When might you use an omni channel shopping campaign approach?

An omnichannel shopping campaign approach is recommended when your ecommerce and in-store products have a strong overlap because it allows Google's Smart Bidding algorithms to optimize for the total value of a single inventory pool across all sales channels. When the products available online are largely the same as those found on physical shelves, a unified campaign can dynamically direct a user to either the website or the nearest store based on their real-time intent, location, and likelihood to convert. This strategy eliminates the need for siloed budgets and prevents internal competition between online and offline teams, ensuring that the marketing spend is automatically allocated to whichever channel provides the highest return for the same set of products. Would you like me to explain how to set up a Local Inventory Feed in Merchant Center to support this overlapping omnichannel strategy?