inventory updates keep your ads aligned with current stock levels, boosting conversions and enhancing the shopping experience. Stock-specific campaigns help you prioritize high-stock items while creating urgency for low-stock products. By integrating these strategies, you maximize the impact of your advertising spend and enhance customer trust.

Location-based PPC optimization

Location-based PPC strategies let you target audiences in specific areas with tailored ads. Leveraging location data lets you identify opportunities to boost performance in regions with high demand or strategically move surplus inventory where it’s most likely to sell.

1. Geo-targeting

Geo-targeting involves concentrating your campaigns on specific regions or areas where your products have higher demand or surplus inventory. This approach optimizes your ad spend and increases conversions in targeted locations.

How to implement geo-targeting:
Start by identifying high-demand locations using sales and inventory data to pinpoint regions with strong performance or surplus stock. In Google Ads, adjust location-based bidding strategies to increase bids for high-performing regions and decrease them for underperforming areas.

For brick-and-mortar stores or warehouses, use radius-based targeting to focus on nearby customers. For instance, if a particular city has high conversion rates, increase bids in that area to attract more traffic.

2. Localized ad copy

Localized ad copy incorporates location-specific details into your ads, making them more relevant and appealing to regional audiences. This makes your ads more engaging, because they cater to local preferences and feel more personal to your audience.

How to craft localized ad copy:
PPC solutions like Channable let you include region-specific details in your ad text, such as city names, delivery times or local promotions. On top of that, with Channable's dynamic text ads fields, you can create localized ad copy for your ads.

For example, use phrases like “Next-day delivery in Chicago” or “Exclusive deals for New Yorkers.” You can also test multiple ad variations with localized messaging to determine which works best for each region.

3. Using local keywords

Incorporating local keywords into your campaigns also enhances ad relevance by aligning with user intent. Geographic modifiers improve visibility in location-specific searches, reducing cost per click (CPC) and increasing conversions.

How to incorporate local keywords:
Start by conducting local keyword research using tools like Google Keyword Planner to find high-volume search terms for specific regions, such as “best raincoat in London” or “premium laptops near San Francisco.” Create location-specific ad groups and include these keywords to ensure your ads are tailored to the region. Remember to also regularly update your negative keyword list to exclude irrelevant locations or terms.

Why these strategies work

Geo-targeting optimizes ad spend by focusing on high-demand areas and strategically moving surplus inventory, increasing conversions and improving resource allocation.

Localized ad copy resonates with regional audiences, enhancing engagement and trust while boosting click-through rates and quality scores. Incorporating local keywords aligns ads with user intent, improving relevance and performance by driving more conversions and minimizing wasted clicks.

Measuring success and refining campaigns

To optimize continuously, it’s crucial to analyze your campaigns’ performance and adjust strategies based on data insights. The most relevant metrics to monitor when optimizing for location and stock levels include:

Return on ad spend (ROAS): A strong ROAS indicates your location-based and inventory-aligned ads are driving meaningful returns.

Profit on ad spend (POAS): High POAS means location-targeted campaigns or stock-focused ads are cost-efficient after factoring in inventory, logistics and other expenses.

Click-through rate (CTR): High CTR indicates your ads are relevant and engaging. Compare CTR across regions or stock-specific campaigns to identify strengths and weaknesses.

Conversion rates: Evaluate how well your clicks convert to sales. Low conversion rates may signal issues with targeting, landing pages, or stock accuracy.

Cost per conversion (CPC): Measure the cost-effectiveness of your campaigns by comparing costs in different regions or for various product groups.

Regional performance: Use geo-segmentation in Google Ads to assess performance by location and identify areas to scale or optimize.

Create smarter PPC campaigns with stock and location data

Integrating stock and location data into your advertising strategy helps you create campaigns that are more relevant to your audience and more beneficial to your inventory management. Tools like Channable help you seamlessly integrate location and stock data into your campaigns, with time-saving automations and intuitive rules.

No matter your growth stage, Channable provides all the key solutions businesses need to successfully advertise on Google, Amazon, and Bol. Find more information here.