Google Adds New Features to Bolster Local Businesses Covid-19 Recovery

Last week, Google announced it was releasing a whole host of new or updated features in an effort to support local businesses’ recovery after Covid-19.

This shouldn’t come as too much of a surprise, given how reactive Google My Business has been throughout the entire Covid-19 pandemic — including the temporary restriction of features such as reviews and Q&A, providing new attributes like ‘curbside delivery’, and incorporating integrations with sites like GoFundMe.

Arguably though, this is Google’s biggest response to the real-world consequences on local brick-and-mortar stores presented by Covid-19 yet.

On Wednesday, June 17, Google released its ‘Helping businesses and nonprofits recover’ resources. So, what were the main headlines?

International Small Business Week

First and foremost it looks like we ought to wish you a very happy Small Business Week!

Along with the introduction of new features, Google also announced it was declaring the week of June 22nd to June 27th as International Small Business Week:

Helping businesses and organizations recover is the first topic we’ll explore. Today we’re sharing updates for small businesses ahead of a Google-wide initiative, International Small Business Week, taking place June 22-27. This is a week dedicated to celebrating small businesses when we’ll share tips, trainings and products to help them get back on their feet.

Google didn’t go into a huge amount of detail about what this week might entail, but it looks like you ought to keep your eyes peeled for unique tips and tricks from the search engine giants.

This may not be the most exciting news for our US-based readers, as National Small Business Week already exists in the States.

Nonetheless, this week provides an opportunity to celebrate the small, local businesses that are cornerstones of communities and economies across the world.

After a pretty turbulent past few months, let’s take this moment to say a big old “thank you” to the businesses that have persevered, adapted, and pivoted to continue to serve us and those most in need.

It may be some time before all local businesses are able to return to (relative) normality and for those unable to adapt to the recent restrictions, this will have been an even tougher time.

It wasn’t easy, but we’re grateful, and we’re ready to support you while you get back on your feet.

New features and tools

The long and short of Google’s announcement is that it’s helping local businesses largely in regards to ads.

These newly announced features are designed to support local businesses as they begin to reopen and return to “business as usual” — whatever that may look like.

Book directly in the SERPs -> Google is now making it easier to book local services directly in Google Search on mobile in the U.S.

Also, the Shopping tab will show local store info starting today (for all countries where the tab is available): https://t.co/q6s5HrD0ke pic.twitter.com/w2QdwBwvPI

— Glenn Gabe (@glenngabe) June 17, 2020

Although Google has packaged these features up into one handy “for local businesses” announcement, it looks like some of the capabilities have been in play for a few weeks, if not longer.

Regardless, below we’ve compiled the list of “new” features that local businesses will be able to make use of from now on:

Changes to Google’s Shopping tab

The shopping tab will feature local store information from Google My Business, such as product availability, locations, and other options like dine-in or curbside pickup.

Google shopping tab update

New processes and capabilities for Local Service Ads

Google also took a look back at its recent change to Local Service Ads on mobile.

As of May, users can also now book appointments directly from clicking on a Local Service Ad — this expands on the previous functionality of sending messages to hot leads.

To enable direct bookings, businesses will need to liaise with one of Google’s many booking partners. Businesses will also need to have been approved by Google’s guarantee consumer protection program.

Smart campaigns reach more countries

Google’s Smart campaigns have long been a way for less technically savvy or under-resourced businesses to set up ad campaigns with a clear goal in mind, such as wanting more phone calls, website clicks, or bookings.

Now, Google is expanding its ‘Smart campaigns’ to 150 countries.

It will also be more accessible than ever, as Google allows users to quickly set up campaigns through its Ads app.

Free promoted pins

In addition to expanding Smart campaigns to more countries, businesses that use Smart campaigns will now benefit from promoted pins on Google Maps for free.

Source: Google

Promoted pins provide businesses with more visibility. Usually, advertisers would be charged for each click on a promoted pin (just like your classic PPC campaigns), but if a business has a Smart campaign running, there will be no cost per click.

With this in mind, Smart campaigns may sound like the ideal fit for local businesses, but some experts have been critical of their appearance:

I think the square does the business more harm than good, visually. To me the square makes it feel like it’s representing something that is not a business, because it’s different from all the other businesses. pic.twitter.com/2ToJX1UX8c

— Colan Nielsen (@ColanNielsen) June 19, 2020

Increased functionality from ‘Grow My Store’

Google’s ‘Grow My Store’ website has been updated to help businesses boost their success rates online and in-store, depending on the business’s specific industry.

Once you’ve entered all your relevant business information and signed up for a profile, Google will provide you with a full report complete with industry benchmarks, such as how many users have used a Google Product and more.

The report can take up to a few hours to run, but I was pleasantly surprised that mine took around thirty minutes or so.

In this next section, we’ll take a look at exactly what the ‘Grow My Store’ report gives you.

What’s in the ‘Grow My Store’ report?

While most of the features listed above are fairly self-explanatory, one thing you may want to know more about is the ‘Grow My Store’ report. ‘Grow My Store’ has been available to users in most of Europe since last yearbut is brand-new to US users.

Here, we’ll take a look at what’s included, using an example of a local Brighton (UK) restaurant.

The first thing you’ll see in your report is a website score, pictured below.

Grow My Store report

Next, Google provides a breakdown of the results across six main categories: product information, store details, personalization, customer service, security, and mobile.

The product information section unpacks product details, product reviews/ratings, product search, and product prices.

Product section GMS

Unfortunately, while you do get a more detailed score at the top of the report, these sections simply show a tick or a cross.

So if you have product ratings/reviews, even if..



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