---
title: "Google Merchant Center Introduces New Store Address Attribute for Local Inventory Ads"
url: https://adtech.lol/articles/906d6c36-0fbb-4c52-b57c-6c2318bf8e17
source_url: https://searchengineland.com/google-merchant-center-introduces-new-store-address-attribute-for-local-inventory-496135/
source_site: searchengineland
author: "Anu Adegbola"
published: 2024-04-10T00:00:00+00:00
tags: ["Google Merchant Center", "e-commerce", "online retail", "local inventory ads", "product submission"]
publisher: AdTech Radar
---

# Google Merchant Center Introduces New Store Address Attribute for Local Inventory Ads

> Google now requires the `store_address` attribute for each product submission intended for Local inventory ads or Local free listings.

# Google Merchant Center Introduces New Store Address Attribute for Local Inventory Ads

Google Merchant Center introduced a new store address `store_address` attribute, requiring merchants to provide physical store addresses when submitting products for Local inventory ads and Local free listings.

## What’s new

Google now requires the `store_address` attribute for each product submission intended for Local inventory ads or Local free listings.

The attribute identifies the physical store associated with a product, helping standardize location information across local inventory data.

## How it works

Merchants must include the store’s address in their product data using the new attribute.

Google specifies the attribute as a string using Unicode characters, with addresses formatted using ASCII-encoded text.

## Who it affects

The update applies to merchants submitting products for Google’s local shopping experiences, including:

- **Local inventory ads:** Paid listings that promote products available at nearby physical stores.
- **Local free listings:** Unpaid listings that help shoppers discover products available in local stores.

## Why we care

Merchants managing inventory across multiple locations should review their product feeds to ensure each applicable submission includes the correct store address.

Missing or incorrectly formatted address information could create problems with product-to-store associations and feed compliance.

## The bottom line

Retailers using Local inventory ads or Local free listings should review their Merchant Center feeds and add the required `store_address` attribute to applicable product submissions, ensuring addresses are accurate and properly formatted.

## Dig deeper
Explore more on [Store address `store_address`](https://support.google.com/merchants/answer/14154193).

Source: [https://searchengineland.com/google-merchant-center-introduces-new-store-address-attribute-for-local-inventory-496135/](https://searchengineland.com/google-merchant-center-introduces-new-store-address-attribute-for-local-inventory-496135/)