Articles written in April, 2012

April 16 2012

Use Location Insertion in Your PPC Ads to Increase Exposure for Local Listings


Google AdWords recently announced that they added enhancements to their location targeting capabilities to make location targeting clearer and more powerful. Now, they are introducing location insertion for location extensions.

With Location Insertion, advertisers will no longer need to create multiple ads for multiple locations. Location insertion for location extensions automatically inserts the city, phone number or zip code of your location that matches the searcher’s geographic location into your text PPC ad.

To implement location insertion in your ads, you must have location extensions enabled in your campaign. To enable location extensions, go to the “Extensions” tab within AdWords. Under “View” select “Location Extensions.” You have the option to select a location from a Google Places account or manually enter an address.

Once location extensions are enabled, you will add a parameter to your ad text. When appropriate, Google will replace the parameter in your ad with the information that matches the location extension. Google detects location based on either where the searcher is physically located or geographic locations that they have been interested in.

You can use the parameters to dynamically replace the city name, postal code and phone number within your ad and can be inserted into your ad title, text, display and destination URLs.

Below is Google’s example ad that has been implemented with location insertion.

April 9 2012

Google AdWords Updates Its Location Targeting Feature


Google AdWords has announced that it is implementing new enhancements to its location targeting capabilities to make location targeting clearer and more powerful.

The first update re-words the targeting options to make them easier to understand for advertisers. In the past, this was the option for advanced location targeting:

If you were targeting using the first option “Target using either physical location or search intent” your Pay-Per-Click (PPC) ad would show to people in your targeted location as long as they were not searching for something related to a different location.

Below is the new option that Google AdWords recently released:

The second addition applies location targeting to ads on the Google Display Network (GDN). Previously, the only location targeting was the physical location of the searcher. Now both the location of the user and the content of the page will dictate location targeting on the GDN. The default option for the GDN is to show to “People in or viewing pages about your targeted location”.

Google also changed the advanced location exclusion features to make a more restrictive default option for “People in, searching for, or viewing pages about my excluded location”. This new option helps advertisers avoid getting impressions for excluded areas, regardless of whether your customers are located or interested in those locations. Here are the new advanced location exclusion options:

April 5 2012

Now You Can See Conversions Associated to Google AdWords Ad Extensions


So you have implemented every possible Google AdWords Ad extension from Social Extensions to Product Extensions, but have been unable to see if these add-ons are actually bringing in conversions to your site — until now. Google has added conversion tracking metrics to the Ad extensions tab of the User Interface.

To see conversions in the Ad extensions tab, select Customize Columns under the Columns drop down menu. Add these conversion metrics of your preference to your saved columns. See screen shot below.

Conversions metrics are available for the following Ad extensions: Location, Product, Social, Call, Offer and Sitelinks. Being able to see conversions associated with Ad extension clicks is a great way to see how different parts of your Pay-Per-Click (PPC) ad are performing.

The following screen shot shows you how many conversions resulted when a searcher used the Click-to-Call option of a PPC ad. It is interesting to see how many online conversions were made after a phone call was made.

In order to see how Ad extensions compare to your normal PPC ad, you must run a Click Type Segment report. However, in this report you will not be able to differentiate which Sitelink is performing since up four Sitelinks can be shown in one ad. Advertisers are still unable to test which Sitelink message is converting or even which message has the highest click-through rate.

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