Saks, Sephora pilot Google’s local ads to drive store traffic

Saks Fifth Avenue and Sephora are among the retailers that have tested Google’s local and shopping campaigns, which the search giant is expanding for this year’s holiday shopping season, according to a Google blog post. The local campaigns are designed to drive traffic to nearby locations by geotargeting mobile users, while shopping campaigns have expanded “buy online, pick up in store” (BOPIS) capabilities for brick-and-mortar merchants.

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